The U.S. beauty products market was valued at $81.1 billion in 2019, and the size is expected to swell to $128.7 billion in 2030. The fascination to look beautiful, growing aging population in the country, and rising skin disease incidence are the main factors that are responsible for the growth of the market. The increasing female working population can also be credited as an important driver; the more the working females, the more the consumption of beauty products.

People are becoming more inclined to using organic beauty products as opposed to the ones with harmful chemicals. According to a Statista survey, 50% of the U.S. consumers prefer organic and natural beauty products, such as natural deodorant balms. This inclination toward natural beauty products has much to do with the increasing awareness about skin ailments. The U.S. beauty products market has benefitted from this trend greatly as organic products are generally priced higher than normal ones.

This is ascribed to the constantly augmenting millennial workforce and increasing consumption of these products in the fashion and entertainment industries. In addition, the number of health and wellness-conscious consumers has shot up in the country. Hence, with the skincare field continuing to consolidate, the U.S. beauty products market will keep being positively affected.

The beauty and wellness industry has always propelled e-commerce to come up with new marketing strategies, to attract and satiate more customers. In turn, the e-commerce sector has completely transformed the U.S. beauty products market in the last few years. In 2019, the U.S. had 312.3 million internet users, including 91% of the females and 90% of the males. E-commerce portals provide more offers and discounts when compared to the conventional methods of shopping, and thus, an increasing number of people are switching to these platforms.

Hence, beauty product demand in the U.S. is growing because of the inclination of the people to have a youthful appearance.