Economic and environmental pressures are leading consumers to cut back on the category. Lifestyles, such as hybrid/remote work and a passive approach to the category, may further this shift.
After a strong rebound following the pandemic, the market is stabilizing with modest growth rates. From 2025 to 2029, the beauty and personal care market is expected to grow at a slower average pace of 1% annually. While the growth rate may be modest, the market is poised for continued expansion, driven by consumer demand for essential products and the integration of wellness and self-care benefits.
However, ongoing inflation and potential tariffs on imported goods will continue to impact industry dynamics. Still, brands are encouraged to focus on consumers’ preferences beyond the price point to remain competitive.
This report looks at the following areas:
- The impact of macroeconomic factors on the beauty and personal care market
- Beauty and personal care items purchased
- Retailers shopped
- Retailer drivers and perceptions
- Purchase considerations
- Areas of interest in beauty retailing
- Trusted resources for BPC content
- Beauty and personal care shopping behavior
- Attitudes toward shopping for BPC
Tech, partnerships and novel experiences are changing how consumers shop for BPC. Personalization, and a strong brand identity, will remain key in driving loyalty.
Marisa Ortega, Analyst – Retail & eCommerce
Market Definitions
For the purposes of this report, the beauty and personal care market includes:
- cosmetic/perfume/bath/nail preparations and implements
- hair, dental, shaving, miscellaneous
- electrical appliances for personal care
Collapse All
-
EXECUTIVE SUMMARY
- What you need to know
- Market size and forecast
- Market predictions
- What consumers want and why
- Opportunities
- Opportunities (cont.)
-
MARKET DYNAMICS
- Market context
- Market drivers
- The US is expected to have grown by 2.3% in Q4 2024
- Graph 1: quarterly real GDP growth, 2021-24
- Annual inflation slightly rose in November
- Graph 2: headline CPI and core CPI, 2021-24
- Consumer sentiment fell by 4% from December
- Graph 3: consumer sentiment index, 2022-25
- Financial stress remains due to incurred debt
- Lower-priced beauty products poised to succeed due to potential tariffs and economic turmoil
- The US population is increasingly diverse
- Graph 4: distribution of US generations by Hispanic origin, 2023
- Graph 5: distribution of US generations by race, 2023
- The US population is getting older
- Graph 6: median age of the US population, 1940-2050
- Technology facilitates and enhances the way consumers shop
- Market size and forecast
- Sales of beauty and personal care products moderate
- The market growth tempers due to macroeconomic factors and changes in consumer behavior
- Adjusted for inflation, the market is expected to decline
- Segment performance
- Facial skincare is expected to see steady and long-term growth
- Haircare continues to “skinify”
- The fragrances market shows steady demand across various price points
-
CONSUMER INSIGHTS
- Consumer fast facts
- Consumer fast facts (continued)
- Items purchased
- Beauty and personal care purchases are on a downward trend
- Graph 7: items purchased, 2019-24
- Perspectives of masculinity are evolving
- Appeal to men who value individuality and self-expression
- Graph 8: Items purchased, by gender and age, 2024
- The Rock debuts a men’s brand exclusive to Target
- Beauty doesn’t fade with age
- Graph 9: items purchased, by age, 2024
- RMS Beauty appeals to a broad audience
- Items purchased by retailer
- Consumers shop around for their beauty needs
- Retailers shopped
- The universal use of BPC is a golden opportunity for retailers
- Graph 10: retailers shopped, 2023-24
- Kiehl’s and Clinique are now available on Amazon
- Attracting younger beauty shoppers can lead to long-term loyalty
- Graph 11: retailers shopped, by age, 2024
- Retailer drivers
- Competitive pricing and variety in product assortment attract beauty shoppers
- Graph 12: retailer drivers, 2024
- Younger consumers expect more than a transaction from where they shop
- Graph 13: retailer drivers, by age, 2024 – Any rank
- Asian consumers are particularly influenced by holistic value; Black consumers are most likely to be influenced by exclusivity and ethical values
- Graph 14: retailer drivers – any rank, by race and Hispanic origin, 2024
- Retailer perceptions
- Consumers have varying perceptions of retailers
- Sephora is an example of a retailer that appeals to consumers through premium retail experiences
- Digitally native brands align to consumers’ shopping preferences
- Drug stores, grocers and Amazon are perceived as convenient
- Purchase drivers
- Consumers are pulling back on beauty and personal care purchases
- Graph 15: purchase drivers, 2023 -24
- Tatcha promotes the idea of skincare rituals
- Younger consumers are more invested than their older counterparts in their appearance
- Graph 16: purchase drivers, by age, 2024
- Black and Hispanic consumers are most likely to experiment with their appearance
- Graph 17: purchase drivers, by race and Hispanic origin – select responses, 2024
- Purchase considerations
- Price, recommendations and brand image are top influences on purchase decisions
- Graph 18: purchase considerations, 2024
- Younger consumers are influenced beyond the product itself
- Graph 19: purchase considerations, by age, 2024
- Asian consumers focus on efficacy, while Black consumers rely on influencers and experts for guidance
- Graph 20: purchase considerations, by race and Hispanic origin, 2024
- Information resources
- Social media platforms have a significant influence on the beauty industry
- Graph 21: information resources for beauty and personal care information, 2024
- Sephora brings expertise to social media to help consumers find what they need
- The physical store still holds significant value
- Graph 22: information resources for beauty and personal care information, by age, 2024
- Focus on representation to reach diverse audiences through social media
- Graph 23: information resources for beauty and personal care information, by race and Hispanic origin, 2024
- The brand Caudalie focuses on relevant products and inclusive content to resonate with multicultural consumers
- Areas of interest
- Consumers want to explore and try new products, without commitment or waste
- Graph 24: areas of interest, 2024
- Focus on trial opportunities to appeal to women and on convenience for men
- Graph 25: areas of interest – select responses, by gender and age, 2024
- Multicultural consumers want guidance to find what works best for them
- Graph 26: areas of interest – select responses, by race and Hispanic origin, 2024
- Beauty and personal care shopping behavior
- Comparing prices is a common practice among beauty shoppers
- Graph 27: beauty and personal care shopping behavior in the past 12 months, 2024
- Buy now, pay later options can help appeal to younger audiences
- Graph 28: beauty and personal care shopping behaviors in the past 12 months – select responses – NET – at least sometimes, by age, 2024
- Asian beauty shoppers try to make informed purchasing decisions
- Graph 29: beauty and personal care shopping behaviors in the past 12 months, by race and Hispanic origin, 2024
- Attitudes toward shopping for beauty and personal care
- Help beauty shoppers navigate their options
- Enhance the online shopping experience through technology and customer-centric practices
- Technology is set to continuously transform the beauty shopping landscape
- Graph 30: attitudes toward shopping for beauty and personal care – the role of technology – NET – any agree, by gender and age, 2024
- Bring trending content to the digital and physical store
- Graph 31: attitudes toward shopping for beauty and personal care – beauty enthusiasts – NET – any agree, by age, 2024
- Ulta Beauty and Paula’s Choice capitalize on social media trends
- Beauty shoppers are increasingly drawn to affordable private labels
- Graph 32: attitudes toward shopping for beauty and personal care – quality associations, 2024
- Glow Recipe highlights the efficacy of its formulation to prove its value
- Focus on CSR to create an emotional bond with beauty shoppers
- e.l.f. Cosmetics challenges dupe culture with its values
- A focus on holistic wellness remains an opportunity for the industry
- Graph 33: attitudes toward shopping for beauty and personal care – positive impact – NET – any agree, by race and Hispanic origin, 2024
- Ulta Beauty celebrates World Mental Health Day by fostering connection and holistic wellbeing
-
INNOVATION AND MARKETING STRATEGIES
- Marketing and advertising
- Walmart expands to premium beauty
- Benefit debuts an immersive virtual shopping experience
- The Benemart pop-up goes virtual
- Diptyque creates a deeper connection with consumers through experiential retail
- Diptyque focuses on the experiential aspect of fragrance for a new concept store
- e.l.f. Cosmetics leans on collaborations to reach new audiences
-
APPENDIX
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
- Correspondence analysis – how to read
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
€ 4400 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook available on our platform
-
Save up to 20% when you purchase multiple reports
Discount automatically applied in basket
Get in Touch
If you have a question about a Mintel Report, or you would like to learn more about our products, get in touch with a member of our team today.
Contact usTrusted by global industry leaders
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
Ben Zeidler, Director - Research and Analytics, Tenth Wave
Mintel is really good for getting a handle on a particular category quickly. If we are working on a new business pitch in an area we don’t have much experience in, it’s a brilliant way to get up to speed with what’s going on, what’s changing and what the key trends are in any category.
It’s very rare now that anyone will plough through a 200-page report – that’s why the summaries are really useful. We know they are backed up by a lot of detail, so if you need to go into something in more depth you know the information will be all there for you.
Pauline Robson, Managing Partner, Mediacom
We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.
By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.
For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.
Virginia Harvey, Secondary Research Manager, Epsilon
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
Marie Stafford, European Director, The Innovation Group, VML
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
Jeff White, Business Development Director, Deutsch
Get in Touch
If you have a question about a Mintel Report, or you would like to learn more about our products, get in touch with a member of our team today.
Contact us
