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Average monthly spend on beauty products by U.S. consumers 2017

According to a May 2017 survey, 31 percent of American consumers spend between 26 and 50 U.S. dollars on beauty and personal care products per month. There is a wide range of personal care expenditure among U.S. consumers. The survey also found that 11 percent of respondents spent 10 dollars or less on beauty products in a month.

Top personal care products in the U.S.

Personal hygiene is essential to both physical and mental wellness. While not everyone invests in skincare products or makeup, certain personal care products are a household staple for the vast majority of Americans. The top selling health and beauty care product in the United States in 2018 was soap, which generated about five billion dollars in sales. Skin care products came in second with 3.9 billion dollars in sales in that year.

Beauty and personal care market in the U.S.

The United States is home to the largest beauty and personal care market in the world. In 2019, it was valued at about 93.35 billion U.S. dollars, up from 80.7 billion dollars in 2015. Most of this market value is attributed to the haircare and skin care segments, which both take up about a 24 percent share of the total beauty and personal care market in the United States.

Average amount consumers spend on beauty and personal care products per month in the United States as of May 2017

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Release date

June 2017


United States

Survey time period

May 5 to 22, 2017

Number of respondents

1,039 respondents

Age group

18-65 years

Special properties

Users of personal care and responsible for the purchase of personal care products for the household

Method of interview

Online survey

Supplementary notes

This question was phrased by the source as follows: "How much on average do you spend on personal care and cosmetics products per month? Please think of all personal care and cosmetics products - organic as well as conventional ones - from the areas of decorative cosmetics, skin care, personal hygiene, hair?"
Percentage points not equal to 100 percent are probably due to rounding.

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