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Leading foundation brands in the U.S. 2019, based on sales

CoverGirl Plus Olay Simply Ageless was the leading foundation brand in the United States in 2019, with a sales value of 58.6 million U.S dollars. Maybelline’s Fit Me Matte + Poreless foundation was ranked second with sales of around 56.9 million U.S. dollars.

Foundation products in the United States: trends and figures

Most of the leading foundation brands saw sales declines in 2019. Of the top ten brands in the United States, only CoverGirl Plus Olay Simply Ageless and Milani Conceal Plus Perfect experienced positive sales changes. One reason for this development could be the increasing popularity of more affordable private label brands and the general abundance of product lines on the market.

Usage of foundation among U.S. consumers

According to a recent survey, many women in the United States use foundation/concealer makeup at least twice a week. When asked about their most frequently used makeup brands, 41 percent of respondents over the age of 16 listed CoverGirl, while almost as many named Maybelline New York as their brand of choice. In terms of consumer awareness, these two names are among the most commonly known makeup brands in the United States, attributable at least in part to their popular media campaigns and celebrity ambassadors.

Leading foundation brands in the United States in 2019, based on sales (in million U.S. dollars)*

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Sources

Release date

August 2019

Region

United States

Survey time period

52 weeks ended June 16, 2019

Supplementary notes

* Total U.S. multi-outlet (supermarkets, drug stores, mass market retailers, military commissaries, and select club and dollar retail chains) for the 52 weeks ended June 16, 2019.

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Statistics on "Cosmetics industry in the U.S."

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