Launch of 2025 Beauty Market Report Summarizing U.S. Cosmetics Consumption and Trends
Korea Institute of Cosmetics Research provides practical insights for local strategy establishment through in-depth data on 1,000 U.S. female consumers
A practical market research report that domestic cosmetics companies must consult before entering the U.S. market has been announced. As part of the skin characteristics information gathering project managed by the Korea Institute of Cosmetics Research, a report compiling quantitative and qualitative data on the U.S. beauty market has recently been released.
Field Study on 1,000 Female Consumers Across the U.S. (1/2)
This report is based on an online survey conducted among 1,000 females residing in the U.S. ranging from teenagers to those in their 40s. It doesn't stop at listing age data but extensively explores skin types, major skin concerns, characteristics of cosmetics currently in use, preferred brand types, and purchasing behaviors. Notably, the focused analysis of the correlation between skin characteristics and product selection elements can serve as practical strategic material for domestic companies.
"This study goes beyond merely listing statistics and focuses on clearly understanding 'why' local U.S. consumers choose specific products."
- Excerpt from the research report
Field Study on 1,000 Female Consumers Across the U.S. (2/2)
The survey was classified into five categories, among which consumer trend awareness and changes in main purchasing channels are noted as essential reference indicators for future global expansion strategies.
Distinct Characteristics of the U.S. Market Evident in Consumer Behavior (1/2)
The strength of the Korea Institute of Cosmetics Research’s survey lies in analyzing consumer behavior networks rather than mere figures. U.S. consumers generally prefer products that are functionality- and ingredient-centered, with criteria varying slightly according to age group or race/skin color. For example, the product interests between 20s Caucasian women and 40s women of color showed considerable differences, highlighting the diversity of the U.S. market that cannot be addressed by a single marketing message.
Distinct Characteristics of the U.S. Market Evident in Consumer Behavior (2/2)
Additionally, the expanded influence of e-commerce platforms in major purchasing channels raises questions about the existing offline-centric strategies. According to the report, cosmetics purchases via online means have become more common post-pandemic, especially among younger groups where SNS-based recommended content frequently translates into actual purchases.
"Approaching the U.S. market requires more than just store entry strategies; a strategic distribution structure considering digital-first consumer contact points is essential."
- Comment from a research associate
Government-Level Information Provision Efforts Aid in Strategy Elaboration for Companies (1/2)
This report is characterized by the Korea Institute of Cosmetics Research additionally summarizing beauty-related regulatory issues and region-specific industry traits within the U.S. market. Specifically, administrative risk information like cosmetics registration, allowable ingredients, and local advertising regulations are included, making it useful as a policy review tool from the perspective of practitioners.
Government-Level Information Provision Efforts Aid in Strategy Elaboration for Companies (2/2)
Notably, the data in the report are segmented by skin concern categories. For instance, users with dry skin most preferred 'moisture retention' related functional products, while those with combination skin considered 'blemish care effect' as a main selection criterion. Such detailed preference analyses enable the formulation of high-accuracy strategies considering local demand from the product planning stage.
"This report is designed to allow Korean companies to view and respond to the U.S. market with greater precision, providing a foundation for localization beyond mere export."
- Interview excerpt from a research manager
Changing Beauty Trend Awareness: Opportunity to Reestablish K-Beauty Competitiveness (1/2)
According to the report, participants identified 'clean ingredients', 'multi-racial accessible products', and 'expansion in gender-neutral product range' as the most noticeable trends in the current U.S. market. This aspect contrasts somewhat with the 'whitening and anti-aging focus' strategy that K-Beauty brands have emphasized so far.
Particularly, the demand for 'clean beauty' was overwhelming among the consumer base aged 30 and above, with increasing interest in full ingredient listing and transparent manufacturing practices.
Changing Beauty Trend Awareness: Opportunity to Reestablish K-Beauty Competitiveness (2/2)
Conversely, among consumers in their 10s and 20s, product effectiveness was prominently paired with design, box packaging, and brand image as core elements, revealing a somewhat hedonistic consumption pattern.
In this regard, the report suggests that domestic companies should not view the U.S. market as a single entity, but should focus on strengthening segmentation strategies.
"Based on field data, the U.S. market coexists with too many diverse needs to bet on a single 'K-Beauty' card. Multiple product lines and brand identities are needed."
- Excerpt from user opinions in the report
In Conclusion
At this time when the interest of domestic companies in the U.S. market is growing, the opportunity to redefine strategies based on local consumer data has been presented. Precisely understanding and approaching the massive U.S. market is indeed the key to global success.
Through cosmetics research and global trend analysis, YURICO5 provides reliable support so that domestic companies can effectively compete in overseas markets. We recommend all cosmetics companies seeking success to explore practical and innovative strategies with YURICO5.
