Beauty and personal care market value in the U.S. 2015-2020

In 2019, the U.S. market for beauty and personal care reached approximately 93.5 billion U.S. dollars. The production of cosmetics and beauty products is controlled by a handful of multi-national corporations – L'Oréal, Unilever, Procter & Gamble Co., The Estee Lauder Companies, Shiseido Company, to name a few. As of 2018, the French cosmetics company L'Oréal was the leading beauty manufacturer in the world, generating 31.2 billion U.S. dollars in revenues that year.

Top brands in the U.S. cosmetics market

There are countless beauty and personal care brands available for sale in the United States, but a few key players stand out from the rest. When it comes to skin care, it is not uncommon to see private label brands generating some of the highest sales of any brand in the segment. For instance, the leading hand and body lotion brand in the United States in 2018 was Gold Bond Ultimate, followed by private label brands. In that same year, the U.S. mascara market was dominated by L'Oréal brands.

U.S. beauty and personal care consumer behavior

The leading retailer for cosmetic items in the United States in 2017 was Walmart, followed by CVS. According to a July 2017 survey, nearly 28 percent of Americans who bought cosmetics did so at a Walmart or Walmart Supercenter. Personal hygiene products, oral care, and hair care were the top three personal care categories among U.S. consumers, with over 90 percent of American households purchasing those items on a regular basis.

Market value of beauty and personal care in the United States from 2015 to 2020 (in million U.S. dollars)*

Market value in million U.S. dollars
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Release date

June 2019


United States

Survey time period

2015 to 2020

Supplementary notes

* Forecast

Market value is based on the retail value RSP (Retail Sales Price) at current prices - fixed 2018 exchange rates.

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