US Color Cosmetics Market Report 2025
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Color Cosmetics Market Analysis – Current Landscape
Mintel’s color cosmetics market analysis shows that sales growth comes from sustained demand for trusted makeup brands and products, with the majority of consumers reporting they traded up a new product in the past year. However, astute shoppers across all income levels continue to explore dupes, and in a period of economic uncertainty, affordable brands offer renewed value propositions in accessibility and democratization.
Looking ahead, the color cosmetics industry faces headwinds from shifting consumer interests toward holistic, streamlined routines and cannibalized sales from the personal care market. However, the US color cosmetics market remains resilient by offering an unparalleled variety of formats, finishes, and shades to adapt to evolving consumer needs.
US Color Cosmetics Industry – Market Statistics
- Color Cosmetics Market Size: The US color cosmetics market is estimated to have reached nearly $13.4bn by the end of 2024.
- Color Cosmetics Market Research: 92% of makeup buyers shop in-store, reinforcing brick-and-mortar strategies for reach and discovery.
US Color Cosmetics Market Research – What’s Inside?
Key Topics Analysed in this Report
- The impact of the macroeconomic and cultural factors on consumer behavior and the US color cosmetics market.
- Market forecast and key players in the color cosmetics industry.
- Opportunities and challenges in the US color cosmetics market.
- A color cosmetics market analysis, including usage trends impacting the facial, lip, and eye cosmetics segments.
- Formats and features sought in the facial, lip, and eye cosmetics segments.
- Makeup routine behaviors, including trading up and trading down in purchase behavior.
- Consumer attitudes and behaviors toward color cosmetic claims and shopping.
Meet the Expert Behind the Analysis
This report is written by Joan Li, Senior Analyst. Joan joined Mintel in 2023 as a Senior Analyst in Beauty and Personal Care. Prior to this role, she was an agency-side brand planner and consumer insights analyst for multiple CPG accounts.
As consumer interests shift and financial uncertainty prevails, brands must update their value propositions to enhance reliability and self-reward.
Joan Li
Senior Analyst – Beauty & Personal Care
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EXECUTIVE SUMMARY
- What you need to know
- Market size and forecast
- Market predictions
- What consumers want and why
- Opportunities
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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
- Maximize savings by minimizing risk
- Help consumers navigate a maze of finishes, formats and colors
- A peek into the near-future: AI-assisted makeup routines to further enhance customer engagement and customization
- The accessorization craze taps into broader desires for play and enhanced application experiences
- Support “micro-dosed” makeup routines
- Niche brands must seek wider audiences in leaner times
- Take inspiration from broader BPC ingredient trends
- Graph 10: significant ingredient research by BPC sub-category use (NET), by generation, 2024
- Sustainable innovation to see a new wave of demand and opportunity for distinction
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CONSUMER INSIGHTS
- Consumer fast facts
- Overall makeup usage and frequency of use
- Makeup use remains steady among women
- Graph 11: use of makeup, 2025
- Most makeup users have a face, eye and lip routine
- Graph 12: net use of cosmetic products by segment, 2025
- A quarter of women wear makeup everyday
- Graph 13: frequency of makeup use, 2025
- Men’s use is driven by younger generations of diverse orientations
- Graph 14: frequency of makeup use among men, 2025
- Reaching Black women is an ongoing challenge
- Graph 15: use of makeup among women by race, ethnicity and age, 2025
- Facial cosmetics usage + features sought
- Last year’s hot products show signs of cooling off
- Graph 16: facial cosmetics usage, 2024-25
- Movement toward 1-2 step facial makeup routines
- Graph 17: repertoire of facial cosmetics, 2025
- Simplified routines may limit growth of select complexion products
- Graph 18: use of select facial cosmetic products among women, 2024-25
- Be mindful of preferences by skin type
- Graph 19: facial cosmetics usage by skin type, 2025
- Formulate for a wide variety of complexion goals
- Graph 20: facial cosmetic features sought, 2025
- Women 45+ skew toward lighter coverage, matte finish
- Graph 21: facial cosmetic features sought among women by age, 2025
- Eye cosmetics usage and features sought
- Use of eye cosmetics is relatively unchanged
- Graph 22: eye cosmetics usage, 2024-25
- Eye makeup routines show signs of simplification
- Graph 23: repertoire of eye cosmetic products, 2025
- Keep an eye on mascara-less eyes
- Graph 24: mascara usage among women by age group and generation, 2024-25
- Stay relevant to subtle, minimal lash looks
- Formulate for long wear, but balance with easy removal
- Graph 25: eye cosmetics features sought, 2025
- Lip cosmetics usage and features sought
- Lip routines continue to diversify, skewing toward specialized formats
- Graph 26: lip cosmetics usage, 2024-25
- Over half of women under 55 use 3+ types of lip cosmetics
- Graph 27: repertoire of lip products, 2025
- Product benefits should last through the day
- Graph 28: lip cosmetics features sought, 2025
- NeuroGlow in a tube
- Purchase behaviors and motivations
- The majority of users have tried a new brand or product in the past year
- Graph 29: new color cosmetic purchases in the past 12 months, 2025
- Most stick to new products within the same price point
- Graph 30: new color cosmetic purchases in the past 12 months, 2025
- Women 55+ are most likely to skip out on new products
- Graph 31: “I haven’t purchased a new brand/version of this [color cosmetic product] in the past 12 months” by gender and age, 2025
- Tap into treat mentalities for new purchase occasions
- Take feel-good purchases even further with elevated textures and ingredients
- New colors and skin benefits motivate purchases among younger users
- Graph 32: reasons for new color cosmetic purchase, 2025
- For black women, skin-friendliness is the best kind of treat in makeup
- Graph 33: reasons for new color cosmetic purchase by race, 2025
- Makeup behaviors
- Partial coverage and natural looks have the most appeal
- Graph 34: select changes in makeup behaviors compared to last year, 2025
- Lower HHIs are trying to cut down on costs
- Graph 35: makeup spend compared to last year by household income, 2025
- Millennials lead the charge for clean beauty, setting the tone for future generations
- Graph 36: research and shopping for “clean” makeup products compared to last year by generation, 2025
- Foreign makeup brands present added competition
- Graph 37: research and shopping for foreign makeup brands compared to last year by generation, 2025
- Digital tools make shopping and application more accessible to men
- Graph 38: using social media filters or digital tools apply makeup by gender and generation, 2025
- Digital tools make shopping and application more accessible to men
- Graph 39: Using social media filters or digital tools to help shop for makeup by gender and generation, 2025
- Attitudes toward color cosmetics
- Reframe products and routines to fit within consumers’ personal care goals
- Graph 40: attitudes toward makeup compared to other BPC categories by age, 2025
- Entice budget-conscious shoppers with “minis”
- Renovate refillable product marketing with enticing packaging and easy replenishment
- Millennials have the highest affinity toward premium makeup
- Graph 41: 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
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