Personal Care Special Report
What does personal care look like during a pandemic - and how can your business adapt to meet the needs of the new personal care consumer? In 2020, the marketplace has reflected this question, pitting the rise of DIY salon services and the growing necessity for self-care as stress relief, against an "I've Got Bigger Concerns" mentality.
In this report, we explore how that market has grown, what trends are driving future growth and which ingredients are up-and-coming in the market. We also call out products and brands that we think are setting the stage for the next evolution of natural personal care.
The surprising truth of the market in 2020 is that it will grow faster than it did in 2019. The difference is small—sales nudged up to 5.5% from 5.1%, but this still charts out as a $16.5 billion market.
This report shows that natural personal care is more than a few pricey hand creams and hemp-oil face treatments. Indeed, it’s a category that includes such 2020 standouts as hand soap and hand sanitizer, creating a category-level analysis that is nuanced, and this increase in growth is certainly not universal across categories.
12 categories included:
Skincare
Hair Products
Bath/Toilet Soap
Cosmetics
Aroma/Fragrances
Oral Hygiene
Deodorants
Baby Care
Bath Items
Shaving
Feminine Hygiene
Nail Care
- Executive overview
- Zooming out
- U.S. Natural and Organic Personal Care Sales and Growth, 2015-2023e
- Category trends
- Categorically personal
- U.S. Natural and Organic Personal Care Sales by Category, 2020e
- U.S. Natural and Organic Skincare Sales and Growth, 2015-2023e
- MARKET MANIFESTATION: Herban Wisdom Facial Oil
- MARKET MANIFESTATION: Cocokind Turmeric Tonic
- MARKET MANIFESTATION: SeabuckWonders Enhydro Revive Oil Serum
- U.S. Natural and Organic Hair Product Sales and Growth, 2015-2023e
- MARKET MANIFESTATION: Love Beauty and Planet Shampoo
- U.S. Natural and Organic Bath and Toilet Soap Sales and Growth, 2015-2023e
- MARKET MANIFESTATION: EO Hand Sanitizer
- U.S. Natural and Organic Cosmetics Sales and Growth, 2015-2023e
- MARKET MANIFESTATION: Noyah Lipstick
- U.S. Natural and Organic Aroma, Fragrance and Essential Oil Sales and Growth, 2015-2023e
- U.S. Natural and Organic Oral Hygiene Sales and Growth, 2015-2023e
- U.S. Natural and Organic Deodorant Sales and Growth, 2015-2023e
- MARKET MANIFESTATION: Schmidt’s Naturals Deodorant
- U.S. Natural and Organic Baby Care Sales and Growth, 2015-2023e
- U.S. Natural and Organic Bath Product Sales and Growth, 2015-2023e
- U.S. Natural and Organic Shaving Product Sales and Growth, 2015-2023e
- MARKET MANIFESTATION: Au Natural Manuka Honey Moisturizer
- MARKET MANIFESTATION: CBDfx Hemp Cream
- U.S. Natural and Organic Feminine Hygiene Sales and Growth, 2015-2023e
- U.S. Natural and Organic Nail Care Sales and Growth, 2015-2023e
- U.S. Natural and Organic Personal Care Sales by Category, 2015-2023e
- MARKET MANIFESTATION: For the Biome Invigorate Powder Mask
- MARKET MANIFESTATION: Kaibae Microbiome Mist
- U.S. Natural and Organic Personal Care Growth by Category, 2015-2023e
- U.S. Natural and Organic Personal Care Market Share by Category, 2015-2023e
- Channel trends
- Changing channels
- U.S. Natural and Organic Personal Care Sales by Channel, 2020e
- U.S. Natural and Organic Personal Care: Other Direct Channels Sales and Growth, 2015-2023e
- U.S. Natural and Organic Personal Care: Natural and Specialty Sales and Growth, 2015-2023e
- U.S. Natural and Organic Personal Care: Mass Market and Beauty Supply Discounters Sales and Growth, 2015-2023e
- U.S. Natural and Organic Personal Care: MLM Network Marketing Sales and Growth, 2015-2023e
- U.S. Natural and Organic Personal Care: Specialty Personal Care Store Sales and Growth, 2015-2023e
- U.S. Natural and Organic Personal Care: Department Store, Boutique, Salon and Spa Sales and Growth, 2015-2023e
- U.S. Natural and Organic Personal Care Sales by Channel, 2015-2023e
- U.S. Natural and Organic Personal Care Growth by Channel, 2015-2023e
- U.S. Natural and Organic Personal Care Market Share by Channel, 2015-2023e
- Ingredient trends
- Top Growth Ingredients in Personal Care Products, Natural Products Expos East and West 2017 vs. 2019
- MARKET MANIFESTATION: Weleda Arnica Muscle Massage Oil
- Acknowledgments and definitions
- Acknowledgments
- Research methodology
- Disclaimer
- Copyright
- Definitions
- Product categories
- Natural and organic personal care
- Sales channels