US Color Cosmetics – Market Dynamics 2025
In the face of shifting consumer interests and financial uncertainty, brands must update their value propositions to enhance reliability and self-reward.
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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
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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
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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
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APPENDIX
- Market definition
- Consumer research questions
- Base sizes: color cosmetics
- Consumer research methodology
- Generations
- Abbreviations and terms
- Forecast methodology
- Forecast fan chart methodology
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.
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