The Make-Up Segment in United States of America registered a Market volume of 2,197.15 million units in 2025
The indicator recorded a historical growth (CAGR) of 1.62% between 2022 to 2025, and is expected to grow by...
GlobalData projects the indicator to grow at a CAGR of...
Market volume of make-up market in the US recorded a YoY decline in 2020
Market volume of the make-up market in the US registered a continuous decline between 2018–2021.
The make-up market consists of eye make-up, face make-up, lip make-up and nail make-up. The eye make-up segment consists of eyeliner, eye shadow, mascara and other eye make-up products. The face make-up segment consists of blusher, foundation, face powder and other face make-up products. The lip make-up segment consists of lip liner, lipstick, lip gloss and other lip make-up products. The nail make-up segment consists of nail polish. Market volume is defined as the total number of transactions.
Five forces analysis
The make-up market will be analyzed taking manufacturers of make-up products as players. The key buyers will be taken as retailers, and chemical companies and mineral producers as the key suppliers.
Rivalry in the market is assessed as moderate, with most of the companies having strong brands and enjoying geographical diversification. Relatively high fixed costs intensify rivalry as they make it more difficult to exit the market.
The market leaders own a variety of recognized brands and operate in various segments of the market, such as eye make-up, face make-up, lip make-up and nail make-up. Fashion is a major influence on the make-up market, with consumers differentiating themselves quite strongly through the styles and brands of make-up products offered. Larger retailers often occupy a strong position in the supply chain, which allows them to negotiate favorable contracts with manufacturers, thereby enhancing buyer power.
Competitive landscape
The US make-up market experienced a contraction in value and volume growth in recent years. L'Oreal is the leading player in the market in value terms. Furthermore, Estee Lauder and Coty also have a strong presence in the country, accounting for the second and third largest value shares, respectively, in 2020.
Top brands
Maybelline, which is owned by L'Oreal, is the most popular brand in the US make-up market. Furthermore, M.A.C. (owned by Estee Lauder) and L'Oreal Paris (owned by L'Oreal) are also top brands, which held significant brand value shares in the same year.
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