United States Makeup Market

United States Makeup Market Insights Forecasts to 2035

• The United States Makeup Market Size Was Estimated at USD 6.9 Billion in 2024
• The Market Size is Expected to Grow at a CAGR of Around 7.5% from 2025 to 2035
• The United States Makeup Market Size is Expected to Reach USD 15.3 Billion by 2035

According to a research report published by Decision Advisors, The United States Makeup Market Size Is Anticipated To Reach USD 15.3 Billion By 2035, Growing At A CAGR Of 7.5% From 2025 To 2035. The United States Makeup market is driven by rising beauty consciousness, social media influence, premium cosmetic innovations, and increasing demand for organic and skin-friendly makeup products.

 

Market Overview

The United States makeup market refers to the industry related to manufacturing, development, promotion, and distribution of various cosmetics used for facial beauty. Similarly, various cosmetics, including foundation, lipstick, eye shadow, mascara, blush, concealer, compact powder, nail cosmetics, etc., are related to this market. This market is generally impacted by changes in the lifestyles of people, fashion trends, celebrities, and technological advancements with regard to cosmetic products. Apart from this, various factors related to market growth include rising income levels, growing electronic commerce related to the beauty of makeup products, cruelty-free products, vegan products, various innovations, etc.

 

The United States makeup market is experiencing three significant trends, which will define the market's future. One major trend is that there is an increase in clean beauty or organic-based makeup products, as consumers are becoming more aware of product ingredients. Furthermore, there is an impact from the advent of social media that has significantly influenced makeup purchases, as beauty influencers shape brand visibility. A second major trend worth considering is that there is an increase in the formulation of skincare benefits in cosmetics, thus the launch of "hybrid beauty" products, which provide consumers with a combination of aesthetics alongside utility.

 

Government regulations, such as FDA cosmetic safety guidelines and product labeling, ensure product safety and transparency. Technology, like AI-based shade matches, virtual try-ons, and personalization, is improving customer experience and online sales.

 

Report Coverage

This research report categorizes the market for the United States makeup market based on various segments and regions, and forecasts revenue growth and analyses trends in each submarket. The report analyses the key growth drivers, opportunities, and challenges influencing the United States makeup market. Recent market developments and competitive strategies, such as expansion, product launch, development, partnership, merger, and acquisition have been included to draw the competitive landscape in the market. The report strategically identifies and profiles the key market players and analyses their core competencies in each sub-segment of the United States makeup market.

 

Driving Factors

The major factor that drives the United States makeup market is the awareness level about beauty and personal grooming. The influence of a strong online presence across popular social media platforms and celebrity endorsements also plays a significant role in the acceleration and growth of this market. Growing Demand for cosmetics that offer skincare benefits, such as SPF-infused foundation or moisturizing lip ingredients. Furthermore, rising consumer interest in luxury, organic, cruelty-free, and vegan products is also contributing to the growth of this market. In addition to these factors, an increase in virtual integrating tools also acts as a driver for the makeup market.

 

Restraining Factors

The United States makeup market also faces restraints in the form of stringent regulations and costs of compliance with these cosmetic product safety regulations. Skin allergies and concerns related to chemicals act as a restraint. The presence of many brands in the market and the competition, both old and new, are threats to profitability.

 

Market Segmentation

The United States makeup market share is classified into product and application areas.

 

• The powders segment accounted for the largest revenue market in 2024 and is expected to grow at a significant CAGR during the forecast period. 

The United States makeup market is segmented by product into gels, lotions, powders, and others. Among these, the powders segment accounted for the largest revenue market in 2024 and is expected to grow at a significant CAGR during the forecast period. Powder products are dominating in terms of consumer usage because of their ease of use, suitability for all skin types, and long-lasting, matte, and oil-control finish. Daily use products like compact and setting powders are preferred over gel or lotion-based products, making them more frequently bought and thus more consumer-preferred products. This is also because they are long-lasting products, meaning they can be used on multiple occasions, making them travel-friendly.

 

• The face segment accounted for the largest share in 2024 and is expected to grow at a significant CAGR during the forecast period. 

Based on the application area, the United States makeup market is segmented into lips, eyes, face, and nails. Among these, the face segment accounted for the largest share in 2024 and is expected to grow at a significant CAGR during the forecast period. Face makeup dominates the market since products like foundation, concealer, and compact are used in everyday routines, unlike lips or nails, which are more occasional. Social media makeup tutorials and professional makeup trends also increase demand for full-face coverage products, boosting this segment’s share. Moreover, face products form the base of makeup application, so most consumers buy them first before other cosmetic items.

 

Competitive Analysis:

The report offers the appropriate analysis of the key organizations/companies involved within the United States makeup market, along with a comparative evaluation primarily based on their product offering, business overviews, geographic presence, enterprise strategies, segment market share, and SWOT analysis. The report also provides an elaborate analysis focusing on the current news and developments of the companies, which includes product development, innovations, joint ventures, partnerships, mergers & acquisitions, strategic alliances, and others. This allows for the evaluation of the overall competition within the market.

 

List of Key Companies

• L’Oreal USA
• Estée Lauder Companies Inc.
• Coty Inc.
• Revlon Inc.
• Procter & Gamble Beauty
• e.l.f. Beauty Inc.
• Fenty Beauty
• Maybelline New York
• Others

 

Key Target Audience

• Market Players
• Investors
• End-users
• Government Authorities 
• Consulting and Research Firm
• Venture capitalists
• Value-Added Resellers (VARs)

 

Recent Developments:

In Oct 2025, MAC Cosmetics launched in Sephora's U.S. stores to expand reach, a major development for the Estee Lauder Companies brand.

 

Market Segment

This study forecasts revenue at the United States, regional, and country levels from 2020 to 2035. Decision Advisors has segmented the United States makeup market based on the below-mentioned segments:

 

United States Makeup Market, By Product

• Gels
• Lotions
• Powders
• Others

 

United States Makeup Market, By Application Area

• Lips
• Eyes
• Face
• Nails

 

FAQ’s

1. What is the United States makeup market?

The United States makeup market refers to the industry involved in the manufacturing, marketing, and distribution of cosmetic products used to enhance facial appearance and grooming.

 

2. What is the United States makeup market size?

The United States makeup market size is expected to grow from USD 6.9 billion in 2024 to USD 15.3 billion by 2035, growing at a CAGR of 7.5% during the forecast period 2025-2035. 

 

3. What are the key drivers of the United States makeup market?

Beauty awareness, influencer marketing, premium cosmetic demand, and clean beauty trends.

 

4. Which product dominates the United States makeup market?

Powders and face makeup products currently dominate the market.

 

5. How is the United States Makeup market segmented by application area?

Lips, eyes, face, and nails, with face makeup being the largest segment.

 

6. What are the major trends in the United States makeup market?

Clean beauty products, influencer marketing, and hybrid skincare-makeup cosmetics.

 

7. Who are the key companies operating in the United States Makeup market?

Major players include L’Oreal USA, Estée Lauder Companies Inc., Coty Inc., Revlon Inc., Procter & Gamble Beauty, e.l.f. Beauty Inc., Fenty Beauty, Maybelline New York, etc.

 

8. What is the future outlook for the United States makeup market?

The market is expected to grow steadily due to rising beauty consciousness, sustainable cosmetics demand, and digital retail expansion.