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US The Beauty Consumer market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the 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 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

This Report covers a broad range of products within the beauty market. 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

Excluded from this Report are personal care products that are used for regular hygiene and grooming such as:

  • Soap, bath, and shower products
  • Shaving and hair removal products
  • Antiperspirant and deodorant
  • Oral care

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 category has continued to grow through 2017, with the highest growth coming from beauty devices. Women are minimizing their daily beauty routines and are searching for products that can do it all in the least amount of time. Going forward, women will continue to demand customized products to reduce the number of products needed to create their individual looks. Alison Gaither
Beauty & Personal Care Analyst

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • The issues
            • Beauty market is growing, but nail color and care continues to struggle
              • Figure 1: Percentage change in beauty sales, by segment, 2016-17 (est)
            • Multi-purpose beauty products are in demand but could threaten category growth
              • Figure 2: Interest in beauty trends, December 2017
            • K-beauty trends losing momentum among key demographics
              • Figure 3: Interest in beauty subscription services and K-beauty, by age, December 2017
            • The opportunities
              • Natural benefits could boost sales
                • Figure 4: Purchase influencers, any rank, natural ingredients, by age, December 2017
              • In-shower beauty products are an additional step, but still save time
                • Figure 5: Year over year growth of US in-shower skincare product launches, 2012-2017*
              • Growing multicultural population bodes well for experimental trends
                • Figure 6: Interest in beauty trends, by race and Hispanic origin, December 2017
            • The Market – What You Need to Know

              • Mature categories post highest sales, developing categories show higher growth
                • Blurring of categories could be responsible for decreased spend
                  • Multicultural population, consumer confidence forecast to rise
                  • Market Breakdown

                    • Wide-ranging categories responsible for highest consumer spend
                      • Figure 7: Share of sales in beauty market, by segment, 2017 (est)
                    • Beauty devices show highest growth, nail color loses share
                      • Figure 8: Percentage change in beauty sales, by segment, 2016-17 (est)
                  • Market Perspective

                    • Skincare and make-up spend declined from 2016
                      • Figure 9: Percent of beauty spend in the past three months, by category, Spring 2015-17
                    • Blurring of category lines results in cannibalization
                      • Figure 10: Skincare benefits in facial make-up, May 2017
                      • Figure 11: Select interest in fragrances with added benefits, May 2017
                  • Market Factors

                    • Female multicultural population anticipated to grow
                      • Figure 12: Population of women by race and Hispanic origin, 2013-23
                    • Safety Act makes ingredient safety a priority
                      • Consumer confidence declines slightly, optimism still high
                        • Figure 13: Consumer Sentiment Index, Dec 2012-Dec 2017
                    • Key Players – What You Need to Know

                      • Natural products here to stay, convenience still key purchase driver
                        • Customization grows smarter, minimalism takes hold
                        • What’s Working?

                          • Natural products plant roots, sustainability is the new focus
                            • Figure 14: Select product purchases, any natural product (net)*, October 2017
                          • Convenience continues to be leading purchase factor
                            • Figure 15: Year over year growth of US beauty product launches with a convenience claim, 2015-2017*
                        • What’s Next?

                          • Customization gets even more personal
                            • Figure 16: Interest in select retail services, by women 18-34, May 2017
                          • Minimalism moves beyond convenience
                          • The Consumer – What You Need to Know

                            • Majority of beauty routines three to six steps, regardless of occasion
                              • Convenience key driver in choice of retailer
                                • Personal recommendations most valuable
                                  • Women want effective, easy-to-use products
                                    • Natural, timesavers resonate with widest audience
                                      • Women find shopping fun, but overwhelming
                                      • Beauty Routines

                                        • Common steps performed daily, involved reserved for special occasions
                                          • Figure 17: Beauty routines, December 2017
                                        • Beyond personal hygiene, make-up helps women feel their best
                                          • Figure 18: Beauty Routines – Ever do (net)*, December 2017
                                        • Women adopt more steps during weekdays, less on weekend
                                          • Figure 19: Repertoire of beauty routines, weekday routine and weekend routine, December 2017
                                        • Women aged 35-44 most engaged
                                          • Figure 20: Select beauty routines – ever do (net)*, by age, December 2017
                                        • Steps that appeal to Hispanics’ experimental nature resonate
                                          • Figure 21: Beauty Routines – Ever do (net)*, by Hispanic origin, December 2017
                                      • Retailers Shopped

                                        • Mass channels offer convenience, specialty offers experience
                                          • Figure 22: Retailers shopped, December 2017
                                        • Drug stores strike a chord with mature consumers
                                          • Figure 23: Select retailers shopped, by age, December 2017
                                        • Specialty stores adopt inclusivity to reach more women
                                          • Figure 24: Retailers shopped, by race and Hispanic origin, December 2017
                                      • Resources for Learning about Beauty

                                        • Personal recommendations most influential
                                          • Figure 25: Resources for learning about beauty, December 2017
                                        • Younger women hold personal and online recommendations in similar regard
                                            • Figure 26: Sources of information, by age, December 2017
                                          • Hispanic women trust online reviews, Black women trust ads
                                            • Figure 27: Sources of information, by race and Hispanic origin, December 2017
                                        • Purchase Influencers

                                          • Effective, easy-to-use products appeal to wide audience
                                            • Figure 28: Purchase influencers, by rank, December 2017
                                          • Experimental nature of young women creates diverse purchase drivers
                                            • Figure 29: Purchase influencers, any rank, by age, December 2017
                                          • Black women brand loyal, interested in natural ingredients
                                            • Figure 30: Purchase Influencers, any rank, by race and Hispanic origin, December 2017
                                        • Interest in Beauty Trends

                                          • Women want more than just the natural look
                                            • Timesavers promote product trial without drastically altering routines
                                                • Figure 31: Year over year growth of US in-shower skincare product launches, 2012-2017*
                                              • K-beauty appeals to niche audience
                                                • Figure 32: Interest in beauty trends, December 2017
                                              • Younger women over-index for tech, 35-44-year-olds go natural
                                                • Figure 33: Interest in beauty trends, by age, December 2017
                                              • Hispanics interested in timesavers, Black women stay natural
                                                • Figure 34: Interest in beauty trends, by race and Hispanic origin, December 2017
                                            • Attitudes toward Beauty

                                              • Majority of women find shopping for beauty overwhelming, but fun
                                                • Figure 35: Attitudes toward shopping for beauty products, Any agree or any disagree, December 2017
                                              • Women use beauty to shape their style and boost self-esteem
                                                • Figure 36: Attitudes toward style and appearance, Any agree or Any disagree, December 2017
                                              • Mature women march to the beat of their own drum
                                                • Figure 37: Select attitudes toward shopping for beauty and appearance, any agree or any disagree, by age, December 2017
                                              • Hispanics prefer an element of fun in their shopping experiences
                                                • Figure 38: Select attitudes toward shopping for beauty and appearance, any agree or any disagree, by race and Hispanic origin, December 2017
                                            • Appendix – Data Sources and Abbreviations

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