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US Color Cosmetics market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Color Cosmetics market, its consumers and the major players who make up that market.

Market

Point of sale market data

In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on

Market Size

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?

Consumer

Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics

Players

Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?

Opportunities

What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Expert analysis from a specialist in the field

Written by Alison Gaither, a leading analyst in the Beauty & Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Despite a slowdown, color cosmetics continues to post growth, with facial cosmetics still commanding the highest consumer spend. The popularity of the no-makeup look continues to be on-trend, with consumers seeking skincare-based formulas to boost radiance. Lastly, Black women are a key market, as the inclusivity movement encourages product trial in segments in which Black women are normally disengaged. Alison Gaither
Beauty & Personal Care Analyst

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Definition

For the purposes of this Report, the color cosmetics market has been defined as follows:

  • Eye cosmetics – eye shadow, eyeliner, eyebrow pencils, mascara; false eyelashes and adhesives
  • Facial cosmetics – foundation, facial powder, concealer, blush/ blusher, bronzer
  • Lip cosmetics – lipstick, lip gloss, and lip liners

Also included within facial cosmetics are multiuse products, including foundation with skincare benefits, BB (beauty balm) creams, and CC (color correcting) creams, although sales of these products are not broken out as a separate segment in the market size.

Excluded from the scope of this Report:

  • Nail care products and nail accessories. This market is covered in Mintel’s Nail Color and Care – US, January 2018.
  • Body cosmetic products

What you need to know

Despite a slowdown, color cosmetics continues to post growth, with facial cosmetics still commanding the highest consumer spend. The popularity of the no-makeup look continues to be on-trend, with consumers seeking skincare-based formulas to boost radiance. Lastly, Black women are a key market, as the inclusivity movement encourages product trial in segments in which Black women are normally disengaged.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • What you need to know
          • Black women are relatively disengaged in facial cosmetics
            • Figure 1: Facial makeup usage, by race and Hispanic origin, April 2018
          • Diversifying shade ranges can boost engagement
            • Figure 2: Importance of matching skin tone and struggles in finding makeup, by race and Hispanic origin, April 2018
          • Interest in the natural look means lower product usage
            • Figure 3: Select interest (any) and attitudes toward natural makeup looks, April 2018
          • Hispanic women are willing to go beyond natural
            • Figure 4: Select attitudes toward color cosmetics, by Hispanic origin, April 2018
          • Women are interested in trying bold makeup looks but may struggle with execution
            • Figure 5: Select interest in beauty looks, April 2018
          • Innovative formats make beauty application easier
            • What it means
            • The Market – What You Need to Know

              • Color cosmetics market still on the rise, but slowing
                • Facial makeup remains largest category, followed by eye makeup
                  • Women are still heavy users of color cosmetics, but are spending less
                    • Online resources provide insight into beauty ingredients and practices
                    • Market Size and Forecast

                      • Historic and projected sales performance of color cosmetics
                        • Figure 6: Total US sales and fan chart forecast of color cosmetics market, at current prices, 2013-23
                        • Figure 7: Total US sales and forecast of color cosmetics market, at current prices, 2013-23
                    • Market Breakdown

                      • Facial cosmetics continue to command spend
                        • Figure 8: Share of color cosmetics sales, by segment, 2018 (est)
                      • Segment growth slows as a result of current trends
                        • Figure 9: Percent change of total US retail sales of color cosmetics, by segment, 2014-18 (est)
                    • Market Perspective

                      • Female spend down slightly from 2017
                        • Figure 10: Total makeup spend in the past three months, Winter 2014-18
                      • Skincare and color cosmetics compete to stand out
                      • Market Factors

                        • Women are using multiple websites to learn about beauty
                          • Figure 11: Online tools that beauty consumers use to discover products, February 2018
                        • Cruelty-free claims on the rise in color cosmetics
                          • Figure 12: Share of color cosmetics with vegan/no animal ingredients or ethical – animal claims, Jan. 1, 2014-June 15, 2018*
                      • Key Players – What You Need to Know

                        • L'Oréal USA continues to post gains as a result of face makeup sales
                          • Brands that include all skill levels and skin tones see success
                            • Women seek the perfect glow and personalized products
                            • Company and Brand Sales of Color Cosmetics

                              • L’Oreal gains share as other companies see declines
                                • Sales of color cosmetics by company
                                  • Figure 13: Multi-outlet sales of color cosmetics, by leading companies, rolling 52 weeks 2017 and 2018
                              • What’s Happening?

                                • The number of shades available can make or break sales success
                                  • Figure 14: MULO sales of select foundation brands, current 52-week period ending Feb. 25, 2018
                                • Assistant accessories makes ‘flawless face’ more accessible
                                  • False lashes give eyes more than a lift
                                    • Figure 15: Multi-outlet sales of select false eyelashes and adhesives, by company, rolling 52 weeks 2017 and 2018
                                • What’s Next?

                                  • The pursuit of perfect, glowing skin influenced by social media
                                    • Figure 16: Year-over-year growth of face color cosmetic launches using the word “glow” in product name, FY 2013-17
                                  • Cosmetics will be truly customized from the applicator to formula
                                    • Figure 17: Bite Beauty Lab Custom Lipstick in NYC | Mixed Makeup
                                • The Consumer – What You Need to Know

                                  • Facial cosmetics experience high usage due to maturity and reach
                                    • Mascara drives the eye makeup segment
                                      • Multicultural women are driving lip makeup usage
                                        • Natural looking makeup is quick, easy, and on-trend
                                          • Interest in innovations impacted by age, but driven by multicultural
                                          • Facial Makeup Usage and Benefits

                                            • Strong usage of facial makeup is a result of established formats
                                                • Figure 18: Facial makeup usage, April 2018
                                              • 18-24-year-olds want a flawless face, 25-34 want simple and natural
                                                • Figure 19: Select facial makeup usage, by age, April 2018
                                              • Black women under index for facial makeup, the ‘Fenty effect’ could signal change
                                                • Figure 20: Facial makeup usage, by race and Hispanic origin, April 2018
                                              • Natural coverage and the right shade are essential
                                                • Figure 21: Facial makeup benefits, April 2018
                                                • Figure 22: Facial makeup benefits, TURF analysis, April 2018
                                              • Methodology
                                                • Mature women are concerned with skincare benefits
                                                  • Figure 23: Maye Musk in COVERGIRL + Olay Simply Ageless Foundation | #IAmWhatIMakeUp by COVERGIRL
                                                  • Figure 24: Facial makeup benefits, by age, April 2018
                                                • Finding the right shade is especially important to Black women
                                                  • Figure 25: Facial makeup benefits, by race and Hispanic origin, April 2018
                                              • Eye Makeup Usage and Mascara Benefits

                                                • Mascara commands highest usage
                                                  • Figure 26: Eye makeup usage, April 2018
                                                • As women age, they are less likely to try products deemed difficult
                                                  • Figure 27: Eye makeup usage, by age, April 2018
                                                • Hispanic women report higher usage of eye makeup
                                                  • Figure 28: Eye makeup usage, by Hispanic origin, April 2018
                                                • When it comes to mascara, the bigger the lashes the better
                                                  • Figure 29: Mascara benefits, April 2018
                                                  • Figure 30: Mascara benefits, TURF analysis, April 2018
                                                • Younger women want long, healthy lashes
                                                  • Figure 31: Mascara benefits, by age, April 2018
                                              • Lip Makeup Usage and Benefits

                                                • Lip makeup is established; however there is room for innovation
                                                  • Figure 32: Lip makeup usage, April 2018
                                                • Younger women interested in a variety of lip formats
                                                  • Figure 33: Lip makeup usage, by age, April 2018
                                                • Lip makeup usage is driven by multicultural women
                                                  • Figure 34: Lip makeup usage, by race and Hispanic origin, April 2018
                                                • Gloss is back on-trend as matte becomes niche
                                                  • Figure 35: Lip makeup benefits, April 2018
                                                  • Figure 36: Lip makeup benefits, TURF analysis, April 2018
                                                • Moisturizing and glossy lip makeup resonates with all ages
                                                  • Figure 37: Lip makeup benefits, by age, April 2018
                                                • Interest in benefits is reflective of Black women’s engagement in lip
                                                  • Figure 38: Lip makeup benefits, by race and Hispanic origin, April 2018
                                              • Attitudes toward Color Cosmetics

                                                • Most women prefer natural looks, some women change it up on occasion
                                                    • Figure 39: Attitudes toward color cosmetics, April 2018
                                                  • 18-24-year-olds more likely to demand inclusivity
                                                    • Figure 40: Attitudes toward color cosmetics, by age, April 2018
                                                  • Black women struggle to find shades, Hispanics go bold
                                                    • Figure 41: Attitudes toward color cosmetics, by race and Hispanic origin, April 2018
                                                • Interest in Beauty Looks

                                                  • Customization drives interest, most women have tried natural looks
                                                    • Figure 42: Interest in beauty trends, April 2018
                                                  • Contouring, strobing join the ranks of established trends
                                                    • Figure 43: Interest in beauty trends, any interest (net), April 2018
                                                  • Women are less experiential with age
                                                    • Figure 44: Any interest (net) in select beauty trends, by age, April 2018
                                                  • Hispanics over index for every beauty look
                                                    • Figure 45: Interest in beauty trends, by race and Hispanic origin, April 2018
                                                • Appendix – Data Sources and Abbreviations

                                                  • Data sources
                                                    • Sales data
                                                      • Fan chart forecast
                                                        • Consumer survey data
                                                          • Consumer qualitative research
                                                            • Abbreviations and terms
                                                              • Abbreviations
                                                              • Appendix – The Market

                                                                  • Figure 46: Total US sales and forecast of color cosmetics market, at inflation-adjusted prices, 2013-23
                                                                  • Figure 47: Total US retail sales of color cosmetics, by segment, at current prices, 2013-18 (est)
                                                              • Appendix – Key Players

                                                                  • Figure 48: Multi-outlet sales of eye cosmetics, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                  • Figure 49: Multi-outlet sales of facial cosmetics by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                  • Figure 50: Multi-outlet sales of lip cosmetics, by leading companies and brands, rolling 52 weeks 2017 and 2018