Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Color Cosmetics - US - July 2019

Covered in this report

For the purposes of this report, the color cosmetics market has been defined as follows:

  • Eye cosmetics – eye shadow, eyeliner, eyebrow pencils, mascara; false eyelashes and adhesives
  • Facial cosmetics – foundation, facial powder, concealer, blush/ blusher, bronzer
  • Lip cosmetics – lipstick, lip gloss and lip liners

Also included within facial cosmetics are multiuse products including foundation with skincare benefits, BB creams and CC creams, although sales of these products are not broken out as a separate segment in the market size.

"The color cosmetics market is highly dependent on new product development, as inspired by trends in fashion and beauty. In 2019, total US retail sales for the color cosmetics market is expected to exceed $11.1 billion. Most recently, as innovations in lower-priced offerings have gained traction, a slowdown in market growth occurred. Moving forward, trends toward clean beauty, inclusivity and hybridization/multifunction may encourage women to try products they have never used before, helping to boost spend. Mintel predicts that growth will remain steady through 2024, increasing roughly 2% per annum to $12.4 billion."
- Shannon Romanowski, Director of Research

This report looks at the following areas:

  • Cosmetic shopping tends to be routine-oriented
  • Aging female population presents challenge for color cosmetics
  • Category engagement improves without bump in spending

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Figure 1: Total US sales and fan chart forecast of color cosmetics, at current prices, 2014-24
        • The issues
          • Cosmetic shopping tends to be routine-oriented
            • Figure 2: Attitudes toward color cosmetics, April 2019
          • Aging female population presents challenge for color cosmetics
            • Figure 3: Select facial makeup usage, by age, April 2019
          • Category engagement improves without bump in spending
            • Figure 4: Color cosmetics engagement compared to year ago, April 2019
          • The opportunities
            • Added benefits offer sales building opportunity
              • Figure 5: Benefits sought, April 2019
            • Clean makeup is more than just a trend
              • Figure 6: Any use or interest in color cosmetics trends – net, April 2019
            • Free-from and natural claims communicate health
              • Figure 7: Share of color cosmetics with free-from and natural claims, 2015-19*
            • What it means
            • The Market – What You Need to Know

              • Mature cosmetics market remains steady
                • Current trends give boost to eye cosmetics
                  • Beauty specialist retailers add value for consumers
                    • Influencers give new perspective to cosmetics
                      • Population shifts pose challenge and opportunity for color cosmetics
                      • Market Size and Forecast

                        • Historic and projected sales performance of color cosmetics
                          • Figure 8: Total US sales and fan chart forecast of color cosmetics, at current prices, 2014-24
                          • Figure 9: Total US sales and forecast of color cosmetics, at current prices, 2014-24
                      • Market Breakdown

                        • Facial cosmetic sales decline; eye and lip experience lift
                          • Figure 10: Sales of color cosmetics, by segment, 2014-19
                        • Eye cosmetics close gap in market share
                          • Figure 11: Share of color cosmetics sales, by segment, 2019 (est)
                          • Figure 12: Total US retail sales of color cosmetics, by segment, at current prices, 2017 and 2019
                        • Majority of cosmetics sold through “other” retailers
                          • Figure 13: Total US retail sales of color cosmetics, by channel, at current prices, 2017 and 2019
                      • Market Perspective

                        • The influence of the influencer
                        • Market Factors

                          • Population shifts by age pose challenge for color cosmetics
                            • Figure 14: US female population aged 18 or older, by age, 2014-24
                          • Fast-growing Hispanic population offers strong category engagement
                            • Figure 15: Female US Population, by Hispanic origin, 2014-24
                        • Key Players – What You Need to Know

                          • L’Oréal continues to grow and dominate category MULO sales
                            • On-trend cosmetics: Brows, false lashes and lip gloss
                              • Facial cosmetic sales struggle as women stick to the basics
                                • Safer, healthier cosmetics will become expectation
                                • Company and Brand Sales of Color Cosmetics

                                  • Four companies dominate market share
                                    • L'Oréal gains share supported by growth in all three market segments
                                      • Sales of color cosmetics by company
                                        • Figure 16: Multi-outlet sales of color cosmetics, by leading companies, rolling 52 weeks 2018 and 2019
                                    • What’s Working?

                                      • Brow and lash trends boost eye cosmetic segment sales
                                        • Figure 17: Multi-outlet sales of eye cosmetics, by subsegment, rolling 52 weeks 2018 and 2019
                                      • Brows: Maybelline Tattoo Studio and Revlon ColorStay post impressive gains
                                        • Figure 18: Multi-outlet sales of eyebrow cosmetics, by select brands, rolling 52 weeks 2018 and 2019
                                      • False eyelashes: Ardell and Kiss offer multidimensional lashes
                                        • Figure 19: Multi-outlet sales of false eyelashes and adhesives cosmetics, by select brands, rolling 52 weeks 2018 and 2019
                                      • Lip gloss benefits from being on-trend
                                        • Figure 20: Multi-outlet sales of lip cosmetics, by subsegment, rolling 52 weeks 2018 and 2019
                                      • Maybelline exhibits strong success in lip cosmetics
                                        • Figure 21: Multi-outlet sales of Maybelline lip cosmetics, by select brands, rolling 52 weeks 2018 and 2019
                                    • What’s Struggling?

                                      • Facial cosmetic sales struggle as women stick to the basics
                                        • Figure 22: Multi-outlet sales of facial cosmetics, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                        • Figure 23: Multi-outlet sales of facial cosmetics, by subsegment, rolling 52 weeks 2018 and 2019
                                    • What’s Next?

                                      • Safer, healthier cosmetics will be an expectation
                                        • Manufacturing processes
                                          • Figure 24: Share of color cosmetics with vegan/no animal ingredients or ethical-animal claims, 2017-19*
                                        • Ingredient profiles
                                          • Figure 25: Share of color cosmetics with free-from and natural claims, 2017-19*
                                        • Multi-faceted makeup brings added value
                                          • Multiuse solid makeup
                                            • SPF
                                            • The Consumer – What You Need to Know

                                              • Women stick to the basics in facial makeup
                                                • Eye makeup offers opportunity for experimentation
                                                  • Lipstick and lip gloss have strong reach
                                                    • Women seek benefits related to clean beauty
                                                      • Cosmetics shopping is routine-oriented
                                                        • Category engagement improves, doesn’t improve spending
                                                          • Abundance of choice overwhelms shoppers
                                                            • Clean beauty trend has staying power
                                                            • Facial Makeup Usage

                                                              • Majority of women stick to basics
                                                                  • Figure 26: Facial makeup usage, April 2019
                                                                • Younger women use variety of facial makeup products
                                                                  • Figure 27: Select facial makeup usage, by age, April 2019
                                                                • Black women underindex in use of facial makeup
                                                                  • Figure 28: Select facial makeup usage, by race and Hispanic origin, April 2019
                                                              • Eye Makeup Usage

                                                                • Mascara widely embraced as an essential
                                                                  • Figure 29: Eye makeup usage, April 2019
                                                                • Young women drive use of eye makeup; mature women offer opportunity
                                                                  • Figure 30: Eye makeup usage, by age, April 2019
                                                                • High engagement in eye makeup among Hispanic women
                                                                  • Figure 31: Eye makeup usage, by Hispanic origin, April 2019
                                                              • Lip Makeup Usage

                                                                • Regular use of lip products is fairly evenly dispersed
                                                                  • Figure 32: Lip makeup usage, April 2019
                                                                • New lip products drive acceptance among younger women
                                                                  • Figure 33: Lip makeup usage, by age, April 2019
                                                                • Multicultural women demonstrate strong use of lip cosmetics
                                                                  • Figure 34: Lip makeup usage, by race and Hispanic origin, April 2019
                                                              • Benefits Sought

                                                                • Women seek benefits related to clean beauty
                                                                  • Figure 35: Benefits sought, April 2019
                                                                • Clean beauty appeals to all ages, younger women value performance
                                                                  • Figure 36: Active and sweatproof makeup examples
                                                                  • Figure 37: Benefits sought, by age, April 2019
                                                                • Focusing on functional benefits appeals to Hispanics
                                                                  • Figure 38: Select benefits sought, by Hispanic origin, April 2019
                                                                • Women want more than just color in their cosmetics
                                                                  • Figure 39: TURF Analysis – Cosmetic benefits, April 2019
                                                                  • Figure 40: Table - TURF Analysis – Cosmetic benefits, April 2019
                                                                • Methodology
                                                                • Attitudes toward Color Cosmetics

                                                                  • Most women stick to established makeup habits
                                                                      • Figure 41: Attitudes toward color cosmetics, April 2019
                                                                    • Encourage experimentation with age-relevant benefits
                                                                      • Figure 42: Attitudes toward color cosmetics, by age, April 2019
                                                                    • White women tend to use makeup for camouflage rather than expression
                                                                      • Figure 43: Select attitudes toward color cosmetics, by race and Hispanic origin, April 2019
                                                                  • Color Cosmetics Engagement

                                                                    • Category engagement improving, but offers little impact on spending
                                                                      • Figure 44: Color cosmetics engagement compared to year ago, April 2019
                                                                    • Younger women turning to tutorials
                                                                      • Figure 45: Select color cosmetics engagement compared to year ago – more responses, by age, April 2019
                                                                    • Color cosmetics are increasing engagement among Hispanics
                                                                      • Figure 46: Select color cosmetics engagement compared to year ago – more responses, by Hispanic origin, April 2019
                                                                  • Category Frustrations

                                                                    • Women overwhelmed by abundance of choice
                                                                      • Figure 47: Category frustrations, April 2019
                                                                    • Younger women indicate greater category frustration
                                                                      • Figure 48: Category frustrations, by age, April 2019
                                                                    • Hispanics need solutions for matching skin tones
                                                                      • Figure 49: Category frustrations, by race and Hispanic origin, April 2019
                                                                  • Interest in Color Cosmetics Trends

                                                                    • Clean beauty trend garners the most interest
                                                                      • Figure 50: Trial and interest in color cosmetics trends, April 2019
                                                                    • Interest in clean makeup transcends age
                                                                      • Figure 51: Any use or interest in select color cosmetics trends - net, by age, April 2019
                                                                  • Appendix – Data Sources and Abbreviations

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

                                                                                    • Figure 52: Total US sales and forecast of color cosmetics, at inflation-adjusted prices, 2014-24
                                                                                    • Figure 53: Total US retail sales of color cosmetics, by segment, at current prices, 2017 and 2019
                                                                                    • Figure 54: Total US retail sales of color cosmetics, by channel, at current prices, 2014-19
                                                                                • Appendix – Key Players

                                                                                    • Figure 55: Multi-outlet sales of eye cosmetics, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                                                    • Figure 56: Multi-outlet sales of lip cosmetics, by leading companies and brands, rolling 52 weeks 2018 and 2019

                                                                                Color Cosmetics - US - July 2019

                                                                                £3,435.47 (Excl.Tax)