Impact of COVID-19 on the U.S. Cosmetics & Toiletries Market

Base Year: 2019
Published:​ March 2020
Regional Coverage: United States

A special bonus installment from the 45th edition of Kline’s Cosmetics & Toiletries USA Annual Service, with scenario forecasts that predict the possible impact of the COVID-19 pandemic on the U.S. cosmetics and toiletries industry.


  • Fragrances
  • Hair Care
  • Makeup
  • Skin Care
  • Toiletries
  • Scenario forecasts (Worst Case, Likely Case, Best Case) from  2019 through 2024 by category
  • All channels of distribution

Report Contents


  • Scope
  • Assumptions
  • Sources and Methods

Overall Market Forecast

  • The Situation
  • Probable Impact by Category
  • Forecast Sales by Category
  • Original 2018-2019 Forecast
  • 2019-2024 Forecasts (Worst, Likely, Best)
  • Historical Growth During and After Last Recession

Forecasts by Category

2019-2024 Forecasts (Worst, Likely, Best) for each of the individual categories listed in Table 1. Categories are clustered as follows:

  • Rescue Categories
  • Everyday Essentials
  • Soothing Solutions
  • Can-Wait Categories
  • Fragrances for men
  • Fragrances for women
  • Hair coloring products​
  • Hair styling/sprays​
  • Multicultural hair care​
  • Shampoos and conditioners​
  • Eye makeup​
  • Face makeup​​
  • Lipsticks and lip glosses​​
  • Nail polishes​
  • Baby care​​
  • Facial skin care​​​
  • Hand and body lotions​​​
  • Lip balms​
  • Skin care for men​​​​
  • Sun care​
  • Deodorants and antiperspirants​
  • Personal cleansing (bath & shower)​​
  • Personal cleansing (hand sanitizers + liquid hand soaps)​​​
  • Shaving products​

Report Benefits

This report serves as an excellent resource for manufacturers and retailers of beauty and personal care products. Specifically, this report assists subscribers by providing:

  • Actionable forecasts on the potential impact of COVID-19 for each category
  • Data on market performance during the last recession
  • Expert commentary on each category

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