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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.

Euromonitor International has over 50 years' experience of publishing market research reports, business reference books and online information systems. With offices in London, Chicago, Singapore, Shanghai, Vilnius, Dubai, Cape Town, Santiago, Sydney, Tokyo, Bengaluru, Sao Paulo, Seoul, Hong Kong, Dusseldorf and Mexico City and a network of analysts in 100 countries, Euromonitor International has a unique capability and an understanding of diverse markets to develop reliable information resources to help drive informed strategic planning. To learn more about how our research solutions can support you, contact your local Euromonitor International office.

TABLE OF CONTENTS

List Of Contents And Tables

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'Oreal 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