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.)

Request a Free Sample Report   and discover how your business can thrive in the evolving U.S. makeup landscape.

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.