U.S. Skin Care Products Market Challenges, Import Export Consumption, Demand and Forecast 2030

U.S. Skin Care Products Market Summary

The U.S. skin care products market size was valued at USD 22.90 billion in 2023 and is projected to grow at a compound annual growth rate (CAGR) of 4.2% from 2024 to 2030. This growth is largely attributed to the increasing number of individuals who spend significantly on skin care and personal grooming in the country. Rising awareness regarding physical appearance and beauty standards is also expected to accelerate the demand for a wide range of skin care products such as face creams, face washes, cleansers, and related personal care solutions over the coming years.

The U.S. skin care products market accounted for a 16.10% share of the global market in 2023. Consumers in the country often rely on prominent e-commerce players like Amazon and Walmart to purchase their daily-use items, including skin care and beauty products. These platforms provide several advantages such as free home delivery, easy return options, and secure cashless payments. Additionally, new and emerging companies are increasingly using social media platforms like Instagram, Twitter, and Facebook for targeted marketing campaigns. Such digital promotions, coupled with sales and discounts, are significantly influencing consumer buying behavior, thereby supporting the expansion of the online segment.

Key Market Trends & Insights

• In 2023, demand from female consumers accounted for a revenue share of 62.84%, driven by growing consciousness around personal grooming and self-care. The rising number of working women with high purchasing power is also contributing to greater demand for premium and high-quality skin care products. This demographic trend is expected to create a favorable environment for sustained market growth in the near future.
• The face creams and moisturizers category emerged as the leading product segment, holding a 43.71% revenue share in 2023. With consumers increasingly shifting toward natural beauty solutions, products such as creams, serums, and moisturizers infused with natural and herbal ingredients are witnessing strong demand. The rising focus on clean-label and sustainable products is likely to further drive growth in this segment during the forecast period.
• The supermarkets and hypermarkets distribution channel dominated the market with a revenue share of 39.12% in 2023. The strong presence of established retail chains and departmental stores in the U.S. has encouraged leading beauty and skin care brands to focus on these channels for wider product reach. These outlets allow consumers to directly access and test products before purchasing, which has contributed to the dominance of this segment.
• Demand from online retailers is projected to expand at a CAGR of 4.7% from 2023 to 2030. The digital presence of beauty and personal care products has been strengthening with increased investment in online platforms. For instance, in 2018, the L’Oréal Group acquired Modiface, a company specializing in creating customized augmented reality beauty applications for major brands like Sephora and Estée Lauder. Such initiatives are expected to further enhance customer engagement and boost online sales.

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Market Size & Forecast

• 2023 Market Size: USD 22.90 billion
• 2030 Projected Market Size: USD 30.60 billion
• CAGR (2024 - 2030): 4.2%

Key Companies & Market Share Insights

Some of the key players operating in the U.S. skin care products market include Revlon, Colgate-Palmolive Company, and L’Oréal S.A.

Revlon is engaged in designing, manufacturing, and distributing cosmetics, skin care, fragrance, and personal care products. The company markets its products under a variety of well-known brands such as Revlon, Revlon Professional, Elizabeth Arden, American Crew, Almay, Cutex, Mitchum, Elizabeth Taylor, Christina Aguilera, Britney Spears, Juicy Couture, Curve, Shawn Mendes, and John Varvatos.

Colgate-Palmolive Company offers a wide portfolio of skin care products under brands like Palmolive Naturals, PCA Skin, EltaMD Skin Care, and Filorga. Palmolive Naturals provides daily essentials including moisturizers, body wash, and face wash, while PCA Skin offers specialized solutions like serums, retinol, cleansers/toners, exfoliants, and sunscreens. EltaMD Skin Care focuses on dermatologist-recommended products such as cleansers, moisturizers, serums, and anti-aging skin care ranges.

Other notable participants in the market include Coty Inc., Johnson & Johnson Services, Inc., and Procter & Gamble (P&G).

Coty Inc., founded in 1904 and headquartered in New York, is involved in manufacturing, designing, distributing, and retailing a wide range of fragrances, cosmetics, skin care, nail care, and hair care products. The company manages a diverse portfolio of 77 brands categorized under Coty Luxury, Coty Consumer Beauty, and Coty Professionals.

Johnson & Johnson Services, Inc., headquartered in New Jersey and founded in 1979, markets its skin care range under popular brands such as Neutrogena, Aveeno, Dr. CI:Labo, NeoStrata, and Dabao. The company has established a strong reputation in both mass-market and specialized dermatological skin care segments.

Key Players

• Revlon
• Colgate-Palmolive Company
• Coty Inc.
• Johnson & Johnson Services, Inc.
• Procter & Gamble (P&G)
• L’Oréal S.A.
• CeraVe
• Cetaphil
• The Ordinary
• Estée Lauder

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Conclusion

The U.S. skin care products market is poised for steady growth in the coming years, supported by rising consumer awareness, digital innovations, and a strong retail infrastructure. Increasing demand for natural and premium products, coupled with the influence of social media marketing, is shaping consumer preferences. With women emerging as the dominant consumer base and online sales channels gaining momentum, the industry presents strong opportunities for both established and emerging players. Leading companies are likely to continue investing in innovation, sustainability, and digital strategies to strengthen their market position and cater to evolving consumer expectations.