The Value of Beauty in the U.S. 2018 report

Consumer Insights report

The Value of Beauty in the U.S. 2018 report

The beauty industry is on the rise: not only in terms of revenues but especially with regards to the relevance for the female population. Cosmetics do not only serve a hygienic purpose but also the individual comfort of their users. U.S. American women are close to average when it comes to usage of skin care and decorative cosmetics. For beauty fans magazines, videos and blogs covering beauty topics are of high interest as well.

Topics include

  • Revenue of cosmetics and personal care in the United States
  • Top 5 reasons to use cosmetic products for U.S. American women by type of product
  • Share of women who use decorative cosmetic and skin care by selected countries
  • Consumption of beauty content by source
  • Type of beauty videos watched by U.S. American women on YouTube
  • Knowledge of different beauty treatments by U.S. women

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Table of contents

Key Findings:


  • Beauty is on the mind of most American women leading to growing revenues
  • Revenue of cosmetic products grows strongly – driven by personal hygiene, decorative cosmetics & oral care
  • Reason to use cosmetic products is mostly individual comfort – but it depends on the type of product
  • 85% of U.S. American women use skin care products regularly, 69% use decorative cosmetics
  • Beauty and cosmetic magazines are still more important than blogs for beauty fans
  • Beauty and cosmetic content on YouTube is very popular among female U.S. American beauty fans
  • U.S. women are very knowledgeable about manifold professional beauty services

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