U.S. Beauty And Personal Care Products Market To Reach $155.44 Billion By 2030

U.S. Beauty And Personal Care Products Market Growth & Trends

The U.S. beauty and personal care products market is anticipated to reach USD 155.44 billion by 2030, according to a new report by Grand View Research, Inc. The market is projected to grow at a CAGR of 7.1% from 2025 to 2030. The market is witnessing robust growth, largely propelled by evolving consumer preferences, increasing awareness of product ingredients, and a strong shift toward sustainable and ethical consumption. In recent years, there has been a pronounced focus on wellness, extending beyond traditional beauty parameters, driving demand for products that align with a holistic and health-oriented lifestyle. As of 2023, this market has been expanding steadily, driven by the rise in disposable income and changing lifestyles across diverse demographic groups. This growth trajectory has created a fertile environment for innovation, enabling companies to diversify their offerings to cater to increasingly sophisticated and conscientious consumers.

A major trend shaping the U.S. beauty landscape is the surging demand for "clean beauty" products, which prioritize transparency in ingredient sourcing and avoid harmful chemicals. Consumers today are more informed about the potentially adverse effects of certain ingredients, leading them to seek products that are free from sulfates, parabens, phthalates, and artificial fragrances. Clean beauty brands, such as Drunk Elephant and Youth to the People, have capitalized on this trend by formulating products free from these ingredients and labeling them accordingly. This movement is further supported by retailer-led initiatives, such as Sephora’s “Clean at Sephora” program, which helps consumers identify products that adhere to clean beauty standards. As consumer demand for transparency grows, clean beauty is expected to remain a key driver of market growth, with companies that fail to adapt likely to experience diminished market relevance.

The cruelty-free trend is another prominent growth driver, with consumers increasingly favoring brands that demonstrate ethical practices, especially by not testing on animals. Many beauty companies have already pivoted to adopt cruelty-free policies, a shift that was initially bolstered by independent certifications, such as the Leaping Bunny or PETA’s Beauty Without Bunnies. Recently, regulatory initiatives have further accelerated this trend; for example, several states, including California, have enacted bans on the sale of cosmetics tested on animals. These regulatory efforts align with international norms in regions like the European Union, placing added pressure on companies to comply if they wish to operate on a global scale. The emphasis on cruelty-free policies has effectively raised the bar for industry standards, compelling even legacy brands to adapt to maintain consumer loyalty and stay competitive.

The beauty industry’s ongoing emphasis on sustainability also aligns with heightened consumer concern regarding environmental impact, which has prompted brands to innovate in packaging and sourcing. Sustainable packaging initiatives, such as using biodegradable or recyclable materials and reducing plastic waste, are becoming standard practices among leading brands like L'Oréal and Unilever. Some companies are further committing to reducing their carbon footprint through energy-efficient production processes and renewable energy sourcing. Meanwhile, there is a growing demand for refillable or reusable packaging, a concept that has gained significant traction as part of the zero-waste movement. By actively addressing environmental concerns, beauty brands are enhancing their appeal to a socially conscious consumer base, thereby solidifying their market positioning and promoting sustainable growth.

Government support for sustainable practices and ethical product development in the beauty industry is gaining momentum. The U.S. government has introduced various regulations focusing on consumer safety and sustainability, particularly through the Food and Drug Administration (FDA) and the Federal Trade Commission (FTC). Initiatives like the Safe Cosmetics and Personal Care Products Act aim to ensure that products are free from harmful chemicals, enhancing consumer protection and building confidence in the clean beauty segment. In addition, federal tax incentives for sustainable business practices provide further motivation for beauty companies to adopt eco-friendly measures, as these incentives can help offset the costs associated with sustainability-oriented investments.

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U.S. Beauty And Personal Care Products Market Report Highlights

• In 2024, skincare products dominated the U.S. market, with a particularly strong demand for facial skincare products. Growing consumer interest in self-care, wellness, and proactive skincare has fueled this upward trend as individuals increasingly prioritize skin health amid concerns over aging, pollution, and environmental impacts.

• Women's demand for beauty and personal care products also reached a significant market share in 2024, heavily influenced by celebrity and influencer trends. High-profile beauty brands from celebrities like Kylie Jenner’s Kylie Skin, Rihanna’s Fenty Beauty, and Selena Gomez’s Rare Beauty exemplify the shift, as prominent figures leverage their influence to launch brands that resonate with consumers, reshaping industry dynamics and driving market momentum.

• Supermarkets and hypermarkets captured a substantial share of beauty and personal care sales in 2024, appealing to consumers through convenience, variety, and accessibility. With expansive shelf space and high foot traffic, these stores provide a comprehensive selection of brands and products in a single location, aligning with consumer preferences for efficient shopping.

U.S. Beauty And Personal Care Products Market Segmentation

Grand View Research has segmented the U.S. beauty and personal care products market based on product, end use, and distribution channel:

U.S. Beauty And Personal Care Product Outlook (Revenue, USD Billion, 2018 - 2030)

• Skin Care

  • Face Skin Care

    • Lotions, Face Creams, & Moisturizers

    • Cleansers & Face Wash

    • Facial Serums

    • Sunscreen/Sun Care

    • Sheet Face Masks

    • Others (Scrub, etc.)

  • Body Skin Care

    • Hair Removal Products

    • Lotions, Creams, & Moisturizers

    • Body Sunscreen/Sun Care

    • Body Scrub

    • Others (Serum, Oils, etc.)

• Hair Care

  • Shampoo

  • Conditioner

  • Oils

  • Serums

  • Others (Hair Masks, Peels, Etc.)

• Oral Care

  • General Purpose Products

    • Toothpaste

    • Toothbrush

    • Mouthwashes/Rinses

    • Dental Floss

    • Others (Tongue Cleaners, Dental Water Jets, etc.)

  • Beauty Oral Care Products

    • Teeth Whitening Products

    • Teeth Glossing Products

    • Breath Freshening Products

    • Tooth Polishing Tools

    • Others (Clear Aligners, etc.)

• Color Cosmetics

  • Face Color Cosmetics

    • Foundation

    • Concealer

    • Blush and Bronzer

    • Powder

    • Others (Highlighter, etc.)

  • Lip Color Cosmetics

    • Lipstick

    • Lip Liner

    • Lip Gloss

    • Lip Tint

    • Others (Lip Powder, Plummer, etc.)

  • Eye Color Cosmetics

    • Eye Shadow

    • Eye Liner

    • Mascara

    • Eye Pencil

    • False Eyelashes

    • Others (Eye Primer, etc.)

  • Nail Color Cosmetics

• Shower and Bath

• Perfume/Fragrances

U.S. Beauty And Personal Care End-use Outlook (Revenue, USD Billion, 2018 - 2030)

• Men

• Women

U.S. Beauty And Personal Care Distribution Channel Outlook (Revenue, USD Billion, 2018 - 2030)

• Hypermarkets & Supermarkets

• Specialty Beauty Stores

• Pharmacies & Drugstores

• Online/E-commerce

• Others (Department Stores, etc.)

List of Key Players in the U.S. Beauty And Personal Care Products Market

• The Estée Lauder Companies

• L'Oréal S.A.

• Procter & Gamble (P&G) Company

• Unilever plc

• Johnson & Johnson

• Shiseido Co., Ltd.

• Coty Inc.

• Revlon Consumer Products LLC

• Natura&Co

• Kao Corporation