US Beauty Devices Market Analysis
The US Beauty Devices Market has experienced consistent growth, with skincare device usage increasing by more than 50% in 2025 and haircare devices reaching over 70%, driven largely by younger generations and multicultural segments. Despite challenges like economic uncertainty and rising tariffs, the Beauty Devices Market is forecasted to continue expanding, fueled by innovations in technology and a shift toward wellness-oriented beauty devices.
US Beauty Devices Market Trends
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 relying on recommendations from platforms like Instagram and TikTok.
Consumers prioritize efficacy and are often willing to pay more for proven results, though financial restrictions have led to greater interest in cost-effective options.
Multicultural consumers are increasingly engaging 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.
About The Report
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 in driving 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, Beauty Devices Market Size, growth opportunities, and the competitive landscape, helping them make informed strategic decisions and better understand their position in the Beauty Devices Market Share.
Key Topics Analyzed in the Report
- Skincare and haircare device usage, including trends over time
- Types of skincare and haircare devices used
- Future interest in purchase of skincare and haircare devices
- Benefits desired in skincare and haircare devices
- Barriers to ownership of skincare devices
- Price perceptions toward hair dryers
- Beauty device shopping behaviors
- Attitudes and behaviors toward beauty devices
- Innovation and marketing activity
| 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 |
Meet the Expert Behind the Analysis
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.
Jennifer White Boehm
Director, US BPCH Reports
Collapse All
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Executive Summary
- What you need to know
- Market predictions
- What consumers want and why
- Opportunities
- Opportunities for beauty device marketers
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MARKET DYNAMICS
- Market context
- The impact of tariffs on the beauty device market
- Market drivers
- Economic growth slowed during Q1 2025
- Graph 1: quarterly change in GDP from previous period, 2021-25
- Consumer sentiment continues to decline in 2025, falling to its lowest level since 2022
- Graph 2: consumer sentiment index, 2022-25
- Inflation remains relatively tame
- Graph 3: consumer price change from previous period, 2021-25
- Nearly 45% of consumers have seen their financial situations change for the better in the past year
- Graph 4: status of financial health for the next year, 2023-25
- Self-care is evolving into a multi-generational phenomenon
- Younger generations accounting for a larger share of the population
- Graph 5: share of population, by generation, 2014-24
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Consumer Insights
- Consumer fast facts
- Consumer fast facts continued
- Skincare device usage
- In 2025, over half of US adults use skincare devices
- Graph 6: skincare device usage (NET), 2021-25
- Skincare devices favored by younger generations
- Graph 7: skincare device usage (NET), by generation, 2025
- Parents are key skincare device users
- Graph 8: skincare device usage (NET), by parental status, 2025
- Multicultural consumers exhibit strong use of skincare devices
- Graph 9: skincare device usage (NET), by race/ethnicity, 2025
- No single skincare device dominates as consumer adoption rises across all types
- Graph 10: types of skincare devices used, 2023-25
- Interest in and barriers to skincare device usage
- Solid potential for uptake in skincare device adoption
- Graph 11: interest in buying skincare devices, 2025
- Opportunity for skincare devices to advance acceptance among key cohorts
- Graph 12: interest in buying skincare devices, by parental status, 2025
- Graph 13: interest in buying skincare devices, by generation, 2025
- Consumers with “tight” financial situations show the most interest in buying skincare devices
- Graph 14: interest in buying skincare devices, by financial situation, 2025
- Financial freedom brings preference for professional skincare services
- Graph 15: attitudes toward beauty device usage – professional vs at-home skincare, by financial situation, 2025
- Brand uncertainty stifles future engagement
- Graph 16: barriers to skincare device ownership, 2025
- Millennials are challenged to choose skincare devices
- Graph 17: purchase behavior of skincare devices – difficulty choosing, by generation, 2025
- Skincare device benefits
- Skincare device users agree these products produce results
- Many skincare device users think they use the product enough to justify the price
- Graph 18: skincare device purchasing behavior – price justification, 2025
- Consumers seek a variety of benefits from skincare devices
- Graph 19: skincare device benefits, 2025
- Mature women tap skincare devices to combat signs of ageing
- Graph 20: skincare device benefits, by age and gender, 2025
- Skincare device attributes desired differ by race/ethnicity
- Graph 21: skincare device benefits desired, by race/ethnicity, 2025
- Haircare device usage
- Haircare devices are widely used
- Graph 22: haircare device usage (NET), 2021-25
- Younger generations more apt to use haircare devices
- Graph 23: haircare device usage (NET), by generation, 2025
- Parents overwhelmingly use haircare devices
- Graph 24: haircare device usage (NET), by parental status, 2025
- Multicultural consumers demonstrate uptake in haircare device use
- Graph 25: haircare device usage (NET), by race/ethnicity, 2025
- Blow dryer remains the most widely used type of haircare device
- Graph 26: types of haircare devices used, 2025
- Haircare device purchases
- Little change in purchase incidence of haircare devices since pandemic rebound
- Graph 27: purchases of haircare device, 2021-25
- Many are willing to pay more for a haircare device to get better results
- Graph 28: haircare purchasing behavior and price perceptions, by generation, 2025
- Consumers indicate hair dryers should be priced under $100
- Graph 29: haircare device price/value perceptions, 2025
- Future purchase intent is limited
- Graph 30: interest in buying haircare devices, 2025
- Younger adults represent the greatest opportunity for new purchases
- Graph 31: interest in buying haircare devices, by age, 2025
- Shark Beauty speaks to young women’s interest in aesthetics and self-care
- Multicultural consumers demonstrate more intent for future purchase
- Graph 32: interest in buying haircare devices, by race/ethnicity, 2025
- Pattern innovates hot tools for textured hair
- Haircare device benefits
- Function reigns in haircare devices
- Graph 33: haircare device benefits, 2025
- Older generations are keen on saving time, while younger generations value appliance aesthetics
- Graph 34: haircare device benefits, by generation, 2025
- Black consumers seek out haircare appliances designed for their hair type
- Graph 35: haircare device benefits, by race/ethnicity, 2025
- Social media influence in the beauty device market
- Beauty device recommendations are essential for some
- Graph 36: influence of recommendations on beauty device purchase, 2025
- Social media carries significant sway in beauty device purchase behavior
- Global creators boost credibility and spark aspiration
- Social media recommendations wield influence over younger adults
- Graph 37: social media recommendations, by generation, 2025
- Graph 38: social media recommendation, by parental status, 2025
- Multicultural consumers are more apt to seek out social media recommendations for beauty devices
- Graph 39: social media recommendation, by race/ethnicity, 2025
- Social media influencer recommendations gain influence
- Graph 40: social media influencer recommendations, 2021-25
- Social media influencers have more sway over younger adults
- Graph 41: beauty device purchase influence of social media influencer recommendations, 2025
- Attitudes toward beauty devices
- Beauty device users believe results are worth the time
- Graph 42: attitudes toward beauty device usage, 2025
- Boomers lag in understanding beauty devices, limiting adoption
- Graph 43: attitudes toward beauty device usage, by generation, 2025
- Most are willing to pay more for a beauty device with proven benefits
- Graph 44: willingness to pay more for a beauty device, by generation, 2025
- T3 Micro stands out by emphasizing salon-quality performance and innovative technology in its haircare devices
- Most understand nuances in good vs premium device branding
- Graph 45: understanding of beauty device positioning, by generation, 2025
- Beauty device users tend to share appliances with others in their household
- Graph 46: incidence of sharing beauty devices, 2025
- Men are more likely to be “beauty device sharers”
- Graph 47: incidence of sharing beauty devices, by gender, 2025
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INNOVATION AND MARKETING STRATEGIES
- Innovation and marketing strategies
- AI-powered personalization
- Smart device for hair color
- Smartphones become skin experts
- Smart mirrors reflect the future of beauty tech
- At-home high-tech treatments
- At-home meets medical grade
- Creating the gold standard for at-home laser tech
- Science-backed technology
- Scalp and hair health tech
- Targeted therapy for a healthier scalp
- Marketing innovation for long-term hair health
- Trusted by influencers, backed by science
- Multifunctional devices lean into demands for function, speed and ease
- Aesthetics in beauty devices are becoming more important as the device is a reflection of its user
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Appendix
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
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