Competitive Landscape
L’Oréal Defends Lead as Masstige Launches Drive Brand Loyalty
The mass beauty and personal care landscape in the US remains highly concentrated at the top, with L’Oréal USA Inc maintaining its position as the leading company in 2025 with 13% value share. Unilever Home & Personal Care USA and The Procter & Gamble Co also continued to be key players with 12% and 11% shares, respectively.
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Overview:
Understand the latest market trends and future growth opportunities for the Mass Beauty and Personal Care industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Mass Beauty and Personal Care industry in USA, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Mass Beauty and Personal Care in USA report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Mass Beauty and Personal Care in USA?
- Which are the leading brands in USA?
- How are products distributed in USA?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Mass Beauty and Personal Care in the US - Category analysis
Key Data Insights
Mass Bath and Shower Launches Entice Consumers Amid Cautious Spending
Mass Bath and Shower Launches Entice Consumers Amid Cautious Spending
Skin Care Drives Mass Beauty Growth as Brands Embrace Masstige and Multifunctional Formats
Medicube Expands In-Store Presence after Digital-First K-Beauty Success
Korean Brands to Drive Hybrid Beauty as Us Shoppers Seek Minimalism
Hydrating Skin Care to Retain Top Spot as Bath and Shower Accelerates
Digital Delivery to Reshape Consumer Expectations
L’Oréal Defends Lead as Masstige Launches Drive Brand Loyalty
Beauty and Personal Care in the US - Industry Overview
Value-Driven Skin Care and the Rise of Tiktok Shop Reshape Us Beauty and Personal Care
Key Data Insights
Value-Driven Skin Care and the Rise of Tiktok Shop Reshape Us Beauty and Personal Care
Health-Focused Innovation and Elevated Mass Offerings
Olive Young and Sephora Expand K-Beauty Reach through Partnership
Longevity and Wellness Trends to Shape the Future of Us Beauty and Personal Care
Korean Colour Cosmetics and Hybrid Sunscreen to Expand Reach through Mass Retail
At-Home Devices and Personalisation Set to Drive New Business Models and Partnerships
L’Oréal Accelerates Leadership through Acquisitions and Prestige Expansion
Church & Dwight and Elf Beauty Expand with High-Impact Acquisitions
The Shift Towards E-Commerce and Digital-First Strategies
Olive Young’S Partnership Accelerates K-Beauty’S Reach through Sephora
Country Reports Disclaimer
The following categories and subcategories are included:
Mass Beauty and Personal Care
- Mass Baby and Child-specific Products
- Mass Bath and Shower
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- Mass Eye Liner/Pencil
- Mass Eye Shadow
- Mass Mascara
- Mass Other Lash and Brow Make-Up
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- Mass BB/CC Creams
- Mass Blusher/Bronzer/Highlighter
- Mass Foundation/Concealer
- Mass Powder
- Mass Other Facial Make-Up
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- Mass Lip Gloss
- Mass Lip Liner/Pencil
- Mass Lipstick
- Mass Other Lip Products
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- Mass Nail Polish
- Mass Nail Treatments/Strengthener
- Mass Polish Remover
- Mass Other Nail Products
- Mass Colour Cosmetics Sets/Kits
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- Mass Deodorants
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- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
- Mass Hair Care
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- Mass Firming Body Care
- Mass General Purpose Body Care
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- Mass Acne Treatments
- Mass Face Masks
- Mass Facial Cleansing Wipes
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- Mass Basic Moisturisers
- Mass Anti-Agers
- Mass Lip Care
- Mass Liquid/Cream/Gel/Bar Cleansers
- Mass Toners
- Mass Hand Care
- Mass Skin Care Sets/Kits
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- Mass Aftersun
- Mass Self-Tanning
- Mass Sun Protection
Mass Beauty and Personal Care
This is the aggregation of mass colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.
See all of our definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Mass Beauty and Personal Care research and analysis database.
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