Beauty and Personal Care in the US - Research and Markets

The US beauty and personal care industry saw dynamic growth in 2021, with a double-digit increase in current value terms, which was a significant reversal of the slight decline seen in 2020. Even compared with 2019 figures, overall beauty and personal care saw strong growth.

This 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 2017-2021, allowing you to identify the sectors driving growth. Forecasts to 2026 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.

EXECUTIVE SUMMARY

Beauty and personal care in 2021: The big picture
2021 key trends
Competitive landscape
Retailing developments
What next for beauty and personal care?
CHART 1 Beauty and Personal Care Value Sales Growth Scenarios: 2019-2026
CHART 2 Beauty and Personal Care Impact of Soft Drivers on Value Sales: 2019-2026

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2016-2021
Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2017-2021
Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2018-2021
Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2016-2021
Table 7 Distribution of Beauty and Personal Care by Format: % Value 2016-2021
Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2021
Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2021-2026
Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2021-2026

SOURCES

Summary 1 Research Sources

MASS BEAUTY AND PERSONAL CARE IN THE US

KEY DATA FINDINGS

2021 DEVELOPMENTS

Wellness drives up skinification, dermocosmetics and self-care positioning
Demand for mass hygiene products slows, but remains above pre-COVID-19 levels
Mass brands expand “clean” offerings with refillable packaging

PROSPECTS AND OPPORTUNITIES

Increasing hybridity between beauty and personal care products
Mass brands adopt innovative solutions to make sustainability achievable and affordable
Social media key to renewing interest in beauty discovery amongst mass brands

CATEGORY DATA

Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2016-2021
Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2017-2021
Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2018-2021
Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2021-2026
Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2021-2026

PREMIUM BEAUTY AND PERSONAL CARE IN THE US

KEY DATA FINDINGS

2021 DEVELOPMENTS

Premium fragrances contributes largest absolute value gains to premium beauty and personal care
Skinification helps premium colour cosmetics rebound
Premium dermocosmetics ripe for expansion despite smaller footprint compared with mass

PROSPECTS AND OPPORTUNITIES

Sustainable features to ramp up in premium beauty and personal care
Mergers and acquisitions activity to focus on premium indie brands and clean beauty
Personalisation to enhance the premium beauty consumer experience

CATEGORY DATA

Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2016-2021
Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2016-2021
Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2017-2021
Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2018-2021
Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2021-2026
Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2021-2026

BABY AND CHILD-SPECIFIC PRODUCTS IN THE US

KEY DATA FINDINGS

2021 DEVELOPMENTS

Baby and child-specific products sees growth across all categories
Kylie Jenner extends her cosmetics line, venturing into baby care
Pandemic favourite CeraVe reformulates baby beauty lines

PROSPECTS AND OPPORTUNITIES

Filling the gap with products for melanin-rich skin
Pipette transitions from a premium to mass positioning

CATEGORY DATA

Table 23 Sales of Baby and Child-specific Products by Category: Value 2016-2021
Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2016-2021
Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2016-2021
Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2017-2021
Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2018-2021
Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2018-2021
Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2018-2021
Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2018-2021
Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2021-2026
Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2021-2026
Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2021-2026

BATH AND SHOWER IN THE US

KEY DATA FINDINGS

2021 DEVELOPMENTS

Hand sanitisers sees reduced demand, but remains well above pre-2020 levels
Body wash/shower gel grows as bar soap declines
New offerings amidst continued growth in intimate hygiene

PROSPECTS AND OPPORTUNITIES

Return to normality for hand sanitisers and hygiene products
Growing popularity of premium products
“Wellness” rising as a sales driver

CATEGORY DATA

Table 34 Sales of Bath and Shower by Category: Value 2016-2021
Table 35 Sales of Bath and Shower by Category: % Value Growth 2016-2021
Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2016-2021
Table 37 NBO Company Shares of Bath and Shower: % Value 2017-2021
Table 38 LBN Brand Shares of Bath and Shower: % Value 2018-2021
Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2018-2021
Table 40 Forecast Sales of Bath and Shower by Category: Value 2021-2026
Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2021-2026
Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2021-2026

COLOUR COSMETICS IN THE US

KEY DATA FINDINGS

2021 DEVELOPMENTS

Sales of eye make-up return to pre COVID-19 levels
Celebrity and influencer brands drive discovery and renewed interest in colour cosmetics
Self-expression, sustainability and genderless beauty sustain interest in nail products

PROSPECTS AND OPPORTUNITIES

Lip products positioned to rebound in the forecast period due to relaxation of mask-wearing
Product hybridity and “no make-up” make-up to threaten opportunities for full coverage facial make-up...
...while Y2K trends will boost sales in previously underperforming categories and colours

CATEGORY DATA

Table 43 Sales of Colour Cosmetics by Category: Value 2016-2021
Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2016-2021
Table 45 NBO Company Shares of Colour Cosmetics: % Value 2017-2021
Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2018-2021
Table 47 LBN Brand Shares of Eye Make-up: % Value 2018-2021
Table 48 LBN Brand Shares of Facial Make-up: % Value 2018-2021
Table 49 LBN Brand Shares of Lip Products: % Value 2018-2021
Table 50 LBN Brand Shares of Nail Products: % Value 2018-2021
Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2018-2021
Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2021-2026
Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2021-2026

DEODORANTS IN THE US

KEY DATA FINDINGS

2021 DEVELOPMENTS

Strong growth in demand for deodorants amidst COVID-19 recovery
New-found growth for niche formats
Clean beauty continues to climb

PROSPECTS AND OPPORTUNITIES

Diversity and inclusion in deodorants
Blurring of beauty and personal care brands
Subscription models boost e-commerce growth

CATEGORY DATA

Table 54 Sales of Deodorants by Category: Value 2016-2021
Table 55 Sales of Deodorants by Category: % Value Growth 2016-2021
Table 56 Sales of Deodorants by Premium vs Mass: % Value 2016-2021
Table 57 NBO Company Shares of Deodorants: % Value 2017-2021
Table 58 LBN Brand Shares of Deodorants: % Value 2018-2021
Table 59 Forecast Sales of Deodorants by Category: Value 2021-2026
Table 60 Forecast Sales of Deodorants by Category: % Value Growth 2021-2026
Table 61 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2021-2026

DEPILATORIES IN THE US

KEY DATA FINDINGS

2021 DEVELOPMENTS

Uneven growth in hair removal products during COVID-19 recovery
Hair removers/bleaches grows sluggishly
Women’s shave products experience accelerated growth

PROSPECTS AND OPPORTUNITIES

Face shaving and dermaplaning grow in popularity
Shave clubs for women in the e-commerce era
Shaving as a part of lifestyle brands

CATEGORY DATA

Table 62 Sales of Depilatories by Category: Value 2016-2021
Table 63 Sales of Depilatories by Category: % Value Growth 2016-2021
Table 64 Sales of Women's Razors and Blades by Type: % Value Breakdown 2017-2021
Table 65 NBO Company Shares of Depilatories: % Value 2017-2021
Table 66 LBN Brand Shares of Depilatories: % Value 2018-2021
Table 67 Forecast Sales of Depilatories by Category: Value 2021-2026
Table 68 Forecast Sales of Depilatories by Category: % Value Growth 2021-2026

FRAGRANCES IN THE US

KEY DATA FINDINGS

2021 DEVELOPMENTS

Self-care and feel-good trends drive the standout performance of fragrances in 2021
Consumers show a willingness to invest in premium fragrances, with players turning to discovery kits to encourage purchases
Digitalisation efforts focus on new ways of reaching and building connections with consumers

PROSPECTS AND OPPORTUNITIES

While travel retail and tightening economic constraints could moderate growth over the forecast period, premium brands and unisex offerings will continue driving growth
Expect a functional future, driven by technology and science-backed claims
Players will experiment with different avenues to meet demands for sustainability

CATEGORY DATA

Table 69 Sales of Fragrances by Category: Value 2016-2021
Table 70 Sales of Fragrances by Category: % Value Growth 2016-2021
Table 71 NBO Company Shares of Fragrances: % Value 2017-2021
Table 72 LBN Brand Shares of Fragrances: % Value 2018-2021
Table 73 LBN Brand Shares of Premium Men's Fragrances: % Value 2018-2021
Table 74 LBN Brand Shares of Premium Women's Fragrances: % Value 2018-2021
Table 75 Forecast Sales of Fragrances by Category: Value 2021-2026
Table 76 Forecast Sales of Fragrances by Category: % Value Growth 2021-2026

HAIR CARE IN THE US

KEY DATA FINDINGS

2021 DEVELOPMENTS

Salon professional hair care rebounds following the acceleration of purchases outside the salon
Colourants sees a dip in demand as DIY hair care loses momentum but continues to see innovation

Procter & Gamble moves into premium hair care with the acquisition of OUAI

PROSPECTS AND OPPORTUNITIES

Liquid hair to be the latest skinification trend
Skin care brands seek opportunities in hair care
Celebrity-owned hair care brands look to gain traction amongst fans and consumers on social media

CATEGORY DATA

Table 77 Sales of Hair Care by Category: Value 2016-2021
Table 78 Sales of Hair Care by Category: % Value Growth 2016-2021
Table 79 Sales of Hair Care by Premium vs Mass: % Value 2016-2021
Table 80 NBO Company Shares of Hair Care: % Value 2017-2021
Table 81 NBO Company Shares of Salon Professional Hair Care: % Value 2017-2021
Table 82 LBN Brand Shares of Hair Care: % Value 2018-2021
Table 83 LBN Brand Shares of Colourants: % Value 2018-2021
Table 84 LBN Brand Shares of Salon Professional Hair Care: % Value 2018-2021
Table 85 LBN Brand Shares of Styling Agents: % Value 2018-2021
Table 86 LBN Brand Shares of Premium Hair Care: % Value 2018-2021
Table 87 Forecast Sales of Hair Care by Category: Value 2021-2026
Table 88 Forecast Sales of Hair Care by Category: % Value Growth 2021-2026
Table 89 Forecast Sales of Hair Care by Premium vs Mass: % Value 2021-2026

MEN'S GROOMING IN THE US

KEY DATA FINDINGS

2021 DEVELOPMENTS

Men’s shaving sees new growth for the first time in years
Brands seek to redefine masculinity
Explosive growth in men’s fragrances

PROSPECTS AND OPPORTUNITIES

Unisex brands increasingly used by men
Small brands establish unique identities
Men’s brands embrace the self-care philosophy

CATEGORY DATA

Table 90 Sales of Men’s Grooming by Category: Value 2016-2021
Table 91 Sales of Men’s Grooming by Category: % Value Growth 2016-2021
Table 92 Sales of Men's Razors and Blades by Type: % Value Breakdown 2018-2021
Table 93 Sales of Men's Skin Care by Type: % Value Breakdown 2018-2021
Table 94 NBO Company Shares of Men’s Grooming: % Value 2017-2021
Table 95 LBN Brand Shares of Men’s Grooming: % Value 2018-2021
Table 96 LBN Brand Shares of Men's Razors and Blades: % Value 2018-2021
Table 97 Forecast Sales of Men’s Grooming by Category: Value 2021-2026
Table 98 Forecast Sales of Men’s Grooming by Category: % Value Growth 2021-2026

ORAL CARE IN THE US

KEY DATA FINDINGS

2021 DEVELOPMENTS

CO. by Colgate tackles oral beauty for gen Z consumers
Consumers swap out professional teeth whitening services for at-home kits
Manual toothbrushes sees a bump in demand as replaceable heads gain traction

PROSPECTS AND OPPORTUNITIES

Sustainability in packaging and format top-of-mind for oral care brands
As oral care looks to establish itself in the beauty space, so strategies should change
Prebiotic toothpaste looks to strike a conversation on beneficial bacteria

CATEGORY DATA

Table 99 Sales of Oral Care by Category: Value 2016-2021
Table 100 Sales of Oral Care by Category: % Value Growth 2016-2021
Table 101 Sales of Toothbrushes by Category: Value 2016-2021
Table 102 Sales of Toothbrushes by Category: % Value Growth 2016-2021
Table 103 Sales of Toothpaste by Type: % Value Breakdown 2017-2021
Table 104 NBO Company Shares of Oral Care: % Value 2017-2021
Table 105 LBN Brand Shares of Oral Care: % Value 2018-2021
Table 106 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2018-2021
Table 107 LBN Brand Shares of Toothpaste: % Value 2018-2021
Table 108 Forecast Sales of Oral Care by Category: Value 2021-2026
Table 109 Forecast Sales of Oral Care by Category: % Value Growth 2021-2026
Table 110 Forecast Sales of Toothbrushes by Category: Value 2021-2026
Table 111 Forecast Sales of Toothbrushes by Category: % Value Growth 2021-2026

SKIN CARE IN THE US

KEY DATA FINDINGS

2021 DEVELOPMENTS

Self-care and skinimalism trends propel skin care in 2021
Innovation brings much-needed life to acne treatments and anti-agers
Attention turns towards ingredients as consumers seek tailored skin solutions

PROSPECTS AND OPPORTUNITIES

Innovation and novelty will be required to maintain skin care’s momentum
Players should innovate in line with consumers’ quest for wellness and efficacious products
Investments in beauty apps to continue, as they empower consumers with educational content to find the right products

CATEGORY DATA

Table 112 Sales of Skin Care by Category: Value 2016-2021
Table 113 Sales of Skin Care by Category: % Value Growth 2016-2021
Table 114 NBO Company Shares of Skin Care: % Value 2017-2021
Table 115 LBN Brand Shares of Skin Care: % Value 2018-2021
Table 116 LBN Brand Shares of Basic Moisturisers: % Value 2018-2021
Table 117 LBN Brand Shares of Anti-agers: % Value 2018-2021
Table 118 LBN Brand Shares of Firming/Anti-cellulite Body Care: % Value 2018-2021
Table 119 LBN Brand Shares of General Purpose Body Care: % Value 2018-2021
Table 120 LBN Brand Shares of Premium Skin Care: % Value 2018-2021
Table 121 Forecast Sales of Skin Care by Category: Value 2021-2026
Table 122 Forecast Sales of Skin Care by Category: % Value Growth 2021-2026

SUN CARE IN THE US

KEY DATA FINDINGS

2021 DEVELOPMENTS

Strong domestic travel contributes to recovery of sun protection, but daily use remains the key driving force
Momentum for self-tanning continues as players improve formulations and distribution
Expanding competitive pressures force players to expedite new product development and focus on digital channels for educational efforts

PROSPECTS AND OPPORTUNITIES

Self-care and preventative health trends provide a strong outlook
The appetite for multifunctional products will encourage competitive pressure from other beauty categories
Safety concerns will remain top-of-mind, which may open up further opportunities for dermocosmetics players

CATEGORY DATA