US Personal Care Consumer Market Report 2022
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“The total personal care market is expected to see low single-digit sales growth in 2022, driven by consistent product usage and the functional nature of the category. Adjusted for inflation,…

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This report provides comprehensive and current information and analysis of the personal care consumer market including personal care consumer market size, anticipated market forecast, relevant market segmentation, and industry trends for the personal care consumer market in the US.

Current market landscape

Over 40% of personal care consumers ranked “safe for sensitive skin” as one of their most important factors when purchasing personal care products, a likely reaction to the usage of overly harsh chemicals and formats (eg excessive exfoliation, multistep routines), a heightened awareness of skin conditions/concerns and lingering desire for skin protection beyond the pandemic.

Market share and key industry trends

Future market trends in the US personal care consumer market

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.

Category purchasing remains consistent with last year, but the cost-sensitive environment sees consumers prioritizing and condensing their routines. Brands must go the extra mile to prove value beyond functional benefits.

Almost half of consumers believe skin health is a reflection of overall health; category players that pivot their strategies to incorporate and promote more skin health benefits will see success in today’s wellness-focused environment.

Read on to discover more about the personal care consumer consumer market, read our US Bodycare and Deodorant Market Report 2022, or take a look at our other Beauty, Personal Goods & Toiletries Market research reports.

Quickly understand

  • The impact of COVID-19 and inflation on consumer behavior and the personal care market.
  • How usage trends impact the personal care market.
  • How brands in the space are innovating offerings to stand out from the competition.
  • How brands can influence consumers to look beyond the functional nature of the category.

Covered in this personal care consumer market report

Brands include: Uni, Unilever, Procter & Gamble, Glossier, Nestlé, Beauty Pie, YouTube, TikTok, Nivea, Skinskool, Greenwash.com, Herbal Essences, L’Oréal, L’Occitane, Bondi Sand, Neutrogena, Aveeno, Coppertone, Dove, Revlon, Sephora, Amika.

Expert analysis from a specialist in the field

This report, written by Carson Wagner, a leading analyst in the Beauty and Personal Care sector, delivers in-depth commentary and analysis on personal care consumer market research to highlight current trends and add expert context to the numbers.

The total personal care market is expected to see low single-digit sales growth in 2022, driven by consistent product usage and the functional nature of the category. Adjusted for inflation, however, the category struggled to maintain sales dollars, highlighting value-driven behavior. As consumers prioritize products and spending in a cost-sensitive landscape, brands must showcase the added value personal care products bring to overall wellness routines beyond hygiene by focusing on skin health. While relaxed pandemic-related regulations have created more usage occasions, inflationary pressures are expected to continue. Brands that showcase value by incorporating holistic wellness and self-care themes may solidify permanence in routines.
Carson Wagner, Senior Beauty and Personal Care Analyst
Carson Wagner
Senior Beauty & Personal Care Analyst

Table of Contents

  1. Overview

    • What you need to know
    • This Report looks at the following areas
    • Definition
    • Market context
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US sales and fan chart forecast of market, at current prices, 2017-27
      • Figure 2: Category outlook, 2022-27
    • Opportunities and challenges
    • A holistic view on wellness lays path for skin health positioning
    • Inflation concerns may shift consumer purchase patterns
    • Build sustainability efforts for long-term impact
      • Figure 3: Uni pricing and sustainability Instagram post
    • Prove personal care value among shifting routines
    • Competitive market may create decision paralysis
    • Key consumer insights
  3. Market Size and Forecast

    • Personal care sales growth to slow through 2027
      • Figure 4: Total US sales and fan chart forecast of market, at current prices, 2017-27
      • Figure 5: Total US sales and forecast of market, at current prices, 2017-27
  4. Segment Performance

    • Skin health focus keeps facial skincare stable
    • Bodycare and APDO benefit from daily functional use, increased social interactions
    • Trade-down behavior likely impacting shaving and hair removal
      • Figure 6: Personal care market share, by segment, 2022 (est)
      • Figure 7: Personal care sales and market share, by segment, at current prices, 2021-22
  5. Market Factors

    • Inflation impacts likely altering consumer shopping habits
      • Figure 8: Consumer Price Index change from previous period, 2007-22
      • Figure 9: Disposable Personal Income change from previous period, 2007-22
    • Redefining luxury in a period of financial uncertainty
      • Figure 10: Beauty Pie’s members-only pricing
    • “Dupe” culture extends to personal care
      • Figure 11: Bethenny Frankel Nivea vs La Mer TikTok video, 2022
      • Figure 12: Skinskool product comparison platform
    • Be aware of “greenwashing”
      • Figure 13: Greenwash.com’s site launch
    • Keep safety top of mind
    • “Reef-safe” claims under fire in the sunscreen sector
      • Figure 14: Bondi Sand’s “Reef Friendly” messaging, 2022
  6. Competitive Strategies and Market Opportunities

    • Join the mental health conversation
      • Figure 15: Baby Dove x Postpartum Support International Collaboration
      • Figure 16: Revlon x Real campaign, 2022
    • Diversity and inclusivity is a must
    • Give Black-owned brands a voice
      • Figure 17: Sephora’s “Black Beauty is Beauty”
    • Offer products that speak to all demographics
      • Figure 18: amika “Love All Your Hair Days”
    • Keep sustainability top of mind
    • Bioengineered ingredients offer a sustainable solution to consumers
      • Figure 19: Geltor’s bioengineered ingredients
    • At-home accessories elevate routines
    • Tech advancements breathe life into skin and hair devices
      • Figure 20: Select interest and willingness to pay for skincare devices, by age, 2022
    • Bring a personal touch to bathroom through…renter-friendly upgrades
      • Figure 21: sproos! renter-friendly shower systems
    • Create synergy between eco-friendly personal care and bathroom spaces
      • Figure 22: Elisa smart digital showers and ShowerMe Smart App
    • Meet consumers where they are
    • Social commerce becomes more accessible
    • Premium brands head to lower-cost storefronts
      • Figure 23: Chanel enters Ulta, 2022
    • Cross-industry wellness collaborations attract BPC consumers
  7. The Personal Care Consumer – Fast Facts

  8. Product Purchasing

    • Maintain usage through benefits beyond hygiene
      • Figure 24: Personal care products purchased, 2022, 2021
    • Sunscreen usage aligns with consumer skin protection desires
      • Figure 25: Dune gel sunscreen
      • Figure 26: H-E-B Tattoo sunscreen, 2022
      • Figure 27: Old Spice Scalp Moisturizer with Sunscreen SPF 25
    • Lift male purchasing through education and multipurpose offerings
      • Figure 28: Personal care product purchasing, by gender, 2022
    • Boost usage of hygienic products among younger consumers
      • Figure 29: Personal care product usage, by age, 2022
    • Link oral health to overall wellness to entice new users
      • Figure 30: Twice Oral Wellness video, 2022
    • Hairstyling products can appeal to Black and Hispanic consumers
      • Figure 31: Select personal care product purchasing, by race, Hispanic origin, 2022
      • Figure 32: The Doux Hair Education on Instagram, 2021
      • Figure 33: Ceremonia’s ingredient focus
  9. Purchase Influencers

    • Consistent brand message across product types could drive loyalty
      • Figure 34: Purchase influencers – Ranked (up to 3), 2022
    • Join the pro-aging movement
      • Figure 35: Select purchase influencers (ranked), by age, 2022
      • Figure 36: Laura Geller “Let’s Get Old Together” campaign, December 2021
    • Position ingredients with gentle formulations to achieve skin health desires
      • Figure 37: Select purchase influencers, by age, Net – Any rank, 2022
      • Figure 38: Safe for sensitive skin with probiotics/microbiome/fermented
  10. Changes in Personal Care Routine

    • Make room for new launches with purpose
      • Figure 39: Changes in personal care routine, 2022
    • Be intentional with added steps
      • Figure 40: Select changes in personal care routine, by age, 2022
      • Figure 41: Select product purchasing, age 18-24, 2020-22
    • Educate on needed steps that satisfy skin protection and skin health desires
      • Figure 42: Humanrace’s Ozone Body Protection Cream launch, 2022
    • Boost haircare usage with facial skin-inspired ingredients benefits
      • Figure 43: JVN’s Hair Repair Routine, Hemisqualane education
    • Multipurpose products appeal to routine “condensers”
      • Figure 44: Select changes in personal care routine, by age, 2022
      • Figure 45: Nucifera’s “The Stick”
    • Drive holistic routines through cross-category wellness
      • Figure 46: Taken beauty ingestibles in the last 12 months, by gender, by generation, 2022
      • Figure 47: Dr. Whitney Bowe Beauty’s Bowe Bundle™
    • Engage Black consumers with treatment-based solutions
      • Figure 48: Select changes in personal care behaviors, by race, Hispanic origin, 2022
      • Figure 49: Select changes in personal care routine, by race and household income, 2022
      • Figure 50: Dermaflash Luxe+ Video
  11. Attitudes and Behaviors toward Personal Care

    • Skin health reflects overall health among many
      • Figure 51: Attitudes and behaviors toward personal care, 2022
      • Figure 52: Cultured Biomecare, 2022
    • Spark joy and self-care among shifting routines
      • Figure 53: Select attitudes and behaviors toward personal care, by gender and age, 2022
      • Figure 54: Byoma’s Bus Pop-up, Los Angeles, April 30-May 1, 2022; Byoma Instagram
    • Promote new usage occasions for skin-first females
      • Figure 55: Changes in personal care routine: “I am spending more time on my personal care routine compared to a year ago,” by changes in personal care routine and select attitudes toward personal care, by gender, 2022
      • Figure 56: #rhodetrick: skincare as a highlighter, July 2022
    • Cross-category wellness appeals to women
      • Figure 57: Hers self-care options
      • Figure 58: Elix’s Cycle Balance
  12. Shopping Behaviors

    • Cost increases may shift brand-loyal consumers
      • Figure 59: Shopping behaviors, 2022
      • Figure 60: Select shopping behaviors, by age and income, 2022
    • Make luxury long lasting and visually appealing for young consumers
      • Figure 61: Select shopping behaviors, by generation, 2022
    • Capture new consumers in their product discovery phase through “travel-size”
      • Figure 62: e.l.f. case study from abeo
      • Figure 63: Select shopping behaviors, by household income, 2022
    • Parents’ eco-friendly habits can drive sustainable mind-sets in the future
      • Figure 64: Select shopping behaviors, by parental status, 2022
    • Black and Hispanic consumers remain hyper-engaged with sustainability efforts
      • Figure 65: Select shopping behaviors, by race, Hispanic origin, 2022
  13. Interest in Innovations

    • Cost barriers likely driving purchase intent for innovation
      • Figure 66: Select interest and willingness to pay for personal care innovation, 2022
    • Eco-friendly attributes alone don’t warrant higher price tag
      • Figure 67: Select interest and willingness to pay for personal care innovation, 2022
    • Skincare devices gaining momentum
      • Figure 68: Select interest and willingness to pay for skincare devices, by age, 2022
      • Figure 69: Droplette skin device and serums
    • Engage male consumers through personalized offerings
      • Figure 70: Select interest and willingness to pay for personal care innovation, by gender and age, 2022
      • Figure 71: Proven Skincare for men
    • Integrate hormonal wellness into the conversation
      • Figure 72: Holistic feminine care from Rael
      • Figure 73: Interest and willingness for products designed to address hormonal changes, by generation, 2022
  14. Appendix – Data Sources and Abbreviations

    • Data sources
    • Sales data
    • Forecast
    • Consumer survey data
    • Abbreviations and terms
    • Abbreviations
    • Terms
  15. Appendix – The Market

      • Figure 74: Total US sales and fan forecast of personal care market, at current prices, by worst and best case scenarios, 2017-27
      • Figure 75: Total US retail sales and forecast of personal care products, at inflation-adjusted prices, 2017-27
      • Figure 76: Average annual household spending on personal care products, 2017-22
  16. Appendix – The Consumer

      • Figure 77: Select Attitudes towards personal care, by age, 2022
      • Figure 78: Select Interest in personal care innovations, by generation, 2022

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.


Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


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