The United States makeup market is a dynamic and thriving industry, driven by a strong consumer base, a growing interest in beauty products, and continuous product innovation.With a wide array of makeup items, from foundation and mascara to lipsticks and blushes, the U.S. market offers something for every consumer, from budget-friendly options to premium, luxury products.
The demand for makeup in the U.S. is fueled by the rising influence of social media and beauty influencers, who play a significant role in shaping consumer preferences. Additionally, there is a growing focus on inclusivity, with more brands offering diverse shades to cater to different skin tones. The makeup industry is also benefiting from a rising awareness of self-care and personal grooming, which further boosts the demand for cosmetic products.
United States Makeup Market Size
In 2024, the United States makeup market was valued at approximately USD 6.08 billion. The market is expected to grow at a Compound Annual Growth Rate (CAGR) of 4.10% during the forecast period of 2025 to 2034, reaching a projected value of USD 9.09 billion by 2034.
The market's growth is supported by increasing consumer spending on beauty and grooming products, with makeup being a central category. The emergence of e-commerce platforms, where consumers can conveniently access a wide range of makeup products, has also played a crucial role in market expansion. Moreover, the ongoing trend of self-expression through makeup, coupled with the growing popularity of makeup tutorials and online content, continues to fuel demand for innovative and high-quality makeup products.
United States Makeup Market Trends
Several key trends are influencing the growth and evolution of the United States makeup market:
Inclusive Beauty: One of the most significant trends in the U.S. makeup market is the emphasis on inclusivity. Brands are expanding their product ranges to offer a wide variety of shades, catering to a diverse consumer base with different skin tones. This shift is helping brands connect with a broader audience and make makeup more accessible to everyone.
Clean and Sustainable Beauty: Consumers are becoming more conscious of the ingredients in the products they use. The demand for clean, natural, and cruelty-free makeup is growing. Many consumers now prefer makeup brands that offer eco-friendly packaging and use sustainable, ethically sourced ingredients.
E-commerce and Online Shopping: The rise of e-commerce platforms and the growing trend of online shopping have transformed the makeup market. Consumers can now easily shop for their favorite makeup brands, compare products, read reviews, and receive recommendations, all from the comfort of their homes. Online shopping also allows for access to a wider variety of makeup products than traditional brick-and-mortar stores.
Personalized Beauty: Customization is becoming increasingly popular in the makeup industry, with consumers seeking products tailored to their specific needs. Brands are responding by offering personalized foundations, lipsticks, and skincare products, which provide consumers with a more individualized experience.
Influence of Social Media and Beauty Influencers: The rise of platforms like Instagram, TikTok, and YouTube has given birth to a new era of beauty influencers who are driving trends and product launches. Consumers now turn to these influencers for makeup tutorials, product reviews, and recommendations, which significantly influence their purchasing decisions.
United States Makeup Market Growth
The U.S. makeup market is expected to witness consistent growth in the coming years, driven by various factors including the increasing adoption of makeup as part of daily routines and the rising influence of social media. Consumer spending on makeup is expected to rise as more people, particularly Millennials and Gen Z, invest in personal grooming and self-expression through cosmetics.
The demand for makeup is also being driven by innovation in product formulations and packaging. Brands are introducing multifunctional makeup products, such as tinted moisturizers with SPF or foundations that double as skincare. This not only meets consumer preferences for convenience but also taps into the growing interest in skincare-makeup hybrids.
The growth of the clean beauty movement is also expected to play a role in driving the market. As consumers seek products that align with their values, the demand for makeup brands that prioritize ethical sourcing, clean ingredients, and eco-friendly packaging will likely increase.
United States Makeup Market Forecast
The U.S. makeup market is expected to reach a value of USD 9.09 billion by 2034, growing at a CAGR of 4.10% during the forecast period of 2025-2034. This growth is anticipated to be driven by several factors including the continued rise of e-commerce, the increasing popularity of inclusive and sustainable beauty products, and the growing role of social media in influencing consumer behavior.
With the ongoing trends of personalization and clean beauty, makeup brands are expected to continue evolving to meet the demands of today’s savvy consumers. Additionally, the expansion of makeup offerings to cater to a wider range of skin tones and preferences will likely further boost market growth.
Competitive Analysis
The United States makeup market is highly competitive, with a mix of established multinational players and emerging beauty brands. Some of the leading companies in the market include:
Groupe Clarins – A global leader in the beauty industry, Groupe Clarins offers a wide range of makeup products, from foundation to lip color. The brand is known for its commitment to sustainability and the use of natural ingredients in its makeup formulations.
Coty Inc. – Coty is one of the largest players in the global beauty industry, offering a broad portfolio of makeup brands, including CoverGirl, Max Factor, and Rimmel. The company is constantly innovating its product range to meet the needs of diverse consumer segments.
HB USA Holdings, Inc. – Known for its premium makeup products, HB USA Holdings offers a variety of cosmetic solutions that are popular among beauty enthusiasts. The company focuses on quality and innovation, attracting a loyal customer base.
KIKO S.p.A. – KIKO is an Italian cosmetics brand known for its wide range of high-quality and affordable makeup products. The brand has a strong presence in the U.S. market and continues to expand its product offerings to cater to the latest beauty trends.
Others – In addition to these major players, several emerging brands are gaining popularity in the U.S. makeup market. These include indie brands that focus on clean beauty, personalized products, and niche offerings that cater to specific consumer needs.
