GVR Report cover U.S. Skin Lightening Products Market Size, Share & Trends Report

U.S. Skin Lightening Products Market Size, Share & Trends Analysis Report By Product (Creams, Cleanser, Mask, Others), By Nature (Synthetic, Natural, Organic), And Segment Forecasts, 2024 - 2030

  • Report ID: GVR-4-68040-233-7
  • Number of Pages: 80
  • Format: Electronic (PDF)

U.S. Skin Lightening Products Market Trends

The U.S. skin lightening products market size was estimated at USD 1.10 billion in 2023 and is expected to grow at a CAGR of 5.0% from 2024 to 2030. The surging predisposition of consumers toward a definite solution to diverse skin issues, such as acne spot reduction or age spot, has augmented the demand of several skin lighteners in the market. 

U.S. Skin Lightening Products market size and growth rate, 2024 - 2030

The U.S. market accounted for a share of nearly 10% of the global skin lightening products market in 2023. Skin lightening products offer numerous advantages such as decreasing pigmentation, lightening discoloration, endorsing even skin tone, and removing blemishes. The adoption of the internet across the globe has led to a surge in the number of social media users. Consequently, most of the key players in the U.S. skin lightening products market plan to endorse their products and services via social media mediums. Social media marketing is among the most vital strategies utilized by businesses and industries to create alertness of their product offerings among target customers. Thus, increasing popularity for e-commerce and digital promotion of the products are expected to assist with growth of the market during the forecast period.

There has been a notable shift in the preferences of customers regarding products comprising natural and organic ingredients. This is primarily influenced by the rising alertness regarding the possible health issues linked with specific chemical compounds used, which include mercury and hydroquinone. These are easily found in traditional skin-lightening products. In several cultures, beauty and social status are often linked with fair-skinned people. Skin-related ailments such as dark spots, hyperpigmentation, and uneven skin tone are few of the general apprehensions among customers.

The growing consumer awareness related to the adverse impacts of synthetic chemical-laden conventional products is projected to build new growth prospects for organically and naturally derived raw materials and products in the market. Organically- and naturally-cultivated products such as argan oil, aloe vera, sea kelp, and jojoba oil are few of the prime raw ingredients utilized for producing skin lightening products. 

Market Concentration & Characteristics

Players in this market face intense competition from each other as some of them are among the top manufacturers and have a large customer base for their products in both regional and international markets. Prospective manufacturers are likely to focus on product innovations to secure a foothold in the skincare products market in the near future. Innovation in skincare products pertaining to the skin lightening product segment is likely to propel market growth.

U.S. Skin Lightening Products Market Concentration & Characteristics

Many companies have been incorporating new technologies to develop skin lightening products and considering active ingredients such as vitamin C, E, and kojic acid to provide skin lightening and hydration benefits. Furthermore, companies have been expanding their product portfolios by incorporating new and innovative skincare products to widen their consumer base.

Regulatory bodies present in the U.S. have imposed stringent guidelines in order to ensure that the quality standards are met and no harmful or toxic components are used in skin lightening products.

Nature Insights

The synthetic category accounted for a revenue share of over 88% in 2023. Chemical ingredients to de-pigment the skin are extensively used in dermatology and cosmetics, which is also boosting their usage in conventional products. Few of the chemicals utilized in these products include retinoids, hydroquinone, glycolic acid, and azelaic acid. These chemical ingredients assist to increase the pace of the process of lightening due to their robust impacts on the skin. However, the extended usage of such chemicals could pose a threat to the skin health. Nevertheless, augmented research and development of new chemical compounds for skin lightening products will sustain to boost the segment across regions.

The natural skin lightening products market is anticipated to grow at a CAGR of 5.8% from 2024 to 2030, due to the increasing demand for chemical-free products. The fluctuating preference of consumers from synthetic to natural products owing to their significant advantages with zero negative effects. For example, in July 2020, Vestige unveiled Assure Natural, a vegan, cruelty-free, and natural personal care range that comprises sunscreen, day cream, lightening cream, face scrub, sleeping mask, charcoal peel-off mask, and body mask. Moreover, the surging demand for products with no adverse effects and that are paraben-free and other unsafe chemicals are projected to have a positive influence on the market.

Product Insights

The skin lightening creams market accounted for a share of 53.3% in 2023. Easy and effective penetration of cream in the skin attributes to its enhanced usage among users. Market players are introducing lightning creams with advanced technologies to surge their efficiency. For instance, in April 2022, Neutrogena India unveiled its New Bright Boost range of products to address the growing problem of skill dullness. The product range comprises Illuminating Serum, Resurfacing Micro Polish, and Gel Cream. The ingredient formulation states to boast a surface skin renewal procedure of 10 times, which aids in achieving a brighter, smoother, and even tone.

U.S. Skin Lightening Products market share and size, 2023

The skin lightening cleanser market is projected to grow at a CAGR of 5.6% from 2024 to 2030. Owing to its multi-functional benefits such as lightening discoloration, lessening pigmentation, and eliminating blemishes, all of which would further help in gaining traction among consumers. For instance, in December 2019, Astaberry Biosciences introduced a new whitening face wash for brighter and glowing skin. The product consists active natural ingredients such as mulberry and liquorice extracts, which assists in moisturizing, deep cleansing, reducing tanning, and enhancing skin complexion and texture.

Key U.S. Skin Lightening Products Company Insights

The U.S. skin lightening products market is competitive with various global and regional players operating in it. These companies are engaged in crucial acquisition, product unveilings, and promotional activities to surge their customer base and brand loyalty. In June 2020,  Unilever declared the further process in the progression of its skin care portfolio to a more all-encompassing vision of beauty, which consists the elimination of words such as ‘white/whitening’, ‘fair/fairness’, and ‘light/lightening’ from its product packs as well as any communication form. 

Key U.S. Skin Lightening Products Companies:

  • L’Oréal S.A.
  • Beiersdorf AG
  • Shiseido Co., Ltd.
  • Procter & Gamble
  • Unilever
  • Himalaya Global Holdings Ltd.
  • Oriflame Cosmetics S.A.
  • Avon Products, Inc.
  • Revlon, Inc.
  • The Estee Lauder Companies Inc

Recent Developments

  • In July 2023, Danucera launched D22 Tonic, a concoction of grape flower cell extract, lactic and glycolic acids, and birch water. This concoction brightens, smoothens, and helps to exfoliate skin and lowers redness.

  • In February 2022, SkinCeuticals, the medical skincare brand, launched the Phyto A+ Brightening Treatment. Phyto Corrective Masque and Phyto Corrective Gel are two such products in the Phyto range, which help in providing users a more glowing skin tone.

U.S. Skin Lightening Products Market Report Scope

Report Attribute


Market size value in 2024

USD 1.16 billion

Revenue forecast in 2030

USD 1.55 billion

Growth rate

CAGR of 5.0% from 2024 to 2030


2018 - 2023

Forecast period

2024 - 2030

Quantitative units

Revenue in USD million/billion and CAGR from 2024 to 2030

Report coverage

Revenue forecast, company ranking, competitive landscape, growth factors, and trends

Segments covered

Product, nature

Country scope


Key companies profiled

L’Oréal S.A.; Beiersdorf AG; Shiseido Co., Ltd.; Procter & Gamble; Unilever; Himalaya Global Holdings Ltd.; Avon Products, Inc.; Oriflame Cosmetics S.A.; Revlon, Inc.; The Estee Lauder Companies Inc

Customization scope

Free report customization (equivalent up to 8 analysts’ working days) with purchase. Addition or alteration to country, regional & segment scope.

Pricing and purchase options

Avail customized purchase options to meet your exact research needs. Explore purchase options


U.S. Skin Lightening Products Market Report Segmentation

This report forecasts revenue growth at country level and provides an analysis of the latest trends and opportunities in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the U.S. skin lightening products market report based on product and nature.

  • Product Outlook (Revenue, USD Billion, 2018 - 2030)

    • Creams

    • Cleanser

    • Mask

    • Others

  • Nature Outlook (Revenue, USD Billion, 2018 - 2030)

    • Synthetic

    • Natural

    • Organic

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