US Beauty Devices Market Report 2025
Beauty devices have become a mainstream part of beauty routines, with 52% using a skincare device and 73% using a haircare device.
Beauty devices have become a mainstream part of beauty routines, with 52% using a skincare device and 73% using a haircare device.
The US Beauty Devices Market shows strong adoption, with skincare device usage reaching more than 50% in 2025 and haircare devices reaching over 70%, driven largely by younger generations and multicultural segments. While current users demonstrate high satisfaction, near-term growth faces challenges including economic uncertainty, rising tariffs, limited non-user interest , and long replacement cycles, creating opportunities for brands in the Beauty Devices Market can build trust, demonstrate proven efficacy, and convert cautious prospects through education and innovation.
Younger generations, especially Gen Z and Millennials, drive demand for beauty devices that offer convenience, customization, and visible results.
Social media significantly influences purchasing decisions, with 61% of consumers looking to social media and influencers for recommendations from platforms like Instagram and TikTok.
Consumers prioritize efficacy and are willing to pay more for devices with proven results, However, affordability remains a key barrier to adoption, with interested non-users citing cost concerns.
Multicultural consumers show higher engagement with beauty devices, particularly those tailored for specific skin and hair types, highlighting the need for diversity in product offerings and marketing within the Beauty Devices Market.
The US Beauty Devices Market Report 2025 provides in-depth insights, highlighting key trends, consumer behaviors, and market dynamics. It covers areas such as skincare and haircare device usage, purchasing behavior, social media influence, and the impact of economic factors like tariffs and inflation. The report also explores the evolving preferences of different generations, multicultural consumers, and the role of innovation which can give insights to brands in strategising for Beauty Devices Market Growth. Companies in the beauty and personal care industry, especially manufacturers, marketers, and retailers, will benefit from the Beauty Devices Market Report by gaining valuable understanding into consumer motivations, and growth opportunities, helping them make informed strategic decisions for gain in the Beauty Devices Market Share and Beauty Devices Market Size.
| Report Attributes | Details |
|---|---|
| Published Date | July 2025 |
| Data Range | 2019 – 2029 |
| Measurement Metrics | Revenue in US $ |
| Country Focus | United States of America (USA) |
| Consumer Data | 2,000 internet users aged 18+, April 2025 |
| Number of Pages | 79 |
| Market Segmentation | Facial Cleansing Brushes, Facial Sculpting Devices, Facial Steamers, Battery-Operated Microneedle Facial Devices, Laser Hair Removal Devices, Sonic Dermaplaning Systems, Laser Devices for Facial Skincare Concerns, LED Light Therapy Masks, Microdermabrasion Devices, Microcurrent Devices, Blow Dryers, Flat Irons, Curling Irons, 2-in-1 Hair Dryer and Styler, Styling Wands, Hair Crimpers/Wavers, Hot Rollers, and Laser Regrowth Systems. |
| Leading Companies | NuFACE, Shark Beauty, and Pattern by Tracee Ellis Ross |
This report was written by Jennifer White Boehm. Jennifer joined Mintel in 2013, initially working in Mintel Comperemedia’s Research Consultancy team; she now focuses on Financial Services Reports and manages the Finance and Automotive sectors. She came to Mintel from a varied marketing background, having started her career just as social media and word-of-mouth marketing were just emerging.
Beauty device users are committed to routines and device maintenance and prioritize efficacy. Brand loyalty is earned through performance, education and results.
Director, US BPCH Reports