IMARC Group has recently released a new research study titled “United States Cosmetics Market Size, Share, Trends and Forecast by Product Type, Category, Gender, Distribution Channel, and Region, 2025-2033”, offers a detailed analysis of the market drivers, segmentation, growth opportunities, trends and competitive landscape to understand the current and future market scenarios.

Market Overview

The United States cosmetics market share was valued at USD 20.3 Billion in 2024 and is projected to reach USD 26.7 Billion by 2033, exhibiting a CAGR of 3.1% from 2025 to 2033. The market is driven by a shift towards sustainability with consumers increasingly preferring eco-friendly and cruelty-free products. Technological advancements in personalized beauty, coupled with the growing influence of social media and digital platforms, are significantly shaping consumer purchasing behavior. 

Study Assumption Years

• Base Year: 2024

• Historical Year/Period: 2019-2024

• Forecast Year/Period: 2025-2033

United States Cosmetics Market Key Takeaways

• The United States cosmetics market size was USD 20.3 Billion in 2024.

• The market CAGR is 3.1% during 2025-2033.

• The forecast period for the market value is 2025-2033.

• Rising consumer awareness on personal grooming among millennials and Gen Z is a primary growth driver.

• Increasing demand for clean, organic, and cruelty-free products fuels market expansion.

• The influence of social media and celebrity endorsements boosts product visibility and consumer engagement.

• Advancements in cosmetic formulations catering to diverse consumer needs are accelerating growth.

• The penetration of e-commerce platforms enhances product accessibility and consumer choice.

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United States Cosmetics Market Growth Factors

The United States cosmetics market growth is driven by rising consumer awareness about personal grooming and beauty enhancement, particularly among millennials and Gen Z. An industry survey reported that 72% of U.S. male consumers aged 18 to 34 incorporate makeup into their grooming routines, illustrating shifting perceptions of masculinity. Nearly half of all U.S. male consumers use cosmetic products, reflecting cultural shifts and expanding market demand. Furthermore, the increasing demand for clean, organic, and cruelty-free products plays a significant role in market expansion.

The growing influence of social media and celebrity endorsements significantly increases product visibility and consumer engagement. Social platforms provide tutorials, reviews, and influencer recommendations that shape purchasing decisions and create a favorable market outlook. Technological advancements in cosmetic formulations, including anti-aging and skin-repair solutions, cater to varied consumer needs, broadening the market scope. The expansion of multifunctional products offering time-saving, multiple benefits further drives market growth.

Increasing disposable income levels augment consumer spending on premium cosmetic brands. As of January 27, 2025, the per capita disposable income in the United States is USD 51,624.60, reflecting a 0.9% annual growth over the past five years. Historical growth in disposable income from USD 49,000 in 2019 has directly impacted consumer spending behaviors. Disposable income growth rates of 2.1% in 2024 and 4.5% in 2025 support the rising demand for premium cosmetics, contributing to sustained market growth.

United States Cosmetics Market Segmentation

Breakup by Product Type:

• Skin and Sun Care Products: Demand driven by skincare routine awareness and sun protection, focusing on aging, hydration, sensitivity, and SPF inclusion.

• Hair Care Products: Anchored by diverse hair health and styling needs, including personalized hair loss and scalp care solutions.

• Deodorants and Fragrances: Important for personal hygiene and self-expression with trending natural, hypoallergenic, and eco-conscious formulations.

• Makeup and Color Cosmetics

• Others

Breakup by Category:

• Conventional: Dominates due to availability, proven ingredient formulations, and consistent quality across skincare, makeup, and haircare.

• Organic: Rapidly expanding owing to the preference for natural, toxin-free, and cruelty-free cosmetics aligning with wellness trends.

Breakup by Gender:

• Men: Rapid segment expansion with rising skincare, grooming, and self-care awareness.

• Women: The largest segment with strong demand for skincare, makeup, haircare, and wellness-focused beauty routines.

• Unisex: Growing importance driven by inclusivity and diversity trends among younger generations prioritizing gender-neutral products.

Breakup by Distribution Channel:

• Supermarkets and Hypermarkets: Wide accessibility with varied product options, promotional activities, and health-conscious product availability.

• Specialty Stores: Offer premium, organic, niche products, personalized experiences, and serve emerging brands.

• Pharmacies: Trusted venues for OTC skincare, wellness, and dermatologically tested products emphasizing health and beauty solutions.

• Online Stores

• Others

Regional Insights

The Northeast region is pivotal to the United States cosmetics market, benefiting from high population density and significant consumer spending power in metropolitan cities like New York, Boston, and Philadelphia. It drives growth through demand for luxury and premium products with a keen interest in clean and sustainable beauty. The region's focus on personalized skincare solutions enhances the market landscape, making it a dominant contributor to cosmetics market expansion.

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Recent Developments & News

On April 9, 2024, Dove celebrated 20 years of its Real Beauty campaign, reaffirming its commitment to authentic beauty representation by pledging never to use artificial intelligence to depict real women. On August 8, 2024, The Estée Lauder Companies launched Smashbox Cosmetics in the U.S. Amazon Premium Beauty Store to broaden digital reach. On March 27, 2024, Clinique debuted in the U.S. Amazon Premium Beauty store, enhancing access to its clinically validated skincare and makeup products alongside dermatological education.

Key Players

• Beiersdorf

• Coty Inc.

• Estee Lauder Companies

• Godrej

• Kao Corporation

• L’Oréal

• Procter & Gamble

• Revlon

• Shiseido Company

• Unilever

Competitive Landscape

The market research report covers a comprehensive competitive landscape analysis including market structure, key player positioning, winning strategies, competitive dashboards, and company evaluation quadrants. Detailed profiles of all major companies have been provided.

If you require any specific information that is not covered currently within the scope of the report, we will provide the same as a part of the customization..

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