Revenue growth of personal care in the U.S. 2020-2029

Revenue growth of personal care in the U.S. 2020-2029

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Release date

May 2024


United States

Survey time period

2020 to 2029

Supplementary notes

Data provided by Statista Market Insights are estimates.


The eCommerce Personal Care market is a sector of online retailing that focuses on selling various types of personal care products related to personal cleansing (e.g., shower gels, bath scrubs), body care (e.g., deodorants, shaving creams), eye care (e.g., contact lenses, spectacle lenses), hair care (e.g., shampoos, conditioners, hair masks, hair styling products, hair colorants), oral care (e.g., toothpastes, manual toothbrushes, mouthwashes, and floss), and skin care (e.g., sunscreens, face creams, body lotions, hand creams).

The relevance of the eCommerce Personal Care market lies in its ability to offer consumers a vast selection of products at competitive prices, with the added convenience of home delivery. It also enables brands and retailers to reach customers across different geographies and demographics, expanding their customer base and sales potential.

The eCommerce Personal Care market has experienced significant growth in recent years, driven by factors such as the increasing popularity of online shopping, the rise of direct-to-consumer brands, and the growing awareness of the importance of self-care and wellness.

Examples of successful eCommerce Personal Care businesses include Sephora, which offers a wide range of high-end beauty products, and Harry's, which specializes in grooming products for men. Additionally, online marketplaces like Amazon and Target have expanded their personal care offerings, providing consumers with more options for ordering their favorite personal care products online.


The eCommerce market for Personal Care consists of five different markets:

  • The Deodorants market refers to the online purchasing and selling of deodorant products through various digital platforms. Deodorants are personal care products designed to prevent body odor and provide a refreshing scent.
  • The Shaving market refers to the online retailing of shaving products and accessories, such as razors, shaving creams, aftershaves, and grooming kits.
  • The Hair Care market comprises, among others shampoos, conditioners, hair masks, hair styling products, and hair colorants.
  • The Oral Care market includes, among others toothpaste, manual toothbrushes, mouthwashes, and floss.
  • The Shower & Bath market refers to the online retail sector that specializes in the sale of shower and bath products and accessories. This includes various items such as showerheads, faucets, bathtubs, shower curtains, bath mats, and other related products.

Additional Information:

Personal Care comprises revenues, users, average revenue per user, and penetration rates. Revenues are derived from annual filings, national statistical offices, Google- and Alibaba-Trends and industry knowledge. Sales Channels show online and offline revenue shares, as well as, desktop and mobile sales distribution. Revenues are including VAT. The market only displays B2C revenues and users for the above-mentioned markets, hence C2C, B2B and reCommerce is not included. Additional definitions can be found on each respective market page .

Key players in the market are companies like Amazon, JD, Taobao, Tmall, 11st and Sephora.

Market numbers for the total market sizes (online + offline) can also be found on the respective pages of the Consumer Market Insights.

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