The cosmetics & toiletries market in the United States

First Findings from the Cosmetics & Toiletries USA Report

As we are in the process of conducting the research for our soon-to-be-published flagship Cosmetics & Toiletries USA report, we’re sharing a few insights that came to light so far in an interview with the report’s research team.

What continuing trends are we noticing this year?

Some of the major trends that continue to impact the beauty market are clean and sustainable beauty. The ingredient of the year is cannabis, which grows more popular with increased legalization in the United States. Meanwhile, investments, mergers, and acquisitions continue into 2018 and beyond as companies look to take advantage of new, trendy indie brands in the marketplace.

Can you shed some light on the indies?

Indie brands continue to drive trends in the market with innovative new concepts, ingredients, and products. The brand story is a key element to an indie brand, as it connects the brand and consumer on a deeper level. In addition:

  • Social media and the digital prowess of indie brands bring these niche players into the spotlight.
  • A new wave of online exclusive brands, such as Summer Fridays and Dominique Cosmetics, become success stories, with cult-like social media followings and sold-out products.
  • More established indies, such as Herbivore Botanicals, Sugarpill Cosmetics, and Milk Makeup, continue their tremendous growth in the market by utilizing influencers to relay unique concepts and products.
  • While most indies are mainly sold online, many enter brick-and-mortar stores. Retailers such as Ulta, Sephora, and Riley Rose are consistently looking for new, upcoming brands found on social media to add to their portfolios.
  • Recording high double- to triple-digit growth for the past several years, beauty indies are the most sought-after brands by cosmetics marketers and retailers alike, so we will analyze this topic in a standalone report entitled Beauty’s 100 Favorite Brands: Analysis of Booming Independent Brands in the United States. Published quarterly in 2019, this study will track the up-and-coming indie brands on the market, from their product offerings to distribution and annual revenues.

Skin care continues to be the biggest category of the U.S. beauty industry. What are some of the hottest trends?

Masking continues to remain a popular trend as brands continue to launch products in the category. Masks that are “Instagram-friendly,” such as sheet masks or colorful peel- or wash-off masks, are especially dominant in the marketplace as social media remains prevalent in the lives of consumers. Nügg Beauty recently launched Miracle Mud Mask in addition to the Skin Fizz 3-in-1 Cleanser, Exfoliator, and Mask, launched in 2018 in line with the trend.

We have noticed a rise in stick-based products throughout 2018. New introductions to the market in the last year include Supergoop! Glow Stick Sunscreen SPF 50, Milk Makeup Watermelon Brightening Serum, St. Ives Cleansing Sticks, and Olay Clay Sticks.

Glow-giving products are also popular among consumers, attracting consumers by calling out “brightening” and “illuminating” claims or highlighting a staple ingredient, vitamin C. New products recently introduced include Bliss Hangover Fix Holographic Foil Sheet Mask, Tula Insta Bright Energizing & Brightening Sheet Mask, and Kiehl’s Glow Formula Skin Hydrator.

For almost 50 years, the Cosmetics & Toiletries USA report has been a go-to source of market knowledge and competitive insights for many beauty businesses. This comprehensive analysis sheds light on five product classes and 20 product categories. From trends and drivers to assessments of the competitive playing field between beauty’s leaders and the rising independent — plus retail distribution and outlook through 2023 — this report covers it all.

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