U.S. household expenditure on cosmetics, perfume and bath products 2007-2018

In 2018, the average annual expenditure on cosmetics, perfume, and bath preparation products amounted to approximately 189.9 dollars per consumer unit in the United States. This figure represents the highest expenditure in over a decade.

Purchasing behavior in the United States

The United States is the most lucrative beauty and personal care market in the world. When it comes to purchasing behavior, American consumers often turn to “Big-Box” retail stores like Walmart or Target, or pharmacy chains like CVS in search of their favorite products.

Product preferences among U.S. consumers

In 2018, haircare and skincare products held the highest market shares in the U.S. beauty and personal care market. Looking at the individual products most frequently purchased by American consumers that year, soap, toothpaste, shampoo, and hair conditioner were some of the items with the biggest sales volumes. These products are some of the basics that can be found in an average U.S. household regardless of the age or gender of family members.

Average annual expenditure on cosmetics, perfume and bath preparation products per consumer unit in the United States from 2007 to 2018 (in U.S. dollars)*

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Release date

September 2019


United States

Survey time period

2007 to 2018

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The shown figures are based on unpublished data from the Consumer Expenditure Survey conducted by the Bureau of Labor Statistics.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 "Cosmetics consumer behavior in the U.S."

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