Description
This report provides comprehensive and current information and analysis of the color cosmetics market including color cosmetics market size, anticipated market forecast, relevant market segmentation, and industry trends for the color cosmetics market in the US.
Current market landscape
Although most women tend to stick to the same makeup looks, 37% agree that they like to experiment with bold/trendy makeup looks.
31% of women say they’re spending less money on makeup products compared to a year ago. This value-oriented approach to color cosmetic shopping will likely continue in light of heightened economic concern.
Market share and key industry trends
After taking a hit in 2020 as a direct result of the COVID-19 pandemic, the color cosmetics market experienced skyrocketing sales growth from 2021-22. Specifically, the color cosmetics market is estimated to exceed $13.2 billion in 2022 retail sales, an increase of 16.4% from 2021. The removal of face covering mandates across the country, pent up demand and return of in-person events all play a role in the market’s recovery. Still, when accounting for inflation, the market is expected to see slower sales growth, indicating that some consumers, particularly those from lower-income groups, will trade down to less-expensive options.
Looking ahead, sales growth is expected to continue at a slow yet steady pace. While the normalcy of work-from-home lifestyles may prevent the market from seeing significant growth, retail sales are still expected to be higher than in pre-pandemic times (see Market Size and Forecast).
Future market trends in US color cosmetics
While price hikes due to inflation could lead some shoppers to trade down to less-expensive options, category players that are open and transparent with consumers about price increases could earn longterm loyalty.
34% of women are interested in interacting with makeup products in virtual spaces; as consumers continue to look to elevate their shopping experience online expect to see more brands and retailers go the extra mile to create immersive and flexible virtual spaces that excite and entice consumers.
Read on to discover more about the US Color Cosmetics consumer market, read our US Beauty Influencers Market Report 2022, or take a look at our other Beauty, Personal Goods & Toiletries Market research reports.
Quickly understand
- The impact of COVID-19 on consumer behavior and the color cosmetics market.
- How usage trends impact the color cosmetics market.
- How category players are innovating to stand out from the competition.
- What consumers want from the category and why.
Covered in this color cosmetics market report
Brands include: Johnson & Johnson, Glossier, Deciem, Hourglass, The Unseen Beauty, L’Oréal, Coty, Revlon, Markwins Beauty Brands, e.l.f. Cosmetics, TikTok, Sir John, Youthforia, Nars Color Quest, Riot Games, Fenty Beauty, Kohl Creatives, Rare Beauty, Dermalogica, Charlotte Tilbury, Kaja, NYX, Thrive Causemetics, Rimmel, Sephora, Amazon, Walmart, Target, Walgreens, ColourPop, Pound Cake, Jones Road, Pat McGrath Labs, Netflix, Thread Beauty, AfterPay, Trestique.
Expert analysis from a specialist in the field
This report, written by Olivia Guinaugh, a leading analyst in the Beauty and Personal Care sector, delivers in-depth commentary and analysis on color cosmetics market research to highlight current trends and add expert context to the numbers.
After taking a steep hit in 2020 due to the COVID-19 pandemic, color cosmetic sales continue to pick back up, benefitting from the return of in-person events and less frequent usage of protective face coverings. Pent-up demand and current makeup trends are also helping to speed recovery. Looking ahead, further growth can be driven by tapping into the emotive benefits of makeup and/or providing beauty experiences in virtual spaces, helping beauty brands earn a spot in engaged BPC consumers’ makeup routines.
Olivia Guinaugh
Senior Beauty and Personal Care Analyst
Table of Contents
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Overview
- What you need to know
- This Report looks at the following areas
- Definition
- Market context
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Executive Summary
- Top takeaways
- Market overview
- Figure 1: Total US sales and fan chart forecast of color cosmetics, at current prices, 2017-27
- Figure 2: Category outlook, 2022-27
- Opportunities and challenges
- Target innovation to serve women’s need for convenience
- Use WFH lifestyles to drive innovation
- Rising inflation rates impact consumer spending
- Tap into the emotive benefits of makeup
- Figure 3: Instagram post about dopamine glam, 2022
- Take a science-driven approach to rebuild trust
- Figure 4: US color cosmetic and skincare launches that feature a scientific term* in their product description, % of total, 2018-21
- Build connections by offering a beauty experience in the virtual world
- Key consumer insights
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Market Size and Forecast
- Color cosmetics see skyrocketing sales growth
- Figure 5: Total US sales and fan chart forecast of color cosmetics market, at current prices, 2017-27
- Figure 6: Total US retail sales and forecast of color cosmetics, at current prices, 2017-27
- Color cosmetics see skyrocketing sales growth
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Segment Performance
- All color cosmetic segments see sales growth from 2021-22
- Figure 7: Total US retail sales and forecast of color cosmetics, by segment, at current prices, 2017-27
- All color cosmetic segments see sales growth from 2021-22
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Market Factors
- Rising inflation rates impact consumer spend
- Figure 8: Consumer Price Index change from previous period, 2007-22
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- Figure 9: Price increase notifications from Glossier and Deciem, 2022
- Continued WFH lifestyles impact makeup routines
- Figure 10: Changes in usage frequency, 2022
- Target innovation for WFH lifestyles
- Figure 11: Hourglass Ambient Lighting Palette, 2021
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- Figure 12: The Unseen Spectra Eye Color, 2021
- Rising inflation rates impact consumer spend
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Key Players
- L’Oréal continues to lead MULO sales of color cosmetics
- e.l.f Cosmetics strong focus on digital efforts pays off
- Sales of color cosmetics by company
- Figure 13: Multi-outlet sales of color cosmetics, by leading companies, rolling 52 weeks 2021 and 2022
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Competitive Strategies and Market Opportunities
- Tap into the emotive benefits of makeup
- Figure 14: TikTok post from Monet McMichael, 2022
- Brighten moods by brightening makeup looks
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- Figure 15: Instagram post from Sir John, 2022
- Enhance the “play-ability” of color cosmetics
- Figure 16: TikTok post from Youthforia, 2022
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- Figure 17: NARS Color Quest
- Figure 18: Instagram post of e.l.f Cosmetics’s Game Up collection, 2022
- Opportunities to better reach overlooked audiences
- Figure 19: Instagram post from Kohl Kreatives, 2021
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- Figure 20: Rare Beauty Instagram post, 2022
- Take a science-driven approach to rebuild trust
- Figure 21: TikTok post about Not So Pretty, 2022
- Figure 22: US color cosmetic and skincare launches that feature a scientific term* in their product description, % of total, 2018-21
- Build connections by offering a beauty experience in the virtual world
- Virtual stores will transform how consumers engage with brands in the future
- Figure 23: Instagram post about Dermalogica’s virtual experience, 2021
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- Figure 24: Charlotte Tilbury’s VR Store
- Tap into the emotive benefits of makeup
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The Color Cosmetic Consumer – Fast Facts
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Facial Cosmetic Usage
- Rethink traditional facial cosmetic formats
- Figure 25: TikTok posts about Rare Beauty’s Liquid Blush, 2022
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- Figure 26: facial cosmetic usage, 2022
- Tap into minimalism trends to reach key audiences
- Figure 27: Usage of select facial cosmetics, by age, 2022
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- Figure 28: KAJA’s Whipped Dream Multi-Eye & Cheek Color and NYX Bare with Me Concealer Serum
- Rethink traditional facial cosmetic formats
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Eye Cosmetic Usage
- Mascara continues to be the most used cosmetic product
- Figure 29: Eye cosmetic usage, 2022
- Ease the threat from cosmetic procedures with long-lasting claims
- Figure 30: Usage of select eye cosmetics, by age, 2022
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- Figure 31: Thrive Causemetics’ Instant Brow Fix Semi-Permanent Eyebrow Gel
- Figure 32: Rimmel Volume Colorist Mascara
- Mascara continues to be the most used cosmetic product
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Lip Cosmetic Usage
- Re-engage women with lip cosmetics as mask mandates fade away
- Figure 33: Instagram post about The No7 Beauty Company’s Unstoppable Lip campaign, 2022
- Figure 34: Lip cosmetic usage, 2022
- Entice lip cosmetic users by going beyond established formats
- Figure 35: Wonderskin WONDER BLADING Peel & Reveal Lip Stain Kit, 2022
- Y2K beauty trends impact young women’s usage of lip cosmetics
- Figure 36: Usage of select lip cosmetics, by age, 2022
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- Figure 37: TikTok posts with #y2kmakeup, 2022
- Figure 38: ColourPop’s Y2K 4Ever collection, 2021
- Approach lip cosmetics like facial cosmetics by expanding shade ranges
- Figure 39: Instagram post from Pound Cake, 2021
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- Figure 40: Usage of lip cosmetics, by race and Hispanic origin, 2022
- Re-engage women with lip cosmetics as mask mandates fade away
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Reasons for Applying Makeup More or Less
- Target innovation to serve women’s need for convenience …
- Figure 41: Jones Road Beauty Miracle Balm, 2022
- … as well as their need for mental wellness and fun
- Figure 42: Instagram post about Pat McGrath Labs x Bridgerton, 2022
- Figure 43: Reasons for using color cosmetics more often, 2022
- Use WFH lifestyles to drive innovation
- Figure 44: Reasons for using color cosmetics less often, 2022
- Target innovation to serve women’s need for convenience …
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Purchase Influencers
- Women want functional value and greater convenience from makeup
- Figure 45: Purchase influencers, 2022
- Address misleading claims and avoid fearmongering communication
- Figure 46: Instagram posts from Dr. Michelle Wong, 2020 and 2022
- Young women associate clean beauty with sustainability
- Figure 47: Select purchase influencers, by age, 2022
- Women want functional value and greater convenience from makeup
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Attitudes and Behaviors toward Color Cosmetics
- Acknowledge the juxtaposition of makeup trends
- Figure 48: Instagram posts from Thread Beauty, 2022
- Figure 49: Select attitudes and behaviors toward color cosmetics, 2022
- All color cosmetic segments see more frequent usage
- Figure 50: Select behaviors toward color cosmetics, 2022
- Strengthen digital efforts to better reach key audiences
- Expect to see an uptick in brands leveraging aesthetics in virtual spaces
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- Figure 51: Select attitudes and behaviors toward color cosmetics, 2022
- Social media fuels young women’s experimental approach to makeup
- Figure 52: Select attitudes and behaviors toward color cosmetics, by age, 2022
- Lead with a cause to better reach key audiences
- Figure 53: Instagram post from Thrive Causemetics, 2022
- Acknowledge the juxtaposition of makeup trends
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Shopping Behaviors
- Demonstrate value beyond cost
- Figure 54: Instagram post from Afterpay, 2022
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- Figure 55: Shopping behaviors, 2022
- Will VR experiences impact Gen Z’s shopping behaviors?
- Figure 56: Select shopping behaviors, by age, 2022
- Demonstrate value beyond cost
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Trial and Interest in Innovations
- Innovate to stimulate market growth
- Figure 57: Trial and interest in select innovations, 2022
- Sustainability will be a driving force behind innovation in beauty
- Figure 58: Trial and interest in refillable makeup and multifunctional products, 2022
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- Figure 59: Trestique Good Vibes Mascara
- Offer innovations that meet young women’s desire to play with cosmetics
- Figure 60: interest in select innovations, any interest (net), by age, 2022
- Innovate to stimulate market growth
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Appendix – Data Sources and Abbreviations
- Data sources
- Sales data
- Forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
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Appendix – The Market
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- Figure 61: Total US retail sales and forecast of color cosmetics, at inflation-adjusted prices, 2017-27
- Figure 62: Total US retail sales and forecast of color cosmetics, by segment, at current prices, 2017-27
- Figure 63: Average annual household spending on color cosmetics, 2017-22
- Figure 64: Total US retail sales of color cosmetics, by segment, at current prices, 2020 and 2022
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- Figure 65: Total US retail sales and forecast of eye cosmetics, at current prices, 2017-27
- Figure 66: Growth of multi-outlet dollar sales and volume sales of eye cosmetics, 2017-22
- Figure 67: Total US retail sales and forecast of facial cosmetics, at current prices, 2017-27
- Figure 68: Growth of multi-outlet dollar sales and volume sales of facial cosmetics, 2017-22
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- Figure 69: Total US retail sales and forecast of lip cosmetics, at current prices, 2017-27
- Figure 70: Growth of multi-outlet dollar sales and volume sales of lip cosmetics, 2017-22
- Figure 71: Total US retail sales of color cosmetics, by channel, at current prices, 2017-22
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- Figure 72: Total US retail sales of color cosmetics, by channel, at current prices, 2020 and 2022
- Figure 73: US drugstore sales of color cosmetics, at current prices, 2017-22
- Figure 74: US sales of color cosmetics through other retail channels, at current prices, 2017-22
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Appendix – Companies & Brands
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- Figure 75: Multi-outlet sales of eye cosmetics, by leading companies and brands, rolling 52 weeks 2021 and 2022
- Figure 76: Multi-outlet sales of facial cosmetics, by leading companies and brands, rolling 52 weeks 2021 and 2022
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- Figure 77: Multi-outlet sales of lip cosmetics, by leading companies and brands, rolling 52 weeks 2021 and 2022
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