US consumers’ appetite for premium beauty and personal care returned in 2021, marked not only by high growth from dismal 2020 figures, but also driven by higher sales than in 2019 in certain categories. The stand-out category was premium fragrances, which after decline in 2020 saw exceptional current value growth in 2021, exceeding even the 2019 sales by 36%.
Premium colour cosmetics registered dynamic growth in current value terms in 2021, and accounted for nearly a quarter of the absolute value gains in premium beauty and personal care in this year. Premium facial make-up was a significant contributor, accounting for 41% of the absolute value gains in premium colour cosmetics in 2021.
Premium dermocosmetics beauty and personal care saw solid growth in current value terms in 2021 in the US, up from a fairly static performance in 2020, although growth was still behind that of mass dermocosmetics. Despite being six times smaller than mass dermocosmetics beauty and personal care in 2021, the premium segment is expanding, amidst a backdrop of consumer demand for safety and transparency and a stronger reliance on medical guidance.
Most sustainable innovations in the US beauty and personal care industry are focused on reducing players’ environmental impact. Adding eco-friendly features to products is becoming more common, especially amongst premium players who strive to maintain the same aesthetic but with a lower environmental footprint.
Self-care and wellness were amplified in 2021, and they were a lifeline to cope with external anxieties, by empowering consumers to take ownership of their individual health and wellbeing in a more holistic sense. Business activity amongst premium beauty and personal care brands in the US reflected these themes.
Rising consumer interest in personalisation is a defining trend in the industry, with the likelihood of this continuing if supported by science-based evidence. A little over 18% of US respondents expressed a willingness to pay a price 20% or more higher for personalised consultation services in 2021 (up from 15% in 2020), according to Euromonitor International’s Beauty Survey.
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Understand the latest market trends and future growth opportunities for the Premium 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.
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Premium Beauty and Personal Care
This is the aggregation of premium colour cosmetics, fragrances, deodorants, skin care, sun care, baby and child-specific products, bath and shower and hair care.See All of Our Definitions
This report originates from Passport, our Premium Beauty and Personal Care research and analysis database.
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