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Beauty Accessories - US - September 2015

The $3 billion beauty accessories market has shown slow, uneven growth in recent years. However, while the largest market segment, hair accessories, has effectively stagnated, there are strong areas of growth and innovation in the smaller make-up and shower accessories segments. Indeed, a number of smaller players have seen sales climb thanks to focused branding strategies, innovative product development, and aggressive, multi-channel retailing. Bold appeal to digitally savvy Millennials has been especially vital to their success, and will be instrumental to the market looking forward.

This report looks at the following areas:

  • Growth varies by segment, with make-up and shower accessories driving market 
  • Older consumers report low usage of beauty accessories
  • For make-up accessories, opportunities to educate and orient women

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Growth varies by segment, with make-up and shower accessories driving market
            • Figure 1: Sales of beauty accessories, by segment, 2013 and 2015 (est)
          • Older consumers report low usage of beauty accessories
            • Figure 2: Any usage of select beauty accessories, by age, June 2015
          • For make-up accessories, opportunities to educate and orient women
            • Figure 3: Reservations and difficulties with make-up brushes, by 18-24 and Hispanic origin, June 2015
          • The opportunities
            • Those aged 18-34 and Hispanics are key to future category growth
              • Figure 4: Any usage of select beauty accessories, by 18-34 and Hispanic origin, June 2015
              • Figure 5: Select attitudes towards hair and make-up accessories, women aged 18-34 and Hispanics, June 2015
            • Branding strategies can be fine-tuned to appeal to Millennials and Hispanics
              • Figure 6: Select make-up brush purchase influencers, women aged 18-34 and Hispanics, June 2015
            • Interest is high in trying a range of new products and innovations
              • Figure 7: trial and interest in select concepts/benefits for beauty accessories, June 2015
            • What it means
            • The Market - What You Need to Know

              • Growth has been slow and is projected to remain modest
                • Make-up accessory and shower accessory segments are strongest
                  • 18-34 year olds and Hispanics offer best prospects for growth
                  • Market Size and Forecast

                    • Accessories market size tops $3 billion in 2015
                      • Slow, but positive growth projected through 2020
                        • Figure 8: Total US sales and fan chart forecast of beauty accessories, at current prices, 2010-20
                        • Figure 9: Total US sales and forecast of beauty accessories market, at current prices, 2010-20
                    • Market Breakdown

                      • Hair accessories is largest segment, but stagnant
                        • Figure 10: Share of US retail sales of beauty accessories sales, by segment, 2015 (est)
                      • Make-up accessories is more innovative, fashion-forward, and dynamic
                        • Figure 11: Total US retail sales of beauty accessories, by segment, at current prices, 2013 and 2015 (est)
                      • Solid growth in shower accessories driven by replacements and upgrades
                        • Make-up and shower accessories segments to drive growth through 2020
                          • Figure 12: Total US sales and forecast of beauty accessory market, by segment, at current prices, 2010-20
                        • In fragmented retail landscape, sales growing through “other” retailers
                          • Figure 13: Share of US retail sales of beauty accessories sales, by channel, 2015 (est)
                      • Market Factors

                        • Improved economic outlook should help drive sales
                          • Figure 14: Any usage of select beauty accessories, by household income, June 2015
                        • Aging population places downward pressure on the market
                          • Figure 15: Any usage of select beauty accessories, by age, June 2015
                          • Figure 16: population by age, 2010-2020
                        • Growth in population aged 25-34 is positive factor
                          • Hispanic population will be especially vital to market growth
                            • Figure 17: Any usage of select beauty accessories, by Hispanic origin, June 2015
                            • Figure 18: population by race and Hispanic origin, 2010-20
                        • Key Players – What You Need to Know

                          • Conair and Newell Rubbermaid hold largest share, but show little growth
                            • Paris Presents and e.l.f. command dynamic brands and build share
                              • Fast growing brands offer distinct brand identities and focus on Millennials
                                • Sephora offers a model for innovative multi-channel retailing experience
                                  • Innovations related to cleaning and replacement may buoy future sales
                                  • Manufacturer Sales of Beauty Accessories

                                    • Conair and Newell Rubbermaid dominate hair accessories segment
                                      • Smaller players – Paris Presents and e.l.f. – post strongest sales growth
                                        • Figure 19: MULO sales of beauty accessories, by leading companies, rolling 52 weeks 2014 and 2015
                                    • What’s Working?

                                      • Conair’s Scünci shines with updated looks and strong social presence
                                        • Body Image products help create “at home” spa experience
                                          • EcoTools appeals with marriage of affordability and eco-friendliness
                                            • Real Techniques mobilizes beauty bloggers, social media and YouTube
                                              • e.l.f cosmetics appeals with high value propositions and gift boxes
                                              • What’s Struggling?

                                                • Major hair accessories brands struggle to grow
                                                  • Conair may benefit from more inventive marketing and use of more diverse retailers
                                                    • Goody may benefit from aggressive re-branding or development of new lines
                                                    • What’s Next?

                                                      • Added-benefit bath and shower accessories
                                                        • Interactive stores and inventive digital tools help shoppers navigate the category
                                                          • Innovations range from a selfie brush to a lip-gloss scoop
                                                            • Products to help keep accessories clean
                                                              • Incorporating ways to signify the need for cleaning or replacement
                                                              • The Consumer – What You Need to Know

                                                                • Basic accessories like brushes and tweezers are most widely used
                                                                  • Attitudes of those aged 18-34 and Hispanics support high usage
                                                                    • Multiple demographic factors shape shower accessory usage
                                                                      • Helping women weigh information and build skills could build usage
                                                                        • Price is top factor weighed by those buying make-up brushes
                                                                          • High consumer interest in new products and innovations
                                                                          • Use of and Attitudes Toward Hair Accessories

                                                                            • Brushes, combs, and ponytail holders are most used hair accessories
                                                                                • Figure 20: Any and regular use of hair accessories, June 2015
                                                                              • Younger women, 18-34 are top users, especially of specialized products
                                                                                • Figure 21: Any use of select hair accessories, by age, June 2015
                                                                              • Hispanics are heavy users of hair accessories
                                                                                • Figure 22: Any use of select hair accessories, by race/Hispanic origin, June 2015
                                                                              • Women aged 18-34 value hair accessories to save time, create varied styles
                                                                                • Figure 23: Attitudes toward hair accessories, total and 18-34 age group, June 2015
                                                                              • Positive attitudes of Hispanics underpins their importance to market future
                                                                                • Figure 24: Attitudes towards hair accessories, by Hispanic origin, June 2015
                                                                            • Use of and Attitudes Toward Bath Accessories

                                                                              • Older users prefer wash cloths, younger ones seek more varied products
                                                                                • Figure 25: usage of bath accessories, June 2015
                                                                                • Figure 26: usage of bath accessories, by gender, June 2015
                                                                                • Figure 27: Any usage of bath accessories, by age, June 2015
                                                                              • Race and ethnicity shape preferences for soap and shower accessories
                                                                                • Figure 28: Any usage of bath accessories, by race/Hispanic origin, June 2015
                                                                              • Skin care benefits and product effectiveness drive interest in accessories
                                                                                  • Figure 29: Attitudes towards bath accessories, by gender, June 2015
                                                                                • Income drives interest in décor coordinating, spa-like shower accessories
                                                                                  • Figure 30: Select attitudes towards bath accessories, by household income, June 2015
                                                                                • Hispanics show positive attitudes, high interest in bath accessories
                                                                                  • Figure 31: Select attitudes towards hair accessories, by Hispanic origin, June 2015
                                                                              • Use of and Attitudes Toward Make-up Accessories and Brushes

                                                                                  • Figure 32: Any and regular use of make-up accessories, June 2015
                                                                                • Younger women drive usage of make-up accessories
                                                                                  • Figure 33: Any use of make-up accessories, by age, June 2015
                                                                                • 18-24 year olds and Hispanics report attitudes supporting high usage
                                                                                  • Figure 34: attitudes towards make-up brushes, by age, June 2015
                                                                                • Helping young women find information and build skills could drive usage
                                                                                  • Figure 35: reservations and difficulties with make-up brushes, by age and by Hispanic origin, June 2015
                                                                              • Make-up Application Methods

                                                                                • Applicators that come with make-up are most widely used
                                                                                  • Separate brushes are most popular for blush and eye shadow
                                                                                    • Figure 36: Correspondence Analysis – Make-up application methods, June 2015
                                                                                  • Women 18-44 and Hispanics use more separate applicators and sponges
                                                                                    • Figure 37: make-up application method for any type of make-up, by age and Hispanic origin, June 2015
                                                                                • Make-up Brush Purchase Influencers

                                                                                  • Price is top factor weighed by those buying make-up brushes
                                                                                    • Figure 38: Make-up brush purchase influencers, any rank, June 2015
                                                                                  • For users 18-24, price dominates, while older users weigh more factors
                                                                                    • Figure 39: Select make-up brush purchase influencers, any rank, by age, June 2015
                                                                                  • Hispanic women more likely to factor in brand, color/design, and reviews
                                                                                    • Figure 40: Make-up brush purchase influencers, any rank, by Hispanic origin, June 2015
                                                                                • Trial and Interest in Beauty Accessory Products and Benefits

                                                                                  • Interest is high in wet brushes and accessories for buns and twists
                                                                                    • Figure 41: trial and interest in hair accessory product concepts, June 2015
                                                                                  • Consumers eager to try sponges and poufs with special features
                                                                                    • Figure 42: trial and interest in bath accessory product concepts/benefits, June 2015
                                                                                  • Women 18-24 report highest interest in trying kits, other make-up brushes
                                                                                    • Figure 43: Trial and interest of make-up brush products and concepts, June 2015
                                                                                    • Figure 44: Interest in trying select make-up product concepts/benefits, by age, June 2015
                                                                                • Appendix – Data Sources and Abbreviations

                                                                                  • Data sources
                                                                                    • Fan chart forecast
                                                                                      • Consumer survey data
                                                                                        • Consumer qualitative research
                                                                                          • Abbreviations and terms
                                                                                            • Abbreviations
                                                                                              • Terms
                                                                                              • Appendix – Market

                                                                                                  • Figure 45: Total US sales and forecast of beauty accessories market, at inflation-adjusted prices, 2010-20
                                                                                                  • Figure 46: Sales of beauty accessories, by segment, 2013 and 2015
                                                                                                  • Figure 47: Total US retail sales of beauty accessories market, by channel, at current prices, 2010-15
                                                                                                  • Figure 48: Consumer confidence and unemployment, 2000-January 2015
                                                                                              • Appendix – Key Players

                                                                                                • Manufacturer sales of hair accessories
                                                                                                  • Figure 49: MULO sales of hair accessories, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                                                • Manufacturer sales of shower and soap accessories
                                                                                                  • Figure 50: MULO sales of shower and soap accessories, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                                                • Manufacturer sales of shower and soap accessories
                                                                                                  • Figure 51: MULO sales of brushes and accessories, by leading companies and brands, rolling 52 weeks 2014 and 2015
                                                                                              • Appendix – Consumer

                                                                                                • Correspondence analysis

                                                                                                Companies Covered

                                                                                                • Walmart Stores (USA)

                                                                                                Beauty Accessories - US - September 2015

                                                                                                £3,277.28 (Excl.Tax)