The US facial skincare market is projected to reach $12,107 billion by 2025, growing at 3.4%. A projected slowdown of growth is due to market saturation and budget-conscious shopping. Moisturizers, lip balm and acne treatments have seen modest-to-strong growth between 2023-2025.
As consumers spend more than average on staples such as cleansers and moisturizers, they are also cutting back with slower replenishment cycles and streamlined routines. What’s more, consumers show signs of category fatigue as many report intentions to shift discretionary spending to other beauty categories. In response, brands must shift from leading with sheer novelty to deepening customer relationships. Meeting consumer interest in intentional spending can lead to opportunities for multifunctional products, supply chain transparency and elevating formula aesthetics as a source of reliable comfort.
| Report Attributes | Details |
|---|---|
| Published Date | April 2025 |
| Data Range | 2019-2029 |
| Measurement Metrics | Revenue in $ |
| Country Focus | United States of America (US) |
| Consumer Data | 2,000 internet users aged 18+, January 2025 |
| Number of Pages | 74 |
| Market Segmentation | Anti-ageing facial products, Facial cleansers, Facial moisturizers, Acne treatments, Lip balm |
| Leading Brands in the US Facial Skincare Market | CeraVe, L’Oreal, Olay, Garnier, La Roche Posay, Burt’s Bees, Chapstick, Hero Cosmetics, Neutrogena |
In response to consumer desire for intentional spending, brands must shift from leading with sheer novelty to deepening perceptions of efficacy and reliability.
Joan Li
Senior Analyst, Beauty and Personal Care
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