The United States is the largest cosmetics market in the world, with annual sales exceeding $100 billion. The U.S. cosmetics market was valued at approximately $101.48 billion in 2024 and is projected to reach $185 billion by 2034, growing at a CAGR of 6.2%. When including the broader beauty and personal care category, the U.S. market is expected to generate over $105 billion in revenue by 2025.In recent years, the largest area of growth in the cosmetics market has been in skin care and anti-aging products. Skincare now accounts for approximately 38-43% of the U.S. cosmetics market, representing the dominant product segment. The U.S. skincare market alone was valued at $30.24 billion in 2024 and is projected to reach $40.43 billion by 2032. The U.S. anti-aging products market reached $14 billion in 2024 and is expected to exceed $20.5 billion by 2030, growing at a CAGR of 6.8%. Within the broader anti-aging market—which includes treatments and devices—the U.S. reached $20.52 billion in 2024 and is projected to grow to $40.39 billion by 2034.As wellness and total body health continue to dominate buying trends across the country, the opportunities available to cosmeceutical brands will continue to grow. McKinsey projects the global beauty market to reach $590 billion by 2030, with consumers increasingly expanding their conception of “beauty” beyond core categories to include wellness, broader personal care, and aesthetic treatments. Consumer demand for “clean beauty” products continues to surge—the global clean beauty market is expected to grow from $8.25 billion in 2023 to $21.29 billion by 2030, with the U.S. clean beauty market growing at a CAGR of 14.5%. In the United States, 63% of consumers now prefer products with natural ingredients, and a March 2025 study revealed that 74% of consumers consider organic ingredients vital in beauty and personal care products.NPI has strong relationships with the largest cosmetics retailers in the country, including Ulta and Sephora—the two leading specialty beauty retailers. Ulta Beauty, with over $11 billion in annual net sales and more than 1,400 store locations, remains a powerhouse in beauty retail, serving as the leading beauty retailer website in the country with over 30 million monthly visits and ranking as Gen Z’s second-favorite destination for in-store beauty shopping. Sephora generated nearly $8 billion in U.S. retail sales in 2023 and approximately $16 billion worldwide, and continues to lead as the top beauty shopping destination among Gen Z consumers. Together, these specialty retailers, along with the broader beauty, cosmetics, and fragrance store channel, are expected to reach $69 billion in revenue by 2025—growing at a CAGR of 5.0%.Competition in the specialty beauty channel remains intense, with more than 1,000 new points of distribution opened in the last three years. By 2030, online channels are expected to account for nearly one-third of global beauty sales (up from 26% in 2024), while specialty retailers and mono-brand stores are likely to maintain their share of sales.NPI has the industry-specific experience and expertise to help grow your skin care brand, and the relationships to ensure your products are in a position to succeed.Contact the NPI team today to learn how we can assist you with the Skincare Specialty retail market.