U.S. expenditure cosmetics, perfume, bath products 2024| ��ƽ��

Average annual expenditure on cosmetics, perfume and bath preparation products per consumer unit in the United States from 2010 to 2024 (in U.S. dollars)

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Release date

December 2025

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Region

United States

Survey time period

2010 to 2024

Supplementary notes

A consumer unit consists of any of the following: (1) All members of a particular household who are related by blood, marriage, adoption, or other legal arrangements; (2) a person living alone or sharing a household with others or living as a roomer in a private home or lodging house or in permanent living quarters in a hotel or motel, but who is financially independent; or (3) two or more persons living together who use their incomes to make joint expenditure decisions. Financial independence is determined by spending behavior with regard to the three major expense categories: Housing, food, and other living expenses. To be considered financially independent, the respondent must provide at least two of the three major expenditure categories, either entirely or in part.
Data are diary-based.
The shown figures are based on unpublished data from the Consumer Expenditure Survey conducted by the Bureau of Labor Statistics. Data are available upon
Figures prior to 2024 have been taken from previous publications.

Citation formats

In 2024, the average annual expenditure on cosmetics, perfume, and bath preparation products amounted to approximately * dollars per consumer unit in the United States. This figure represents a decrease compared to the highest expenditure in the time period observed.

The cosmetics industry is growing in the United States and abroad

Not only was consumer spending on cosmetics, perfume and bath products higher than ever before in the United States in 2023, but the industry is also seeing its highest ever growth rates on a global scale. The trend of steady growth depicted in this statistic is also forecast to continue in the revenue of the beauty & personal care market in the United States until at least 2030.

Which companies are making the most money?

Brand reputation is one of the most influential purchase factors in the beauty industry. The revenue of leading beauty manufacturers, such as L'Oréal and Unilever, largely depends on brand knowledge and reputation. For example, Vaseline is a recognizable brand name across the globe, and it was the most popular cosmetics brand among both men and women in the United States in the second quarter of 2024.