This Market Dynamics report features market data extracted from Mintel’s US Color Cosmetics Market Report 2025. Giving you direct access to key market information and analysis from our category experts. This report is ideal for those looking for a topline summary of the US cosmetics market. The full US report is available to purchase here.
Collapse All
-
MARKET DYNAMICS
- Market context
- 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
- Market drivers
- Effects of changes to regulations and regulatory leadership to come
- New tariffs may impact supply chains, passing costs off to the consumer
- Enforcement of new regulations may affect the availability of and appetite for foreign brands
- Amazon demonstrates a successful model of online commerce
- Graph 4: retail channels for makeup, 2024
- TikTok shop’s makeup success is creator-led and trend-driven
- …but brick-and-mortar remains a staple of the makeup purchase journey
- Graph 5: in-store vs online shopping for makeup products, 2024
- Be prepared to pivot and diversify social media strategies
- Build early affinity with tweens and Gen Alpha
- Graph 6: makeup usage among teens and tweens, 2024
- Innovation has slowed, reflecting a recalibration in consumer dollars and interest
- Graph 7: change in makeup launch type, 2020 vs 2024
- Market size and forecast
- Retail sales and forecast of color cosmetics
- Retail sales and forecast of color cosmetics, inflation-adjusted
- Market segmentation
- Retail sales of color cosmetics, by segment
- Graph 8: total retail sales and forecast of color cosmetics, by segment, at current prices, 2019-29
- Retail sales of color cosmetics, by segment
- Lip cosmetic gains in market share
- Graph 9: total retail sales of color cosmetics, by segment, 2024
- Total US retail sales of color cosmetics, by segment, at current prices, 2022 and 2024
- Market share/brand share
- Brand spotlight: e.l.f. maintains year-over-year growth in an otherwise flagging movement for major players
- Multi-outlet sales of color cosmetics, by leading companies
- Multi-outlet sales of eye cosmetics, by leading companies and brands
- Multi-outlet sales of facial cosmetics, by leading companies and brands
- Multi-outlet sales of lip cosmetics, by leading companies and brands
-
INNOVATION AND MARKETING STRATEGIES
- Affordability becomes a moral good
- Help consumers navigate a maze of finishes, formats and colors
- The accessorization craze taps into broader desires for play and enhanced application experiences
- Support “micro-dosed” makeup routines
-
CONSUMER INSIGHTS
- Facial cosmetics usage + features sought
- Simplified routines may limit growth of select complexion products
- Purchase behaviors and motivations
- The majority of users have tried a new brand or product in the past year
- Graph 10: new color cosmetic purchases in the past 12 months, 2025
- Tap into treat mentalities for new purchase occasions
- Makeup behaviors
- Lower HHIs are trying to cut down on costs
- Graph 11: makeup spend compared to last year by household income, 2025
- Millennials lead the charge for clean beauty, setting the tone for future generations
- Foreign makeup brands present added competition
- Graph 12: research and shopping for foreign makeup brands compared to last year by generation, 2025
- Attitudes toward color cosmetics
- Reframe products and routines to fit within consumers’ personal care goals
- Graph 13: attitudes toward makeup compared to other BPC categories by age, 2025
- Renovate refillable product marketing with enticing packaging and easy replenishment
- Millennials have the highest affinity toward premium makeup
- Graph 14: premium makeup attitudes by generation, 2025
-
APPENDIX
- Market definition
- Consumer research questions
- Base sizes: color cosmetics
- Consumer research methodology
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
About Mintel Market Dynamics
Mintel’s Market Dynamics reports are built from Mintel’s robust market size data. We pair these comprehensive market statistics with unparalleled market intelligence to offer deep insights into the dynamic landscapes of key markets across the world.
Created by our team of expert analysts, Market Dynamics connects the dots between market forecasts, consumer sentiment, and brand innovations to give you the full story of how your market is evolving and what your next move should be.
How can Market Dynamics help your brand?
- Gain immediate strategic clarity with quality market data and forecasts.
- Understand the ‘why’ behind industry trends with world-class human insight.
- Plot your next move with analysis of the competitive landscape and product launch activity.
- Uncover opportunities and unlock your growth potential with analyst recommendations.
€ 595 (Excl.Tax)
-
Download today with instant access
Pay via credit card or purchase order
-
Multiple formats provided
We send a PDF and Powerpoint version straight to your inbox. An interactive version of the report is also available on our online platform
-
Translations available
Market Dynamics reports are available in ten different languages. Contact us for more information
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
Abby Carvosso, Group Managing Director, Bauer Media Group
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
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
