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U.S. skin care unit sales 2020, by segment

In 2020, facial cleansers were the most profitable segment of the U.S. skincare market. That year, multi-outlets sold around 304 million units of facial cleanser and generated about 1.59 billion U.S. dollars.

Facial cleansers: a must-have among U.S. consumers

Facial cleansers have become an integral part of many Americans’ skincare routines. Not only do these products help to clean the face from makeup, dirt, excess oil, and other environmental aggressors, but they also keep the skin looking radiant and healthy. Cleansers come in different forms and are catered to various skin types and needs. When it comes to brands, U.S. consumers are looking for both quality and affordability, and frequently turn to household brands like Cetaphil or private label alternatives.

U.S. skincare market is expected to grow

The United States was the world’s most lucrative market for skincare in 2019, based on market revenue. This figure is expected to grow in the future, as many U.S. consumers are showing an increased interest in the benefits of skincare. According to a survey, over 41 million Americans spent between 50 to 99 U.S. dollars on skincare products.

Skin care unit sales in the United States in 2020 by segment

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Release date



United States

Survey time period

52 weeks ended October 4, 2020

Supplementary notes

Total U.S. multi-outlet (supermarkets, drug stores, mass market retailers, miltary commissaries, and select club and dollar retail chains) for the 52 weeks ended October 4, 2020.

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Statistics on "Skin care market in the U.S."

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