U.S. Women’s Grooming Market Size, Share, and Growth Forecast from 2025- - 2032

U.S. Women’s Grooming Market Size and Share Analysis

The U.S. women’s grooming market is anticipated to reach a size of US$ 70.9 Bn by 2025. It is likely to record a CAGR of 5.5% during the forecast period to attain a value of US$ 103.3 Bn by 2032.

Around 58% of beauty shoppers are set to use virtual try-on apps by 2032. The integration of AR in beauty apps is anticipated to become a staple for both skincare and cosmetics, allowing consumers to try on makeup and test products virtually before purchasing.

As sustainability continues to be a primary concern, brands are projected to increasingly shift to biodegradable, refillable, or recyclable packaging to meet consumer demand for eco-conscious products. Around 60% of U.S. consumers report that they are willing to pay more for sustainable, eco-friendly products.

Key Highlights of the Industry

• Brands that implement AR/VR technology will likely lead in customer satisfaction and engagement, reducing product return rates and increasing customer loyalty.
• Brands like Menopause by Lora and Herbivore Botanicals are offering products specifically formulated for mature skin.
• Products that combine anti-aging, sun protection, and moisturizing properties in a single item are predicted to become increasingly popular, especially among time-poor consumers.
• Devices or apps that analyze individual skin and hair conditions are likely to gain traction as these provide recommendations for personalized routines.
• The forecast period is predicted to witness a rise in products designed for textured hair, including specialized shampoos, conditioners, and treatments.
• Foundations, concealers, and other makeup products are estimated to witness diversification to cater to all skin tones, leading to a rise in brands with inclusivity at their core, like Fenty Beauty and MAC Cosmetics.
• By product, the skin care segment held a share of 33.3% in 2024 owing to rising concerns about sun damage and aging.
• Based on distribution channel, the hypermarkets and supermarkets segment accounted for a share of 34.2% in 2024 owing to their high convenience.
• U.S. women’s grooming market in the West is set to exhibit at a CAGR of 6.8% through 2032 owing to high disposable income in the zone.

Market Attributes	Key Insights
U.S. Women’s Grooming Market Size (2025E)	US$ 70.9 Bn
Projected Market Value (2032F)	US$ 103.3 Bn
U.S. Market Growth Rate (CAGR 2025 to 2032)	5.5%
Historical Market Growth Rate (CAGR 2019 to 2023)	4.5%

Consumers in West U.S. to Demand Sustainable and Clean Beauty Products

The West U.S. held a share of 26.4% in 2024. The West, particularly California, is a hub for global beauty trends. Its proximity to Hollywood, the tech industry (Silicon Valley), and a health-conscious population fosters the early adoption of grooming products. Los Angeles and San Francisco consistently rank among the top cities driving beauty and grooming product sales in the U.S.

Residents in the West U.S. generally have higher disposable income, enabling them to spend more on premium and luxury grooming products. Consumers in the zone are leaders in demanding sustainable, eco-friendly, and clean beauty products.

It has driven brands to introduce more environmentally conscious product lines specifically tailored to this zone. Over 50% of grooming products launched in the West U.S. in 2023 were labeled as sustainable or clean.

Consumers in the U.S. Prefer Natural and Organic Skincare Products

Skin care held a share of 33.3% in 2024. Growth in this segment is mainly driven by modern consumers prioritizing skincare as a part of their health and wellness routines. Concerns about aging, sun damage, and environmental pollution have led to a surging demand for skincare products.

Products targeting anti-aging concerns, such as wrinkle reduction, firming, and hydration, are particularly in demand among women aged 35 and above, a demographic that constitutes a significant portion of the market.

• A survey revealed that over 50% of U.S. consumers prefer natural or organic skincare products.

Time-conscious consumers are gravitating toward multi-functional products that combine several benefits, such as moisturizers with SPF, anti-aging serums with vitamin C, and tinted moisturizers. Hybrid products such as BB and CC creams are gaining traction due to their dual benefits of skincare and makeup.

The proliferation of e-commerce platforms and direct-to-consumer models has enabled brands to offer personalized skincare solutions. AI-based tools, like skin diagnostic apps, allow consumers to find tailored products suited to their skin type and concerns.

Hypermarkets and Supermarkets to Offer Varying Product Ranges

Hypermarkets and supermarkets held a share of 34.2% in 2024. Hypermarkets and supermarkets are conveniently located in both urban and suburban areas, making these accessible to several consumers. These are considered a ‘one-stop shop’ for grooming products alongside everyday essentials.

The retail formats offer an extensive range of grooming products, from budget-friendly options to premium brands, allowing them to cater to diverse consumer preferences and budgets. Supermarkets often introduce private-label grooming products, which are gaining popularity due to their affordability. Private-label personal care products grew by 10% year-over-year in 2023, and supermarkets were key drivers.

Hypermarkets and supermarkets frequently offer competitive pricing and promotional deals, such as buy-one-get-one-free and seasonal discounts, which attract cost-conscious consumers. About 70% of U.S. consumers cite price promotions as a deciding factor when purchasing grooming products at supermarkets.

Consumers often prefer purchasing grooming products from physical stores due to the trust factor. They can inspect the product’s packaging, verify expiration dates, and receive immediate gratification from in-store purchases.

U.S. Women’s Grooming Market Introduction and Trend Analysis

Potential growth in the U.S. women’s grooming industry is predicted to be driven by a rising focus on mental wellness. It will likely influence product development, with brands integrating stress-relief and aromatherapy elements into their product lines. Growth during the assessment period is set to be fueled by surging consumer bases, technological innovations, and ongoing shifts in beauty and wellness trends.

As digital shopping continues to dominate, online sales are anticipated to account for 60% of all grooming product sales by 2032, with a strong focus on personalized beauty offerings. Consumers are increasingly prioritizing sustainability, with eco-friendly packaging, refillable products, and sustainable ingredient sourcing becoming essential market drivers.

Historical Growth and Course Ahead

The U.S. women’s grooming market growth was steady at a CAGR of 4.5% during the historical period from 2019 to 2023. Online sales became a dominant force in the market during this period, accounting for 50% of total grooming product sales by 2023. Consumer demand for organic, clean, and cruelty-free products continued to rise.

The rise of products with multiple benefits during this period met consumer demand for convenience and efficiency. Brands adopted more eco-friendly practices, such as biodegradable packaging, refillable containers, and products with fewer harmful environmental impacts.

The forecast period is predicted to witness an increasing consumer interest in sustainability, wellness, and personalized beauty solutions. The next decade is estimated to see developments in AI driven personalized skincare routines, Augmented Reality (AR) makeup try-ons, and blockchain-enabled authenticity verification.

Market Growth Drivers

Rising Demand for Natural and Organic Products to Propel Sales

A survey revealed that 59% of consumers in the U.S. prefer using natural and organic skincare products over conventional ones, thereby underscoring the shift toward cleaner and healthier alternatives. For instance,

• Millennials and Gen Z are the key driving forces behind this demand, with 73% of millennials stating that they are willing to pay more for sustainable and organic products.

The clean beauty movement in the U.S. emphasizes the use of products free from harmful chemicals and synthetic ingredients. The natural haircare segment is also rising rapidly, with women accounting for 71.4% of the revenue share in 2024.

It highlights the surging demand for chemical-free shampoos, conditioners, and treatments. Increased awareness of the harmful effects of parabens, sulfates, and synthetic fragrances is leading consumers to opt for safer, natural alternatives.

Consumers demand clarity in labeling, including certifications like USDA Organic, Leaping Bunny, and Environmental Working Group (EWG) verification. Social media influencers and celebrities promoting natural and organic brands significantly impact consumer buying decisions.

Increasing Customization and Personalization of Skincare to Augment Demand

Personalized products increase customer retention rates by 10% to 15% compared to generic alternatives. For example,

• A study revealed that 80% of consumers are more likely to purchase from brands that offer personalized experiences, showing a clear preference for customized products.
• Around 70% of millennials and Gen Z consumers value brands that prioritize tailored solutions, making these groups the primary drivers of this trend.

As tools like skin analyzers and AI-powered recommendations become mainstream, the personalized beauty devices sector is predicted to witness exponential growth. Companies like Prose and Function of Beauty use AI-driven quizzes and data analytics to create personalized haircare and skincare regimens, with 90% of customers reporting higher satisfaction compared to generic alternatives.

Around 92% of consumers are more likely to trust a brand that offers a personalized experience. Customers are increasingly seeking products free from harmful ingredients, tailored to their specific skin or hair concerns. Customization also reduces waste by eliminating products that do not suit individual needs.

Market Restraining Factors

Emergence of Counterfeit and Low-quality Products to Hamper Sales

The global market for counterfeit goods, including cosmetics and grooming products, is valued at US$ 4.9 Tn, with the beauty industry losing an estimated US$ 5.4 Bn annually due to counterfeits. The U.S. is a key market for these products, especially through online sales platforms like Amazon and eBay. Counterfeit beauty products are set to continue rising at a rate of 10% to 15% annually, fueled by increasing popularity of online shopping and the global spread of digital marketplace.

Counterfeit products often contain harmful chemicals, unregulated ingredients, or allergens that can cause skin irritation, rashes, or more severe reactions. These products often bypass safety and quality controls, posing health risks to consumers. For example,

• The National Association of Boards and Pharmacy revealed that 52% of consumers reported experiencing negative skin reactions, such as burns or rashes, after using counterfeit cosmetics.

Fake grooming products are often made with subpar materials, leading to ineffective or even dangerous outcomes. Counterfeit products significantly affect the revenue of legitimate beauty brands. For instance,

• A report by The International Anti-Counterfeiting Coalition (IACC) indicated that 48% of beauty brands have reported substantial revenue losses due to counterfeiting. For a few brands, counterfeit sales account for 10% to 15% of total market sales.

Counterfeit products can damage the reputation of established brands, especially when consumers are unknowingly exposed to low-quality or harmful alternatives. For example,

• Around 66% of consumers say they would be hesitant to buy from a brand that has been linked to counterfeit products, even if they were unaware initially.
• Online marketplaces, especially those that do not adequately vet sellers, are a common distribution channel for counterfeit products. Nearly 25% to 30% of beauty products sold on platforms like Amazon and eBay are counterfeit or of dubious quality.

Market Growth Opportunities

Launch of Inclusive Offerings to Create New Opportunities for Key Players

Inclusive beauty brands have grown at a rate of 18%, showcasing the impact of diversity-focused strategies. A study revealed that 64% of U.S. women expect beauty brands to represent diversity in their product lines and marketing campaigns. Another survey by Forbes found that 31% of consumers actively avoid brands that fail to reflect inclusivity, indicating the rising importance of diversity in purchasing decisions.

Brands like Fenty Beauty offer 50+ foundation shades, setting a standard for inclusivity. The rise of unisex skincare and grooming products, such as those by Non Gender Specific, appeals to non-binary and gender-fluid consumers. Some brands are adopting braille labels and easy-to-use packaging to cater to consumers with disabilities.

Diverse advertising campaigns increase customer loyalty, with 67% of consumers indicating they are more likely to support brands that showcase inclusivity in their marketing. Cultural celebrations are gaining traction, with brands launching product lines inspired by specific cultural or ethnic traditions, such as Lunar New Year or Black History Month collections.

Companies to Innovate Hybrid and Multifunctional Products to Gain Profit

In the U.S., demand for hybrid products is particularly high among millennials and Gen Z consumers, who account for 63% of purchases in this category due to their fast-paced lifestyles. For example,

• A survey revealed that 72% of women in the U.S. prefer products with multiple benefits, such as a foundation with SPF or a moisturizer with anti-aging properties.
• Around 58% of consumers stated that they are willing to pay a premium for multifunctional beauty products, valuing the time savings and convenience they offer.

Products like BB creams and CC creams, which combine skincare, makeup, and sun protection, have seen a 28% rise in sales over the past three years, especially in the U.S. women’s grooming market. Multifunctional items decrease the need to purchase separate products, appealing to budget-conscious consumers. About 85% of women using hybrid products report a simplified beauty routine.

Competitive Landscape for the U.S. Women’s Grooming Market

Companies in the U.S. women’s grooming market are offering personalized grooming solutions, such as skincare products tailored to individual needs. They are developing eco-friendly and biodegradable products to attract environmentally conscious consumers.

Businesses are introducing smart devices like laser hair removal tools, app-integrated skincare devices, and AI-powered analysis tools. They are also focusing on underserved segments like vegan, organic, or hypoallergenic grooming products.

Organizations are positioning products as luxury items with superior quality and ingredients. They are putting emphasis on diversity in marketing to appeal to broader demographics.

Brands are offering monthly grooming kits and auto refill subscriptions for convenience and loyalty. They are progressively leveraging platforms like Instagram and TikTok for targeted advertising and influencer partnerships.

Recent Industry Developments

• In October 2024, Coty Inc. launched a new campaign to promote its Ultimate Miracle Worker Face & Neck Cream, to make retinol less intimidating for consumers under its brand, Philosophy.
• In August 2024, Neutrogena launched Neutrogena Collagen Bank, featuring its patented micro-peptide technology, aimed at addressing growing concerns about aging.

U.S. Women’s Grooming Market Report Scope

Attributes	Detail
Forecast Period	2025 to 2032
Historical Data Available for	2019 to 2023
Market Analysis	US$ Billion for Value
Key Zones Covered	Northeast Midwest Southeast Southwest West
Key Market Segments Covered	Product Distribution Channel Zone
Key Companies Profiled in the Report	Procter & Gamble Co. Unilever PLC Estée Lauder Companies Inc. L'Oréal S.A. Revlon Inc. Coty Inc. Johnson & Johnson Colgate-Palmolive Company Mary Kay Inc. Shiseido Company, Limited
Report Coverage	Market Forecast and Trends Company Share Analysis Competitive Intelligence DROT Analysis Market Dynamics and Challenges Strategic Growth Initiatives
Customization and Pricing	Available upon request

Market Segmentation

By Product

• Skin Care
  • Face Skin Care
  • Body Skin Care
• Hair Care
  • Shampoo
  • Conditioner
  • Oils
  • Serums
  • Others
• Oral Care
  • Toothpaste
  • Toothbrush
  • Mouthwashes/Rinses
  • Dental Floss
  • Others
• Color Cosmetics
  • Face Color Cosmetics
  • Lip Color Cosmetics
  • Eye Color Cosmetics
  • Nail Color Cosmetics
• Shower and Bath
• Perfume/Fragrances

By Distribution Channel

• Hypermarkets and Supermarkets
• Specialty Beauty Stores
• Pharmacies and Drugstores
• Online/E-commerce
• Others

By Zone

• Northeast
• Midwest
• Southeast
• Southwest
• West

To know more about delivery timeline for this report Contact Sales