Personalized Beauty: U.S. Market Assessment and Opportunities

Base Year: 2019
Published December 2019
Regional Coverage: United States

This report explores the dynamic market for personalized beauty, focusing on key developments that are shaping the approach marketers and retailers are taking to give consumers a custom-made beauty experience. The report demonstrates how various factors are converging to satisfy consumer beauty needs. Areas covered include personalized fragrances, makeup, skin care and hair care products, subscription services, and innovative technologies such as mobile apps, augmented reality, and virtual reality.

This Report Helps Subscribers to:

  • Identify opportunities that may be a good fit for their product line
  • Assess how partnering with a technology company can be beneficial
  • Identify category segments with the most potential for personalization
  • Pinpoint areas of greatest opportunity for future and more advanced customization and personalization


Report Contents


  • Scope
  • Sources and methods

Market Overview

  • Key findings
  • Sales and growth of personalized product categories shown in Table 1
  • Trends and developments in services related to personalization
  • Competitive landscape
  • Outlook to 2024

Case studies

Case studies of approximately 10 companies that offer personalization as shown in Table 2. Information provided will include:

  • Products offered
  • Distribution model
  • Impact of personalization on sales
  • Successes and challenges
  • Marketing activity including

table 1 personalized beauty

table 2 personalized beauty

Scope & Benefits

This report explores the dynamic and growing market for personalized beauty, as more brands and retailers embark on differentiating themselves by catering to the unique needs of consumers. The report focuses on personalized products, services, and digital technology that drive consumers to seek products that are catered specifically to their needs and wants. Excludes services performed in professional outlets such as salons, spas, and doctors’ offices. Key areas of coverage are:

  • Products that can be custom-made in the hair, skin, and makeup product categories
  • Beauty regimens based on a quiz that consumers complete offered by brands such as Skinceuticals
  • Services provided by brands that personalize bottles such as Le Labo and Atelier Cologne
  • Personalized subscription services offered by players such as Scentbird
  • Digital apps by brands and augmented reality and virtual reality offered by retailers

This report shows subscribers the different ways category marketers/retailers are creating a personalized experience around their products or services. It also provides the following:

  • An understanding of different approaches that can be taken to offer consumers a personalized beauty experience
  • A perspective on how leading players are executing personalization
  • Ideas for potential partnerships/alliances
  • Insights on what approaches are more successful than others

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