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Beauty Retailing: U.S. Channel Analysis and Opportunities

Regional Coverage: United States

Base Year: 2019
Published July 2020
Forecasts to 2024
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Base Year: 2020
Published: June 2021
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A comprehensive analysis of the beauty retailing landscape, this report covers all channels across key beauty categories and pays special attention to growing channels such as e-commerce. The edition will examine how retailing is evolving during the COVID-19 pandemic, with a special focus on how retailers are diversifying for the new normal.


  • Base year is 2020: historical sales are for 2018-2019
  • Retail sales for five beauty product classes consisting of 19 product categories
  • Retail sales for seven channels and sub-channels
  • Noteworthy retailer profiles
  • Forecasts by category and sub-channel for 2021-2025

Table of Contents

This program consists of two deliverables: a presentation-style report and a database with sales data by channel and sub-channel as shown in Table 1.


Executive Summary

  • Key takeaways
  • Noteworthy developments
  • Data highlights
  • Channel snapshots
  • Outlook

Purchase Channel Snapshots

Analysis of each purchase channel listed in Table 1 with data for each of the categories listed in Table 2, including the following information:

  • Channel developments
  • Sales breakdowns by channel and sub-channel
  • Role of cosmetics and toiletries
  • Retail sales, share and growth by product class for 2019 and 2020
  • Marketing activity
  • Outlook to 2025

Retailer Snapshots

Snapshots of select retailers, each containing:

  • Key facts
  • Sales and door count
  • Beauty initiatives
  • Marketing and loyalty programs
  • Outlook and opportunities

Contents of Database

Fields in database

  • Channel and sub-channel
  • Product category

Values in database

  • Retail sales by year for 2018-2020
  • Growth rates
  • Shares
  • Forecast retail sales by year for 2021-2025
Department stores​
  • Low-end
  • Traditional
  • Specialty
Direct sales
  • ​E-commerce​
  • Home shopping networks​
  • Infomercials​
  • ​Social selling
Drug outlets
  • Chain and independent drugstores​
Food outlets
  • Health/natural food stores​​
  • Supermarkets​​​
Mass merchandisers
  • Big-box retailers​
  • Dollar stores
  • Warehouse clubs
Professional outlets
  • Beauty/hair salons​
  • Physicians’ offices
  • Spas
Specialty stores
  • Apparel​
  • Beauty supply
  • Cosmetics specialty
  • Vertically integrated
  • Fragrances for men
  • Fragrances for women
Hair Care
  • Shampoos and conditioners​
  • Multicultural hair care​
  • Hair coloring​
  • ​Hair styling
  • Eye makeup​
  • Face makeup​​
  • Lipsticks and lip glosses​​
  • Nail polishes​
Skin Care
  • Baby care​​
  • Facial skin care​​​
  • Hand and body lotions​​​
  • Lip treatments​
  • Skin care for men​​​​
  • Sun care​
Other Toiletries
  • Deodorants and antiperspirants​
  • Personal cleansing
  • Shaving

Report Benefits

This report enables subscribers to exploit business opportunities by illustrating retailing dynamics in one of the most important markets for the personal care industry: the United States. It also helps subscribers:

  • Identify and explain key purchase channels for cosmetics and toiletries in a clear and consistent fashion
  • Quantify industry sales by purchase channel, focusing on hard-to-track, non-traditional channels
  • Acquire information and insights necessary to capitalize on changes on retail

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