Beauty and Personal Care in the US

Name: Beauty and Personal Care in the US
Brand: Euromonitor International
Price: 2550 EUR

May 2024

EUR 2,550

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Overview:

Understand the latest market trends and future growth opportunities for the Beauty and Personal Care industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.

Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

Baby and Child-Specific Products
Bath and Shower
Colour Cosmetics
Deodorants
Depilatories
Fragrances
Hair Care
Men's Grooming
Oral Care
Skin Care
Sun Care
Premium Beauty and Personal Care
Mass Beauty and Personal Care

If you're in the Beauty and Personal Care industry in USA, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Beauty and Personal Care in USA report includes:

Analysis of key supply-side and demand trends
Detailed segmentation of international and local products
Historic volume and value sizes, company and brand market shares
Five year forecasts of market trends and market growth
Robust and transparent research methodology, conducted in-country

This report answers:

What is the market size of Beauty and Personal Care in USA?
Which are the leading brands in USA?
How are products distributed in USA?
To what extent is e-commerce changing the retail environment and consumer demand?
How are sales of mass versus premium beauty products evolving?
Which products are seeing rising demand in the wake of COVID-19?
Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
How is the macroeconomic environment shaping demand?
Where is future growth expected to be most dynamic?

Download Table of Contents

Beauty and Personal Care in the US

EXECUTIVE SUMMARY

Beauty and personal care in 2023: The big picture

2023 key trends

Competitive landscape

Retailing developments

What next for beauty and personal care?

MARKET DATA

Table 1 Sales of Beauty and Personal Care by Category: Value 2018-2023

Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2018-2023

Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2019-2023

Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2019-2023

Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2020-2023

Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2018-2023

Table 7 Distribution of Beauty and Personal Care by Format: % Value 2018-2023

Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2023

Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2023-2028

Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2023-2028

DISCLAIMER

SOURCES

Summary 1 Research Sources

Baby and Child-Specific Products in the US

KEY DATA FINDINGS

2023 DEVELOPMENTS

Baby and child-specific products witnesses value growth in 2023, with the highlight being baby and child-specific sun care

Brands leverage claims to attract parents increasingly conscious of product safety and efficacy

Addressing the needs of melanin-rich skin with specialised products

PROSPECTS AND OPPORTUNITIES

Premiumisation will help boost value growth

Gen Alpha’s obsession with skin care set to drive growth for baby and child-specific skin care

Sustainability claims to gain further momentum in baby and child-specific products

CATEGORY DATA

Table 11 Sales of Baby and Child-specific Products by Category: Value 2018-2023

Table 12 Sales of Baby and Child-specific Products by Category: % Value Growth 2018-2023

Table 13 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2018-2023

Table 14 NBO Company Shares of Baby and Child-specific Products: % Value 2019-2023

Table 15 LBN Brand Shares of Baby and Child-specific Products: % Value 2020-2023

Table 16 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2020-2023

Table 17 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2020-2023

Table 18 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2020-2023

Table 19 Forecast Sales of Baby and Child-specific Products by Category: Value 2023-2028

Table 20 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2023-2028

Table 21 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2023-2028

Bath and Shower in the US

KEY DATA FINDINGS

2023 DEVELOPMENTS

Price increases benefit value sales, while inconsistent volume growth is seen across categories

Skin-focused trends attract new players to body wash/shower gel

The “everything shower” expands product use and premiumisation

PROSPECTS AND OPPORTUNITIES

Beauty players see the potential of bath and shower products in their portfolios

Sustainability trends driven by environmental packaging efforts

Menopausal health acts as an opportunity across bath and shower categories

CATEGORY DATA

Table 22 Sales of Bath and Shower by Category: Value 2018-2023

Table 23 Sales of Bath and Shower by Category: % Value Growth 2018-2023

Table 24 Sales of Bath and Shower by Premium vs Mass: % Value 2018-2023

Table 25 NBO Company Shares of Bath and Shower: % Value 2019-2023

Table 26 LBN Brand Shares of Bath and Shower: % Value 2020-2023

Table 27 LBN Brand Shares of Premium Bath and Shower: % Value 2020-2023

Table 28 Forecast Sales of Bath and Shower by Category: Value 2023-2028

Table 29 Forecast Sales of Bath and Shower by Category: % Value Growth 2023-2028

Table 30 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2023-2028

Colour Cosmetics in the US

KEY DATA FINDINGS

2023 DEVELOPMENTS

Lip products continues driving sales momentum in 2023, but rising value hacking behaviour, like dupe culture, narrows the growth gap between mass and premium

Facial make-up sees a boom as players adapt to consumers’ skinification demands

Skin care and colour cosmetics hybridisation is the new standard, with expectations that products will address consumers’ skin sensitivities

PROSPECTS AND OPPORTUNITIES

Expansion of beauty assortments at retailers such as Target and Walmart to support the growth of colour cosmetics in the forecast period

New premium and luxury entrants expected, although price sensitivity will present challenges to overcome

Skin care considerations will be increasingly sought out in colour cosmetics, opening the door for competition from skin care

CATEGORY DATA

Table 31 Sales of Colour Cosmetics by Category: Value 2018-2023

Table 32 Sales of Colour Cosmetics by Category: % Value Growth 2018-2023

Table 33 NBO Company Shares of Colour Cosmetics: % Value 2019-2023

Table 34 LBN Brand Shares of Colour Cosmetics: % Value 2020-2023

Table 35 LBN Brand Shares of Eye Make-up: % Value 2020-2023

Table 36 LBN Brand Shares of Facial Make-up: % Value 2020-2023

Table 37 LBN Brand Shares of Lip Products: % Value 2020-2023

Table 38 LBN Brand Shares of Nail Products: % Value 2020-2023

Table 39 LBN Brand Shares of Premium Colour Cosmetics: % Value 2020-2023

Table 40 Forecast Sales of Colour Cosmetics by Category: Value 2023-2028

Table 41 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2023-2028

Deodorants in the US

KEY DATA FINDINGS

2023 DEVELOPMENTS

Double-digit value growth momentum

Renaissance in deodorants through premiumisation

Increased range of deodorants suited for different consumer demographics leads to new opportunities

PROSPECTS AND OPPORTUNITIES

Whole-body deodorant expected to gain traction

Deodorant as a scent expression in fragrance matching

Format champion: Popularity of serum roll-ons expected to increase

CATEGORY DATA

Table 42 Sales of Deodorants by Category: Value 2018-2023

Table 43 Sales of Deodorants by Category: % Value Growth 2018-2023

Table 44 Sales of Deodorants by Premium vs Mass: % Value 2018-2023

Table 45 NBO Company Shares of Deodorants: % Value 2019-2023

Table 46 LBN Brand Shares of Deodorants: % Value 2020-2023

Table 47 LBN Brand Shares of Premium Deodorants: % Value 2020-2023

Table 48 Forecast Sales of Deodorants by Category: Value 2023-2028

Table 49 Forecast Sales of Deodorants by Category: % Value Growth 2023-2028

Table 50 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2023-2028

Depilatories in the US

KEY DATA FINDINGS

2023 DEVELOPMENTS

Volume recovery despite slowing value growth

Brands attempt to rejuvenate hair removers/bleaches

The “everything shower” could spark growth opportunities for depilatories brands

PROSPECTS AND OPPORTUNITIES

Shaving-led body care products with hybrid benefits expected to premiumise

Opportunity for innovation outside the category from players in razors and blades

Segmented hair removal choices for consumers could inspire intra-category innovation

CATEGORY DATA

Table 51 Sales of Depilatories by Category: Value 2018-2023

Table 52 Sales of Depilatories by Category: % Value Growth 2018-2023

Table 53 Sales of Women's Razors and Blades by Type: % Value Breakdown 2019-2023

Table 54 NBO Company Shares of Depilatories: % Value 2019-2023

Table 55 LBN Brand Shares of Depilatories: % Value 2020-2023

Table 56 Forecast Sales of Depilatories by Category: Value 2023-2028

Table 57 Forecast Sales of Depilatories by Category: % Value Growth 2023-2028

Fragrances in the US

KEY DATA FINDINGS

2023 DEVELOPMENTS

Resilience of premium fragrances continues in 2023, supported by consumers’ frequent usage

Consumers explore value hacks as they look for more affordable ways to engage with fragrances...

...although value hacking behaviour is not substantial enough to uplift mass fragrances

PROSPECTS AND OPPORTUNITIES

More cautious fragrance consumers are expected in the forecast period as beauty budgets are pressured

Players in premium fragrances have opportunities to tap into discovery-driven purchase motivations by focusing on delivering a luxury experience

As wellness and skin health are top-of-mind for beauty consumers, more innovation is expected in line with skinification or clean beauty motivations

CATEGORY DATA

Table 58 Sales of Fragrances by Category: Value 2018-2023

Table 59 Sales of Fragrances by Category: % Value Growth 2018-2023

Table 60 NBO Company Shares of Fragrances: % Value 2019-2023

Table 61 LBN Brand Shares of Fragrances: % Value 2020-2023

Table 62 LBN Brand Shares of Premium Men's Fragrances: % Value 2020-2023

Table 63 LBN Brand Shares of Premium Women's Fragrances: % Value 2020-2023

Table 64 Forecast Sales of Fragrances by Category: Value 2023-2028

Table 65 Forecast Sales of Fragrances by Category: % Value Growth 2023-2028

Hair Care in the US

KEY DATA FINDINGS

2023 DEVELOPMENTS

Mitigating inflation and appetite for value-focused premiumisation shape performance of hair care

Hair relaxant lawsuits reinforce desire for clean formulations

Bond-focused interest draws innovation from mass players

PROSPECTS AND OPPORTUNITIES

Beauty specialists see the potential in hair care

Acquisition activity drives portfolios forward, while players re-evaluate legacy lines

Technological investments aim for diversified opportunities

CATEGORY DATA

Table 66 Sales of Hair Care by Category: Value 2018-2023

Table 67 Sales of Hair Care by Category: % Value Growth 2018-2023

Table 68 Sales of Hair Care by Premium vs Mass: % Value 2018-2023

Table 69 NBO Company Shares of Hair Care: % Value 2019-2023

Table 70 NBO Company Shares of Salon Professional Hair Care: % Value 2019-2023

Table 71 LBN Brand Shares of Hair Care: % Value 2020-2023

Table 72 LBN Brand Shares of Colourants: % Value 2020-2023

Table 73 LBN Brand Shares of Salon Professional Hair Care: % Value 2020-2023

Table 74 LBN Brand Shares of Styling Agents: % Value 2020-2023

Table 75 LBN Brand Shares of Premium Hair Care: % Value 2020-2023

Table 76 Forecast Sales of Hair Care by Category: Value 2023-2028

Table 77 Forecast Sales of Hair Care by Category: % Value Growth 2023-2028

Table 78 Forecast Sales of Hair Care by Premium vs Mass: % Value 2023-2028

Men's Grooming in the US

KEY DATA FINDINGS

2023 DEVELOPMENTS

Improving volume performances across men’s shaving, hair care, and deodorants

Continued interest amongst male celebrities in brand-building within the men’s grooming space

Influencer and celebrity marketing remains a strategic priority to elevate brand awareness

PROSPECTS AND OPPORTUNITIES

Men’s skin care and hair care expected to premiumise through ingredient innovation

Blurring wellness: Ingestible beauty for men

Deodorants diversification: Product variety reflects changing consumer needs

CATEGORY DATA

Table 79 Sales of Men’s Grooming by Category: Value 2018-2023

Table 80 Sales of Men’s Grooming by Category: % Value Growth 2018-2023

Table 81 Sales of Men's Razors and Blades by Type: % Value Breakdown 2020-2023

Table 82 Sales of Men's Skin Care by Type: % Value Breakdown 2020-2023

Table 83 NBO Company Shares of Men’s Grooming: % Value 2019-2023

Table 84 LBN Brand Shares of Men’s Grooming: % Value 2020-2023

Table 85 LBN Brand Shares of Men's Razors and Blades: % Value 2020-2023

Table 86 Forecast Sales of Men’s Grooming by Category: Value 2023-2028

Table 87 Forecast Sales of Men’s Grooming by Category: % Value Growth 2023-2028

Oral Care in the US

KEY DATA FINDINGS

2023 DEVELOPMENTS

Performance driven by rippling inflationary environment and post-pandemic interest in oral health

Electric toothbrushes leads growth due to efficacy and innovation

Beauty formats bring variety to whitening innovation

PROSPECTS AND OPPORTUNITIES

Oral care tools act as an opportunity for adjacent diversification

Investment in young consumers creates early habits and brand awareness

Clean oral care supports the consumer desire for “better for you” products

CATEGORY DATA

Table 88 Sales of Oral Care by Category: Value 2018-2023

Table 89 Sales of Oral Care by Category: % Value Growth 2018-2023

Table 90 Sales of Toothbrushes by Category: Value 2018-2023

Table 91 Sales of Toothbrushes by Category: % Value Growth 2018-2023

Table 92 Sales of Toothpaste by Type: % Value Breakdown 2019-2023

Table 93 NBO Company Shares of Oral Care: % Value 2019-2023

Table 94 LBN Brand Shares of Oral Care: % Value 2020-2023

Table 95 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2020-2023

Table 96 LBN Brand Shares of Toothpaste: % Value 2020-2023

Table 97 Forecast Sales of Oral Care by Category: Value 2023-2028

Table 98 Forecast Sales of Oral Care by Category: % Value Growth 2023-2028

Table 99 Forecast Sales of Toothbrushes by Category: Value 2023-2028

Table 100 Forecast Sales of Toothbrushes by Category: % Value Growth 2023-2028

Skin Care in the US

KEY DATA FINDINGS

2023 DEVELOPMENTS

Dermocosmetics continues driving skin care in 2023, with affordability and expert backing being key

Convenience reigns supreme in the retail landscape as grocery retailers and Amazon expand their skin care footprint

Ingredient-led beauty witnesses consumers searching for gentler options suitable for sensitive skin concerns

PROSPECTS AND OPPORTUNITIES

A more proactive approach to skin care will support growth in the forecast period, with expectations of a more targeted approach to skin concerns

Make-up considerations will become increasingly important in new skin care product developments

International beauty brands should take note of consumers’ quest for gentle yet effective skin care products

CATEGORY DATA

Table 101 Sales of Skin Care by Category: Value 2018-2023

Table 102 Sales of Skin Care by Category: % Value Growth 2018-2023

Table 103 NBO Company Shares of Skin Care: % Value 2019-2023

Table 104 LBN Brand Shares of Skin Care: % Value 2020-2023

Table 105 LBN Brand Shares of Basic Moisturisers: % Value 2020-2023

Table 106 LBN Brand Shares of Anti-agers: % Value 2020-2023

Table 107 LBN Brand Shares of Firming Body Care: % Value 2020-2023

Table 108 LBN Brand Shares of General Purpose Body Care: % Value 2020-2023

Table 109 LBN Brand Shares of Premium Skin Care: % Value 2020-2023

Table 110 Forecast Sales of Skin Care by Category: Value 2023-2028

Table 111 Forecast Sales of Skin Care by Category: % Value Growth 2023-2028

Sun Care in the US

KEY DATA FINDINGS

2023 DEVELOPMENTS

Evolving landscape of sun care leads to double-digit value growth in 2023

Mineral-based sun protection products are becoming increasingly popular in sun care

Rise in demand for organic and vegan self-tanning products

PROSPECTS AND OPPORTUNITIES

The rise of skinification presents new avenues for brands to expand their offerings and explore new product categories

Growing emphasis on sustainability and safety considerations presents new opportunities for product development and growth

New sun protection ingredients to revolutionise sun care

CATEGORY DATA

Table 112 Sales of Sun Care by Category: Value 2018-2023

Table 113 Sales of Sun Care by Category: % Value Growth 2018-2023

Table 114 NBO Company Shares of Sun Care: % Value 2019-2023

Table 115 LBN Brand Shares of Sun Care: % Value 2020-2023

Table 116 LBN Brand Shares of Premium Adult Sun Care: % Value 2020-2023

Table 117 Forecast Sales of Sun Care by Category: Value 2023-2028

Table 118 Forecast Sales of Sun Care by Category: % Value Growth 2023-2028

Premium Beauty and Personal Care in the US

KEY DATA FINDINGS

2023 DEVELOPMENTS

Premium beauty faces pressure from mass and masstige brands in 2023 amidst the rise of dupe culture

Luxury players continue deepening their penetration in US beauty and personal care

A growing number of retailers are eyeing opportunities in beauty and personal care, creating both challenges and opportunities for premium players

PROSPECTS AND OPPORTUNITIES

With both mass and premium innovations expected, premium players will benefit from focusing on premium features for which consumers are willing to pay extra

Premium players should explore strategies to help consumers overcome affordability concerns

Premium personal care expected to continue witnessing growth opportunities, fuelled by ingredient-oriented purchasing habits

CATEGORY DATA

Table 119 Sales of Premium Beauty and Personal Care by Category: Value 2018-2023

Table 120 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2018-2023

Table 121 NBO Company Shares of Premium Beauty and Personal Care: % Value 2019-2023

Table 122 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2020-2023

Table 123 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2023-2028

Table 124 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2023-2028

Mass Beauty and Personal Care in the US

KEY DATA FINDINGS

2023 DEVELOPMENTS

Demand for dermocosmetics is on rise, with safety and affordability being key

Skinification prevalent in mass brands across various product categories

Key strategy for health and personal care stores and hypermarkets is bringing in new brands to solidify consumer loyalty

PROSPECTS AND OPPORTUNITIES

Strong potential to meet premiumisation and affordability demands in beauty

Manufacturers and retailers are enthusiastically adopting sustainable practices to promote environmental responsibility

Consumer demand for dupes to help drive momentum for mass brands

CATEGORY DATA

Table 125 Sales of Mass Beauty and Personal Care by Category: Value 2018-2023

Table 126 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2018-2023

Table 127 NBO Company Shares of Mass Beauty and Personal Care: % Value 2019-2023

Table 128 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2020-2023

Table 129 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2023-2028

Table 130 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2023-2028

The following categories and subcategories are included:

Beauty and Personal Care

- Baby and Child-specific Hair Care
- Baby and Child-specific Skin Care
- Baby and Child-specific Sun Care
- Baby and Child-specific Toiletries
- Baby Wipes
- Medicated Baby and Child-specific Products
- Nappy (Diaper) Rash Treatments
- Bar Soap
- Bath Additives
- Body Powder
- Body Wash/Shower Gel
- Hand Sanitisers
- - Intimate Washes
  - Intimate Wipes
- Liquid Soap
- - - Premium Eye Liner/Pencil
    - Mass Eye Liner/Pencil
  - - Premium Eye Shadow
    - Mass Eye Shadow
  - - Premium Mascara
    - Mass Mascara
  - - Premium Other Lash and Brow Make-Up
    - Mass Other Lash and Brow Make-Up
- - - Premium BB/CC Creams
    - Mass BB/CC Creams
  - - Premium Blusher/Bronzer/Highlighter
    - Mass Blusher/Bronzer/Highlighter
  - - Premium Foundation/Concealer
    - Mass Foundation/Concealer
  - - Premium Powder
    - Mass Powder
  - - Premium Other Facial Make-Up
    - Mass Other Facial Make-Up
- - - Premium Lip Gloss
    - Mass Lip Gloss
  - - Premium Lip Liner/Pencil
    - Mass Lip Liner/Pencil
  - - Premium Lipstick
    - Mass Lipstick
  - - Premium Other Lip Products
    - Mass Other Lip Products
- - - Premium Nail Polish
    - Mass Nail Polish
  - - Premium Nail Treatments/Strengthener
    - Mass Nail Treatments/Strengthener
  - - Premium Polish Remover
    - Mass Polish Remover
  - - Premium Other Nail Products
    - Mass Other Nail Products
- - Premium Colour Cosmetics Sets/Kits
  - Mass Colour Cosmetics Sets/Kits
- Deodorant Creams
- Deodorant Pumps
- Deodorant Roll-Ons
- Deodorant Sprays
- Deodorant Sticks
- Deodorant Wipes
- Hair Removers/Bleaches
- Women's Pre-Shave
- Women's Razors and Blades
- - Premium Men's Fragrances
  - Premium Women's Fragrances
  - Premium Unisex Fragrances
  - Premium Fragrance Sets/Kits
- - Mass Men's Fragrances
  - Mass Women's Fragrances
  - Mass Unisex Fragrances
  - Mass Fragrance Sets/Kits
- 2-in-1 Products
- Colourants
- Conditioners and Treatments
- Hair Loss Treatments
- Perms and Relaxants
- Salon Professional Hair Care
- - Medicated Shampoos
  - Standard Shampoos
- Styling Agents
- - Men's Post-Shave
  - Men's Pre-Shave
  - Men's Razors and Blades
- - - Premium Men's Bath and Shower
    - Mass Men's Bath and Shower
  - - Premium Men's Deodorants
    - Mass Men's Deodorants
  - - Premium Men's Hair Care
    - Mass Men's Hair Care
  - - Premium Men's Skin Care
    - Mass Men's Skin Care
- - Premium Men's Fragrances
  - Mass Men's Fragrances
- Dental Floss
- - Denture Cleansers
  - Denture Fixatives
- Mouth Fresheners
- Mouthwashes/Dental Rinses
- Tooth Whiteners
- - Manual Toothbrushes
  - - - Battery Toothbrush Replacement Heads
      - Battery Toothbrush Units
    - - Electric Toothbrush Replacement Heads
      - Electric Toothbrush Units
- Toothpaste
Oral Care Excl Power Toothbrushes
- - - Premium Firming Body Care
    - Mass Firming Body Care
  - - Premium General Purpose Body Care
    - Mass General Purpose Body Care
- - - Premium Acne Treatments
    - Mass Acne Treatments
  - - Premium Face Masks
    - Mass Face Masks
  - - - Premium Liquid/Cream/Gel/Bar Cleansers
      - Mass Liquid/Cream/Gel/Bar Cleansers
    - - Premium Facial Cleansing Wipes
      - Mass Facial Cleansing Wipes
  - - - Premium Basic Moisturisers
      - Mass Basic Moisturisers
    - - Premium Anti-Agers
      - Mass Anti-Agers
  - - Premium Lip Care
    - Mass Lip Care
  - - Premium Toners
    - Mass Toners
- - Premium Hand Care
  - Mass Hand Care
- - Premium Skin Care Sets/Kits
  - Mass Skin Care Sets/Kits
- - - Premium Aftersun
    - Mass Aftersun
  - - Premium Self-Tanning
    - Mass Self-Tanning
  - - Premium Sun Protection
    - Mass Sun Protection
- Baby and Child-specific Sun Care
- Premium Baby and Child-specific Products
- Premium Bath and Shower
- - - Premium Eye Liner/Pencil
    - Premium Eye Shadow
    - Premium Mascara
    - Premium Other Lash and Brow Make-Up
  - - Premium BB/CC Creams
    - Premium Blusher/Bronzer/Highlighter
    - Premium Foundation/Concealer
    - Premium Powder
    - Premium Other Facial Make-Up
  - - Premium Lip Gloss
    - Premium Lip Liner/Pencil
    - Premium Lipstick
    - Premium Other Lip Products
  - - Premium Nail Polish
    - Premium Nail Treatments/Strengthener
    - Premium Polish Remover
    - Premium Other Nail Products
  - Premium Colour Cosmetics Sets/Kits
- Premium Deodorants
- - Premium Men's Fragrances
  - Premium Women's Fragrances
  - Premium Unisex Fragrances
  - Premium Fragrance Sets/Kits
- Premium Hair Care
- - - Premium Firming Body Care
    - Premium General Purpose Body Care
  - - Premium Acne Treatments
    - Premium Face Masks
    - Premium Facial Cleansing Wipes
    - - Premium Basic Moisturisers
      - Premium Anti-Agers
    - Premium Lip Care
    - Premium Liquid/Cream/Gel/Bar Cleansers
    - Premium Toners
  - Premium Hand Care
  - Premium Skin Care Sets/Kits
- - Premium Aftersun
  - Premium Self-Tanning
  - Premium Sun Protection
- Prestige Baby and Child-specific Products
- Prestige Bath and Shower
- Prestige Colour Cosmetics
- Prestige Deodorants
- Prestige Fragrances
- Prestige Hair Care
- - Prestige Body Care
  - Prestige Facial Care
  - Prestige Hand Care
  - Prestige Skin Care Sets/Kits
- Prestige Adult Sun Care
- Mass Baby and Child-specific Products
- Mass Bath and Shower
- - - Mass Eye Liner/Pencil
    - Mass Eye Shadow
    - Mass Mascara
    - Mass Other Lash and Brow Make-Up
  - - Mass BB/CC Creams
    - Mass Blusher/Bronzer/Highlighter
    - Mass Foundation/Concealer
    - Mass Powder
    - Mass Other Facial Make-Up
  - - Mass Lip Gloss
    - Mass Lip Liner/Pencil
    - Mass Lipstick
    - Mass Other Lip Products
  - - Mass Nail Polish
    - Mass Nail Treatments/Strengthener
    - Mass Polish Remover
    - Mass Other Nail Products
  - Mass Colour Cosmetics Sets/Kits
- Mass Deodorants
- - Mass Men's Fragrances
  - Mass Women's Fragrances
  - Mass Unisex Fragrances
  - Mass Fragrance Sets/Kits
- Mass Hair Care
- - - Mass Firming Body Care
    - Mass General Purpose Body Care
  - - Mass Acne Treatments
    - Mass Face Masks
    - Mass Facial Cleansing Wipes
    - - Mass Basic Moisturisers
      - Mass Anti-Agers
    - Mass Lip Care
    - Mass Liquid/Cream/Gel/Bar Cleansers
    - Mass Toners
  - Mass Hand Care
  - Mass Skin Care Sets/Kits
- - Mass Aftersun
  - Mass Self-Tanning
  - Mass Sun Protection
- Dermocosmetics Baby and Child-specific Products
- Dermocosmetics Bath and Shower
- Dermocosmetics Colour Cosmetics
- Dermocosmetics Deodorants
- Dermocosmetics Fragrances
- Dermocosmetics Hair Care
- - Dermocosmetics Body Care
  - Dermocosmetics Facial Care
  - Dermocosmetics Hand Care
  - Dermocosmetics Skin Care Sets/Kits
- Dermocosmetics Adult Sun Care

Beauty and Personal Care

This is the aggregation of baby and child-specific products, bath & shower, deodorants, hair care, colour cosmetics, men's grooming, oral hygiene, fragrances, skin care, depilatories and sun care. Black market sales and travel retail are excluded.

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Beauty and Personal Care in the US

Beauty and personal care in 2023: The big picture

2023 key trends

Competitive landscape

Retailing developments

What next for beauty and personal care?

Overview:

The Beauty and Personal Care in USA report includes:

This report answers:

Beauty and Personal Care in the US

Beauty and personal care in 2023: The big picture

2023 key trends

Competitive landscape

Retailing developments

What next for beauty and personal care?

DISCLAIMER

Baby and Child-Specific Products in the US

KEY DATA FINDINGS

Baby and child-specific products witnesses value growth in 2023, with the highlight being baby and child-specific sun care

Brands leverage claims to attract parents increasingly conscious of product safety and efficacy

Addressing the needs of melanin-rich skin with specialised products

Premiumisation will help boost value growth

Gen Alpha’s obsession with skin care set to drive growth for baby and child-specific skin care

Sustainability claims to gain further momentum in baby and child-specific products

Bath and Shower in the US

KEY DATA FINDINGS

Price increases benefit value sales, while inconsistent volume growth is seen across categories

Skin-focused trends attract new players to body wash/shower gel

The “everything shower” expands product use and premiumisation

Beauty players see the potential of bath and shower products in their portfolios

Sustainability trends driven by environmental packaging efforts

Menopausal health acts as an opportunity across bath and shower categories

Colour Cosmetics in the US

KEY DATA FINDINGS

Lip products continues driving sales momentum in 2023, but rising value hacking behaviour, like dupe culture, narrows the growth gap between mass and premium

Facial make-up sees a boom as players adapt to consumers’ skinification demands

Skin care and colour cosmetics hybridisation is the new standard, with expectations that products will address consumers’ skin sensitivities

Expansion of beauty assortments at retailers such as Target and Walmart to support the growth of colour cosmetics in the forecast period

New premium and luxury entrants expected, although price sensitivity will present challenges to overcome

Skin care considerations will be increasingly sought out in colour cosmetics, opening the door for competition from skin care

Deodorants in the US

KEY DATA FINDINGS

Double-digit value growth momentum

Renaissance in deodorants through premiumisation

Increased range of deodorants suited for different consumer demographics leads to new opportunities

Whole-body deodorant expected to gain traction

Deodorant as a scent expression in fragrance matching

Format champion: Popularity of serum roll-ons expected to increase

Depilatories in the US

KEY DATA FINDINGS

Volume recovery despite slowing value growth

Brands attempt to rejuvenate hair removers/bleaches

The “everything shower” could spark growth opportunities for depilatories brands

Shaving-led body care products with hybrid benefits expected to premiumise

Opportunity for innovation outside the category from players in razors and blades

Segmented hair removal choices for consumers could inspire intra-category innovation

Fragrances in the US

KEY DATA FINDINGS

Resilience of premium fragrances continues in 2023, supported by consumers’ frequent usage

Consumers explore value hacks as they look for more affordable ways to engage with fragrances...

...although value hacking behaviour is not substantial enough to uplift mass fragrances

More cautious fragrance consumers are expected in the forecast period as beauty budgets are pressured

Players in premium fragrances have opportunities to tap into discovery-driven purchase motivations by focusing on delivering a luxury experience

As wellness and skin health are top-of-mind for beauty consumers, more innovation is expected in line with skinification or clean beauty motivations

Hair Care in the US

KEY DATA FINDINGS

Mitigating inflation and appetite for value-focused premiumisation shape performance of hair care

Hair relaxant lawsuits reinforce desire for clean formulations

Bond-focused interest draws innovation from mass players

Beauty specialists see the potential in hair care

Acquisition activity drives portfolios forward, while players re-evaluate legacy lines

Technological investments aim for diversified opportunities

Men's Grooming in the US

KEY DATA FINDINGS

Improving volume performances across men’s shaving, hair care, and deodorants

Continued interest amongst male celebrities in brand-building within the men’s grooming space

Influencer and celebrity marketing remains a strategic priority to elevate brand awareness

Men’s skin care and hair care expected to premiumise through ingredient innovation