U.S. Makeup Market Size and Industry Trends Forecast Report to 2032

Market Overview

According to Fortune Business Insights, the U.S. makeup market size was valued at USD 7.40 billion in 2024 and is projected to grow to USD 12.77 billion by 2032, exhibiting a CAGR of 7.18% during the forecast period (2024–2032). The country holds a leading position in the global makeup industry, driven by consumer inclination toward luxury, natural, and vegan cosmetics.

Key Industry Players

L’Oréal S.A., and The Estée Lauder Companies Inc. are the key players operating in the U.S. market. These companies offer diversified beauty products and are actively involved in conducting R&D investments, which, thereby, strengthen their market position during 2023-2030. Other prominent players such as Shiseido Co. Ltd., Coty, Inc., and Kao Corporation also exhibit a robust distribution network and diverse product portfolio. Other significant players are Natura & Co. and Revlon Inc. These companies are focused on strengthening their product portfolio and distribution network through strategic collaboration and partnerships to increase U.S. makeup market share.

List of Top U.S. Makeup Companies:

• L’Oréal S.A. (France)
• The Estée Lauder Companies Inc. (U.S.)
• Shiseido Co., Ltd. (Japan)
• Coty Inc. (U.S.)
• Natura & Co. (Brazil)
• Kao Corporation (Japan)
• ColourPop (U.S.)
• LVHM (France)
• Revlon, Inc. (U.S.)
• Glossier, Inc. (U.S.)
• The Procter & Gamble Company (U.S.)

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Key U.S. Makeup Market Trends

Rise in Vegan & Natural Cosmetics

Growing consumer awareness about chemical-free, plant-based ingredients is fueling the demand for vegan products. Brands are increasingly launching skincare and makeup lines featuring shea butter, plant oils, and botanical extracts.

• NYX Professional Makeup (by L'Oréal) launched its Ultimate Queen Collection featuring natural and ethical formulations.
• Retailers like Sephora, Ulta Beauty, and Target are expanding their green-labeled product lines.

Celebrity & Influencer Endorsements

Social media and influencer-driven marketing remain pivotal in influencing millennial and Gen Z buying behavior.

• In June 2022, Lady Gaga promoted vegan brand Haus Labs.
• Selena Gomez endorsed Rare Beauty, highlighting skin-safe and inclusive formulations.

Market Growth Drivers

Rising Demand for Luxury Cosmetics

Millennials and fashion-conscious consumers are investing more in premium beauty to enhance appearance and confidence.

• Estee Lauder reported a jump in cosmetic sales from USD 4.20 billion (2021) to USD 4.67 billion (2022).
• Growing preference for professional makeup in salons and spas boosts product consumption.

Innovation in Sustainable & Green Beauty

Cosmetic manufacturers are capitalizing on the clean beauty trend by introducing eco-friendly packaging, cruelty-free testing, and natural formulas.

• New entrants like Sunnies Face are bringing global green products to U.S. consumers.
• Fluffmatte lipsticks by Sunnies Face, launched in 2022, offer a lightweight, mousse-textured experience.

Market Restraints

Health Concerns from Chemical-Based Products

Concerns over ingredients such as parabens, fluorinated compounds, and estrogens are limiting consumer trust in conventional cosmetics.

• A 2021 Environmental Science & Technology study revealed 63% of tested foundations and 82% of waterproof mascaras had high fluorine content.
• Increasing reports of skin conditions and cancer risks from prolonged chemical exposure hinder market growth.

Counterfeit Products & Market Saturation

Ease of access to low-quality imitations undermines trust in genuine brands, limiting growth opportunities for major players.

These brands are heavily investing in R&D, influencer partnerships, and product innovation to appeal to ethically conscious and trend-savvy consumers.

Get to know more about this market, please visit: https://www.fortunebusinessinsights.com/u-s-makeup-market-107503

Key Industry Developments

• October 2022: L’Oréal Paris launched limited edition “Red My Lips” lipstick in the U.S.
• June 2022: Selena Gomez introduced Rare Beauty’s “Kind Words Matte Lipsticks”.
• May 2022: Sunnies Face debuted its Fluffmatte lipstick line for U.S. consumers.