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Beauty and Personal Care in the US

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    Report

  • 148 Pages
  • May 2022
  • Region: United States
  • Euromonitor International
  • ID: 2622168
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.

Table of Contents

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
  • Table 123 Sales of Sun Care by Category: Value 2016-2021
  • Table 124 Sales of Sun Care by Category: % Value Growth 2016-2021
  • Table 125 NBO Company Shares of Sun Care: % Value 2017-2021
  • Table 126 LBN Brand Shares of Sun Care: % Value 2018-2021
  • Table 127 LBN Brand Shares of Premium Adult Sun Care: % Value 2018-2021
  • Table 128 Forecast Sales of Sun Care by Category: Value 2021-2026
  • Table 129 Forecast Sales of Sun Care by Category: % Value Growth 2021-2026