Cosmetics & Toiletries

The Key Drivers of the U.S. Beauty Industry

Driven by advancements in facial skin care, the beauty market maintains its steady growth into 2018. Our recently published annual flagship report, Cosmetics & Toiletries USA, finds strategically positioned indie brands to be influencing trends across product classes and categories. Male grooming products also play a key role in advancing the market, despite a significant slowdown in sales in some categories.

Indie brands, such as Beautycounter, Juice Beauty, and Glossier, contribute to the strong growth of facial skin care. These brands use their innovation and unique positioning to carve out a niche segment of the market, often appealing to millennials or clean beauty enthusiasts. Many also look to expand into other categories, such as makeup, with new launches and may help in rebounding the struggling product class. Tatcha launches The Silk Canvas in 2018, bringing its skin care expertise to the makeup class via the primer.

Published quarterly, our Beauty’s 100 Favorite Brands: Analysis of Booming Independent Brands in the United States takes a deeper look into the positioning, marketing activity, and strategies of select indie brands disrupting the beauty industry. With recent news of Tatcha being acquired by Unilever and speculation over the future of Kylie Cosmetics, the indie beauty industry is more exciting than ever and will continue to play a pivotal role in shaping and inspiring the cosmetics and toiletries industry.

Another exciting segment in the market is male grooming. Despite a slowdown in male skin care, our Male Grooming Products: U.S. Market Analysis and Opportunities finds the market to be growing at nearly 5%, outpacing the overall cosmetics and toiletries industry. Driven by innovations in deodorants and antiperspirants as well as fragrances, the market records the fastest growth it has seen in the last five years.

Beard care products is a new category tracked through the report. Consisting largely of indie brands, such as 18.21 Man Made and Beardbrand, the category records double-digit growth, driven by new launches such as GIBS Grooming’s Tree Hugger Beard Balm-Aid, contributing to the advancement of the male grooming market. Our consumer study indicates that a rising number of male consumers believe that taking care of their appearance is essential. This number is expected to increase, leading to the continued growth of the market.

The 44th edition of the Cosmetics & Toiletries USA report continues to be a go-to source of market knowledge and competitive insights for many beauty businesses. With the addition of newly tracked categories across five product classes, the report covers the increasingly competitive playing field between established market players and booming indies, in addition to trends, drivers, and other key factors in the ever-growing beauty market.

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