Super premium beauty and personal care saw a significant absolute value loss in 2020, due to home seclusion, the temporary closure of beauty specialist retailers and department stores, as well as tightened consumer spending as a result of job insecurity or unemployment. A return to growth was seen in 2021, although sales were unable to rebound to the pre-pandemic level.
Beauty tech players are making impressive strides toward personalisation, which is expected to accelerate in the COVID-19 recovery phase, driven by consumers’ appetite for novelty and shifts in discretionary spending towards products or services that promise positive health outcomes. As every consumer wants a degree of personalisation in their beauty products, every brand can cater to this demand, from mass customisation to hyper-personalised products, to answer consumers’ spectrum of needs and budgets.
While social occasions remained limited for many consumers throughout 2021, super premium fragrances registered a surprisingly strong performance throughout the year. With fragrances having a direct tie to mood and favourable memories, consumers increasingly self-purchased fragrances, from luxury niche brands to global brands such as Gucci, Dior and Calvin Klein, whose fragrance lines have enjoyed years of growing brand recognition in the market thanks to heavy advertising across media and wide distribution across luxury and mass-focused retailers alike.
Beauty players are presented with the chance to tap into beauty tech, which is likely to contribute to recovery over the forecast period, after the negative impact from COVID-19. Livestreaming will be the next frontier of digital engagement with US beauty consumers, along with live chat features, since consumers are spending more time on their devices, in need of information, demonstrations and expertise from a beauty advisor.
Luxury beauty and personal care players in the US made strides in 2020 and 2021 to lessen their environmental impact. Innovations are picking up speed in colour cosmetics, with refillable lipstick packages being especially popular.
E-commerce accounted for an all-time high value share of overall sales of super premium beauty and personal care products in 2020, with this only falling slightly in 2021. This rise in share was at the expense of channels that typically had a strong foothold.
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Understand the latest market trends and future growth opportunities for the Super 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.
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This is an aggregation of super premium colour cosmetics, super premium fragrances, super premium skin care and other super premium beauty and personal care.See All of Our Definitions
This report originates from Passport, our Super Premium Beauty and Personal Care research and analysis database.
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