Consumers are increasingly investing in personal care routines, driven by a preference for products that offer better-for-you health benefits that also incorporate eco-friendly values. Premiumization and sustainability are key opportunities within the market. As consumers increasingly seek to optimize their routines, brands that can communicate and deliver on multifaceted convenience are well-positioned to capture market share.
US Beauty Accessories Market – Current Landscape
The US beauty and personal care accessories market demonstrates a relatively stable yet stagnant landscape, with few players seeing significant sales growth. While growth is minimal, the sector remains dynamic, with notable shifts in consumer preference influenced by a range of factors including health, fashion, and social media.
Looking ahead, hair accessories will continue to maintain stable usage patterns, with a discernible shift towards gentler and more fashion-forward options. Bath and bodycare accessories will experience diversification as niche products gain traction. Makeup accessories will remain a staple in women’s routines, particularly among those ages 18-34 who gravitate towards multi-functional and skin-friendly products.
US Beauty Accessories – Market Statistics
- US beauty accessories market share:Â In a stagnant US beauty accessories market, e.l.f cosmetics and private label saw the largest market share change in 2024.
- US BPC accessories consumer demands: Convenience is the primary benefit sought by US consumers of all accessory categories.
- US beauty accessories consumer attitudes:Â Almost a quarter of US BPC accessory users are willing to pay more for an eco-friendly option.
US Beauty Accessories Market Report – What’s Inside?
Key Topics Analyzed in the Report
- Usage trends of makeup, bath and hair accessories
- Preferences for makeup, bath and hair accessories
- Attitudes and behaviors impacting the category
- Leading players in the category
- Opportunities to stand out from the competition
Report Scope
For the purposes of this report, the beauty and personal care accessories market includes the following:
- Hair accessories – combs/brushes, hair holders, bobby/hair pins, headbands
- Bath/shower accessories – bath sponges/poufs, loofahs, bath brushes, bath mitts/gloves
- Make-up accessories – eyelash curlers, make-up sponges/blenders, make-up brushes, make-up brush cleaners, and cosmetics storage.
The above categories inform the Market Share/Key Players section of the report.
Meet the Expert Behind the Analysis
This report was written by Joan Li, Mintel’s Senior Analyst, Beauty and Personal Care. Joan joined Mintel in 2023 as a Senior Analyst in Beauty and Personal Care. Prior to this role, she was an agency-side brand planner and consumer insights analyst for multiple CPG accounts.
Elongated and skinified BPC rituals allow a relatively functional market to take advantage of consumer motivations in health and fashion.
Joan Li
Senior Analyst, Beauty and Personal Care
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Executive Summary
- What you need to know
- Market predictions
- What consumers want & why
- Opportunities
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Market Dynamics
- Market context
- Market drivers
- Consumer sentiment remains down, but is expected to rebound soon
- Graph 1: consumer sentiment index, 2022-24
- Category will be tied to the performance of the categories they accessorize
- Graph 2: BPC behaviors in past three months by age, 2024
- Regularity of simple styling needs anchors hair accessories in necessity
- Graph 3: haircare behaviors, 2024
- Stagnant color cosmetics engagement limits opportunities in makeup accessories
- Graph 4: makeup behaviors, 2024
- Sustainable options may further slow purchase cycles
- Market share & key players
- In a stagnant market, e.l.f., Gimme, and private label make modest gains in market share
- Smaller players’ success indicates the value of brand building & on-trend marketing
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Market Opportunities & Competitive Strategies
- Hair & skin health angles paves the way for better-for-you, premium attributes
- Complement beauty maintenance routines
- Leverage established rituals and professional-service themes
- Connect health interests to superior materials, craft and function
- Interest in better materials can uplift responsible manufacturing
- Invest in community engagement to broaden reach and encourage purchase
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The BPC Accessories Consumer
- Consumer fast facts
- Usage & frequency: hair accessories
- Overall hair accessory usage remains relatively unchanged
- Graph 5: usage of hair accessories, 2022 v 2024
- Women gravitate away from brushes and elastics and towards alternative options
- Graph 6: usage of hair accessories among women, 2022 v 2024
- Growth of men’s grooming carries over to hair accessories
- Graph 7: usage of beauty accessories among men, 2022 vs 2024
- Support individuality in men’s hair care and hair styling
- Provide format breadth to support consumers’ desire for variety
- Graph 8: frequency of hair accesories usage, 2024
- Purchase drivers: hair accessories
- Convenience and design go hand-in-hand
- Graph 9: purchase drivers for hair accessories, 2024
- For Gen Z women, appearance is as non-negotiable as function
- Graph 10: purchase drivers for hair accessories among women, 2024
- Nimble incorporation of micro-trends can speed purchase cycles past functional need
- Connect functional design to support trending and diverse styling needs
- Men seek accessories that suit their own aesthetics and functional needs
- Hair and scalp health concerns pave the way for hair type-specific designs
- Graph 11: interest in hair accessories that are suitable for specific hair types among women by generation, 2024
- Usage & frequency: bath & bodycare accessories
- Niche bath accessories become more popular
- Graph 12: usage of bath and bodycare accessories, 2022 vs 2024
- Use of facial skincare and bodycare accessories is limited
- Graph 13: usage of facial skincare and bodycare accessories, 2024
- Complement weekly rituals
- Graph 14: frequency of use of bath and skincare accessories, 2024
- Variety of preferred bath accessories echoes demographic differences in bodycare goals
- Graph 15: usage of bath and bodycare accessories by race and ethnicity, 2024
- Connect bath accessories to specific bodycare goals
- Graph 16: usage of bodycare concerns by ethnicity and race, 2024
- Purchase drivers: bath & skincare accessories
- Non-irritating is an established expectation
- Graph 17: purchase drivers for bath or bodycare accessories, 2024
- Position accessories as bodycare prep for skin-motivated women
- Graph 18: skin-related purchase drivers for bath and bodycare accessories by gender, 2024
- Translate accessory use to skincare  in intimate areas
- Compel Gen Z and Millennials with eco-friendly and design-forward claims
- Graph 19: select purchase drivers for bath and bodycare accessories by generation, 2024
- Attitudes & behaviors towards personal care accessories
- Experimentation in personal care accessories is driven by health and self-care motivations
- Young adults drive experimentation with new accessories
- Graph 20: select behaviors towards personal care accessories, 2024
- Health benefits can encourage trial and purchase
- Graph 21: motivations for personal care accessory usage, 2024
- Leverage guilt over accessory maintenance to promote sustainable offerings
- Merge eco-friendliness with propositions in sanitization and convenience
- Usage: makeup brushes & accessories
- Category sees modest lift in participation
- Graph 22: usage of makeup accessories among women, 2022 vs 2024
- Most women use 5+ types of makeup accessories
- Graph 23: makeup repertoire by age, 2024
- Bundle for daily makeup looks and needs
- Graph 24: makeup brush and applicator usage, by repertoire of makeup brush and applicator products, 2024
- Design for age-related preferences
- Graph 25: select makeup brushes and applicator use among women by generation, 2024
- Connect applicator benefits to mature skin needs
- Purchase drivers: makeup brushes & accessories
- Make the connection between design and convenience
- Graph 26: purchase drivers for makeup brushes and accessories, 2024
- Design for saving more product
- Skin health and personalization claims can provide a competitive edge for advanced users
- Graph 27: makeup accessory purchase drivers by makeup accessories repertoire, 2024
- Skinify design and material claims
- Expert-approval and brand appeals to Millennials
- Graph 28: preference for brand and expert-approval in makeup accessories by generation, 2024
- Attitudes & behaviors towards makeup accessories
- Gen Z is streamlining their accessories and applicators
- Graph 29: select behaviors towards makeup brushes and accessories by generation, 2024
- For many, applicator use is limited to special events
- Graph 30: select behavior towards makeup accessories by generation, 2024
- Target accessory maintenance to promote daily use
- Bundling primarily entices advanced users
- Graph 31: set purchasing by makeup repertoire, 2024
- Shopping for BPC accessories
- In-store presence is necessary for broad reach
- Graph 32: purchase channels of BPC accessories by gender and generation, 2024
- Gen Z and Millennials are swayed by social content
- Eco-friendly and streamlined brands appeal to younger consumers
- Graph 33: shopping for select product attributes by age, 2024
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Appendix
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Bases: personal care accessories
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