Care Products market in the U.S.

The U.S. Care Products eCommerce market is predicted to reach US$85,991.0 million by 2024 and accounts for 8.3% of the total eCommerce market in the United States. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 7.7%, resulting in a projected market volume of US$115,809.6 million by 2028. Within the Care Products market ECDB considers the following three sub-markets: Personal Care, Health Care, and Household Care.

Market development

eCommerce revenue development in the Decorative Cosmetics market in the U.S.

The U.S. Decorative Cosmetics eCommerce market is predicted to reach US$9,217.1 million by 2024 and accounts for 17.0% of the Personal Care eCommerce market in the United States. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2024-2028) will be 8.0%, resulting in a projected market volume of US$12,558.7 million by 2028. The Decorative Cosmetics eCommerce market is a sub-market of the Personal Care market. Further categories within the Personal Care market are: Fragrances, Hygiene, Other Personal Care, and Shower & Bath.

eCommerce revenue development in the Decorative Cosmetics market in the U.S.

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Decorative Cosmetics market in the U.S.

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

201720182019202020212022202320242025202620272028
Revenue (in mUS$)0.00.00.00.00.00.00.00.0
Growth (in %)99.262.229.764.963.714.274.086.6
as of Personal Care (in %)1.91.81.61.51.51.61.51.51.41.41.31.3

Online share

eCommerce online share of the total Decorative Cosmetics market in the U.S.

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the U.S. Decorative Cosmetics retail market, the online share is 34.2% and will increase by an average of 6.3% to 43.6% by 2028.

eCommerce online share of the total Decorative Cosmetics market in the U.S.

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

20202021202220232024202520262027
Online share (in %)70.8%49.2%82.6%13.8%79.7%73.8%0.4%18.5%

Market definition

Definition of the Decorative Cosmetics market within the Care Products market

Market definition: Care Products > Personal Care > Decorative Cosmetics The category Decorative Cosmetics includes the online trade of lipsticks, make-up, eye cosmetics, and more. This category does not cover shower and bath products, hygiene products or fragrances and perfumes. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Lipsticks
  • Make-up
  • Eye cosmetics
  • Nail cosmetics

Out-of-scope

  • Shower and bath products
  • Hygiene products
  • Fragrances and perfumes

Market comparison

The U.S. Decorative Cosmetics market in a global comparison

Market comparison by growth, online share, and revenue in 2023

in %

Source: ECDB analysis