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U.S. Makeup Market

U.S. Makeup Market Future-proof Strategies: Trends, Competitor Dynamics, and Opportunities 2025-2033

U.S. Makeup Market by Product (Gels, Lotions, Powders, Others), by Application Area (Lips, Eyes, Face, Nails), by Distribution Channel (Exclusive Brand Stores, Hypermarkets/Supermarkets, Online Channel, Others), by Forecast 2026-2034

Jul 19 2025

Base Year: 2025

180 Pages

U.S. Makeup Market Future-proof Strategies: Trends, Competitor Dynamics, and Opportunities 2025-2033

Key Insights

The U.S. Makeup Market size was valued at USD 6.6 USD million in 2023 and is projected to reach USD 9.79 USD million by 2032, exhibiting a CAGR of 5.8 % during the forecast period. Makeup constitutes a set of assorted cosmetic products and methods of application that are used to bring a change or improvement in the outlook of the face and body. Skin, eyes, lips, and nails are the most targeted organs. Types of makeup can be either foundation, concealer, eyeshadow, mascara, eyeliner, lipstick, blush or highlighter. Such components frequently contain pigments, emulsifiers, oils, and waxes, which impart color, consistency, and longevity to the paint. Many places in the U. S. are now moving towards natural products, sustainable products, as well as adding shades for people with different skin color, and the products should be multi-functional. The ever-growing trend of clean beauty has prompted cosmetic brands to switch to the use of eco-friendly packaging and cruelty-free formulation that in turn caters to the preferences of the more environmentally conscious consumers.

U.S. Makeup Trends

Growing demand for organic and natural makeup
Rise of personalized makeup products
Increasing popularity of subscription boxes
Prevalence of virtual try-on technologies

U.S. Makeup Market Market Size and Forecast (2024-2030) — U.S. Makeup Market Company Market Share

Driving Forces: What's Propelling the U.S. Makeup Market

Rise in disposable income
Growing awareness of personal appearance
Influence of social media and celebrities
Launch of innovative and trendy products
Increase in online shopping
Demand for clean and sustainable beauty products

Challenges and Restraints in U.S. Makeup Market

Fluctuating raw material costs
Intense competition from domestic and international players
Regulatory challenges related to product safety and labeling
Rising awareness of animal cruelty

Emerging Trends in U.S. Makeup

Emergence of gender-neutral makeup
Focus on sustainability and ethical practices
Integration of artificial intelligence and augmented reality in makeup applications
Rise of social commerce and omnichannel retailing

Growth Catalysts in U.S. Makeup Industry

Product Innovation and Diversification: The U.S. makeup market thrives on constant innovation. New product launches, reformulations incorporating advanced ingredients (e.g., skincare-infused makeup), and expansion into niche categories (like clean beauty or inclusive shade ranges) fuel market growth.
Strategic Mergers and Acquisitions: Consolidation within the industry through strategic mergers and acquisitions allows companies to expand their product portfolios, distribution networks, and market reach, leading to increased market share and influence.
E-commerce Expansion and Omnichannel Strategies: The rise of e-commerce provides direct access to consumers and broader geographical reach. Successful brands are adopting omnichannel strategies, seamlessly integrating online and offline shopping experiences to maximize customer engagement.
Robust R&D Investment and Technological Advancements: Significant investments in research and development are driving the creation of innovative formulas, textures, and application methods, enhancing product performance and appeal. This includes advancements in sustainable and ethical sourcing of ingredients.
Personalization and Customization: Consumers increasingly seek personalized beauty experiences. Brands are responding with customized makeup services, shade matching technologies, and personalized product recommendations, catering to individual preferences and needs.
Influencer Marketing and Social Media Trends: The power of social media influencers and beauty bloggers significantly impacts consumer purchasing decisions. Brands leverage these platforms to build brand awareness, drive sales, and connect with target audiences.

Market Segmentation: U.S. Makeup Analysis

Product: Gels, Lotions, Powders, and Others
Application Area: Lips, Eyes, Face, and Nails
Distribution Channel:
- Exclusive Brand Stores
- Hypermarkets/Supermarkets
- Online Channel
- Others

Leading Players in the U.S. Makeup Market

Significant developments in U.S. Makeup Sector

Coty Inc. completed the acquisition of Kylie Jenner's beauty brand, Kylie Cosmetics
L'Oréal launched the "Dermo-Cosmetics" line, focusing on skincare and makeup hybrids
Unilever acquired Paula's Choice, a skincare and makeup brand

Comprehensive Coverage U.S. Makeup Market Report

Market size and growth rate
Porter's Five Forces analysis
Market segmentation and forecasts
Competitive landscape
Company profiles and market shares
Industry trends and developments
Growth drivers and challenges
SWOT analysis

Regional Insight

The U.S. makeup market is dominated by the Eastern region, followed by the Western region and the South-Central region.
Urban areas are key growth drivers, with high concentrations of beauty-conscious consumers.

U.S. Makeup Market Market Share by Region - Global Geographic Distribution — U.S. Makeup Market Regional Market Share

Consumer Side Analysis

Makeup consumers are primarily women aged between 18 and 45 years.
There is a growing demand for products that address specific skin concerns and preferences.
Consumers are increasingly opting for products from ethical and sustainable brands.

DROCs (Driving Forces and Restraint of Change)

Driving Forces:
- Innovating technologies
- Increasing awareness
- Growing personal appearance
Restraint of Change:
- Rising cost of raw materials
- Issues with regulation
- Increased awareness of ethical concerns

Acqui-Merger

In 2022, Revlon, Inc. filed for bankruptcy.
In 2021, Estee Lauder acquired Deciem Beauty Group, the parent company of The Ordinary.
In 2020, Unilever acquired Paula's Choice, a skincare and makeup brand.

U.S. Makeup Market REPORT HIGHLIGHTS

Aspects	Details
Study Period	2020-2034
Base Year	2025
Estimated Year	2026
Forecast Period	2026-2034
Historical Period	2020-2025
Growth Rate	CAGR of 5.8% from 2020-2034
Segmentation	By Product Gels Lotions Powders Others By Application Area Lips Eyes Face Nails By Distribution Channel Exclusive Brand Stores Hypermarkets/Supermarkets Online Channel Others By Geography

1. Introduction
- 1.1. Research Scope
- 1.2. Market Segmentation
- 1.3. Research Methodology
- 1.4. Definitions and Assumptions
2. Executive Summary
- 2.1. Introduction
3. Market Dynamics
- 3.1. Introduction
- - 3.2. Market Drivers
  - - 3.2.1. Rising Growth of Urbanization to Aid Market Development
- - 3.3. Market Restrains
  - - 3.3.1. Health Complications due to Chemical-based Cosmetic Products to Limit Market Growth
- - 3.4. Market Trends
4. Market Factor Analysis
- 4.1. Porters Five Forces
- 4.2. Supply/Value Chain
- 4.3. PESTEL analysis
- 4.4. Market Entropy
- 4.5. Patent/Trademark Analysis
5. U.S. Makeup Market Analysis, Insights and Forecast, 2020-2032
- 5.1. Market Analysis, Insights and Forecast - by Product
  - 5.1.1. Gels
  - 5.1.2. Lotions
  - 5.1.3. Powders
  - 5.1.4. Others
- 5.2. Market Analysis, Insights and Forecast - by Application Area
  - 5.2.1. Lips
  - 5.2.2. Eyes
  - 5.2.3. Face
  - 5.2.4. Nails
- 5.3. Market Analysis, Insights and Forecast - by Distribution Channel
  - 5.3.1. Exclusive Brand Stores
  - 5.3.2. Hypermarkets/Supermarkets
  - 5.3.3. Online Channel
  - 5.3.4. Others
- 5.4. Market Analysis, Insights and Forecast - by Region
  - 5.4.1.
6. Competitive Analysis
- 6.1. Market Share Analysis 2025
- - 6.2. Company Profiles
  - - 6.2.1 L’Oréal S.A. (France)
      6.2.1.1. Overview
      6.2.1.2. Products
      6.2.1.3. SWOT Analysis
      6.2.1.4. Recent Developments
      6.2.1.5. Financials (Based on Availability)
    - 6.2.2 The Estée Lauder Companies Inc. (U.S.)
      6.2.2.1. Overview
      6.2.2.2. Products
      6.2.2.3. SWOT Analysis
      6.2.2.4. Recent Developments
      6.2.2.5. Financials (Based on Availability)
    - 6.2.3 Shiseido Co. Ltd. (Japan)
      6.2.3.1. Overview
      6.2.3.2. Products
      6.2.3.3. SWOT Analysis
      6.2.3.4. Recent Developments
      6.2.3.5. Financials (Based on Availability)
    - 6.2.4 Coty Inc. (U.S.)
      6.2.4.1. Overview
      6.2.4.2. Products
      6.2.4.3. SWOT Analysis
      6.2.4.4. Recent Developments
      6.2.4.5. Financials (Based on Availability)
    - 6.2.5 Natura & Co. (Brazil)
      6.2.5.1. Overview
      6.2.5.2. Products
      6.2.5.3. SWOT Analysis
      6.2.5.4. Recent Developments
      6.2.5.5. Financials (Based on Availability)
    - 6.2.6 Kao Corporation (Japan)
      6.2.6.1. Overview
      6.2.6.2. Products
      6.2.6.3. SWOT Analysis
      6.2.6.4. Recent Developments
      6.2.6.5. Financials (Based on Availability)
    - 6.2.7 ColourPop (U.S.)
      6.2.7.1. Overview
      6.2.7.2. Products
      6.2.7.3. SWOT Analysis
      6.2.7.4. Recent Developments
      6.2.7.5. Financials (Based on Availability)
    - 6.2.8 LVHM (France)
      6.2.8.1. Overview
      6.2.8.2. Products
      6.2.8.3. SWOT Analysis
      6.2.8.4. Recent Developments
      6.2.8.5. Financials (Based on Availability)
    - 6.2.9 Revlon Inc. (U.S.)
      6.2.9.1. Overview
      6.2.9.2. Products
      6.2.9.3. SWOT Analysis
      6.2.9.4. Recent Developments
      6.2.9.5. Financials (Based on Availability)
    - 6.2.10 Glossier Inc. (U.S.)
      6.2.10.1. Overview
      6.2.10.2. Products
      6.2.10.3. SWOT Analysis
      6.2.10.4. Recent Developments
      6.2.10.5. Financials (Based on Availability)
    - 6.2.11 The Procter & Gamble Company (U.S.)
      6.2.11.1. Overview
      6.2.11.2. Products
      6.2.11.3. SWOT Analysis
      6.2.11.4. Recent Developments
      6.2.11.5. Financials (Based on Availability)

List of Figures

Figure 1: U.S. Makeup Market Revenue Breakdown (USD million, %) by Product 2025 & 2033
Figure 2: U.S. Makeup Market Share (%) by Company 2025

List of Tables

Table 1: U.S. Makeup Market Revenue USD million Forecast, by Product 2020 & 2033
Table 2: U.S. Makeup Market Volume Thousand Units Forecast, by Product 2020 & 2033
Table 3: U.S. Makeup Market Revenue USD million Forecast, by Application Area 2020 & 2033
Table 4: U.S. Makeup Market Volume Thousand Units Forecast, by Application Area 2020 & 2033
Table 5: U.S. Makeup Market Revenue USD million Forecast, by Distribution Channel 2020 & 2033
Table 6: U.S. Makeup Market Volume Thousand Units Forecast, by Distribution Channel 2020 & 2033
Table 7: U.S. Makeup Market Revenue USD million Forecast, by Region 2020 & 2033
Table 8: U.S. Makeup Market Volume Thousand Units Forecast, by Region 2020 & 2033
Table 9: U.S. Makeup Market Revenue USD million Forecast, by Product 2020 & 2033
Table 10: U.S. Makeup Market Volume Thousand Units Forecast, by Product 2020 & 2033
Table 11: U.S. Makeup Market Revenue USD million Forecast, by Application Area 2020 & 2033
Table 12: U.S. Makeup Market Volume Thousand Units Forecast, by Application Area 2020 & 2033
Table 13: U.S. Makeup Market Revenue USD million Forecast, by Distribution Channel 2020 & 2033
Table 14: U.S. Makeup Market Volume Thousand Units Forecast, by Distribution Channel 2020 & 2033
Table 15: U.S. Makeup Market Revenue USD million Forecast, by Country 2020 & 2033
Table 16: U.S. Makeup Market Volume Thousand Units Forecast, by Country 2020 & 2033

Methodology

Step 1 - Identification of Relevant Samples Size from Population Database

Step 2 - Approaches for Defining Global Market Size (Value, Volume* & Price*)

Top-down and bottom-up approaches are used to validate the global market size and estimate the market size for manufactures, regional segments, product, and application.

Note*: In applicable scenarios

Step 3 - Data Sources

Primary Research

Web Analytics
Survey Reports
Research Institute
Latest Research Reports
Opinion Leaders

Secondary Research

Annual Reports
White Paper
Latest Press Release
Industry Association
Paid Database
Investor Presentations

Step 4 - Data Triangulation

Involves using different sources of information in order to increase the validity of a study

These sources are likely to be stakeholders in a program - participants, other researchers, program staff, other community members, and so on.

Then we put all data in single framework & apply various statistical tools to find out the dynamic on the market.

During the analysis stage, feedback from the stakeholder groups would be compared to determine areas of agreement as well as areas of divergence

Additionally, after gathering mixed and scattered data from a wide range of sources, data is triangulated and correlated to come up with estimated figures which are further validated through primary mediums or industry experts, opinion leaders.

Frequently Asked Questions

1. What is the projected Compound Annual Growth Rate (CAGR) of the U.S. Makeup Market?

The projected CAGR is approximately 5.8%.

2. Which companies are prominent players in the U.S. Makeup Market?

Key companies in the market include L’Oréal S.A. (France), The Estée Lauder Companies Inc. (U.S.), Shiseido Co., Ltd. (Japan), Coty Inc. (U.S.), Natura & Co. (Brazil), Kao Corporation (Japan), ColourPop (U.S.), LVHM (France), Revlon, Inc. (U.S.), Glossier, Inc. (U.S.), The Procter & Gamble Company (U.S.).

3. What are the main segments of the U.S. Makeup Market?

The market segments include Product, Application Area, Distribution Channel.

4. Can you provide details about the market size?

The market size is estimated to be USD 6.6 USD million as of 2022.

5. What are some drivers contributing to market growth?

Rising Growth of Urbanization to Aid Market Development.

6. What are the notable trends driving market growth?

N/A

7. Are there any restraints impacting market growth?

Health Complications due to Chemical-based Cosmetic Products to Limit Market Growth.

8. Can you provide examples of recent developments in the market?

N/A

9. What pricing options are available for accessing the report?

Pricing options include single-user, multi-user, and enterprise licenses priced at USD 2850, USD 3850, and USD 4850 respectively.

10. Is the market size provided in terms of value or volume?

The market size is provided in terms of value, measured in USD million and volume, measured in Thousand Units.

11. Are there any specific market keywords associated with the report?

Yes, the market keyword associated with the report is "U.S. Makeup Market," which aids in identifying and referencing the specific market segment covered.

12. How do I determine which pricing option suits my needs best?

The pricing options vary based on user requirements and access needs. Individual users may opt for single-user licenses, while businesses requiring broader access may choose multi-user or enterprise licenses for cost-effective access to the report.

13. Are there any additional resources or data provided in the U.S. Makeup Market report?

While the report offers comprehensive insights, it's advisable to review the specific contents or supplementary materials provided to ascertain if additional resources or data are available.

14. How can I stay updated on further developments or reports in the U.S. Makeup Market?

To stay informed about further developments, trends, and reports in the U.S. Makeup Market, consider subscribing to industry newsletters, following relevant companies and organizations, or regularly checking reputable industry news sources and publications.

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