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Dollar sales of private label cosmetics in the U.S. 2018, by segment

In 2018, private label nail products generated approximately 217.4 million U.S. dollars in retail stores across the United States. With this figure, nail products were by far the most profitable segment of the private label cosmetics market.

What are private label cosmetics and how profitable are they in the United States?

Private label or store brands are a line of products from different industries that provide alternatives to established brands at low prices. Within the private label cosmetics market, there has been a visible shift in demand for certain product types like nail cosmetics, as consumers seem to prioritize affordability over brand name. Private label facial cosmetics sales, on the other hand, saw a drop in numbers in 2018, which could be explained by their high price range. Another reason might be that consumers trust established brand names when it comes to the treatment of more sensitive areas of the body.

Attitudes towards private labels in the United States

In 2018, the market share of private label brands in the United States was 19.3 percent. This figure is projected to increase in the future, as more consumers are willing to embrace store brands. In a recent survey, over half the respondents from different generations reported a willingness to buy private label goods. As a reason for this attitude, many customers listed the prospect of saving money.

Sales of the private label cosmetic category in retail stores in the U.S. in 2018, by segment (in million U.S. dollars)*

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Release date

January 2019


United States

Survey time period

52 weeks ended November 4, 2018

Supplementary notes

* Total U.S. supermarkets, drugstores and mass market retailers (including Walmart), military commissaries and select club and dollar retail chains for the 52 weeks ending November 4, 2018.

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Statistics on "Nail salons in the U.S."

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