The U.S. women grooming market size was valued at USD 48.51 billion in 2022 and is expected to grow at a compound annual growth rate (CAGR) of 7.4% from 2022 to 2030. One of the main elements influencing the market is women's increasing awareness of the importance of self-care. A Hypebeast Limited survey from September 2020 found that 57.0% of female respondents regarded self-care as a crucial practice and 56.0% were willing to spend money on their appearances, which encouraged them to buy grooming items. These elements generally favor future market expansion. Prospective manufacturers are likely to focus on product innovations to secure a foothold in the women grooming industry in the near future. Innovation in products such as shaving creams & lotions, shaving kits, face wash, and cleansers is likely to propel the market growth.
For instance, in June 2020, BIC USA INC., a manufacturer of stationery, lighters, and shavers, launched a new unisex grooming line for men and women. The product line includes razors, shave cream, body lotion, and face lotion, available at Dollar Stores and Walmart. The increasing use of online platforms by consumers confined to their homes during the COVID-19 outbreak has also benefited the sale of female grooming products, including skin care and hair care. This trend has also paved the way for numerous industry participants. Witnessing such current trends, major brands in the market have been investing in providing a standout experience for customers in the digital space.
Product demand is being driven by escalating skin issues such as dryness and aging skin. Product launches by both domestic and international companies in this sector are likely to assist in the overall market expansion.
For instance, Nyakio Grieco, a Black businessperson and Thirteen Lune co-founder, debuted her new cosmetics line Relevant: Your Skin in June 2022. One & Done Daily Cream with SPF 40 was the first item the firm released. The face cream functions as a daily sunscreen, moisturizer, serum, and primer all in one. It has a Broad Spectrum SPF 40. To suit various skin tones, it is made with a pure, mineral-based solution.
Some of the most prominent raw material suppliers in the market are AkzoNobel; BASF SE; Clariant International Ltd.; Evonik Industries; Cargill, Inc.; and Croda International Plc. Prominent raw material suppliers in the skincare and hair care products markets invest in consumer research to understand product adoption needs. The raw materials used in the manufacturing of skin care products can be broadly classified into three categories: natural/organic/herbal raw materials, synthetic raw materials, and vegan and Ayurveda raw materials.
In terms of revenue, skin care segment dominated the market with a share of more than 35.0% in 2022. Global Web Index conducted a survey in 2021 and found that since most people had to work from home, they were no longer required to apply full-face makeup every day. They instead had the opportunity to test out various skincare routines to see which one suits their skin the best.
The "less is more" trend was sparked by this. The study also mentioned the trend of famous people announcing skincare products, which is expected to peak in 2022. This is because, during the past few years, celebrities have been launching skincare brands, which have a tendency to sell out quickly.
The hair care segment is set to rise at a CAGR of 8.6% during the forecast period. The young, fashion-conscious generation is constantly educated about new hair care options, including products for unique hair styling and color. Hence, the market is driven by these consumer behaviors. With the introduction of numerous hairstyling, hair regeneration, and hair colorant products during the past ten years, the hair care industry has seen numerous changes. During the forecast period, conditioners and hair colorants will have increased adoption rates, while shampoo is anticipated to continue its market dominance.
Specialty stores dominated the markets in 2022 with a share of above 34.0%. Specialty shops place a strong emphasis on good customer satisfaction while focusing on particular product categories. To ensure high-quality service, the majority of specialist shops selling personal care and skincare goods retain a sizable depth in terms of their product selection. One of the key elements propelling this market segment is the professional advice that these retailers offer to their customers.
The online segment is forecasted to increase at a CAGR of 9.1%. Due to COVID-19, customers have modified how they shop and now prefer to make purchases online to avoid coming into contact with other customers in physical stores. The pandemic has consequently led to a digital expansion in several industries, including cosmetics and skin care. Blue core data shows that as compared to June 2019, online sales of cosmetics and skincare products increased by an average of 127.0% in June 2020.
West U.S. region accounted for the largest share of around 29% in 2022. The region comprises Alaska, Arizona, California, Hawaii, Idaho, Montana, Nevada, New Mexico, Oregon, Utah, Washington, and Wyoming. The increasing penetration of established manufacturers such as Procter & Gamble, Colgate-Palmolive Company, L'Oréal, and Unilever, along with growing infrastructure facilities for retailers, is expected to support market growth across the West U.S.
Consumers in California are immensely invested in their skincare routine and the use of products like hand cream, lip care, and face tools are among the biggest skincare trends driving the demand for grooming products. Furthermore, Californians take skin care seriously, with more women regularly searching for trending and effective products, followed by Texas and Florida from southern states.
The Northeast U.S. region is expected to witness a CAGR of 8.6% from 2023 to 2030 This region comprises the states of Maine, Connecticut, Massachusetts, New Hampshire, New Jersey, New York, Pennsylvania, Rhode Island, and Vermont. Women in these states are most invested in skin care, which is driving the demand for overall grooming products.
The increasing aging population in the state is one of the key factors driving the growth of the skincare segment. According to American Association of Retired Persons (AARP), a nonprofit, nonpartisan organization working on programs related to retirement policies in the U.S., about one in five Americans will be 65 years or older by 2040.
Most skincare products include topical antiaging formulations, which claim to reduce the effects of aging on the skin when used regularly. Such factors are likely to strengthen the growth of different skincare segments.
The U.S. women grooming market is characterized by the presence of a few established domestic as well as international players. Participants face intense market competition, especially from the top players as they have a large customer base, strong brand recognition, and vast distribution networks. Companies have been implementing various expansion strategies such as mergers & acquisitions, new product launches, and geographical expansion to gain a competitive advantage.
In April 2022, Unilever launched a new skincare brand, Ferver, exclusively at Target. The skincare brand includes a full range of masks, cleansers, moisturizers, and treatments that use fermented actives
In January 2022, L’Oreal Group announced its new beauty tech innovation to modify the entire hair coloration category. It introduced an AI-integrated hair color system, Coloright, for salon stylists. Coloright uses an algorithm and Virtual Try-on technology to provide on-demand, customized hair color with more than 1,500 custom shades
Some of the key players in the U.S. women grooming market include:
Procter & Gamble
Johnson & Johnson Services, Inc.
Evolution of Smooth (eos)
Edge well Personal Care
Revenue forecast in 2030
USD 85.89 billion
CAGR of 7.4% from 2023 to 2030
Base year for estimation
2017 - 2021
2023 - 2030
Revenue in USD million, CAGR from 2023 to 2030
Revenue forecast, company ranking, competitive landscape, growth factors, trends
Product, distribution channel, region
Key companies profiled
Procter & Gamble; Unilever; Beiersdorf AG ; Colgate-Palmolive Company; L’Oreal group; Johnson & Johnson Services, Inc.; Coty Inc.; IntiMD; Evolution of Smooth (eos); Edge well Personal Care
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This report forecasts revenue growth at the country level and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2017 to 2030. For this study, Grand View Research has segmented the U.S. women grooming market report based on the product, distribution channel, and region:
Product Outlook (Revenue, USD Million, 2017 - 2030)
Face Cream & Moisturizers
Cleanser & Face Wash
Shaving Lotion & Cream
Hair Removal Cream
Distribution Channel Outlook (Revenue, USD Million, 2017 - 2030)
Supermarkets & Hypermarkets
Regional Outlook (Revenue, USD Million, 2017 - 2030)
b. The U.S. women grooming market was estimated at USD 48.51 billion in 2022 and is expected to reach USD 51.99 billion in 2023.
b. The U.S. women grooming market is expected to grow at a compound annual growth rate of 7.4% from 2023 to 2030 to reach USD 85.89 million by 2030.
b. West region dominated the U.S. women grooming market with a share of around 29% in 2022. The rapidly growing popularity of skincare products among middle- and high-income individuals in the West U.S. is supporting the sales of grooming products in the region.
b. Some of the key players operating in the U.S. women grooming market include Procter & Gamble; Unilever; Beiersdorf AG ; Colgate-Palmolive Company ; L'Oréal Groupe; Johnson & Johnson Services, Inc.; Coty Inc.; IntiMD; Evolution of Smooth (eos); Edgewell Personal Care
b. Key factors that are driving the U.S. women grooming market growth include the increase in the number of consumers who have been expanding their personal care and grooming regimes, coupled with increased willingness to buy new products.
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