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US Color Cosmetics market report

"The color cosmetics market experienced moderate growth in 2017, which represents slower gains than those seen in 2015 and 2016. While the market is saturated and some women are turning to value brands to cut costs, opportunities to reinvigorate sales include facial make-up products that offer relevant skincare benefits. Athletic cosmetics and hybrid products are also a fit for active consumer lifestyles."
- Shannon Romanowski, Director of Research

This Report discusses the following key topics:

  • Many make-up consumers lack engagement with the beauty category
  • Leading brands challenged as value brands encourage experimentation

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The market
          • Market growth estimated to slow for each segment in 2017
            • Figure 1: Percent change of total US retail sales of color cosmetics, by segment, 2013-17 (est)
          • The issues
            • Many make-up consumers lack engagement with the beauty category
              • Figure 2: Beauty clusters, May 2017
            • Leading brands challenged as value brands encourage experimentation
              • Figure 3: MULO sales of select value brand products, 52-week review period ending March 19, 2017
            • The opportunities
              • Facial make-up offering skincare benefits is in high demand
                • Figure 4: Skincare benefits in facial make-up, May 2017
              • Multipurpose products, athletic make-up reach busy, active women
                • Figure 5: Interest in select innovations, by age, May 2017
              • Shift users from the Frustrated but Engaged segment to the Beauty Enthusiasts segment
                • Figure 6: Make-up routine – More responses, by beauty segment, May 2017
              • What it means
              • The Market – What You Need to Know

                • Color cosmetics experiences mild growth
                  • Facial make-up commands highest spend, trends determine segment gains
                    • Women allocate more spend to make-up, while natural looks bode well
                      • Mintel identifies four make-up consumer segments
                        • Aging population, multicultural population alter product landscape
                        • Market Size and Forecast

                          • Historic and projected sales performance of color cosmetics
                            • Figure 7: Total US sales and fan chart forecast of color cosmetics, at current prices, 2012-22
                            • Figure 8: Total US retail sales and forecast of color cosmetics, at current prices, 2012-22
                        • Market Breakdown

                          • Facial cosmetics command highest spend
                            • Figure 9: Share of color cosmetics sales, by segment, 2017(est)
                            • Figure 10: Percent change of total US retail sales of color cosmetics, by segment, 2013-17 (est)
                        • Color Cosmetics Consumer Snapshot

                          • Color cosmetics consumers divided into four segments
                            • Figure 11: Color cosmetics clusters, May 2017
                            • Figure 12: Beauty Content segment, May 2017
                            • Figure 13: Beauty Enthusiasts segment, May 2017
                            • Figure 14: Frustrated but Engaged segment, May 2017
                            • Figure 15: Basic Beauties segment, May 2017
                        • Market Perspective

                          • Women allocating more spend to make-up
                            • Figure 16: Mean ($) make-up expenditures for the past three months, November 2012-November 2016
                          • Lines between facial skincare and cosmetics continue to blur
                            • Preferences for natural-looks bode well for make-up
                              • Figure 17: Beauty attitudes and behaviors, May 2017
                          • Market Factors

                            • Growing female population signals future category growth
                              • Figure 18: Female population by age, 2012-22
                            • Multicultural population alters product landscape
                              • Figure 19: Population growth of women by race and Hispanic origin, 2017-22
                          • Key Players – What You Need to Know

                            • Middle players lose share to smaller players and value brands
                              • On-trend products, value brands, new facial make-up formats show growth
                                • Leading companies, off-trend formats face challenges
                                  • Athletic, hybrid, skincare claims resonate; natural claims break through
                                  • Company and Brand Sales of Color Cosmetics

                                    • L’Oréal USA is the strongest player and growing
                                      • Sales of color cosmetics by company
                                        • Figure 20: MULO sales of color cosmetics, by company, 2016 and 2017
                                    • What’s Working?

                                      • Eyebrow makeup, concealer sales benefit from current trends
                                        • Figure 21: My all-time favorite drug store makeup products by Jaclyn Hill, April 2017
                                        • Figure 22: MULO sales of select eyebrow products and concealers, 52-week review period ending March 19, 2017
                                      • Value brands minimize the risk of experimentation
                                        • Figure 23: MULO sales of select value brand products, 52-week review period ending March 19, 2017
                                        • Figure 24: Sales of select private label color cosmetics products, 52-week review period ending March 19, 2017
                                      • New facial make-up formats improve the appearance of skin
                                        • Figure 25: Select facial make-up product launches, 2017
                                    • What’s Struggling?

                                      • Increased competition challenges larger players
                                        • Figure 26: Select struggling make-up products from leading MULO brands, 2014-17
                                      • Off-trend products see stagnant sales
                                        • Figure 27: Select struggling MULO make-up segments, 2014-17
                                    • What’s Next?

                                      • Natural products rising in popularity
                                        • Athletic make-up, hybrid products fit in with active lifestyles
                                          • Skincare-related benefits continue to expand
                                          • The Consumer – What You Need to Know

                                            • Broad variety of formats support widespread product usage
                                              • Most women report consistent routines, some allocating more time and spend
                                                • Mass merchandisers, drug stores highly visited, specialty retailers make impact
                                                  • Anti-aging, moisturizing claims in demand, age dictates benefits sought
                                                    • Product innovations appeal to engaged segments
                                                    • Facial Make-up Usage

                                                      • Broad variety of formats supports widespread facial make-up usage
                                                        • Figure 28: Facial make-up usage, May 2017
                                                      • Age and income drive usage of facial make-up staples
                                                        • Figure 29: Usage of select facial make-up, by age and income, May 2017
                                                      • Younger women core users of newer facial make-up formats
                                                        • Figure 30: Usage of select facial make-up, by age, May 2017
                                                      • Hispanics use a variety of facial make-up, Black women lag behind
                                                        • Figure 31: Facial make-up usage, by race/Hispanic origin, May 2017
                                                      • Frustrated but Engaged users open to new facial make-up formats
                                                        • Figure 32: Select facial make-up usage, by beauty segment, May 2017
                                                    • Skincare Benefits in Facial Make-up

                                                      • Anti-aging, moisturizing claims in high demand
                                                        • Figure 33: Skincare benefits in facial make-up, May 2017
                                                      • Age dictates skincare benefits sought
                                                        • Figure 34: Select skincare benefits in facial make-up, by age, May 2017
                                                      • Opportunities to reach Black women with skincare benefits
                                                        • Figure 35: Select skincare benefits in facial make-up, by race/Hispanic origin, May 2017
                                                      • Beauty segments seek differing make-up benefits
                                                        • Figure 36: Select skincare benefits in facial make-up, by beauty segment, May 2017
                                                    • Eye Make-up Usage

                                                      • Mascara is a staple, use of eyebrow make-up growing
                                                        • Figure 37: Eye make-up usage, May 2017
                                                      • Women across age groups use some type of eye make-up
                                                        • Figure 38: Eye make-up usage, by age, May 2017
                                                      • Hispanics use a range of products, Black women over index for eyebrow make-up
                                                        • Figure 39: Eye make-up usage, by all, Hispanic, and Black women, May 2017
                                                      • Beauty Content, Beauty Enthusiasts are core users of eye make-up
                                                        • Figure 40: Select eye make-up usage, by beauty segment, May 2017
                                                    • Lip Make-up Usage

                                                      • Lipstick remains a make-up staple
                                                        • Figure 41: Lip make-up usage, May 2017
                                                      • Older women stick with traditional lipstick, younger women experiment
                                                        • Figure 42: Lip make-up usage, by age, May 2017
                                                      • Multicultural women use a broader variety of lip make-up
                                                        • Figure 43: Lip make-up usage, by race/Hispanic origin, May 2017
                                                      • Beauty Enthusiasts use several lip formats
                                                        • Figure 44: Lip make-up usage, by beauty segment, May 2017
                                                    • Repertoire of Products Used

                                                      • Women incorporate a range of products into their routine
                                                        • Figure 45: Repertoire of make-up products used, May 2017
                                                      • Younger women use a broader variety of products
                                                        • Figure 46: Repertoire of make-up products used, by age, May 2017
                                                      • Hispanics most likely to use 11+ products
                                                        • Figure 47: Repertoire of make-up products used, by race/Hispanic origin, May 2017
                                                    • Make-up Routines

                                                      • Most women investing the same time, money on make-up as in the past
                                                        • Figure 48: Make-up routine, May 2017
                                                      • Younger women report higher engagement in routines compared to last year
                                                        • Figure 49: Make-up routine – More responses, by age, May 2017
                                                      • Multicultural women increasing their engagement with make-up
                                                        • Figure 50: Make-up routine – More responses, by all, Hispanic, and Black women, May 2017
                                                      • Frustrated but Engaged segment spending more time and money
                                                        • Figure 51: Make-up routine – More responses, by beauty segment, May 2017
                                                    • Retailers Shopped

                                                      • Women primarily rely on convenience and price when choosing retailer
                                                        • Online retailers posing a threat to brick and mortar
                                                          • Ulta and Sephora drive more traffic than department stores, other specialty
                                                            • Figure 52: Retailers shopped, May 2017
                                                          • Younger women willing to shop around
                                                            • Figure 53: Select retailers shopped, by age, May 2017
                                                          • Hispanics visit a broader variety of retailers
                                                            • Figure 54: Select retailers shopped, by race/Hispanic origin, May 2017
                                                          • Beauty Enthusiasts more likely to shop around
                                                            • Figure 55: Select retailers shopped, by beauty segment, May 2017
                                                        • Interest in Innovations

                                                          • Innovations that improve appearance of skin garner interest
                                                            • Multipurpose offerings, athletic products fit women’s lifestyles
                                                              • Many women lack enthusiasm for innovations
                                                                • Figure 56: Interest in innovations, May 2017
                                                              • Innovations appeal to engaged younger women
                                                                • Figure 57: Interest in select innovations, by age, May 2017
                                                              • Hispanic women seek innovative offerings
                                                                • Figure 58: Interest in select innovations, by all, Hispanic, and Black women, May 2017
                                                              • Product innovations appeal to Beauty Enthusiasts
                                                                • Figure 59: Interest in select innovations, by beauty segment, May 2017
                                                            • Appendix – Data Sources and Abbreviations

                                                              • Data sources
                                                                • Sales data
                                                                  • Fan chart forecast
                                                                    • Consumer survey data
                                                                      • Abbreviations and terms
                                                                        • Abbreviations
                                                                        • Appendix – The Market

                                                                            • Figure 60: Total US retail sales and forecast of color cosmetics, at inflation-adjusted prices, 2012-22
                                                                            • Figure 61: Total US retail sales and forecast of color cosmetics, by segment, at current prices, 2012-22
                                                                            • Figure 62: Total US retail sales of color cosmetics, by channel, at current prices, 2012-2017
                                                                        • Appendix – Key Players

                                                                            • Figure 63: MULO sales of eye cosmetics, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                            • Figure 64: MULO sales of facial cosmetics, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                            • Figure 65: MULO sales of lip cosmetics, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                        • Appendix – The Consumer

                                                                            • Figure 66: Usage of blusher/bronzer brands, October 2011-November 2016
                                                                            • Figure 67: Usage of eye make-up brands (net)*, October 2011-November 2016
                                                                            • Figure 68: Usage of foundation/concealer brands, October 2011-November 2016
                                                                            • Figure 69: Usage of lipstick and lip gloss brands, October 2011-November 2016
                                                                            • Figure 70: Usage of mascara brands, October 2011-November 2016
                                                                            • Figure 71: Usage of lipstick and lip gloss formats, October 2011-November 2016
                                                                            • Figure 72: Make-up usage, October 2011-November 2016

                                                                        Companies Covered

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