Covering the US color cosmetics market, this report enables your business strategy to be grounded in data-backed consumer and industry research. Below, we’ve summarized the key topics covered and provided hand-selected findings from the full report.

Key Topics Covered

  • The impact of the macro environment on consumer behavior and the overall market.
  • How category players target shifting consumer needs and desires.
  • Usage trends impacting the facial, lip, and eye cosmetics segments.
  • Makeup routine behaviors, shopping preferences and attitudes surrounding social media.
  • Product purchase influencers, category frustrations, and spending priorities.
  • Cosmetic users’ attitudes and behaviors toward facial skincare and cross-category purchasing.

US Color Cosmetics Market Size

The industry saw significant growth in 2023, even when adjusted for inflation. Surpassing $13 billion in retail sales, this historically resilient makeup market and its emotiveness bodes well to maintain category sales. However, prioritization of skin health and spend, as well as questioning efficacy, value, and quality will slow growth in the years to come.

Color Cosmetics Consumer Insights

  • A majority of consumers use makeup. Makeup usage is widespread among women, and almost half of men participate in the category in some capacity, peaking among men under 35.
  • Gen Z show increased usage of specialized formats. Increased lip gloss, tinted lip balm, and lip oil usage shows the importance of combining color and skin-beneficial attributes, a growing trend.
  • Those who use more product types show above-average frustration. This shows that with a greater product repertoire likely comes greater experience, skills, experience, and critique.

Competitive Strategy for Color Cosmetics Brands

Even though efficacy, application, and brand name remain the most important factors in purchase decisions, skin-beneficial ingredients have become more prominent in recent years. The increase of claims such as plumping and anti-ageing signals opportunities for makeup brands to amp up skincare-related claims for cosmetic products.

Packed full of opportunities for brands, this report can propel your cosmetics business strategy in line with real consumer preferences. Buy your copy today. You can also explore our expansive beauty and personal care market research.

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Expert Analysis

Leading beauty and personal care analyst Carson Kitzmiller delivers expert industry insights with this in-depth report.

Makeup remained resilient in 2023, but as consumers discover, shop and converse about cosmetics on social media, brands must modernize their approach.

Carson Kitzmiller, Senior Beauty and Personal Care Analyst


Carson Kitzmiller
Senior Analyst, Beauty & Personal Care

Table of Contents

    • Key issues covered in this Report
  1. Executive Summary

  2. The Market

    • Market context
    • Market drivers
    • Graph 1: beauty M&A volume, by year
    • Graph 2: Consumer Sentiment Index, 2010-23
    • Market size and forecast
    • Market segmentation
    • Graph 3: total retail sales and forecast of color cosmetics, by segment, at current prices, 2018-28
    • Graph 4: total market share of color cosmetics, by segment, at current prices, 2023
    • Market share/brand share
  3. Competitive Strategies

    • Graph 5: influencer content attitudes and behaviors, by gender and generation, 2023*
  4. Consumer Insights

    • Consumer fast facts
    • Makeup skill and overall use
    • Graph 6: makeup usage, by gender and age, 2023
    • Graph 7: makeup usage by sub-category (NET), by gender, 2023
    • Graph 8: self-perceived makeup skill, by gender, 2023
    • Graph 9: self-perceived makeup skill, females, by generation, 2023
    • Graph 10: repertoire of makeup usage, 2023
    • Facial cosmetics usage
    • Graph 11: facial makeup use (NET), by gender, 2023
    • Graph 12: facial makeup use, repertoire, 2023
    • Graph 13: facial makeup use, females, by, age, 2023
    • Eye cosmetics usage
    • Graph 14: eye makeup usage (NET), 2023
    • Graph 15: eye makeup usage, repertoire, 2023
    • Graph 16: eyebrow makeup used, by race and Hispanic origin, 2023
    • Lip cosmetics usage
    • Graph 17: lip cosmetic usage (NET), by gender, 2023
    • Graph 18: repertoire of lip makeup usage, 2023
    • Graph 19: repertoire of lip makeup usage, by select race, 2023
    • Graph 20: select lip product usage, by select race, 2023
    • Makeup behaviors
    • Graph 21: makeup behaviors, 2023
    • Graph 22: how much money spent on makeup compared to a year ago, by gender and age, 2023
    • Graph 23: skincare attitudes toward not wearing makeup more often compared to a year ago, 2023
    • Graph 24: makeup behaviors, 2023
    • Graph 25: reasons for not wearing makeup more often compared to a year ago, 2023
    • Graph 26: purchasing luxury or premium makeup products compared to a year ago, by age, 2023
    • Graph 27: how often respondents seek beauty information on TikTok compared to a year ago, by generation, 2023
    • Graph 28: purchasing a “dupe” product seen on social media (ie cheaper alternative to an expensive product) compared to a year ago, by generation, 2023
    • Purchase influencers
    • Graph 29: makeup purchase influencers (ranked – up to three), 2023
    • Graph 30: select makeup purchase influencers (any rank – up to three), by gender, 2023
    • Graph 31: select purchase influencers (any rank – up to three), by age, 2023
    • Graph 32: select purchase influencers – NET (any rank – up to three), by self-proclaimed makeup application skill level, 2023
    • Graph 33: select purchase influencers (any rank – up to three), by age, 2023
    • Category frustrations
    • Graph 34: category frustrations, by number of makeup products used (repertoire), 2023
    • Graph 35: category frustrations, females, by generation, 2023
    • Graph 36: category frustrations, by purchase influencers (any rank – up to three), 2023
    • Graph 37: category frustrations, by self-proclaimed makeup skill, 2023
    • Sub-category spending priorities
    • Graph 38: sub-category spending priorities – ranked, up to three, 2023
    • Graph 39: sub-category purchase priorities, ranked 1st, by age, 2023
    • Graph 40: false eyelashes as a top spending priority (any rank – up to three), by age, 2023
    • Graph 41: select sub-category purchase priorities (any rank – up to three), by select race, 2023
    • Graph 42: category spending priorities (any rank – up to three), by number of makeup products used, 2023
    • Attitudes and behaviors toward makeup
    • Graph 43: makeup and skincare attitudes, those who selected AGREE, by age, 2023
    • Graph 44: experimenting with makeup looks, by gender and generation, 2023
    • Graph 45: eye makeup and eyebrow routine attitudes, by gender and age, 2023
    • Graph 46: buying makeup and skincare products from the same brand, by gender and age, 2023
    • Graph 47: makeup and skincare attitudes and behaviors, by self-described makeup application skills, 2023
  5. Appendix

    • Market size tables

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.


Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

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