Beauty and Personal Care in the US

TABLE OF CONTENTS

List Of Contents And Tables

EXECUTIVE SUMMARY

• Beauty and personal care in 2024: The big picture
• 2024 key trends
• Competitive landscape
• Retail developments
• What next for beauty and personal care?

MARKET DATA

• Table 1 Sales of Beauty and Personal Care by Category: Value 2019-2024
• Table 2 Sales of Beauty and Personal Care by Category: % Value Growth 2019-2024
• Table 3 GBO Company Shares of Beauty and Personal Care: % Value 2020-2024
• Table 4 NBO Company Shares of Beauty and Personal Care: % Value 2020-2024
• Table 5 LBN Brand Shares of Beauty and Personal Care: % Value 2021-2024
• Table 6 Penetration of Private Label in Beauty and Personal Care by Category: % Value 2019-2024
• Table 7 Distribution of Beauty and Personal Care by Format: % Value 2019-2024
• Table 8 Distribution of Beauty and Personal Care by Format and Category: % Value 2024
• Table 9 Forecast Sales of Beauty and Personal Care by Category: Value 2024-2029
• Table 10 Forecast Sales of Beauty and Personal Care by Category: % Value Growth 2024-2029

DISCLAIMER

SOURCES

• Summary 1 Research Sources

MASS BEAUTY AND PERSONAL CARE IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Mass beauty and personal care witnesses modest growth, with highlights being bath and shower and deodorants
• Established legacy players dominate, while indie brands are proving to be strong competitors
• Private label and dupes satiate cost-conscious consumers, and brands expand into budget retailers and warehouse clubs

PROSPECTS AND OPPORTUNITIES

• Rise of masstige offerings with elevated ingredient formulations to capture consumer dollars
• Retailers and brands target new shoppers across the price spectrum
• Digitalisation hones-in on immediacy and affordability

CATEGORY DATA

• Table 11 Sales of Mass Beauty and Personal Care by Category: Value 2019-2024
• Table 12 Sales of Mass Beauty and Personal Care by Category: % Value Growth 2019-2024
• Table 13 NBO Company Shares of Mass Beauty and Personal Care: % Value 2020-2024
• Table 14 LBN Brand Shares of Mass Beauty and Personal Care: % Value 2021-2024
• Table 15 Forecast Sales of Mass Beauty and Personal Care by Category: Value 2024-2029
• Table 16 Forecast Sales of Mass Beauty and Personal Care by Category: % Value Growth 2024-2029

PREMIUM BEAUTY AND PERSONAL CARE IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Premium beauty and personal care continues driving industry growth in 2024, supported by the strong performance of fragrances
• L'Oreal USA Inc benefits from a strong portfolio in dermocosmetics, helping maintain its leading position in premium beauty and personal care
• The ascendancy of health and wellness trends influencing premium categories

PROSPECTS AND OPPORTUNITIES

• Premium beauty and personal care set to outperform mass, with premium brands expected to focus on offering entry-level or accessible products
• Healthy ageing and preventive wellness will be key areas of opportunity for companies, with the blurring of beauty and health
• Premium beauty and personal care expected to witness further strategic moves to establish value, from innovative product launches to technology

CATEGORY DATA

• Table 17 Sales of Premium Beauty and Personal Care by Category: Value 2019-2024
• Table 18 Sales of Premium Beauty and Personal Care by Category: % Value Growth 2019-2024
• Table 19 NBO Company Shares of Premium Beauty and Personal Care: % Value 2020-2024
• Table 20 LBN Brand Shares of Premium Beauty and Personal Care: % Value 2021-2024
• Table 21 Forecast Sales of Premium Beauty and Personal Care by Category: Value 2024-2029
• Table 22 Forecast Sales of Premium Beauty and Personal Care by Category: % Value Growth 2024-2029

BABY AND CHILD-SPECIFIC PRODUCTS IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Baby and child-specific products witnesses modest growth in 2024, with the strongest increase for baby and child-specific sun care
• Inclusivity influences product launches in baby and child-specific hair care
• E-commerce continues to gain share

PROSPECTS AND OPPORTUNITIES

• Steady growth anticipated over the forecast period, supported by innovation and more sophisticated formulations
• Health and wellness trend will bolster demand for dermocosmetics brands
• Gen Alpha's obsession with skin care could drive the growth of baby and child-specific skin care, but also raises concerns

CATEGORY DATA

• Table 23 Sales of Baby and Child-specific Products by Category: Value 2019-2024
• Table 24 Sales of Baby and Child-specific Products by Category: % Value Growth 2019-2024
• Table 25 Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2019-2024
• Table 26 NBO Company Shares of Baby and Child-specific Products: % Value 2020-2024
• Table 27 LBN Brand Shares of Baby and Child-specific Products: % Value 2021-2024
• Table 28 LBN Brand Shares of Baby and Child-specific Skin Care: % Value 2021-2024
• Table 29 LBN Brand Shares of Baby and Child-specific Sun Care: % Value 2021-2024
• Table 30 LBN Brand Shares of Premium Baby and Child-specific Products: % Value 2021-2024
• Table 31 Forecast Sales of Baby and Child-specific Products by Category: Value 2024-2029
• Table 32 Forecast Sales of Baby and Child-specific Products by Category: % Value Growth 2024-2029
• Table 33 Forecast Sales of Baby and Child-specific Products by Premium vs Mass: % Value 2024-2029

BATH AND SHOWER IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Strong growth propels ingredient innovation and mind-body positioning
• Companies expand scent profiles and capitalise on strong retail partnerships
• Bath and shower products for a glowing look and moisturising peak in popularity

PROSPECTS AND OPPORTUNITIES

• Bath and shower products emphasise the mind-body connection
• Intimate washes enter retail and expand their line-ups
• Premium liquid soaps see growth in retail

CATEGORY DATA

• Table 34 Sales of Bath and Shower by Category: Value 2019-2024
• Table 35 Sales of Bath and Shower by Category: % Value Growth 2019-2024
• Table 36 Sales of Bath and Shower by Premium vs Mass: % Value 2019-2024
• Table 37 NBO Company Shares of Bath and Shower: % Value 2020-2024
• Table 38 LBN Brand Shares of Bath and Shower: % Value 2021-2024
• Table 39 LBN Brand Shares of Premium Bath and Shower: % Value 2021-2024
• Table 40 Forecast Sales of Bath and Shower by Category: Value 2024-2029
• Table 41 Forecast Sales of Bath and Shower by Category: % Value Growth 2024-2029
• Table 42 Forecast Sales of Bath and Shower by Premium vs Mass: % Value 2024-2029

COLOUR COSMETICS IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Lip products retains star growth status again in 2024, but not enough to lift mass colour cosmetics to growth
• Outperforming colour cosmetics brands foster consumer engagement and lead with innovative product development
• Retail e-commerce continues making gains, while department stores and pharmacies struggle to keep up

PROSPECTS AND OPPORTUNITIES

• Cautiously optimistic expectations for colour cosmetics in 2025, as economic uncertainty looms and beauty consumption normalises
• Skinification, or innovative efforts to blur the lines between colour cosmetics and skin care, will be a must in the forecast period
• Digital avenues will remain important for both shopping and engagement

CATEGORY DATA

• Table 43 Sales of Colour Cosmetics by Category: Value 2019-2024
• Table 44 Sales of Colour Cosmetics by Category: % Value Growth 2019-2024
• Table 45 NBO Company Shares of Colour Cosmetics: % Value 2020-2024
• Table 46 LBN Brand Shares of Colour Cosmetics: % Value 2021-2024
• Table 47 LBN Brand Shares of Eye Make-up: % Value 2021-2024
• Table 48 LBN Brand Shares of Facial Make-up: % Value 2021-2024
• Table 49 LBN Brand Shares of Lip Products: % Value 2021-2024
• Table 50 LBN Brand Shares of Nail Products: % Value 2021-2024
• Table 51 LBN Brand Shares of Premium Colour Cosmetics: % Value 2021-2024
• Table 52 Forecast Sales of Colour Cosmetics by Category: Value 2024-2029
• Table 53 Forecast Sales of Colour Cosmetics by Category: % Value Growth 2024-2029

DEODORANTS IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Deodorants continues to capture consumer dollars in 2024 amidst normalising price conditions
• Total body deodorants still on the rise, with additional launches from legacy players' brand lines
• Unique collaborations and formulation angles continue to bring attention to deodorants

PROSPECTS AND OPPORTUNITIES

• Deodorants expected to maintain steady growth over the forecast period
• Deodorants anticipated to see additional launches from premium fragrance brands
• Deodorant layering: The future of personal scent exploration?

CATEGORY DATA

• Table 54 Sales of Deodorants by Category: Value 2019-2024
• Table 55 Sales of Deodorants by Category: % Value Growth 2019-2024
• Table 56 Sales of Deodorants by Premium vs Mass: % Value 2019-2024
• Table 57 NBO Company Shares of Deodorants: % Value 2020-2024
• Table 58 LBN Brand Shares of Deodorants: % Value 2021-2024
• Table 59 LBN Brand Shares of Premium Deodorants: % Value 2021-2024
• Table 60 Forecast Sales of Deodorants by Category: Value 2024-2029
• Table 61 Forecast Sales of Deodorants by Category: % Value Growth 2024-2029
• Table 62 Forecast Sales of Deodorants by Premium Vs Mass: % Value 2024-2029

DEPILATORIES IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Depilatories declines as other at-home hair removal methods gain ground
• Gillette Venus and Eos capture consumers with experience-driven campaigns and shaving products
• Hair removal brands expand into whole body care amidst changing consumer trends

PROSPECTS AND OPPORTUNITIES

• Gen Z drives demand for playful, spa-like hair removal experiences
• IPL and epilators will continue to drive the shift away from traditional hair removal
• Intimate femcare expands interest in gentle hair removal formats

CATEGORY DATA

• Table 63 Sales of Depilatories by Category: Value 2019-2024
• Table 64 Sales of Depilatories by Category: % Value Growth 2019-2024
• Table 65 Sales of Women's Razors and Blades by Type: % Value Breakdown 2020-2024
• Table 66 NBO Company Shares of Depilatories: % Value 2020-2024
• Table 67 LBN Brand Shares of Depilatories: % Value 2021-2024
• Table 68 Forecast Sales of Depilatories by Category: Value 2024-2029
• Table 69 Forecast Sales of Depilatories by Category: % Value Growth 2024-2029

FRAGRANCES IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Ongoing adoption of fragrances in consumers' beauty routine continues supporting growth in 2024
• Body mists capture the attention of players and consumers across the price spectrum
• While department stores struggle, attention is turned towards e-commerce

PROSPECTS AND OPPORTUNITIES

• Positive outlook for fragrances in the forecast period, despite potential for more value-conscious consumers
• Brand efforts to focus on exploring the emotional or functional benefits of fragrances
• Digital avenues will open doors to build engagement with consumers, but also contribute to a more competitive environment

CATEGORY DATA

• Table 70 Sales of Fragrances by Category: Value 2019-2024
• Table 71 Sales of Fragrances by Category: % Value Growth 2019-2024
• Table 72 NBO Company Shares of Fragrances: % Value 2020-2024
• Table 73 LBN Brand Shares of Fragrances: % Value 2021-2024
• Table 74 LBN Brand Shares of Premium Men's Fragrances: % Value 2021-2024
• Table 75 LBN Brand Shares of Premium Women's Fragrances: % Value 2021-2024
• Table 76 Forecast Sales of Fragrances by Category: Value 2024-2029
• Table 77 Forecast Sales of Fragrances by Category: % Value Growth 2024-2029

HAIR CARE IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Hair care growth remains stable despite slowdowns across beauty and personal care
• Category leaders and indie disruptors continue to compete for consumers' attention through new, innovative, and premium product launches
• Hair care distribution continues to be dictated by e-commerce presence and expansion of brands in physical retail

PROSPECTS AND OPPORTUNITIES

• Salon professional hair care expected to outperform overall hair care over the forecast period
• Non-hair care beauty and personal care players are entering the hair care space
• Innovative scalp care portfolios expected to continue to dominate over the forecast period

CATEGORY DATA

• Table 78 Sales of Hair Care by Category: Value 2019-2024
• Table 79 Sales of Hair Care by Category: % Value Growth 2019-2024
• Table 80 Sales of Hair Care by Premium vs Mass: % Value 2019-2024
• Table 81 NBO Company Shares of Hair Care: % Value 2020-2024
• Table 82 NBO Company Shares of Salon Professional Hair Care: % Value 2020-2024
• Table 83 LBN Brand Shares of Hair Care: % Value 2021-2024
• Table 84 LBN Brand Shares of Colourants: % Value 2021-2024
• Table 85 LBN Brand Shares of Salon Professional Hair Care: % Value 2021-2024
• Table 86 LBN Brand Shares of Styling Agents: % Value 2021-2024
• Table 87 LBN Brand Shares of Premium Hair Care: % Value 2021-2024
• Table 88 Forecast Sales of Hair Care by Category: Value 2024-2029
• Table 89 Forecast Sales of Hair Care by Category: % Value Growth 2024-2029
• Table 90 Forecast Sales of Hair Care by Premium vs Mass: % Value 2024-2029

MEN'S GROOMING IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Easing growth performances in men's grooming, especially in men's shaving
• Some brands are moving away from a strict male focus, embracing gender-neutral offerings and unique collaborations
• Expanded portfolio distribution through online platforms

PROSPECTS AND OPPORTUNITIES

• Dermocosmetics skin care brands set to benefit from more attention from men, due to gender-neutral positioning and expansive skin care education
• Men's deodorants to witness further innovative scent and fragrance launches
• Continued traction in the male celebrity brand space

CATEGORY DATA

• Table 91 Sales of Men's Grooming by Category: Value 2019-2024
• Table 92 Sales of Men's Grooming by Category: % Value Growth 2019-2024
• Table 93 Sales of Men's Razors and Blades by Type: % Value Breakdown 2021-2024
• Table 94 Sales of Men's Skin Care by Type: % Value Breakdown 2021-2024
• Table 95 NBO Company Shares of Men's Grooming: % Value 2020-2024
• Table 96 LBN Brand Shares of Men's Grooming: % Value 2021-2024
• Table 97 LBN Brand Shares of Men's Razors and Blades: % Value 2021-2024
• Table 98 Forecast Sales of Men's Grooming by Category: Value 2024-2029
• Table 99 Forecast Sales of Men's Grooming by Category: % Value Growth 2024-2029

ORAL CARE IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Value declines driven by price-sensitive consumers and a desire for multifunctional products
• Colgate-Palmolive Co and The Procter & Gamble Co lead oral care, while Church & Dwight Co Inc drives growth
• Ingredient-led categories driving innovation in naturals and gut health support

PROSPECTS AND OPPORTUNITIES

• Awareness of gum disease fuels innovation
• Sensory experience and visual aesthetic driving interest amongst children and Gen Z consumers
• High prices of at-home whitening devices and AI power toothbrushes could hamper growth

CATEGORY DATA

• Table 100 Sales of Oral Care by Category: Value 2019-2024
• Table 101 Sales of Oral Care by Category: % Value Growth 2019-2024
• Table 102 Sales of Toothbrushes by Category: Value 2019-2024
• Table 103 Sales of Toothbrushes by Category: % Value Growth 2019-2024
• Table 104 Sales of Toothpaste by Type: % Value Breakdown 2020-2024
• Table 105 NBO Company Shares of Oral Care: % Value 2020-2024
• Table 106 LBN Brand Shares of Oral Care: % Value 2021-2024
• Table 107 LBN Brand Shares of Mouthwashes/Dental Rinses: % Value 2021-2024
• Table 108 LBN Brand Shares of Toothpaste: % Value 2021-2024
• Table 109 Forecast Sales of Oral Care by Category: Value 2024-2029
• Table 110 Forecast Sales of Oral Care by Category: % Value Growth 2024-2029
• Table 111 Forecast Sales of Toothbrushes by Category: Value 2024-2029
• Table 112 Forecast Sales of Toothbrushes by Category: % Value Growth 2024-2029

SKIN CARE IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Growth slows to low single digits in 2024, amidst normalisation of skin care routines
• Dermocosmetics-positioned brands again outperform in 2024, but pressure increases from newcomers leaning into ingredient-driven narratives
• Retail e-commerce continues gaining share, while department stores and pharmacies struggle to keep up

PROSPECTS AND OPPORTUNITIES

• Consumers' purchasing behaviour expected to become more cautious or strategic in the forecast period, moderating the growth of skin care
• Longevity trend will continue driving consumers towards dermocosmetic, clinical, or ingredient-led beauty brands
• Digitalisation will continue supporting the rise of K-beauty and other international beauty brands

CATEGORY DATA

• Table 113 Sales of Skin Care by Category: Value 2019-2024
• Table 114 Sales of Skin Care by Category: % Value Growth 2019-2024
• Table 115 NBO Company Shares of Skin Care: % Value 2020-2024
• Table 116 LBN Brand Shares of Skin Care: % Value 2021-2024
• Table 117 LBN Brand Shares of Basic Moisturisers: % Value 2021-2024
• Table 118 LBN Brand Shares of Anti-agers: % Value 2021-2024
• Table 119 LBN Brand Shares of Firming Body Care: % Value 2021-2024
• Table 120 LBN Brand Shares of General Purpose Body Care: % Value 2021-2024
• Table 121 LBN Brand Shares of Premium Skin Care: % Value 2021-2024
• Table 122 Forecast Sales of Skin Care by Category: Value 2024-2029
• Table 123 Forecast Sales of Skin Care by Category: % Value Growth 2024-2029

SUN CARE IN THE US

KEY DATA FINDINGS

2024 DEVELOPMENTS

• Heightened health awareness drives growth for sun protection
• Edgewell Personal Care Brands LLC continues to lead sun care in 2024, while dermocosmetics and indie brands gain share
• Digitalisation plays a pivotal role

PROSPECTS AND OPPORTUNITIES

• Innovation focusing on value-added features will continue to drive growth in sun care
• Advances in self-tanning product formulations to drive growth
• Growing emphasis on sustainability and safety considerations present new opportunities for product development and growth

CATEGORY DATA

• Table 124 Sales of Sun Care by Category: Value 2019-2024
• Table 125 Sales of Sun Care by Category: % Value Growth 2019-2024
• Table 126 NBO Company Shares of Sun Care: % Value 2020-2024
• Table 127 LBN Brand Shares of Sun Care: % Value 2021-2024
• Table 128 LBN Brand Shares of Premium Adult Sun Care: % Value 2021-2024
• Table 129 Forecast Sales of Sun Care by Category: Value 2024-2029
• Table 130 Forecast Sales of Sun Care by Category: % Value Growth 2024-2029