US Beauty Retailing Market Report 2021
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“Beauty retailing is evolving and becoming more flexible to meet consumers’ needs and shopping preferences. The global health crisis has shifted consumer behavior in many forms. There is an increased…

US Beauty Retailing Market Report 2021

£ 3,695 (Excl.Tax)


“Beauty retailing is evolving and becoming more flexible to meet consumers’ needs and shopping preferences. The global health crisis has shifted consumer behavior in many forms. There is an increased interest in wellness-related beauty products, and value offerings. Digital channels now have a more critical role in the shopping journey; yet, the in-store experience is not less important. This highlights how paramount omnichannel strategies and seamless shopping experiences are moving forward.”
Marisa Ortega, Retail & eCommerce Analyst

This Report looks at the following areas

  • The impact of COVID-19 on consumer behavior and the beauty market
  • Beauty products purchased and reasons behind purchases
  • Shopping methods and considerations
  • Attitudes toward shopping for beauty

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Economic and other assumptions
    • COVID-19: US context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US sales and fan chart forecast of the total beauty market, at current prices, 2016-26
    • Impact of COVID-19 on Beauty Retailing
      • Figure 2: Short-, medium- and long-term impact of COVID-19 on Beauty retailing, November 2021
    • Opportunities and challenges
    • Capitalize on the wellness trend
      • Figure 3: SkinTe highlights beauty-related benefits
    • Expand beyond your main target
      • Figure 4: Baby care line by Kylie Baby
    • Accelerate in the race to a more sustainable future
      • Figure 5: Sustainable efforts by Versed
  3. The Market – Key Takeaways

    • The focus on health and hygiene keeps the market afloat
    • A value-conscious mindset is creating shifts in the beauty landscape
    • Technology is critical to the beauty market
    • Beauty must evolve to cater to consumers’ wants and needs
  4. Market Size and Forecast

    • Health and hygiene drive total beauty retail sales
      • Figure 6: Total US sales and fan chart forecast of the total beauty market, at current prices, 2016-26
      • Figure 7: Total US sales and forecast of the beauty market, at current prices, 2016-26
    • The uneven impact
    • Impact of COVID-19 on Beauty Retailing
  5. Market Factors

    • The economy is on its way to recovery but still has a way to go
      • Figure 8: GDP change from previous period and personal consumption expenditures, 2010-2021
      • Figure 9: Consumer confidence and unemployment, 2000-2021
    • Diversity, equity and inclusion are an ongoing journey
      • Figure 10: Population by race and Hispanic origin, 2016-26
      • Figure 11: MUSE 100 by Ulta Beauty
    • Technology is crucial to meet the needs of the modern beauty shopper
      • Figure 12: Face Mask Detection by Perfect Corp
    • Sustainability is an expectation
      • Figure 13: Recycling scheme by The Beauty Shop
      • Figure 14: Saie Beauty gets climate neutral certified
  6. Companies and Brands – Key Takeaways

    • Competitive StrategiesBrands and retailers turn to collaborations to achieve their goals
    • The rise of wellness is expanding beauty
    • The beauty industry can drive positive change
    • Retailers are making beauty more inclusive, accessible and attainable
  7. Competitive Strategies

    • Reinvigorating concept stores are emerging
      • Figure 15: Ulta Beauty at Target
    • JCPenney launches a beauty hub
      • Figure 16: Partnership between Thirteen Lune and JCPenney
    • Dollar General launches clean beauty line
      • Figure 17: Clean haircare line by Dollar General
    • Garnier and Walmart team up on an exclusive line
      • Figure 18: Garnier and Walmart partnership
    • Bobbi Brown enters the chocolate industry
      • Figure 19: Beauty Bites by Evolution_18
  8. Market Opportunities

    • The beauty industry has a critical role in promoting mental health
      • Figure 20: Reverse selfie by Dove Self-esteem Project
    • Adapt to modern beauty standards
      • Figure 21: Adjusted terminology by Glow Recipe
    • Keep consumers engaged regardless of their age
      • Figure 22: Saie Beauty leverages founder’s grandmother in marketing efforts
    • Maximize efforts across channels and leverage physical locations
  9. The Consumer – Key Takeaways

    • Beauty shoppers are focused on essentials
    • Consumers are shopping across channels
    • Justification is critical to drive purchases
    • Build trust to bring consumers back
  10. Products Purchased

    • Consumers are prioritizing their health and hygiene more than their appearance
      • Figure 23: Products purchased, 2021
      • Figure 24: Pattern Beauty x MAC Cosmetics giveaway
    • Category purchases peak among consumers aged 35-44, then decrease as consumers age
      • Figure 25: Products purchased, by age, 2021
      • Figure 26: Multi-generational approach by Jones Road
  11. Shopping Methods and Retailers Shopped

    • Omnichannel strategies are key to move forward
      • Figure 27: Shopping methods, 2021
      • Figure 28: Store concept by Glossier
    • Consumers are shopping efficiently
      • Figure 29: Retailers shopped, 2021
    • Affordability is critical to resonating with multicultural consumers
      • Figure 30: Retailers shopped by ethnicity and race, 2021
      • Figure 31: Days of Beauty event by Dollar General
  12. Purchase Considerations

    • Help consumers justify their beauty purchases
      • Figure 32: Purchase Considerations, 2021
      • Figure 33: TURF Analysis – Purchase considerations, 2021
      • Figure 34: Seasonal curated products by Beauty Counter
    • Young shoppers ask for more from what they buy
      • Figure 35: Purchase considerations by age, 2021
      • Figure 36: Chat with experts by Cerave
      • Figure 37: Beauty award winner Act+Acre
  13. Shopping Behavior

    • Digital channels play a critical role in the path to purchase
      • Figure 38: Shopping behavior, 2021
      • Figure 39: Good to the people funds by Youth to the People
    • Social media is the vehicle to engage with younger beauty shoppers
      • Figure 40: Shopping behavior by age, 2021
      • Figure 41: Rare Beauty utilizes TikTok
  14. Shifts in Beauty Behaviors

    • Build trust among consumers
      • Figure 42: Shifts in beauty, 2021
      • Figure 43: Restock Alert by Item Beauty
    • Changes to beauty routines vary
      • Figure 44: Shifts in beauty by age and gender, 2021
      • Figure 45: Pleasing by Harry Styles
    • Get to the specifics to appeal to Multicultural beauty shoppers
      • Figure 46: Shifts in Beauty by ethnicity and race, 2021
      • Figure 47: Text-based marketing by Kosas
  15. Attitudes Toward Shopping for Beauty

    • Consumers are taking a streamlined approach to beauty
      • Figure 48: Attitudes toward shopping for beauty by age, 2021
    • The return to the stores might take longer for multicultural consumers
      • Figure 49: Attitudes toward shopping for beauty by race and ethnicity, 2021
      • Figure 50: Hispanic Heritage Month by Fenty Skin
  16. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Consumer qualitative research
    • Marketing creative
    • Abbreviations and terms
    • Abbreviations
    • Terms
  17. Appendix – The Market

      • Figure 51: Population by age, 2016-26
      • Figure 52: Annual births and general fertility rate, 2010-20
  18. Appendix – The Consumer

    • Online Discussion Panel
    • Self-care and wellbeing
    • Channel preference
    • Shopping experience
    • Purpose driven brands
    • Natural body image
    • Ingredients details
    • Packaging and decision making

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.


Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

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