U.S. Personal Care Products Market Size, Share & Trends Analysis Report By Product (Skincare, Haircare, Personal Hygiene, Make-up, Fragrances, Oral Hygiene), Competitive Landscape, And Segment Forecasts, 2018 - 2025

Industry Insights 

The U.S. personal care products market size was valued at USD 134.26 billion in 2016 and is expected to grow at a compound annual growth rate (CAGR) of 4.58% over the forecast period. According to the United States Census Bureau, residents aged 60 and above have been grown up from 35.0 million in 2000 to 49.2 million in 2016 accounting for 15.2% of the total population in 2016.

The U.S.’s millennial group is aging, the younger generations have a huge impact on the country’s care and beauty care industry. The young generation tends to spend a high amount on the skincare, color cosmetics, and other personal care products for ensuring their appearance matching with their social media presence.  Few companies engaged in the manufacturing of the personal care products are Johnson and Johnson, L’Oreal SA, Procter and Gamble, Unilever, Helen of Troy Limited, Colgate-Palmolive Company, Avon Products, Inc and Estee Lauder Companies Inc.        

The rise in social media, beauty specialist retailers and e-commerce have given the brands huge opportunities for success. Demand for personal care products is increasing due to the increasing purchasing power of millennials and significant players undertaking acquisitions and divestments to remain competitive. Also, increasing demand for anti-aging products is propelling the growth of this market. 

The product type of Insights

Personal care products include products used for skincare, haircare, personal hygiene, make-up, fragrances, oral hygiene, and other purposes. Some of the personal products are anti-aging creams, shampoos, conditioners, baby personal care, male toiletries, and feminine care. Nowadays, many new products were launched featuring botanical and natural ingredients across all cosmetics and personal care categories. For instance, Estee Lauder has Aveda, it’s a botanical skin and hair care brand that offers products such as oils and shampoos with natural and botanical ingredients. Personal care product manufacturers are beginning to customize offerings based on skincare needs determined by genetic testing. Companies such as Home DNA and Geneu are offering consumer DNA tests that will determine factors such as predisposition to collagen loss, wrinkles, sun damage, inflammation, and other factors, according to Global Cosmetic Industry.

Skincare is the largest segment. L’Oreal SA, Johnson and Johnson, Unilever, and Avon Products, Inc. are a few companies that market skin care products. Increasing demand for anti-aging products and increased consciousness among people are few factors that are attributing to the growth of the market.                    

U.S. Personal Care Products Market Share Insights

Some of the key players in the market are Johnson and Johnson, L’Oreal SA, Procter and Gamble, Unilever, Helen of Troy Limited, Colgate-Palmolive Company, Avon Products, Inc and Estee Lauder Companies Inc. Key players adopt strategies such as product launch, collaborations, and mergers & acquisitions and enter into partnerships to strengthen their position in the market. For instance, in January 2017, L’Oreal announced to acquire Valeant’s skincare brands CeraVe, AcneFree, and Ambi for USD 1.3 billion. In November 2017, Unilever announced to acquire Sundial Brands, New York-based personal care products manufacturer.

Recent Development

• In September 2022, L’Oréal signed an agreement to acquire Skinbetter Science, and strengthen its operations in North America

• In June 2021, Unilever acquired Paula's Choice skincare to improve its portfolio in the rapidly growing premium skincare market

Report Scope

Segments Covered in the Report

This report forecasts revenue growth at country levels and provides an analysis of the latest trends and opportunities in each of the sub-segments from 2014 to 2025. For this study, Grand View Research has segmented the U.S. personal care products market based on product:

• Product Type Outlook (Revenue, USD Billion; 2014 - 2025)

  • Skincare

  • Haircare

  • Personal Hygiene

  • Make-up

  • Fragrance

  • Oral Hygiene

  • Others