Beauty and Personal Care in the US

Best Price Guarantee	Length	Publisher	Published Date	SKU
from $2,925	151 Pages	Euromonitor International	May, 2025	EP20022069

Best Price Guarantee
Price	from $2,925
Length	151 Pages
Publisher	Euromonitor International
Published Date	May, 2025
SKU	EP20022069

In 2024, beauty and personal care in the US experienced a slowdown in retail current value growth, after several years of rapid expansion. Factors such as rising inflation, economic uncertainty, and changing consumer priorities contributed to this deceleration, but easing price growth improved volume growth rates in categories such as deodorants, and hair care. Consumers became more cautious with their spending, focusing on essential items or private label offerings rather than indulgent or luxu...

Euromonitor International's Beauty and Personal Care in USA report offers a comprehensive guide to the size and shape of the market at a national level. It provides the latest retail sales data 2020-2024, allowing you to identify the sectors driving growth. Forecasts to 2029 illustrate how the market is set to change.

Product coverage: Baby and Child-specific Products, Bath and Shower, Colour Cosmetics, Deodorants, Depilatories, Dermocosmetics Beauty and Personal Care, Fragrances, Hair Care, Mass Beauty and Personal Care, Men's Grooming, Oral Care, Oral Care Excl Power Toothbrushes, Premium Beauty and Personal Care, Prestige Beauty and Personal Care, Skin Care, Sun Care.

Data coverage: market sizes (historic and forecasts), company shares, brand shares and distribution data.

Why buy this report?
* Get a detailed picture of the Beauty and Personal Care market;
* Pinpoint growth sectors and identify factors driving change;
* Understand the competitive environment, the market’s major players and leading brands;
* Use five-year forecasts to assess how the market is predicted to develop.

Beauty and Personal Care in the US
Euromonitor International
May 2025
List Of Contents And Tables
BEAUTY AND PERSONAL CARE IN THE US
EXECUTIVE SUMMARY
Beauty and personal care in 2024: The big picture
2024 key trends
Competitive landscape
Retail developments
What next for beauty and personal care?
MARKET DATA: Table 1 Sales of Beauty and Personal Care by Category: Value 2019-2024; Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024; Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2020-2024; Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2020-2024; Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2021-2024; Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2019-2024; Table 7 Distribution of Beauty and Personal Care by Format: % Value 2019-2024; Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2024; Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2024-2029; Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2024-2029
DISCLAIMER
SOURCES: Summary 1 Research Sources
MASS BEAUTY AND PERSONAL CARE IN THE US
KEY DATA FINDINGS
2024 DEVELOPMENTS
Mass beauty and personal care witnesses modest growth, with highlights being bath and shower and deodorants
Established legacy players dominate, while indie brands are proving to be strong competitors
Private label and dupes satiate cost-conscious consumers, and brands expand into budget retailers and warehouse clubs
PROSPECTS AND OPPORTUNITIES
Rise of masstige offerings with elevated ingredient formulations to capture consumer dollars
Retailers and brands target new shoppers across the price spectrum
Digitalisation hones-in on immediacy and affordability
CATEGORY DATA: Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2019-2024; Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024; Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2020-2024; Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2021-2024; Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2024-2029; Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2024-2029
PREMIUM BEAUTY AND PERSONAL CARE IN THE US
KEY DATA FINDINGS
2024 DEVELOPMENTS
Premium beauty and personal care continues driving industry growth in 2024, supported by the strong performance of fragrances
L'Oréal USA Inc benefits from a strong portfolio in dermocosmetics, helping maintain its leading position in premium beauty and personal care
The ascendancy of health and wellness trends influencing premium categories
PROSPECTS AND OPPORTUNITIES
Premium beauty and personal care set to outperform mass, with premium brands expected to focus on offering entry-level or accessible products
Healthy ageing and preventive wellness will be key areas of opportunity for companies, with the blurring of beauty and health
Premium beauty and personal care expected to witness further strategic moves to establish value, from innovative product launches to technology
CATEGORY DATA: Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2019-2024; Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024; Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2020-2024; Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2021-2024; Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2024-2029; Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2024-2029
BABY AND CHILD-SPECIFIC PRODUCTS IN THE US
KEY DATA FINDINGS
2024 DEVELOPMENTS
Baby and child-specific products witnesses modest growth in 2024, with the strongest increase for baby and child-specific sun care
Inclusivity influences product launches in baby and child-specific hair care
E-commerce continues to gain share
PROSPECTS AND OPPORTUNITIES
Steady growth anticipated over the forecast period, supported by innovation and more sophisticated formulations
Health and wellness trend will bolster demand for dermocosmetics brands
Gen Alpha’s obsession with skin care could drive the growth of baby and child-specific skin care, but also raises concerns
CATEGORY DATA: Table 23 Sales of Baby and Child-specific Products by Category: Value 2019-2024; Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024; Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024; Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2020-2024; Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2021-2024; Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2021-2024; Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2021-2024; Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2021-2024; Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2024-2029; Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2024-2029; Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2024-2029
BATH AND SHOWER IN THE US
KEY DATA FINDINGS
2024 DEVELOPMENTS
Strong growth propels ingredient innovation and mind-body positioning
Companies expand scent profiles and capitalise on strong retail partnerships
Bath and shower products for a glowing look and moisturising peak in popularity
PROSPECTS AND OPPORTUNITIES
Bath and shower products emphasise the mind-body connection
Intimate washes enter retail and expand their line-ups
Premium liquid soaps see growth in retail
CATEGORY DATA: Table 34 Sales of Bath and Shower by Category: Value 2019-2024; Table 35 Sales of Bath and Shower by Category: % Value Growth 2019-2024; Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024; Table 37 NBO Company Shares of Bath and Shower: % Value 2020-2024; Table 38 LBN Brand Shares of Bath and Shower: % Value 2021-2024; Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2021-2024; Table 40 Forecast Sales of Bath and Shower by Category: Value 2024-2029; Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2024-2029; Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2024-2029
COLOUR COSMETICS IN THE US
KEY DATA FINDINGS
2024 DEVELOPMENTS
Lip products retains star growth status again in 2024, but not enough to lift mass colour cosmetics to growth
Outperforming colour cosmetics brands foster consumer engagement and lead with innovative product development
Retail e-commerce continues making gains, while department stores and pharmacies struggle to keep up
PROSPECTS AND OPPORTUNITIES
Cautiously optimistic expectations for colour cosmetics in 2025, as economic uncertainty looms and beauty consumption normalises
Skinification, or innovative efforts to blur the lines between colour cosmetics and skin care, will be a must in the forecast period
Digital avenues will remain important for both shopping and engagement
CATEGORY DATA: Table 43 Sales of Colour Cosmetics by Category: Value 2019-2024; Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2019-2024; Table 45 NBO Company Shares of Colour Cosmetics: % Value 2020-2024; Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2021-2024; Table 47 LBN Brand Shares of Eye Make-up: % Value 2021-2024; Table 48 LBN Brand Shares of Facial Make-up: % Value 2021-2024; Table 49 LBN Brand Shares of Lip Products: % Value 2021-2024; Table 50 LBN Brand Shares of Nail Products: % Value 2021-2024; Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2021-2024; Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2024-2029; Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2024-2029
DEODORANTS IN THE US
KEY DATA FINDINGS
2024 DEVELOPMENTS
Deodorants continues to capture consumer dollars in 2024 amidst normalising price conditions
Total body deodorants still on the rise, with additional launches from legacy players’ brand lines
Unique collaborations and formulation angles continue to bring attention to deodorants
PROSPECTS AND OPPORTUNITIES
Deodorants expected to maintain steady growth over the forecast period
Deodorants anticipated to see additional launches from premium fragrance brands
Deodorant layering: The future of personal scent exploration?
CATEGORY DATA: Table 54 Sales of Deodorants by Category: Value 2019-2024; Table 55 Sales of Deodorants by Category: % Value Growth 2019-2024; Table 56 Sales of Deodorants by Premium vs Mass: % Value 2019-2024; Table 57 NBO Company Shares of Deodorants: % Value 2020-2024; Table 58 LBN Brand Shares of Deodorants: % Value 2021-2024; Table 59 LBN Brand Shares of Premium Deodorants: % Value 2021-2024; Table 60 Forecast Sales of Deodorants by Category: Value 2024-2029; Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2024-2029; Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2024-2029
DEPILATORIES IN THE US
KEY DATA FINDINGS
2024 DEVELOPMENTS
Depilatories declines as other at-home hair removal methods gain ground
Gillette Venus and Eos capture consumers with experience-driven campaigns and shaving products
Hair removal brands expand into whole body care amidst changing consumer trends
PROSPECTS AND OPPORTUNITIES
Gen Z drives demand for playful, spa-like hair removal experiences
IPL and epilators will continue to drive the shift away from traditional hair removal
Intimate femcare expands interest in gentle hair removal formats
CATEGORY DATA: Table 63 Sales of Depilatories by Category: Value 2019-2024; Table 64 Sales of Depilatories by Category: % Value Growth 2019-2024; Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2020-2024; Table 66 NBO Company Shares of Depilatories: % Value 2020-2024; Table 67 LBN Brand Shares of Depilatories: % Value 2021-2024; Table 68 Forecast Sales of Depilatories by Category: Value 2024-2029; Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2024-2029
FRAGRANCES IN THE US
KEY DATA FINDINGS
2024 DEVELOPMENTS
Ongoing adoption of fragrances in consumers’ beauty routine continues supporting growth in 2024
Body mists capture the attention of players and consumers across the price spectrum
While department stores struggle, attention is turned towards e-commerce
PROSPECTS AND OPPORTUNITIES
Positive outlook for fragrances in the forecast period, despite potential for more value-conscious consumers
Brand efforts to focus on exploring the emotional or functional benefits of fragrances
Digital avenues will open doors to build engagement with consumers, but also contribute to a more competitive environment
CATEGORY DATA: Table 70 Sales of Fragrances by Category: Value 2019-2024; Table 71 Sales of Fragrances by Category: % Value Growth 2019-2024; Table 72 NBO Company Shares of Fragrances: % Value 2020-2024; Table 73 LBN Brand Shares of Fragrances: % Value 2021-2024; Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2021-2024; Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2021-2024; Table 76 Forecast Sales of Fragrances by Category: Value 2024-2029; Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2024-2029
HAIR CARE IN THE US
KEY DATA FINDINGS
2024 DEVELOPMENTS
Hair care growth remains stable despite slowdowns across beauty and personal care
Category leaders and indie disruptors continue to compete for consumers’ attention through new, innovative, and premium product launches
Hair care distribution continues to be dictated by e-commerce presence and expansion of brands in physical retail
PROSPECTS AND OPPORTUNITIES
Salon professional hair care expected to outperform overall hair care over the forecast period
Non-hair care beauty and personal care players are entering the hair care space
Innovative scalp care portfolios expected to continue to dominate over the forecast period
CATEGORY DATA: Table 78 Sales of Hair Care by Category: Value 2019-2024; Table 79 Sales of Hair Care by Category: % Value Growth 2019-2024; Table 80 Sales of Hair Care by Premium vs Mass: % Value 2019-2024; Table 81 NBO Company Shares of Hair Care: % Value 2020-2024; Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2020-2024; Table 83 LBN Brand Shares of Hair Care: % Value 2021-2024; Table 84 LBN Brand Shares of Colourants: % Value 2021-2024; Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2021-2024; Table 86 LBN Brand Shares of Styling Agents: % Value 2021-2024; Table 87 LBN Brand Shares of Premium Hair Care: % Value 2021-2024; Table 88 Forecast Sales of Hair Care by Category: Value 2024-2029; Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2024-2029; Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2024-2029
MEN'S GROOMING IN THE US
KEY DATA FINDINGS
2024 DEVELOPMENTS
Easing growth performances in men’s grooming, especially in men’s shaving
Some brands are moving away from a strict male focus, embracing gender-neutral offerings and unique collaborations
Expanded portfolio distribution through online platforms
PROSPECTS AND OPPORTUNITIES
Dermocosmetics skin care brands set to benefit from more attention from men, due to gender-neutral positioning and expansive skin care education
Men’s deodorants to witness further innovative scent and fragrance launches
Continued traction in the male celebrity brand space
CATEGORY DATA: Table 91 Sales of Men’s Grooming by Category: Value 2019-2024; Table 92 Sales of Men’s Grooming by Category: % Value Growth 2019-2024; Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2021-2024; Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2021-2024; Table 95 NBO Company Shares of Men’s Grooming: % Value 2020-2024; Table 96 LBN Brand Shares of Men’s Grooming: % Value 2021-2024; Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2021-2024; Table 98 Forecast Sales of Men’s Grooming by Category: Value 2024-2029; Table 99 Forecast Sales of Men’s Grooming by Category: % Value Growth 2024-2029
ORAL CARE IN THE US
KEY DATA FINDINGS
2024 DEVELOPMENTS
Value declines driven by price-sensitive consumers and a desire for multifunctional products
Colgate-Palmolive Co and The Procter & Gamble Co lead oral care, while Church & Dwight Co Inc drives growth
Ingredient-led categories driving innovation in naturals and gut health support
PROSPECTS AND OPPORTUNITIES
Awareness of gum disease fuels innovation
Sensory experience and visual aesthetic driving interest amongst children and Gen Z consumers
High prices of at-home whitening devices and AI power toothbrushes could hamper growth
CATEGORY DATA: Table 100 Sales of Oral Care by Category: Value 2019-2024; Table 101 Sales of Oral Care by Category: % Value Growth 2019-2024; Table 102 Sales of Toothbrushes by Category: Value 2019-2024; Table 103 Sales of Toothbrushes by Category: % Value Growth 2019-2024; Table 104 Sales of Toothpaste by Type: % Value Breakdown 2020-2024; Table 105 NBO Company Shares of Oral Care: % Value 2020-2024; Table 106 LBN Brand Shares of Oral Care: % Value 2021-2024; Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2021-2024; Table 108 LBN Brand Shares of Toothpaste: % Value 2021-2024; Table 109 Forecast Sales of Oral Care by Category: Value 2024-2029; Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2024-2029; Table 111 Forecast Sales of Toothbrushes by Category: Value 2024-2029; Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2024-2029
SKIN CARE IN THE US
KEY DATA FINDINGS
2024 DEVELOPMENTS
Growth slows to low single digits in 2024, amidst normalisation of skin care routines
Dermocosmetics-positioned brands again outperform in 2024, but pressure increases from newcomers leaning into ingredient-driven narratives
Retail e-commerce continues gaining share, while department stores and pharmacies struggle to keep up
PROSPECTS AND OPPORTUNITIES
Consumers’ purchasing behaviour expected to become more cautious or strategic in the forecast period, moderating the growth of skin care
Longevity trend will continue driving consumers towards dermocosmetic, clinical, or ingredient-led beauty brands
Digitalisation will continue supporting the rise of K-beauty and other international beauty brands
CATEGORY DATA: Table 113 Sales of Skin Care by Category: Value 2019-2024; Table 114 Sales of Skin Care by Category: % Value Growth 2019-2024; Table 115 NBO Company Shares of Skin Care: % Value 2020-2024; Table 116 LBN Brand Shares of Skin Care: % Value 2021-2024; Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2021-2024; Table 118 LBN Brand Shares of Anti-agers: % Value 2021-2024; Table 119 LBN Brand Shares of Firming Body Care: % Value 2021-2024; Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2021-2024; Table 121 LBN Brand Shares of Premium Skin Care: % Value 2021-2024; Table 122 Forecast Sales of Skin Care by Category: Value 2024-2029; Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2024-2029
SUN CARE IN THE US
KEY DATA FINDINGS
2024 DEVELOPMENTS
Heightened health awareness drives growth for sun protection
Edgewell Personal Care Brands LLC continues to lead sun care in 2024, while dermocosmetics and indie brands gain share
Digitalisation plays a pivotal role
PROSPECTS AND OPPORTUNITIES
Innovation focusing on value-added features will continue to drive growth in sun care
Advances in self-tanning product formulations to drive growth
Growing emphasis on sustainability and safety considerations present new opportunities for product development and growth
CATEGORY DATA: Table 124 Sales of Sun Care by Category: Value 2019-2024; Table 125 Sales of Sun Care by Category: % Value Growth 2019-2024; Table 126 NBO Company Shares of Sun Care: % Value 2020-2024; Table 127 LBN Brand Shares of Sun Care: % Value 2021-2024; Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2021-2024; Table 129 Forecast Sales of Sun Care by Category: Value 2024-2029; Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2024-2029