US Color Cosmetics Market Report 2023

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 Analyst – Beauty and Personal Care