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US Ingredient Trends in Beauty market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Ingredient Trends in Beauty market, and the behaviours, preferences and habits of the consumer.

Mintel has the answers you’re looking for

What are the key challenges facing the industry? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

Covered in this report

For the purposes of this report, Mintel has defined the beauty market as follows:

  • Haircare
  • Skincare (face and body)
  • Color cosmetics
  • Nail color and care
  • Fragrances
  • Beauty devices (includes hair appliances and skincare devices)

Excluded from this report are personal care products that are used for regular hygiene and grooming:

Key points covered

  • Women aren’t sold on natural ingredients
  • Younger consumers driving ingredient fear – regardless of evidence
  • Consumers are driven by efficacy over ingredients

What you need to know

The beauty market is very diverse with a wide array of product offerings that make one-size-fits-all marketing an impossible task. Ingredients are a way brands work together cross-category, with many brands looking to other segments (ie food, supplements) for inspiration. Specifically, younger women aged 18-24 exhibit heavy involvement in ingredient research, followed closely by Black women, as both groups are willing to do due diligence to find the best product.

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.

The beauty market is very diverse with a wide array of product offerings that make one-size-fits-all marketing an impossible task. Ingredients are a way brands work together cross-category, with many brands looking to other segments (ie food, supplements) for inspiration. Specifically, younger women aged 18-24 exhibit heavy involvement in ingredient research, followed closely by Black women, as both groups are willing to do due diligence to find the best product. Alison Gaither
Beauty & Personal Care Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Women aren’t sold on natural ingredients
            • Figure 1: Select attitudes toward ingredients, July 2018
          • Younger consumers driving ingredient fear – regardless of evidence
            • Figure 2: Select attributes associated with mainstream ingredients – Something I avoid, by age, July 2018
          • Consumers are driven by efficacy over ingredients
            • Figure 3: Select behaviors toward ingredients, July 2018
          • The opportunities
            • Make ingredient research easier for all ages
              • Figure 4: Select resources for learning about ingredients, by age, July 2018
            • Collagen is the hero ingredient leading the way in ingredient education
              • Women closely associate natural ingredients with healthy
                • Figure 5: Correspondence analysis – Principal map – Natural ingredient perceptions, July 2018
              • What it means
              • The Market – What You Need to Know

                • Established categories lead in share, developing segments lead growth
                  • Female beauty spend impacted by salon services
                    • Beauty from within resonates with all ages
                    • Market Breakdown

                      • Most spending in color cosmetics and haircare
                        • Figure 6: Share of sales in beauty market, by segment, 2018 (est)
                      • Highest growth comes from results-driven category
                        • Figure 7: Percent change in beauty sales, by segment, 2018 (est)
                    • Market Perspective

                      • Beauty purchases increased from 2017-18
                        • Figure 8: Personal care purchases (skin, hair. makeup) – Bought in the last 3 months, Spring 2016-18
                    • Market Factors

                      • Vitamin and supplement trends influence ingredient trends in beauty
                        • Figure 9: Usage of beauty supplements, females by age, June 2018
                      • Larger mature population will shift brand focus
                        • Figure 10: Female population by age, 2013-23
                    • Key Players – What You Need to Know

                      • For easy to understand “hero” ingredients, look to supplements
                        • Brands with a conscience will continue to thrive
                        • What’s Working?

                          • Collagen illustrates the multiplicity of ingestible ingredients in beauty
                            • Figure 11: Interest in beauty-related supplements, June 2018
                            • Figure 12: Year over year growth of beauty product launches using hydrolyzed collagen, by category, 2015-18*
                          • Ingredient-focused brands will continue to grow
                          • What’s Next?

                            • Cruelty free brands are gaining more traction
                              • Figure 13: Share of beauty products making an ethical – Animal claim in the US, 2014-18*
                            • Clean beauty will go beyond ingredient safety
                            • The Consumer – What You Need to Know

                              • Women feel that natural ingredients are safer, which may be driven by ingredient confusion
                                • Packaging is the leading source of ingredient information for women
                                  • Mainstream ingredients use an established history to their advantage
                                    • Black women key market for natural ingredients
                                      • Women want beauty products that deliver on benefits
                                        • Focusing on both ingredients and experiences hit a high note
                                        • Attitudes toward Ingredients

                                          • Women want brands to be clearer about ingredient practices
                                            • Women agree that natural ingredients are safer
                                              • Figure 14: Attitudes toward ingredients, July 2018
                                            • Age plays a role in ingredient perceptions
                                              • Figure 15: Attitudes toward ingredients, by age, July 2018
                                            • Black women drive interest in natural
                                              • Figure 16: Attitudes toward ingredients, by race and Hispanic origin, July 2018
                                          • Resources for Learning about Ingredients

                                            • More than half of women rely on product packaging for knowledge
                                                • Figure 17: Resources for learning about ingredients, July 2018
                                              • Mature women rely on product packaging, younger go social
                                                • Figure 18: Resources for learning about ingredients, by age, July 2018
                                              • Black women trust ads over experts
                                                • Figure 19: Resources for learning about ingredients, by race and Hispanic origin, July 2018
                                              • Women use multiple sources for research
                                                • Figure 20: Resources for learning about ingredients, repertoire analysis, July 2018
                                            • Attributes Associated with Mainstream Ingredients

                                              • Health and efficacy influence mainstream ingredient understanding
                                                • Figure 21: Attributes associated with mainstream ingredients, July 2018
                                              • Established mainstream ingredients attributed with efficacy
                                                • Figure 22: Correspondence analysis – Principal map – Mainstream ingredient perceptions, July 2018
                                              • Methodology
                                                • Age determines the ingredients women look for
                                                  • Figure 23: Select attributes associated with mainstream ingredients – Something I look for, by age, July 2018
                                                • Younger women driving ingredient fear
                                                  • Figure 24: Select attributes associated with mainstream ingredients – Something I avoid, by age, July 2018
                                                • Black women gravitate towards brightening ingredients
                                                  • Figure 25: Select attributes associated with mainstream ingredients – Something I look for, by race and Hispanic origin, July 2018
                                              • Attributes Associated with Natural Ingredients

                                                • Natural ingredients are perceived as healthy
                                                  • Figure 26: Attributes associated with natural ingredients, July 2018
                                                • Natural seen as healthy, but some may not understand ingredient function
                                                  • Figure 27: Correspondence analysis – Principal map – Natural ingredient perceptions, July 2018
                                                • Methodology
                                                  • 18-44-year-olds drive interest in natural ingredients
                                                    • Figure 28: Attributes associated with natural ingredients, something I look for, by age, July 2018
                                                  • Black women are a key market for natural
                                                    • Figure 29: Attributes associated with natural ingredients, something I look for, by race and Hispanic origin, July 2018
                                                • Behaviors toward Ingredients

                                                  • One third of consumers use a mix of natural and mainstream
                                                    • Figure 30: Behaviors toward ingredients, July 2018
                                                  • Women choose products with recognizable ingredients, but for different reasons
                                                    • Figure 31: Behaviors toward ingredients, by age, July 2018
                                                  • Black women prioritize ingredient research
                                                    • Figure 32: Behaviors toward ingredients, by race and Hispanic origin, July 2018
                                                • Purchase Influencers

                                                  • Women prioritize benefits over ingredients
                                                    • Figure 33: Purchase influencers, July 2018
                                                  • Life stage determines interest in benefits
                                                    • Figure 34: Purchase influencers, by age, July 2018
                                                  • Scent is an important purchase influencer among Black women
                                                    • Figure 35: Purchase influencers, by race and Hispanic origin, July 2018
                                                  • Women want a balance of effective and natural
                                                    • Figure 36: TURF analysis – Beauty benefits, June 2018
                                                  • Methodology
                                                  • Appendix – Data Sources and Abbreviations

                                                    • Consumer survey data
                                                      • Consumer qualitative research
                                                        • Abbreviations and terms
                                                          • Abbreviations