16 ANALYSIS Richard Scott – Editor, Personal Care Magazine


The United States is the biggest market for cosmetics, fragrances and personal care products in the world with a revenue of 89.5 billion US dollars. China, ranked second, generated 62 billion US dollars in 2018 (Statista).


The US is also the largest region in the global personal care services market, accounting for 33% of the market in 2020 (ReportLinker). These figures make it clear what a vital market the US for the global personal care industry, and with the country’s vaccine rollout progressing well at the time of going to press, all eyes will be on the United States as it becomes one of the first major Western economies to return to normality following the COVID-19 pandemic. According to Mordor


Intelligence, the United States beauty and personal care products market is projected to grow at a CAGR of 5.12% between 2021 – 2026. The growth will be fuelled by a burgeoning interest in personal wellness, sustainability and personalisation among American consumers.


Current trends in the US market These interests are boosted by the so-called “Clean Beauty” movement, which originated in the food industry (“Clean Eating”) before transferring to BPC. Companies such as Sephora and True Botanicals have launched entire Clean Beauty ranges to satisfy demand for products that reference terms such as “transparency” and “non toxic” in their ingredient marketing. High profile celebrities have also enhanced the awareness of Clean Beauty and wellness concepts – most notably Gwyneth Paltrow, whose lifestyle site, Goop, has been the subject of criticism for publicising a pseudo-science approach to health. According to Statista, before the impact of COVID-19 in 2020, the average annual expenditure on cosmetics, perfume, and bath preparation products amounted to approximately 197 US dollars per consumer unit in the United States. This was the highest reported spending on these products in over a decade


PERSONAL CARE June 2021


and suggests that the industry should bounce back quickly once conditions have improved. To discover more about current


trends in the US market, we spoke to Yarden Horwitz of trend- trackers, Spate:


PERSONAL CARE: Have you noted a change in the trending ingredients or product formats since the pandemic in the US? YARDEN HORWITZ: Consumer searches for ingredients have drastically changed during the pandemic. There


was a strong spike in synthetic ingredients such as niacinamide, retinol, azelaic acid, salicylic acid and many more during the month of May 2020. Consumers were spending their time at home researching synthetic ingredients — learning about the benefits and “how tos”. During the past year, face serums have also been gaining popularity with consumers and are the top growth face care category (+61.5% growth in searches for face serums in the US since last year). As consumers explored and experimented with synthetics this past year, face serums made it easy to add new ingredients into one’s skin care routine.


PC: Is the wellness trend continuing to dominate in the US and is it evolving? YH: While search interest in skin care products is beginning to plateau, consumers are showing increasing interest in supplements. Consumers began to show more interest in supplements such as apple cider vinegar and zinc during the early stages of the pandemic, and interest is continuing to grow. As well, consumers are embracing wellness services such as gua sha and microneedling. Wellness is continuing to evolve into new


ANALYSIS


An overview of the US beauty and personal care market


categories such as sexual wellness and spiritual wellness, with consumers shifting their attention towards breathing exercises, birth signs, and tarot cards.


PC: Is there a glimmer of hope for colour cosmetics such as lipsticks in your data? YH: Yes! Although the makeup category has been on the decline for the last few years, consumers are beginning to show signs of interest in makeup again. Product categories such as eyeliner, lip plumpers, lip liners, and cream bronzers have experienced growth during lockdown. Even some lipstick categories are beginning to gain traction, such as metallic and satin lipsticks.


TikTok and social media trends such as the Y2K, baddie, and e-girl aesthetics require certain makeup products to achieve the look, driving growth in interest for certain products. Overall, however, consumers are also doing their research in cosmetics and learning more about professional services such as lip blushing, eyelash extensions, brow laminations, and brow lifts. These types of services will continue to impact the way that consumers engage with the cosmetics category and their purchase behaviour. New services, however, can create opportunities for complementary products (ie oil free mascara for eyelash extensions).


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