Forecast Period | 2026-2030 |
Market Size (2024) | USD 93.27 Billion |
CAGR (2025-2030) | 7.37% |
Fastest Growing Segment | E-Commerce |
Largest Market | South |
Market Size (2030) | USD 142.47 Billion |
Market Overview
United States Beauty & Personal Care Market was valued at USD 93.27 billion in 2024 and is anticipated to grow USD 142.47 billion by 2030 with a CAGR of 7.37% during forecast period. The
United States Beauty & Personal Care market is a dynamic and rapidly
evolving sector driven by trends like personalization, clean beauty, and the
growing influence of social media. The market encompasses skincare, haircare,
makeup, fragrances, and grooming products. Consumers increasingly demand
sustainable, vegan, and cruelty-free products, prompting brands to innovate and
adopt eco-friendly practices. The rise of online sales channels has further
transformed the landscape, providing convenience and tailored experiences.
Emerging technologies, including AI-driven skincare diagnostics and virtual
try-ons, are reshaping consumer engagement, while wellness-oriented products
continue to gain traction.
Market Drivers
Increasing
Demand for Natural and Sustainable Products
The growing consumer preference for natural, organic, and sustainable products is a major driver of the U.S. beauty and personal care market. Shoppers increasingly prioritize eco-friendly and cruelty-free brands that use ethically sourced ingredients and environmentally conscious packaging. According to a 2023 consumer trends report published by the U.S. Environmental Protection Agency (EPA), over 60% of American consumers actively seek out personal care products with “clean” or non-toxic labels, indicating a strong awareness of both personal health and environmental impact. The rise of Gen Z and millennial consumers, who heavily influence market trends, has further fueled the demand for transparency and ethical practices, prompting many companies to invest in certifications, carbon-neutral initiatives, and zero-waste production processes.
Growing
Male Grooming Segment
The male grooming segment is emerging as a dynamic growth area within the U.S. beauty and personal care industry. Driven by evolving societal attitudes and heightened self-care awareness, men are increasingly investing in skincare, beard care, and fragrances. Products such as facial cleansers, moisturizers, anti-aging creams, and beard grooming kits are experiencing rising demand, particularly among millennial and urban male consumers. According to a 2024 survey by the Personal Care Products Council (PCPC), over 70% of U.S. men aged 18–34 reported using skincare products at least once a week, highlighting a major shift in grooming habits. This transformation is redefining traditional gender roles in personal care and creating new market opportunities.
Brands are capitalizing on this trend by launching dedicated male product lines, curating marketing campaigns tailored to male audiences, and collaborating with male influencers to drive engagement. The introduction of gender-neutral beauty products has also contributed to the inclusivity and accessibility of grooming, appealing to a broader audience. As the stigma around male grooming diminishes, the segment is expected to continue its upward trajectory, reshaping the future of the U.S. beauty and personal care landscape.
Emphasis
on Health and Wellness-Oriented Products
The growing emphasis on health and wellness has significantly reshaped the U.S. beauty and personal care market. In 2024, nearly 50% of U.S. consumers now prioritize wellness in their daily routines, a notable increase from 42% in 2020. This shift, largely influenced by the COVID-19 pandemic, has prompted individuals to seek beauty products that offer both cosmetic and health benefits. As a result, hybrid skincare solutions infused with vitamins, antioxidants, and probiotics have surged in popularity, merging beauty with wellness.
Wellness-oriented beauty products now represent approximately 40% of the total market share, underscoring their rising importance. Consumers are increasingly drawn to functional beauty offerings that address issues like stress relief, sleep enhancement, and mental well-being. Brands are responding by integrating ingredients such as aromatherapy oils, adaptogens, and CBD into their formulations. This focus on holistic self-care and mindfulness continues to drive innovation, shaping a more health-conscious and wellness-driven beauty landscape in the U.S.
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Key Market Challenges
Intense
Market Competition and Brand Saturation
The U.S. beauty and personal care market faces stiff
competition due to the saturation of brands across various product categories.
Both established players and new entrants compete for market share, creating a
crowded space that challenges brand differentiation. This intense competition
is further exacerbated by the rise of direct-to-consumer (DTC) brands and niche
players targeting specific demographics or offering specialized products. For
instance, the rapid proliferation of clean beauty and vegan brands has made it
difficult for companies to stand out. Established brands must constantly
innovate to retain loyalty, while new entrants face significant barriers in gaining
visibility amidst market noise.
Regulatory
and Compliance Challenges
Navigating the complex regulatory landscape in the
U.S. poses significant challenges for beauty and personal care brands. The Food
and Drug Administration (FDA) and the Federal Trade Commission (FTC) closely
regulate product claims, ingredient safety, and labeling standards.
Non-compliance with these regulations can result in recalls, fines, and
reputational damage. Additionally, state-level regulations, such as
California's Proposition 65 and its strict clean beauty standards, further
complicate compliance. The pressure to align with evolving global standards,
including bans on specific ingredients and requirements for eco-friendly
packaging, also increases costs for companies. Smaller brands, in particular,
struggle to allocate resources for regulatory adherence while maintaining
profitability.
Consumer
Demand for Transparency and Ethical Practices
While the demand for transparency and ethical
practices has driven innovation, it also presents challenges for brands
attempting to meet these high standards. Consumers increasingly scrutinize
ingredient lists, sourcing practices, and the environmental impact of products.
Failing to meet expectations can result in negative publicity and loss of
consumer trust, as seen in cases of "greenwashing" where brands
falsely claim sustainability. Transitioning to sustainable and ethical
production often involves significant investment in supply chains, certifications,
and packaging redesigns, which can be financially burdensome. Moreover,
maintaining transparency while protecting proprietary formulations adds another
layer of difficulty for brands in this competitive market.
Key Market Trends
Integration
of Technology in Beauty Experiences
The integration of advanced technology is revolutionizing the U.S. beauty and personal care industry, significantly enhancing consumer engagement and operational efficiency. Artificial intelligence (AI) and augmented reality (AR) are now central to digital beauty experiences, enabling virtual try-ons for makeup, hair color, and skincare products. AI-driven skin diagnostic tools provide personalized recommendations based on individual skin conditions, offering a customized and data-driven approach to beauty routines. This level of personalization is reshaping how consumers interact with brands and choose products.
In physical and digital retail environments, smart mirrors and voice-enabled devices are creating seamless, interactive shopping experiences. These technologies allow consumers to explore products more confidently and conveniently. Additionally, blockchain technology is being increasingly adopted to ensure transparency in sourcing and supply chains. By verifying ingredient authenticity and ethical claims, blockchain fosters trust and aligns with the growing demand for sustainability and clean beauty. Together, these innovations are defining the future of tech-driven beauty.
Expansion
of Gender-Neutral Beauty Products
The growing emphasis on inclusivity and the rejection of rigid gender norms are fueling the expansion of gender-neutral beauty products in the U.S. market. Skincare, haircare, and fragrance brands are increasingly shifting away from gender-specific labeling and marketing, instead focusing on products designed for all individuals regardless of gender identity. Brands like Fenty Beauty and Milk Makeup are at the forefront of this movement, offering versatile formulations with inclusive packaging and messaging that resonate with a broad consumer base.
This trend is particularly driven by Gen Z, a generation that values authenticity, self-expression, and diversity. Their preferences are prompting brands to rethink traditional marketing strategies and prioritize functionality over stereotypes. As a result, the development of gender-neutral beauty products is becoming more widespread, leading to a more inclusive industry that celebrates individuality. This shift is not only changing how products are created but also how beauty is defined and experienced across demographics.
Influence
of Social Media and Influencer Marketing
Social media continues to revolutionize the beauty and personal care industry, acting as a critical platform for product discovery, reviews, and trends. Platforms like Instagram, TikTok, and YouTube are hubs for beauty influencers who shape consumer preferences through tutorials, testimonials, and unboxing videos. According to a 2024 report by the American Influencer Council (AIC), over 70% of U.S. beauty consumers say social media content directly influences their purchasing decisions, with TikTok and Instagram being the most cited platforms. The virality of content such as "TikTok made me buy it" trends has driven sales for many brands. Micro-influencers, who cater to niche audiences, are also gaining traction, offering brands a more authentic and cost-effective way to connect with consumers. Live shopping events and collaborations with content creators further enhance engagement, making social media a cornerstone of marketing strategies.
Segmental Insights
Product Type Insights
The Personal Care segment dominated the United States
Beauty & Personal Care market, driven by increasing consumer focus on
hygiene, wellness, and self-care. Categories such as skincare, haircare, oral
care, and deodorants experience consistent demand, with consumers seeking
effective, high-quality products for everyday use. Personal care brands are
increasingly incorporating natural and clean ingredients to align with growing
consumer concerns about health and sustainability. Additionally, the expansion
of wellness-oriented products, such as body lotions and vitamins, continues to
fuel growth in this segment. As consumers prioritize self-care routines, the
personal care market remains a cornerstone of industry expansion.
Distribution Channel Insights
Hypermarkets and supermarkets represent the dominating distribution segment in the U.S. beauty and personal care market due to their widespread accessibility, product variety, and one-stop shopping convenience. These retail formats offer consumers the ability to purchase personal care essentials alongside groceries, making them a preferred choice for everyday shopping. Major chains like Walmart, Target, and Kroger stock a broad range of beauty products, from mass-market brands to premium selections, often at competitive prices. Their strong in-store presence, frequent promotions, and growing investment in private-label offerings continue to drive high footfall and strong sales in this distribution channel.
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Regional Insights
The South dominated the United States Beauty & Personal
Care market, driven by its large and rapidly growing population, diverse
demographics, and vibrant economic activity. States like Texas, Florida, and
Georgia are key contributors, with high consumer spending on skincare,
haircare, and wellness products. The region's warm climate fuels demand for sun
protection and hydration-focused products, while urban centers like Miami and
Atlanta foster trends in beauty innovation and luxury brands. Additionally, the
South's significant e-commerce growth and rising influence of multicultural
beauty preferences contribute to its leadership, making it a powerhouse in the
country’s beauty and personal care market.
Recent Developments
- In 2024, Beekman 1802 launched the Milk RX Advanced
Better Aging Cream, an anti-aging product formulated with goat milk protein
exosomes and polyglutamic acid, designed to lift, firm, and enhance collagen
production.
- In April 20205, Clariant has launched its comprehensive personal care portfolio under the new "Clariant Beauty" brand, merging its expertise with Lucas Meyer Cosmetics. At in‑cosmetics Global 2025, it showcased novel functional ingredients including GlowCytocin, Melicica, Plantasens Emulsifier HP 49, and Nipaguard SCE Vita aligned with trends in health, sustainability, and sensory efficacy.
- In 2024, Blake Lively introduced her hair care brand, Blake Brown,
featuring a collection of eight shampoos, masks, and styling products inspired
by her personal hair regimen, emphasizing clean, cruelty-free, and sustainable
formulations.
Key Market Players
- L’Oréal
USA, Inc.
- The
Procter & Gamble Company
- Unilever
United States, Inc.
- Bath
& Body Works, Inc.
- The
Estée Lauder Companies Inc.
- Kenvue
Inc.
- Coty
Inc.
- Shiseido
Americas Corporation
- Mary
Kay Inc.
- Beiersdorf,
Inc.
|
By Product Type
|
By Distribution
Channel
|
By Region
|
|
|
- Specialty Stores
- Departmental Stores
- Hypermarkets/Supermarkets
- E-Commerce
- Drug Stores
- Others
|
- South
- West
- Midwest
- Northeast
|
Report Scope:
In this report, the United States Beauty &
Personal Care Market has been segmented into the following categories, in
addition to the industry trends which have also been detailed below:
- United
States Beauty & Personal Care Market, By Product Type:
o
Personal
Care
o Beauty Care
- United
States Beauty & Personal Care Market, By Distribution Channel:
o
Specialty
Stores
o
Departmental
Stores
o
Hypermarkets/Supermarkets
o
E-Commerce
o
Drug
Stores
o Others
- United
States Beauty & Personal Care Market, By Region:
o South
o West
o Midwest
o Northeast
Competitive Landscape
Company Profiles: Detailed analysis of the major companies presents
in the United States Beauty & Personal Care Market.
Available Customizations:
United States Beauty & Personal Care Market report
with the given market data, TechSci Research offers customizations according
to a company's specific needs. The following customization options are
available for the report:
Company Information
- Detailed analysis and
profiling of additional market players (up to five).
United States Beauty
& Personal Care Market is an upcoming report to be released soon. If you
wish an early delivery of this report or want to confirm the date of release,
please contact us at [email protected]