According to the report by Expert Market Research (EMR), the United States makeup market is projected to grow at a CAGR of 4.1% between 2024 and 2032. The growth of the makeup industry is largely driven by increasing consumer interest in beauty products, a rise in personal care awareness, and the growing influence of social media platforms. With an ever-expanding range of makeup products for diverse needs, the United States has emerged as a leader in the global makeup market.
Makeup in the United States is no longer just about covering imperfections but is now an essential part of self-expression and empowerment. The trend of using makeup to enhance beauty, improve confidence, and showcase individual style has grown significantly. The market’s expansion is further bolstered by factors such as rising disposable income, an increasing number of beauty-conscious consumers, and the popularity of beauty influencers and makeup tutorials on social media platforms like Instagram, TikTok, and YouTube.
The American beauty industry has also experienced an evolution in terms of product offerings. From traditional makeup items such as foundations, mascaras, and lipsticks to more specialized products like contouring kits, highlighters, and setting sprays, makeup has become increasingly inclusive, catering to a wider array of skin tones, types, and personal preferences. Additionally, consumers are becoming more conscious of the ingredients used in makeup products, prompting brands to invest in cleaner, cruelty-free, and vegan formulations to meet consumer demands for sustainability and ethical practices.
With these factors in play, the United States makeup market is expected to continue its growth trajectory, reaching new heights by 2032.
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Market Segmentation
The market can be divided based on product type, distribution channel, and region.
Market Breakup by Product Type
- Face Makeup: This category includes foundations, concealers, blushes, contouring products, highlighters, and face powders. Face makeup is a staple in most makeup routines and accounts for a significant share of the market.
- Eye Makeup: Eye makeup includes mascara, eyeliner, eyeshadows, and eyebrow products. With the rising popularity of bold eye looks and Instagram-inspired makeup tutorials, eye makeup has seen significant demand in the U.S.
- Lip Makeup: Lipsticks, lip glosses, lip liners, and lip balms are included in this category. Lip makeup is one of the most consistently popular categories in the United States, with consumers frequently seeking new shades, formulas, and packaging.
- Nail Makeup: Nail polishes, gels, and nail care products form this category. With the increasing trend of DIY manicures and pedicures, nail makeup continues to grow in popularity in the U.S.
- Other Makeup Products: This category includes makeup brushes, sponges, and other accessories used for the application of makeup products.
Market Breakup by Distribution Channel
- Online: E-commerce platforms such as Amazon, Sephora, and Ulta Beauty have made makeup products more accessible to consumers. The ease of shopping from home, combined with the convenience of doorstep delivery and a wide range of product reviews, has led to the online channel’s rapid growth.
- Offline: Brick-and-mortar stores such as beauty retailers, department stores, drugstores, and supermarkets continue to hold a significant share of the U.S. makeup market. Physical stores provide customers with the opportunity to test products, receive personalized recommendations, and engage in in-person beauty consultations.
- Direct Sales: Makeup brands that sell their products directly to consumers through their own branded stores or websites are also experiencing increased demand, as this allows them to control the customer experience and engage in direct communication with their target audience.
Market Breakup by Region
- Northeast: States in the Northeast, such as New York and Massachusetts, have a high concentration of makeup consumers, driven by fashion-forward individuals and the region’s cultural influence.
- West: The West Coast, particularly California, is home to major beauty hubs like Los Angeles, where trends are constantly emerging, influencing the makeup industry both in the U.S. and globally.
- Midwest: The Midwest is experiencing significant growth in the makeup market, with increasing consumer interest in both high-end and drugstore makeup products.
- South: Southern states have also seen a rise in makeup consumption, with strong demand for a wide variety of makeup products, particularly those suited to the region’s climate and lifestyle.
Competitive Landscape
The EMR report provides an in-depth analysis of the market shares, plant turnarounds, investments, mergers, and acquisitions of the leading companies in the U.S. makeup market. Some of the major players explored in the report include:
- Estée Lauder Companies Inc.: One of the biggest players in the U.S. makeup market, Estée Lauder offers a wide range of luxury makeup products, including foundations, lipsticks, and eye makeup.
- L’Oréal USA: The U.S. subsidiary of global beauty giant L’Oréal provides a comprehensive array of makeup products, including both high-end and drugstore options. Popular brands under L’Oréal include Maybelline, Lancôme, and NYX Cosmetics.
- Coty Inc.: Known for its wide portfolio of beauty brands such as CoverGirl, Max Factor, and Rimmel, Coty has a strong presence in the U.S. makeup market.
- Revlon Inc.: Revlon is another major player in the U.S. makeup industry, offering a broad spectrum of makeup products that appeal to both drugstore and professional segments.
- Shiseido Americas Corporation: This subsidiary of Shiseido provides premium makeup products through its well-known brands, including NARS Cosmetics and bareMinerals.
- Procter & Gamble (P&G): P&G offers makeup products under its CoverGirl brand, focusing on high-quality yet affordable beauty solutions for the mass market.
- LVMH Moët Hennessy Louis Vuitton: The luxury conglomerate’s makeup brands, such as Fenty Beauty by Rihanna, continue to perform exceptionally well in the United States, catering to a more diverse, socially-conscious consumer base.
- Avon Products, Inc.: Avon is a key player in the direct sales sector and continues to have a strong foothold in the U.S. makeup market with a wide range of affordable makeup products.
- Mary Kay Inc.: This direct sales beauty company focuses on providing skincare and makeup products, with a particular emphasis on personalized customer service and beauty consultations.
- Smashbox Cosmetics: Smashbox, part of Estée Lauder Companies, offers high-performance makeup products and is popular among makeup artists, influencers, and beauty enthusiasts.
- Others: Other notable players in the U.S. makeup market include e.l.f. Cosmetics, Too Faced, Urban Decay, Tarte Cosmetics, and ColourPop, among many others.
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Trends and Innovations in the U.S. Makeup Market
The U.S. makeup market has seen a significant shift in consumer preferences, with increasing demand for natural, cruelty-free, and vegan products. Many brands have responded by reformulating their products to remove harmful chemicals, and some have also taken a stance against animal testing.
Another key trend is the rise of inclusive beauty, where brands are expanding their shade ranges to cater to a wider variety of skin tones. This inclusivity has been a game-changer for the makeup industry, allowing brands to reach more diverse customer bases and gain widespread loyalty.
The growing influence of social media continues to shape the U.S. makeup market, as beauty influencers and makeup artists lead the charge in creating new trends, from bold eye makeup to innovative lip looks. The integration of makeup tutorials and reviews on platforms like Instagram and YouTube has made it easier for consumers to explore new products and stay up-to-date with trends.
Moreover, digitalization in the makeup market is taking a front seat with the rise of augmented reality (AR) tools, allowing consumers to virtually try on makeup before purchasing it. This trend has been accelerated by advancements in technology and the growing preference for online shopping.
The United States makeup market is poised for steady growth between 2024 and 2032. Factors such as increased consumer interest in beauty and makeup products, a shift toward inclusivity, and innovations in product formulations are driving the market forward. As consumer behavior continues to evolve, particularly with the influence of social media and digital tools, companies will need to adapt to stay competitive. Sustainability, ethical considerations, and personalized beauty solutions are expected to remain key factors that will shape the future of the U.S. makeup market.
To succeed, brands will need to leverage their digital presence, diversify their product offerings, and invest in sustainable practices to cater to the modern, socially-conscious consumer. With a wide array of opportunities ahead, the U.S. makeup market will continue to be an exciting and dynamic industry.