Cosmetics consumer behavior in the U.S. - statistics & facts
The United States is the most valuable beauty and personal care market in the world. Consumer demand and expenditure, as well as purchase behavior, are some of the most important aspects driving this market. In 2023, the American beauty and personal care market was valued at nearly 98 billion U.S. dollars, and in the previous year, the average American household spent approximately 211.8 U.S. dollars on cosmetics, perfume, and bath preparations. This was the highest value registered in the past 13 years; in 2010 this figure amounted to only 134 U.S. dollars.
Although the way beauty enthusiasts shop for cosmetics might change overtime, the stable growth of this market shows that U.S. consumers will not forgo their self-care routines anytime soon, with many even willing to cut back on other expenses to be able to purchases more beauty products.
Skincare leads the way
Some of the most purchased beauty and personal care products in the North American country include skincare and hair care items, as stated by about 30 percent of participants in a survey. Skincare products also make up the largest part of the global cosmetic market, followed by hair care and make-up. In 2023, sales of skincare products in the United States were highest for facial cleansers and moisturizers, both registering a sales value of over one billion U.S. dollars.In-store shopping
American shoppers often turn to physical beauty retailers to purchase cosmetic products. In a survey, almost 80 percent of respondents had bought beauty items through this channel. A large share of consumers in the United States also turn to pharmacies, such as CVS, Walgreens, and Rite Aid to purchase cosmetics. Different consumer groups may have different preferred beauty destinations or preferred types of products. When it comes to Generation Z, Sephora and Ulta Beauty were their preferred beauty shopping destinations as of 2023. In terms of leading cosmetic brands according to younger shoppers, e.l.f. and Rare Beauty gained first and second place, respectively.Beauty e-commerce
While many consumers still prefer to shop in-store, online beauty purchases have notably increased in the last years. Around one quarter of beauty shoppers in the United States stated that they purchased cosmetics online monthly, while slightly over ten percent did it weekly. The monthly expenditure for such products added up to a number between 51 to 100 U.S. dollars for nearly 30 percent of U.S. consumers in 2023. According to forecasts, online sales for beauty products will grow from around 15.6 billion U.S. dollars in 2021 to nearly 31 billion U.S. dollars in 2026. An increase in online purchases may also be facilitated by the rise of social commerce: several social media platforms now offer the possibility to shop for several products. Among these, TikTok Shop is one of the most popular in the United States, with the health and beauty category registering outstanding results.Although the way beauty enthusiasts shop for cosmetics might change overtime, the stable growth of this market shows that U.S. consumers will not forgo their self-care routines anytime soon, with many even willing to cut back on other expenses to be able to purchases more beauty products.
