Description

This report extensively covers the US color cosmetics market. Stay ahead of the competition and streamline your brand strategy by understanding the latest consumer preferences and demands with our independent research.

Below, we summarize the key topics covered and offer handpicked insights from the report.

Key Topics Covered

  • The impact of COVID-19, inflation and other external factors on consumer behavior and the color cosmetics market.
  • How category players target shifting consumer needs and desires.
  • Usage trends impacting the facial, lip and eye cosmetics segments.
  • Social media and shopping behaviors as they affect the color cosmetics market.
  • What consumers want from color cosmetics and why.

US Color Cosmetics Market Overview

The US color cosmetics industry is exhibiting strong growth, surpassing pre-pandemic sales with a projected market size increase of 10.1% in 2023 from 2022. This growth is supported by pent-up demand for facial and lip cosmetic segments and the perception of color cosmetics as an affordable luxury. Looking ahead, the market is expected to level off in growth but remain strong, driven by emotive benefits such as self-esteem and enjoyment.

Find a complete market size, share, forecast and segmentation analysis in the full report.

Color Cosmetics Consumer Trends

  • Nearly three-quarters of consumers believe affordable makeup works as well as premium, but 41% still prefer the latter. Overall, more consumers are willing to spend more than average on cosmetics than less than average, suggesting a nuanced conception of value.
  • Skin health and convenience are top priorities for 18-34 year olds, with 42% citing skin health concerns for wearing makeup less than last year, and 39% saying they have less time for their makeup routines.

Opportunity for Brands

While overall usage is declining, a quarter of users report applying products more often, frequently citing enjoyment as a cause. Moreover, men are adopting makeup usage as a form of relaxation. There is an untapped opportunity here to target not just physical wellbeing, but emotional wellbeing. In doing so brands can relate the creativity and sensations of product usage to the observed trend that consumers show: application is fun.

This color cosmetics market report explores consumer trends and related opportunities for stakeholders extensively. You may also be interested in our Future of Color Cosmetics 2023 Global Market Report. Alternatively, browse our extensive library of BPC market research.

Product Definitions and Brands Discussed

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 creams and CC creams, although sales of these products are not broken out as a separate segment in the market size.

A number of key players and more niche brands are discussed in the scope of the report, including in the market share analysis and competitive strategies sections. Examples include L’Oréal USA, e l f cosmetics, NEEN, LoveSeen, and more.

Additional Features Included in Your Report

Different Digital Formats: PDF for conveniently sharing with your team, PowerPoint for quickly including in your presentation, as well as an Infographic and an Excel Databook.

Mintel’s Clients Portal: Our portal offers instant access to actionable analysis and trends pieces relevant to your industry that are published almost daily. You can also browse for more market research reports.

Expert Analysis from a BPC Specialist

This report, written by Joan Li, a leading beauty analyst, delivers in-depth commentary and analysis to highlight current trends in the US color cosmetics market, adding expert context to the numbers.

Overall color cosmetics usage has declined, challenged by time constraints, waning interest and the mainstay of hybrid lifestyles. That being said, the market is predicted to proceed with resilience as brands deliver against interest in facial skincare claims, convenience and multi-functionality. In a cost-conscious environment, value is the name of the game, and there are many ways to play. In a competitive landscape, brands shouldn’t forget that emotive benefits, too, can drive value, and strengthened ties to wellbeing themes will bolster the category as a whole.

Joan Li, Senior Beauty and Personal Care Analyst

 

Joan Li
Senior Analyst – Beauty and Personal Care

Table of Contents

  1. Overview

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

              • Top takeaways
                • Consumer trends
                  • In the midst of overall decline, young men are increasing their usage.
                    • Figure 1: Changes in makeup routine, 2023
                  • Skin health and convenience are top of mind concerns
                    • Figure 2: Attitudes and behaviors toward color cosmetics, 2023
                  • Faith in premium holds strong
                    • Figure 3: Preference for premium makeup across positive-duping sentiments, 2023
                  • Competitive strategies
                    • Provide value beyond price
                      • Figure 4: LoveSeen the Cleaning Kit, 2022
                    • Skincare-inspired innovations and marketing approaches breakthrough
                      • Figure 5: Dynessa Myricks Beauty Blurring Balm Powder
                    • Encourage trading-up through multi-functionality.
                      • Figure 6: Merit The Minimalist Perfecting Complexion Stick, 2022
                    • Market predictions
                      • Figure 7: Total US sales and fan chart forecast of market, at current prices, 2018-28
                      • Figure 8: Category outlook, 2023-28
                    • Opportunities
                      • Strengthen ties to wellness
                        • Inclusion’s long-term impact should urge continued innovation
                          • Social media continues to pay off
                          • Market Size and Forecast

                            • Inflation and the lipstick effect buoy post-pandemic growth
                              • Figure 9: Total US sales and fan chart forecast of market, at current prices, 2018-28
                              • Figure 10: Total US sales and forecast of market, at current prices, 2018-28
                              • Figure 11: Total US retail sales and forecast of color cosmetics, at inflation-adjusted prices, 2018-28
                          • Segment Performance

                            • Lip and facial cosmetics continue to make a comeback
                              • Figure 12: Total US retail sales and forecast of color cosmetics, by segment, at current prices, 2018-28
                          • Market Drivers

                            • High-interest rates and economic uncertainty perpetuate value-driven shopping
                              • Figure 13: Consumer Sentiment Index, 2010-23
                              • Figure 14: Select changes consumers would make due to inflation, 2022
                              • Figure 15: Value indicators in beauty, personal care and household, 2022
                            • The diversifying, aging population continues to press the need for inclusivity
                              • Figure 16: US generations, by race and Hispanic origin, 2023
                              • Figure 17: US population, by age, 2018-28
                          • Market Share/Key Players

                            • L’Oréal and e.l.f. Cosmetics gain from trade-down behaviors
                              • Sales of color cosmetics by company
                                • Figure 18: Sales of market, by company, 2022 and 2023
                            • Competitive Strategies and Market Opportunities

                              • Offer value beyond price
                                • Reduce the cost of experimentation
                                  • Figure 19: NEEN Subscription Card, 2022
                                • Extend product life
                                  • Figure 20: LoveSeen the Cleaning Kit, 2022
                                • Save time
                                  • Embrace skinification’s effect on shopping and routines
                                    • Leverage expertise
                                      • Figure 21: Dynessa Myricks Tutorial, 2022
                                    • Provide clinical proof
                                      • Figure 22: Dynessa Myricks Beauty Blurring Balm Powder
                                    • Anticipate DIY “hacks”
                                      • Figure 23: Rhode Peptide Glazing Serum Mixed with Foundation, 2022
                                      • Figure 24: Pleasing x Marco Rebeiro, 2022
                                    • Innovate for inclusivity
                                      • Make clean beauty for all
                                        • Figure 25: Tower28 Clean Beauty Summer School
                                      • Celebrate age
                                        • Figure 26: Laura Geller National Mature Women’s Day, April 9, 2022
                                    • The Color Cosmetics Consumer – Fast Facts

                                      • Facial cosmetics exceed lip and eye cosmetics in popularity
                                        • Overall use is declining, driven by aging population
                                          • Skin health and convenience are top of mind for consumers aged 18-34
                                            • Premium holds the line against dupes and trading down
                                              • Social media filters gain traction
                                                • Brand loyalty is difficult to come by
                                                • Facial Cosmetic Usage

                                                  • Facial cosmetics grows in popularity
                                                    • Figure 27: Cosmetic usage across categories, 2021 vs 2023
                                                    • Figure 28: Facial cosmetic usage, 2023
                                                  • Men want good skin, too
                                                    • Figure 29: Men’s appearance concerns, 2022
                                                  • Democratize blush for all skin tones
                                                    • Figure 30: Facial cosmetic usage among women, by race, 2023
                                                    • Figure 31: Ami Colé Multistick, 2023
                                                • Eye Cosmetic Usage

                                                  • Eye cosmetics remain a staple among women
                                                    • Figure 32: Eye cosmetic usage, 2023
                                                    • Figure 33: Select color cosmetic usage among women, 2023
                                                    • Figure 34: Half Magic Wing Magician, 2022
                                                  • Boost eye cosmetics usage with skincare-inspired benefits
                                                    • Figure 35: Grande Cosmetics 2-in-1 Liquid Eyeliner, 2022
                                                  • Mascara competes with false lashes among Black women
                                                    • Figure 36: Mascara vs false eye lashes usage, by race, 2023
                                                    • Figure 37: Lashify Control Kit, 2020
                                                    • Figure 38: Falscara x Miranda Rae
                                                • Lip Cosmetic Usage

                                                  • Glossy, nourished lips retain popularity
                                                    • Figure 39: Lip cosmetic usage, 2023
                                                    • Figure 40: Select lip cosmetic usage, by age, 2023
                                                    • Figure 41: NYX Fat Oil Lip Drip, 2023
                                                  • Leverage lipstick’s timeless popularity with nostalgia
                                                    • Figure 42: Lipstick usage among women, by age, 2023
                                                    • Figure 43: Clinique Black Honey, 2022
                                                • Changes in Makeup Routines

                                                  • Re-engage older beauty consumers with connection and community
                                                    • Figure 44: Changes in makeup routine, 2023
                                                    • Figure 45: Reasons for applying makeup less often, by age and gender, 2023
                                                  • Acknowledge skin-conscious, “flexitarian” routines among younger consumers
                                                    • Figure 46: Reasons for applying makeup less often among women 18-34, 2022 vs 2023
                                                    • Figure 47: Youthforia BYO Blush, 2021
                                                  • Target relaxing textures and sensations for men
                                                    • Figure 48: Reasons for applying makeup more often, by gender, 2023
                                                    • Figure 49: War Paint Cooling Roller Ball Applicator
                                                • Interest in Trading Up or Down

                                                  • Foundation and primer most resilient to trade-down behavior…
                                                    • Figure 50: Current high spend, by product, 2023
                                                  • …while blush and lip liner experience the greatest threat
                                                    • Figure 51: Current low spend, by product, 2023
                                                  • Interest in trading up is stronger than interest in trading down
                                                    • Figure 52: Interest in spending more or less, by select products, 2023
                                                    • Figure 53: “Coquette” Makeup Look
                                                • Attitudes and Behaviors

                                                  • Duping culture is prevalent, but offset by the power of premium
                                                    • Figure 54: Attitudes and behaviors toward color cosmetics, 2023
                                                    • Figure 55: Preference for premium makeup across positive-duping sentiments, 2023
                                                  • Multi-functional makeup sits on the throne of convenience
                                                    • Figure 56: Merit The Minimalist Perfecting Complexion Stick, 2022
                                                  • Women of color more suspicious of makeup’s negative effects on skin
                                                    • Figure 57: Select attitudes toward color cosmetics among women, by race, 2023
                                                • Influence of Social Media

                                                  • Social media drives purchase
                                                    • Figure 58: Attitudes and behaviors toward social media and color cosmetics, 2023
                                                    • Figure 59: Select attitudes toward social media filters, by age, 2023
                                                  • Anticipate filters to transform (and divide) the market
                                                    • Figure 60: Attitudes toward social media filters, by age, 2023
                                                    • Figure 61: FENTY Beauty “Match Stix Snatch” Filter
                                                  • Impact of filters is greatest on men and women of color.
                                                    • Figure 62: Select attitudes toward social media, by gender, 2023
                                                    • Figure 63: Select attitudes toward social media among women, by race, 2023
                                                • Shopping Behaviors

                                                  • Men’s low product loyalty is brands’ opportunity
                                                    • Figure 64: Shopping behaviors in color cosmetics, 2023
                                                    • Figure 65: Brand and/or product loyalty, by gender, 2023
                                                  • Reframe brick-and-mortar as a third place
                                                    • Figure 66: In-store vs online shopping among women, by age, 2023
                                                • Appendix – Data Sources and Abbreviations

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

                                                                • Figure 67: Total US retail sales of color cosmetics, by channel, at current prices, 2018-23
                                                                • Figure 68: Total US retail sales and forecast of eye cosmetics, at inflation-adjusted prices, 2018-28
                                                                • Figure 69: Total US retail sales and forecast of facial cosmetics, at inflation-adjusted prices, 2018-28
                                                                • Figure 70: Total US retail sales and forecast of lip cosmetics, at inflation-adjusted prices, 2018-28
                                                            • Appendix –Companies and Brands

                                                                • Figure 71: Multi-outlet sales of eye cosmetics, by leading companies and brands, rolling 52 weeks 2022 and 2023
                                                                • Figure 72: Multi-outlet sales of facial cosmetics, by leading companies and brands, rolling 52 weeks 2022 and 2023
                                                                • Figure 73: Multi-outlet sales of lip cosmetics, by leading companies and brands, rolling 52 weeks 2022 and 2023
                                                            • Appendix – The Color Cosmetics Consumer

                                                                • Figure 74: Current high spend, by product, 2023
                                                                • Figure 75: Current low spend, by product, 2023
                                                                • Figure 76: Interest in spending more or less, by select products, 2023
                                                                • Figure 77: Serum and serum-infused eye cosmetic product launches, 2019-22

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