United States Vegan Cosmetic Market, By Product Type (Skin Care, Hair Care, Makeup, Others), By Distribution Channel (Hypermarket/Supermarket, Departmental Stores, Online, Others), By Region, Competition, Forecast & Opportunities, 2020-2030F

Market Overview

United States Vegan Cosmetic Market was valued at USD 3.95 Billion in 2024 and is anticipated to grow USD 5.78 Billion by 2030 with a CAGR of 6.55% during forecast period. The United States vegan cosmetic market is witnessing significant growth, driven by a rising preference for cruelty-free, plant-based beauty products. Consumers are increasingly concerned about animal welfare, environmental sustainability, and the potential health benefits of natural ingredients. This shift is influencing both established and emerging cosmetic brands to develop and promote vegan product lines. Social media and influencer marketing play a pivotal role in raising awareness and encouraging adoption among younger demographics. Additionally, regulatory support for transparent labeling and cruelty-free standards is bolstering consumer trust.

Key Market Drivers

Rising Ethical Consumerism and Animal Welfare Awareness

One of the primary drivers of the U.S. vegan cosmetic market is the increasing awareness and concern for animal welfare among consumers. With more people gaining insight into the practices of animal testing and the use of animal-derived ingredients in traditional cosmetics, there is a growing shift toward cruelty-free and ethical beauty choices. Millennials and Gen Z, in particular, are leading this change, demanding transparency and ethical sourcing in their products. Vegan cosmetics, which avoid all forms of animal exploitation, are viewed as a more compassionate alternative, aligning with the values of a socially and ethically conscious consumer base. Campaigns by organizations such as PETA and the Humane Society, as well as viral social media content highlighting animal cruelty, have further amplified this awareness, prompting both indie and mainstream brands to adopt vegan formulations and cruelty-free certifications.

A significant shift towards ethical consumerism is evident, with nearly 70% of North American consumers indicating a preference for vegan or cruelty-free cosmetics.

Health and Safety Perceptions of Vegan Ingredients

Another critical driver is the perception that vegan cosmetic products are safer, cleaner, and better for personal health. Many consumers associate vegan cosmetics with natural, non-toxic ingredients that are free from harsh chemicals, parabens, sulfates, and synthetic additives. This belief has been bolstered by rising health consciousness, especially in the wake of global health crises that have heightened the public's focus on wellness and hygiene. Vegan cosmetics are often marketed as hypoallergenic and suitable for sensitive skin, appealing to those who are wary of allergic reactions or long-term skin damage from conventional products. While not all vegan cosmetics are inherently organic or chemical-free, the overlap in clean and vegan beauty branding reinforces consumer trust in these products as healthier and more mindful personal care choices.

Social Media Influence and Celebrity Endorsements

The influence of social media and celebrity culture is another potent driver of vegan cosmetics in the U.S. market. Platforms like Instagram, TikTok, and YouTube have become powerful tools for beauty trends, with influencers and celebrities actively promoting vegan lifestyles and cruelty-free beauty products. High-profile endorsements from figures such as Ariana Grande, Selena Gomez, and Kylie Jenner—who have launched or promoted vegan beauty lines—have brought significant attention to the category. Social media users frequently share product reviews, tutorials, and “unboxing” videos, helping to create a buzz around vegan cosmetics and normalize their use among mainstream audiences. This digital exposure not only informs but also inspires consumers to make more conscious purchases, effectively turning vegan beauty into both a lifestyle statement and a trend-driven choice.

Regulatory and Retail Support for Cruelty-Free Standards

Supportive regulations and evolving retail dynamics also contribute significantly to the growth of the vegan cosmetic market in the U.S. Several states, including California, Nevada, and Illinois, have passed laws banning the sale of cosmetics tested on animals, reflecting a broader policy shift toward cruelty-free standards. These regulatory changes compel brands to reformulate their products to remain compliant and competitive. In parallel, major retailers such as Target, Sephora, and Ulta Beauty are expanding their vegan and cruelty-free product sections, making these items more accessible to consumers. The adoption of standardized certifications like “Leaping Bunny” and “Certified Vegan” helps consumers identify trustworthy products quickly, further boosting market confidence. As legislative and commercial support continues to grow, vegan cosmetics are moving from niche segments to mainstream retail shelves, reinforcing their presence in the beauty industry.

The implementation of the Modernization of Cosmetics Regulation Act (MoCRA) in December 2022 has ushered in stricter regulations for cosmetic products in the U.S. MoCRA mandates compliance with safety substantiation, adverse event reporting, and Good Manufacturing Practices (GMP). These regulations enhance consumer confidence in vegan cosmetics by ensuring product safety and ethical standards.

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Key Market Challenges

Misleading Labeling and Lack of Standardized Regulations

One of the most pressing challenges in the U.S. vegan cosmetic market is the widespread issue of misleading labeling and the absence of standardized regulations for vegan and cruelty-free claims. Unlike terms such as "organic" or "non-GMO," which are subject to regulatory oversight by the USDA or FDA, there is no unified legal definition of "vegan" in the cosmetics industry. As a result, companies can self-label products as vegan even if they contain trace animal-derived ingredients or have undergone animal testing at some point in the supply chain. This lack of regulation leads to confusion among consumers who assume that a product labeled as “vegan” is completely free from animal involvement. Furthermore, many brands blur the lines between “cruelty-free” and “vegan,” using the terms interchangeably, which can be misleading. While some independent certifications like "Leaping Bunny" and "Vegan Society" exist, their adoption is voluntary and not industry-wide. This regulatory ambiguity undermines consumer trust and makes it difficult for genuinely ethical brands to stand out. Without stricter labeling laws or clearer definitions, the vegan cosmetics market risks being diluted by false claims, hindering long-term credibility and growth.

 Higher Production Costs and Premium Pricing

Another significant challenge is the higher production cost associated with developing vegan cosmetics, which often leads to premium pricing that can limit mass-market appeal. Sourcing high-quality, plant-based ingredients that are ethically harvested and processed without synthetic additives is more expensive than using traditional animal-derived or petroleum-based materials. Additionally, brands aiming for vegan and cruelty-free certification must often invest in third-party audits, traceability systems, and sustainable packaging—further driving up costs. These added expenses are typically passed on to consumers in the form of higher retail prices. While many ethically conscious consumers are willing to pay more, price sensitivity remains a barrier for widespread adoption, especially in economically uncertain times. Mainstream consumers, who might be open to trying vegan cosmetics, may opt for cheaper alternatives if the perceived benefits do not justify the added cost. This creates a pricing gap that challenges brands to either lower margins or risk alienating potential customers. Moreover, as competition increases, especially from conventional brands entering the vegan segment, the ability to maintain profitability while offering affordable yet high-quality vegan products becomes a difficult balancing act.

Limited Performance Perception and Product Range Gaps

Despite growing demand, many consumers still perceive vegan cosmetics as being less effective or less luxurious compared to conventional products. This perception stems partly from earlier generations of vegan beauty products, which often sacrificed performance for ethical formulation. While modern formulations have advanced significantly, the stigma persists, particularly in categories such as long-wear makeup, anti-aging skincare, and hair color treatments, where results are expected to be immediate and high-performing. Some consumers are also skeptical of the efficacy of natural, plant-based ingredients when compared to synthetic compounds, which are often engineered for durability, pigmentation, or shelf life. Additionally, there are gaps in product variety, especially for consumers with specific skin tones or hair types. Many vegan brands struggle to cater to the full spectrum of diverse needs, leading to a lack of inclusivity in their offerings. This limited scope can alienate a significant portion of the market, particularly among multicultural and underrepresented consumer groups. For vegan cosmetics to become truly mainstream, brands must not only match the performance of traditional products but also ensure they are inclusive, accessible, and tailored to a wide demographic base.

Key Market Trends

Clean Beauty and Transparency Movement

A dominant trend in the U.S. vegan cosmetic market is the growing demand for clean beauty products that emphasize transparency, natural ingredients, and ethical formulations. Consumers are increasingly drawn to beauty brands that provide full disclosure of what goes into their products, including sourcing practices, ingredient lists, and manufacturing processes. This aligns with the broader clean beauty movement, which advocates for the elimination of harmful chemicals such as parabens, sulfates, and phthalates from beauty and skincare items. For vegan cosmetics, this means an emphasis on plant-based, non-toxic, and cruelty-free ingredients that are free from animal-derived components. As consumer concerns about sustainability and personal health rise, clean beauty has gained traction, particularly among millennials and Gen Z consumers. These demographics, who are more conscious of environmental impacts and the ethical implications of their purchases, expect full ingredient transparency and are more likely to gravitate toward brands that align with these values. Clean beauty’s popularity has prompted mainstream brands to reformulate their products to meet these ethical and transparency demands, further pushing the vegan cosmetics trend into the spotlight.

Expansion of Vegan Product Offerings by Major Brands

In recent years, major cosmetic brands have been expanding their vegan product offerings, signaling a shift in the broader beauty industry toward plant-based beauty solutions. Big players like L’Oréal, Estée Lauder, and Unilever have invested heavily in vegan formulations, launching entire product lines dedicated to cruelty-free beauty. These companies, traditionally known for their extensive portfolios of non-vegan products, are responding to consumer demand by developing vegan versions of their best-selling items. This includes everything from skincare products to makeup and haircare solutions. The move is not only driven by market trends but also by the desire to appeal to a younger, more environmentally-conscious consumer base. With the rise of veganism as a lifestyle, major brands are looking to capture a larger share of the growing market. As a result, vegan cosmetics are no longer limited to niche, indie brands but are becoming mainstream, accessible to a larger audience. This expansion signifies the continued growth of the vegan beauty trend and a willingness from large companies to adapt to changing consumer preferences.

Sustainable and Eco-Friendly Packaging Innovations

As sustainability continues to be a significant concern for consumers, particularly in the beauty industry, vegan cosmetics are increasingly incorporating eco-friendly packaging solutions. Traditional beauty packaging, often made of plastic, contributes significantly to environmental pollution, prompting calls for more sustainable alternatives. In response, vegan cosmetic brands are adopting packaging made from recycled materials, biodegradable components, and even reusable options. Brands like Fenty Beauty and Lush have set examples by using minimalistic, recyclable, or even refillable packaging that reduces waste. Additionally, the growing focus on sustainability has led to innovations such as waterless beauty products and compostable tubes. For vegan brands, this commitment to sustainability goes hand-in-hand with their cruelty-free and eco-conscious positioning, making eco-friendly packaging a natural extension of their values. As more consumers become aware of the environmental impact of their purchasing decisions, they are increasingly seeking out brands that prioritize sustainability. This trend is not only reshaping packaging practices but is also influencing consumer loyalty, as customers are more inclined to support brands that align with their environmental values.

Growth of Vegan Beauty in Skincare and Haircare

While makeup has long been a prominent category in the vegan beauty market, there has been a noticeable shift toward vegan skincare and haircare products in recent years. Consumers are becoming more aware of the harmful chemicals present in conventional skincare and haircare products, prompting a rise in demand for natural, vegan alternatives. The skincare segment, in particular, has seen a surge in vegan offerings, with brands creating moisturizers, serums, cleansers, and masks that are free from animal-derived ingredients like beeswax, lanolin, and collagen. Similarly, vegan shampoos, conditioners, and hair treatments are gaining popularity, as consumers seek gentle, cruelty-free formulations that are kinder to their skin and hair. The appeal of vegan skincare and haircare products lies not only in their ethical benefits but also in their perceived health advantages. Plant-based ingredients like aloe vera, coconut oil, and jojoba are seen as more nourishing and less likely to irritate sensitive skin or scalp. This shift toward vegan alternatives is driven by a broader trend of wellness and holistic self-care, where consumers are increasingly looking for products that align with both their ethical and health-conscious lifestyles. As the demand for vegan skincare and haircare grows, brands are expanding their portfolios to meet these evolving consumer needs.

In 2024, Washington became the 12th U.S. state to ban the sale of cosmetics newly tested on animals, aligning with the provisions of the proposed federal Humane Cosmetics Act.

Segmental Insights

Product Type Insights

The skincare segment is the fastest-growing category in the U.S. vegan cosmetic market, driven by a combination of increasing consumer awareness and the rising demand for natural, non-toxic ingredients. As consumers become more conscious of what they put on their skin, there’s a growing preference for products free from harmful chemicals, such as parabens and sulfates, and cruelty-free alternatives. The wellness trend, which emphasizes health and self-care, has also contributed to skincare's surge in popularity. Vegan skincare products, often featuring plant-based ingredients like aloe vera, jojoba oil, and hyaluronic acid, cater to consumers seeking effective yet ethical solutions for a variety of skin concerns. With new brands continuously entering the market, the segment's growth shows no signs of slowing down.

Distribution Channel Insights

The online distribution channel is the fastest-growing in the U.S. vegan cosmetic market, driven by the increasing convenience and accessibility of e-commerce. Consumers are increasingly turning to online platforms to purchase vegan beauty products due to the wide range of options, ease of comparison, and the ability to shop from home. Online retailers like Amazon, Sephora, and dedicated brand websites offer a comprehensive selection of vegan cosmetics, often with detailed product information, reviews, and customer ratings, making it easier for consumers to make informed decisions. Additionally, social media influencers and beauty bloggers play a crucial role in promoting online sales, further fueling the growth of this channel. The shift to online shopping has made vegan cosmetics more accessible, particularly among younger, tech-savvy consumers.

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Regional Insights

The West region was the dominating market for vegan cosmetics in the U.S., driven by a high concentration of eco-conscious consumers and a strong preference for ethical, cruelty-free, and natural beauty products. Cities like Los Angeles and San Francisco are at the forefront of the vegan beauty movement, with numerous vegan-friendly brands, influencers, and retailers based in this region. The West has a progressive consumer base that prioritizes sustainability, health-conscious choices, and plant-based ingredients, making it the ideal market for vegan cosmetics. Additionally, the region's retail landscape, with access to both brick-and-mortar stores and robust e-commerce platforms, further accelerates the growth of the vegan beauty market. As a result, the West leads the U.S. market in terms of both product innovation and consumer demand.

Recent Developments

• In 2023, U.S.-based makeup brand Kinder Beauty introduced vegan facial serums featuring science-backed formulations that include Vitamin C, Bakuchiol, and Hyaluronic Acid.
• In 2024, Korean vegan skincare brand Asno launched in the U.S. market with a focus on sustainable packaging and ethical formulations. The brand offers 100% vegan, hypoallergenic products now available via Amazon.
• In 2024, South Korean skincare company Gowoonsesang expanded into the U.S. market by launching two of its brands, VIVIDRAW and Lab.it, on Amazon. VIVIDRAW offers vegan-certified, sustainable skincare products, including innovative ampoules like the Niacin Onion All Clear Ampoule.
• In 2024, The Honest Company introduced a new vegan collagen skin care duo—Ageless Firm + Even Serum and Ageless Firm + Smooth Cream. These fragrance-free products utilize a fermentation-derived vegan collagen and elastin polypeptide formula, designed to enhance skin firmness and elasticity.

Key Market Players

• Coty Inc.
• Billy Jealousy
• Beauty Without Cruelty
• Gabriel Cosmetics Inc.
• Pacifica Beauty LLC.
• Nature's Brands, Inc.
• Cosmetics Inc.
• Cosmax Usa Corporation
• Emma Jean Cosmetics Inc.
• Yves Rocher Amérique du Nord Inc

Report Scope:

In this report, the United States Vegan Cosmetic Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• United States Vegan Cosmetic Market, By Product Type:

o   Skin Care

o   Hair Care

o   Makeup

o   Others

• United States Vegan Cosmetic Market, By Distribution Channel:

o   Hypermarket/Supermarket

o   Departmental Stores

o   Online

o   Others

• United States Vegan Cosmetic 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 Vegan Cosmetic Market.

Available Customizations:

United States Vegan Cosmetic 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).

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