U.S. cosmetics and beauty retail e-commerce sales 2020-2026

In 2023, the cosmetics and beauty e-commerce industry in the United States is expected to generate roughly 21.3 billion U.S. dollars in sales. This figure is forecast to reach over 30.73 billion U.S. dollars by 2026.

Make up- the 2023 winner

The United States is the market leader in the global beauty and personal care industry. In 2023, it was estimated that the revenue of the beauty and personal care market in the United States reached around 98 billion U.S. dollars. When looking into the best-performing beauty product categories in the United States, makeup emerged as the clear winner of 2023. Both the mass market and the prestige market saw sales growth of 15 and 24 percent, respectively, for makeup products. Fragrances followed closely behind, with a 13 percent increase in sales in the mass market and a 15 percent increase in the prestige market.

Fragrances- the online dominator

When looking at the e-commerce side of the beauty market, fragrances were the top-performing segment in terms of sales growth. The sales of fragrances increased by almost 27 percent in 2022. In the United States, shopping for beauty products online varies depending on gender, with women purchasing beauty products more often than men. In general, online shoppers in the U.S. had the tendency to purchase beauty products a few times a year, if not purchasing them monthly.