Private Label Beauty Products Research

Private-Label Beauty Products: U.S. Market Assessment

Base Year: 2019
To Be Published 2nd Quarter 2020
Forecasts to 2024
Regional Coverage: United States

Private label has been advancing rapidly over the years, as an increasing number of retailers enters the lucrative beauty and personal care space through the introduction of their own private-label lines. In 2018, private label climbs to the top 10 position in Cosmetics & Toiletries in terms of annual sales, competing with giants such as Procter & Gamble and Johnson & Johnson. This report explores the dynamically growing private-label market, taking a deep dive into trends and developments, key product categories, main retailers and their private-label offerings, and forecasts for the next five years.

This Report Will Help Subscribers Answer the Following Questions:

  • How big is the market for private-label products, and how has it advanced over the years?
  • What product categories constitute the largest proportion of private-label products?
  • In which retailers is private label most prominent?
  • What are the margins on private-label products, and how do they differ from branded products?
  • Where are the opportunities in private label?
  • What threats do brands face because of private label’s rapid growth?

Report Contents


  • Scope
  • Sources and methods

Market Overview

  • Key learnings
  • Trends and developments
  • Market size and growth
  • Category highlights
  • Role in industry
  • Competitive landscape
  • Outlook to 2024

Profiles for the private-label segments of all product
classes listed in Table 1 will include the following:

  • Product class developments
  • Sales and growth
  • Role in product class
  • New product trends
  • Sales by company and brand for 2018 and 2019
  • Margins and pricing strategy
  • Marketing activity
  • Outlook to 2024

Private-Label Retailer Profiles

  • Brief profiles of 5-10 select private-label brands
    by retailer (Table 2).n Manufacturer overview
    − Sales for 2018 and 2019
    − Product offerings
    − New product activity
    − Marketing activity
    − Price strategy
    − Forecasts

Private-label Beauty Products Classes and Categories

Private-label Beauty and Personal Care Brands

Scope & Benefits

Private-Label Beauty Products: U.S. Market Assessment will analyze the market for private labels. Private label refers to products marketed by retailers under their own brand. These include products that are no-name or carry the retailer’s name. The product class and categories covered in this report are as follows:

  • Hair care product class (conditioners, multicultural hair care products, hair coloring products, hair coloring products, hair styling products and sprays, shampoos)
  • Makeup product class (face makeup, eye makeup, lipsticks and lip glosses, nail polishes)
  • Skin care products (baby care products, facial skin care, hand and body lotions, skin care products for men)
  • Oral care products (lip balms, jellies and treatments, mouthwashes, toothpaste, toothbrushes)
  • Other toiletries (deodorants and antiperspirants, personal cleansing products, shaving products)

This analysis will cover consumer purchases in the United States through the following retail channels:

  • Direct sales (home shopping, infomercials, and the Internet)
  • Department stores
  • Mass outlets (mass merchandisers, drug stores, food stores, and warehouse clubs)
  •  Specialty (cosmetics specialty retailers)

For the purposes of this report, brands from vertically integrated retailers such as Lush and Bath & Body Works are not considered private label, nor are social selling brands like Rodan+Fields or Mary Kay.

This report will enable subscribers to identify business opportunities by analyzing the dynamics in this hard-to-track industry; it will also help subscribers understand market growth factors, the competitive landscape, and future trends. The report will provide:

  • An understanding of the dynamics behind the success of private-label brands
  • A perspective on leading players, as well as the smaller, up-and-coming ones
  • A resource to augment business plans with reliable insights and data
  • The identification of potential threats
  • An understanding of market growth and future trends

Price Anchor

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