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U.S. household expenditure on hair care products 2007-2019

The amount spent on hair care products annually varies over the years in the United States. In 2018, American consumers spent between 73.4 U.S. dollars in a year on hair care products.

Where Americans Buy Cosmetics

According to a 2017 survey, over half of Americans have bought cosmetics from a Walmart or Walmart Supercenter, a higher share than any other retailer in the United States. Target, Walgreens, and Ulta were also popular places to buy cosmetics. There is also a thriving online marketplace for personal care and beauty products in the United States, though most U.S. consumers prefer to buy beauty products in a physical store.

Makeup Brand Preferences

The cosmetics market is more active and rapidly evolving than ever before, brands seem to be releasing new products with increasing frequency and new trends are sweeping the market on a regular basis. That being stated, many consumers are loyal to their brands and have clear preferences when it comes to which brands they will purchase and use. Foundation brand preferences vary considerably between different age groups. American women between the ages of 18 and 34 years tend to prefer MAC, Bare Minerals, and Neutrogena foundations, while women aged 50 years and older have a strong preference for Clinique and Covergirl Clean foundations.

Average annual expenditure on hair care products per consumer unit in the United States from 2007 to 2019 (in U.S. dollars)*

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Release date

September 2020


United States

Survey time period

2007 to 2019

Supplementary notes

* A consumer unit consists of any of the following: (1) All members of a particular household who are related by blood, marriage, adoption, or other legal arrangements; (2) a person living alone or sharing a household with others or living as a roomer in a private home or lodging house or in permanent living quarters in a hotel or motel, but who is financially independent; or (3) two or more persons living together who use their incomes to make joint expenditure decisions. Financial independence is determined by spending behavior with regard to the three major expense categories: Housing, food, and other living expenses. To be considered financially independent, the respondent must provide at least two of the three major expenditure categories, either entirely or in part.
Data are diary-based.
The shown figures are based on unpublished data from the Consumer Expenditure Survey conducted by the Bureau of Labor Statistics. Data are available upon request.
Figures prior to 2016 have been taken from previous publications.

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Statistics on "Hair care and shampoo market in the U.S."

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