This report provides a deep exploration of the US beauty device market and consumer in 2023 and beyond. Inside you’ll find insights into how consumers are using beauty devices and their attitudes towards them, with our industry expert revealing relevant opportunities to capitalise on trends.
Below, we’ve summarised the key areas analysed, and offer handpicked insights from the report.
Key Areas Analysed
- Types of skincare devices and haircare devices used at home.
- Future interest in buying facial skincare devices and haircare devices.
- Reasons for not currently using skincare devices.
- Price perceptions of skincare devices that replace professional treatments.
- Benefits sought from skincare devices and haircare devices.
- Purchase behaviour of skincare and haircare devices.
- Attitudes towards beauty devices.
US Beauty Devices Market Overview
Affordability is a potential hurdle for consumers thinking about entering the beauty devices market in 2023. However, when at-home beauty devices are positioned as a way to bypass professional services, they will likely prove to be popular. In the next two years, increased consumer focus on health and wellness will benefit the category. Then, looking forward to 2026 and beyond, skincare devices are poised to see growing penetration.
Beauty Device Consumer Trends
Addressing Confusion and Affordability
Consumer confusion and affordability present significant barriers in the beauty devices market. This report discusses in detail the importance of effective educational efforts by brands to clarify the unique functions, features, and benefits of their products to potential customers.
The Influencer Impact
The role of social media influencers in consumer purchase behaviour is becoming increasingly significant. Influencers are impacting consumer decisions, with a notable increase in influencer-inspired purchases in recent years. Detailed exploration is given in this report to the role influencers play in educating consumers and reducing confusion over brands and benefits in the beauty device space.
The Rise of Multifunctional Skincare Devices
Multifunctionality is a growing trend in skincare devices, with consumers showing interest in devices that provide a variety of benefits such as skin exfoliation, firming, and reduction of fine lines. This report elaborates on how multi-functional devices can serve as an effective point of entry for consumers.
Opportunities for Beauty Tech brands
The US beauty devices market in 2023 presents significant growth opportunities, particularly in the skincare segment. Approximately a third of adults who don’t currently own a facial skincare device express interest in future purchases, indicating a large potential consumer base. Concurrently, haircare devices enjoy strong market penetration, but the industry faces challenges in attracting non-interested consumers.
To discover how brands can cater to both category users and non-interested consumers, buy the full report, and refine your business strategy effectively. Looking for something else? Try our Diversity and Inclusivity in Beauty Market Report, or browse our extensive range of BPC market research.
Products and Brands Discussed
Products: Skincare devices such as cleansing systems, exfoliation systems, LED/laser treatments, hair removal devices and massagers/infusion systems. Hair appliances such as blow dryers, flat irons, curling irons and hot rollers. Hair accessories are excluded from this report.
Brands: A variety of brands are discussed in this report, with relevance to innovations, consumer trends, and market opportunities. Some brands mentioned include BeautyBio, Droplette, Cellumula, YOUNGMAY, SkinDNA, Medi Lift, DIMMI, Amorepacific, BIO IONIC,and L’Oréal USA.
Additional Features Included in Your Report
Interactive Databook: This gives you unlimited access to a consumer confidence tracker that is segmented into 25 different demographic categories.
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Expert Analysis from a Beauty Industry Specialist
This report, written by Jennifer White Boehm, a leading BPC analyst, delivers in-depth commentary and analysis to highlight current trends in the US beauty devices market, adding expert context to the numbers.
Makers and marketers of beauty devices can attract users by promoting affordability, educating consumers on the benefits of usage and positioning products as part of self-care wellness. To help the category continue to grow, it’s important that players don’t forget to promote the enjoyment and fun of using new beauty devices. Forward-thinking beauty device marketers will tap medical-grade or clinical positioning to elevate efficacy positioning. Consumers’ prioritisation of appearance and health will undoubtedly advance interest and expectations within the category.
Jennifer White Boehm
Director, US BPCH Reports
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Overview
- What you need to know
- This Report looks at the following areas
- Definition
- Market context
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Executive Summary
- Top takeaways
- Consumer trends
- Address concerns regarding consumer confusion and affordability
- Figure 1: Barriers to skincare device usage, 2023
- Multifunctionality is desirable in skincare devices
- Figure 2: Skincare device benefits, 2023
- Functionality of hair appliances is a priority
- Figure 3: Haircare device features, 2023
- Users increasingly look to social media influencers
- Figure 4: Social media influencer recommendations, 2021 and 2023
- The enjoyment factor
- Figure 5: Attitudes toward beauty devices, 2021 and 2023
- Beauty devices can replace professional treatments
- Figure 6: Attitudes toward beauty devices, 2023
- Competitive strategies and opportunities
- Cultivate healthier lifestyles
- Embrace sustainable beauty
- Beauty devices can offer inclusive design and functions
- Market predictions
- Figure 7: Interest in buying beauty devices, 2021
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- Figure 8: Category outlook, 2023-28
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Target Audience by the Numbers
- Beauty devices achieve broad use
- Figure 9: Beauty device usage, 2023
- Sizeable constituent of recent purchasers
- Figure 10: Recent purchase of beauty device, 2023
- Opportunity for future growth
- Figure 11: Interest in buying beauty devices, 2021
- Beauty devices achieve broad use
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Market Factors
- Economic climate and inflation impact purchase behavior
- Figure 12: Consumer Sentiment Index, 2007-22
- Figure 13: Consumer Price Index change from previous period, 2013-23
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- Figure 14: Disposable personal income from previous period, 2013-23
- Youthful skew of category benefits from population shifts
- Figure 15: Population, by generation, 2017-27
- Increasingly diverse population requires product and marketing innovation
- Figure 16: Population by race and Hispanic origin, 2017-27
- Economic climate and inflation impact purchase behavior
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Competitive Strategies and Market Opportunities
- Strategic innovation merges wellbeing and technology
- Figure 17: Beauty Bio, 2023
- Figure 18: Droplette, 2023
- Opportunity for clinical beauty devices for at-home use
- Sustainable beauty is vital
- Combat overconsumption
- Figure 19: DIMMI Capsule, 2023
- Leverage personalization
- Figure 20: Amorepacific Cosmechip, 2023
- Develop energy-efficient devices
- Figure 21: Bioionic, 2023
- Opportunity to recycle devices
- Applying D&I to beauty devices
- Figure 22: L’Oréal USA, 2023
- Strategic innovation merges wellbeing and technology
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The Beauty Devices Consumer – Fast Facts
- Fast Fact 1: Skincare devices gain momentum
- Fast Fact 2: Challenges for skincare device marketers remain
- Fast Fact 3: Purchase cycle of haircare devices drives sales
- Fast Fact 4: Beauty devices should be fun and affordable
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Skincare Device Usage
- Modest gains in usage
- Figure 23: Skincare device usage, 2021 and 2023
- Types of skincare devices used
- Figure 24: Skincare device usage, by type, 2023
- Young men are just as engaged as young women
- Figure 25: Skincare device usage, by generation, 2023
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- Figure 26: Skincare device usage, by generation and gender, 2023
- Opportunity with parents
- Figure 27: Skincare device usage, by parental status, 2023
- Hispanic and Black consumers are strong users
- Figure 28: Skincare device usage, by race/ethnicity, 2023
- Modest gains in usage
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Interest and Barriers to Skincare Device Usage
- Untapped interest in the category
- Figure 29: Interest in buying skincare devices, 2023
- Young adults and parents offer max potential
- Figure 30: Interest in buying skincare devices, by generation, 2023
- Figure 31: Interest in buying skincare devices, by parental status, 2023
- Education and affordability present major barriers
- Figure 32: Barriers to skincare device usage, 2023
- Optimal affordability
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- Figure 33: Price perceptions, 2023
- Untapped interest in the category
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Skincare Device Benefits Sought
- Users have a variety of benefits on their wish list
- Figure 34: Solawave, 2023
- Figure 35: Skincare device benefits, 2023
- Age drives interest in skincare device benefits among women
- Figure 36: CurrentBody, 2023
- Figure 37: Skincare device benefits, by gender and age, 2023
- Benefits sought vary by ethnicity
- Figure 38: Skincare device benefits, by race/ethnicity, 2023
- Users have a variety of benefits on their wish list
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Haircare Device Usage
- Popularity of tools remains relatively unchanged
- Figure 39: Haircare device usage, 2021 and 2023
- Types of haircare devices used
- Figure 40: Haircare device usage, by type, 2023
- Young consumers drive use of newer appliances
- Figure 41: Haircare device usage, by generation, 2023
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- Figure 42: Haircare device usage, by generation and gender, 2023
- Moms are key users
- Figure 43: Haircare device usage, by parental status, 2023
- Popularity of tools remains relatively unchanged
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Interest and Barriers to Haircare Device Usage
- Haircare routines remain stable when it comes to appliances
- Figure 44: Interest in buying haircare devices, 2023
- Young adults offer opportunity to grow engagement with hair appliances
- Figure 45: Interest in buying haircare devices, by age, 2023
- Parents are likely future purchasers of haircare devices
- Figure 46: Mermade hair, 2023
- Figure 47: Interest in buying haircare devices, by parental status, 2023
- Haircare routines remain stable when it comes to appliances
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Haircare Device Features Sought
- Speed and control are musts
- Figure 48: RobeCurls, 2023
- Figure 49: Haircare device features, 2023
- Parents want added convenience
- Figure 50: Haircare device features, by parental status, 2023
- Continued interest in appliances designed for hair type
- Figure 51: Haircare device features, by race/ethnicity, 2023
- Speed and control are musts
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Purchasing Behaviors
- Influencers have sway
- Figure 52: Social media influencer recommendations, 2021 and 2023
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- Figure 53: Social media influencer recommendations, by select demographics, 2023
- Hair appliance purchase rebounds from the pandemic
- Figure 54: Purchases of haircare devices, 2021 and 2023
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- Figure 55: Purchasing behavior of haircare devices, 2023
- Skincare appliances see continued growth potential
- Figure 56: Purchases of skincare devices, 2021 and 2023
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- Figure 57: Purchases of new beauty devices, 2021 and 2023
- Influencers have sway
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Attitudes toward Beauty Devices
- Enjoyment drives use and trial
- Figure 58: Attitudes toward beauty devices, 2021 and 2023
- Beauty devices allow for DIY cosmetic treatments
- Figure 59: Attitudes toward beauty devices, 2023
- Younger men see value in technology
- Figure 60: Attitudes toward beauty devices, by gender and age, 2023
- Beauty devices provide the fun factor for parents
- Figure 61: Attitudes toward beauty devices, by parental status, 2023
- Enjoyment drives use and trial
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Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Abbreviations and terms
- Abbreviations
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