U.S. Body Care Market - Focused Insights 2025-2030

US BODY CARE MARKET SIZE

The U.S. body care market was valued at USD 16.18 billion in 2024 and is projected to reach USD 20.11 billion by 2030, registering a CAGR of 3.68% during the forecast period. The market is on a stable but moderately accelerating growth path through 2030. Although the overall expansion continues, fluctuations in consumer preferences, economic conditions, and product segment trends are causing both upward momentum and intermittent slowdowns. A major growth driver is the rising consumer emphasis on skin health and preventative care. Increasing awareness of concerns like hydration loss, skin barrier damage, and environmental exposure, especially among Gen Z and millennials, is driving demand for products with functional, targeted benefits beyond just aesthetics.

The growing inclination toward dermatologically tested, science-backed products is boosting demand for body creams, lotions, and moisturizing treatments tailored for sensitive or problem-prone skin. Brands that prioritize ingredient transparency and deliver clinically validated results are earning greater consumer confidence. However, certain segments may face headwinds due to inflationary pressures on household goods and growing price sensitivity in the mass market. While high-performing premium and functional offerings are gaining traction, lower-priced categories may see reduced demand as consumers lean toward essentials or cost-effective multi-use solutions.

U.S. BODY CARE MARKET NEWS

1. In September 2024, Beiersdorf entered into a partnership with Macro Biologics, Inc. to jointly develop biodegradable antimicrobial peptides for use in skincare and healthcare. This collaboration highlights the rising demand in the U.S. body care market for sustainable, science-backed ingredients and supports the ongoing shift toward biotech-driven personal care, especially in products focused on skin health and barrier repair.
2. In April 2025, Unilever acquired the personal care brand Wild, demonstrating its strategic push into the premium, eco-conscious body care segment in the U.S. market. With American consumers showing growing interest in natural, refillable, and plastic-free solutions, the acquisition strengthens Unilever’s foothold in sustainability-oriented and direct-to-consumer body care offerings.

US BODY CARE MARKET TRENDS

1. Personalization & Customization: There is growing consumer demand for body care products tailored to individual needs, lifestyle preferences, and environmental conditions.
2. Increased Adoption of Functional Body Care: Products that deliver specific benefits such as skin firming, brightening, and repair are becoming popular among consumers seeking targeted skincare solutions.
3. Premiumization Trend: Shoppers are increasingly willing to invest in high-quality, sensorial body care offerings that combine luxury experiences with proven skincare performance.
4. Heightened Focus on Clean & Natural Formulations: Consumers are showing greater interest in body care products that are sustainably made, ethically sourced, and free from harmful or controversial ingredients.

U.S. BODY CARE MARKET DRIVERS

1. Growing Shift Toward Self-Body Care & Wellness: Body care is increasingly viewed as a holistic self-care ritual, with consumers blending physical care and emotional well-being into their daily routines.
2. Influencer-Driven Consumption: Social media influencers on platforms such as TikTok and Instagram are significantly shaping purchasing behavior by promoting body care routines and enhancing product visibility.
3. Innovation in Product Formats: Emerging formats like stick lotions, spray oils, and gel-based moisturizers are enhancing convenience and encouraging experimentation among contemporary consumers.
4. Expansion of E-commerce: Online and social commerce platforms are redefining the way consumers discover, personalize, and buy body care products, offering greater accessibility and tailored shopping experiences.

U.S. BODY CARE MARKET SEGMENTATION INSIGHTS

1. Insights By Product Type: The deodorants & antiperspirants segment accounted for the largest U.S. body care market share of over 37%. Deodorants and antiperspirants are essential hygiene products designed to control body odor and manage perspiration, particularly in the underarm area. In the U.S., these products are among the most frequently purchased items in the body care category, highlighting their role as everyday essentials. Demand is further increasing among individuals engaged in health and fitness routines such as jogging, yoga, and cycling, supporting continued market expansion. According to a 2023 publication from the National Library of Medicine, consumers are increasingly seeking antiperspirants and deodorants with active ingredients that are alcohol-free, paraben-free, and naturally sourced. Roll-on deodorants are gaining popularity due to their quick application, portability, and minimal residue, features especially favored by active, on-the-go consumers. For instance, NIVEA offers roll-on products like the NIVEA Fresh Natural Anti-Perspirant Deo Roll On. Overall, deodorants and antiperspirants continue to be everyday staples, with rising consumer preference for clean, convenient, and skin-friendly formulations.
2. Insights By Age Group: The Gen Z segment shows prominent growth, with the fastest-growing CAGR of 4.18% during the forecast period. Gen Z is reshaping the U.S. body care market by embracing bold experimentation, aesthetic appeal, and strong digital influence. As digital natives in their teens to mid-twenties, this generation views body care as a form of self-expression, wellness, and daily ritual. They are quick to adopt sensory-rich, trend-driven products like odor-control body sprays, anti-itch creams, and barrier-repair moisturizers. Social media platforms such as TikTok and Instagram play a major role in guiding their choices, with influencer-led trends like “shower resets” and “get unready with me” routines often catapulting specific products and brands to popularity. Gen Z also prioritizes ethical values, seeking out body care products that are sustainable, cruelty-free, and vegan-certified. Overall, Gen Z is driving the market toward fast-paced innovation, distinctive branding, and trend cycles fueled by creativity, authenticity, and purpose-driven consumption, making them a powerful force in shaping the future of body care in the U.S.
3. Insights By Category: The mass segment dominates and holds the largest U.S. body care market share in 2024. This segment serves as the backbone of the U.S. body care market, delivering affordable and widely available products through major retail and drugstore channels. It targets a broad audience by focusing on functionality, convenience, and cost-effectiveness. Brands like Suave, Dove, Vaseline, and Aveeno dominate this space with everyday essentials, lotions, soaps, body washes, and creams, often offered in large sizes or family packs. Consumers in this category typically seek basic benefits such as hydration, skin-soothing, and gentle cleansing, with purchasing decisions driven more by price, familiarity, or immediate need than by deep brand loyalty. However, even within the mass market, consumer expectations are evolving. There’s a growing demand for clean ingredients, cruelty-free claims, and dermatologically tested formulations. A notable trend in this segment is the incorporation of semi-premium features, like plant-based ingredients, refillable packaging, and formulas for sensitive skin, at accessible price points, allowing value-conscious consumers to enjoy higher-quality body care without the premium cost.
4. Insight By Distribution Channel: In 2024, the offline segment continues to hold the largest market share and remains a cornerstone of the U.S. body care industry, serving as the primary sales channel for consumers who value immediate access and hands-on product evaluation. Physical retail locations—such as drugstores (CVS, Walgreens), supermarkets (Walmart, Target), beauty retailers (Ulta, Sephora), and department stores- still represent a significant portion of body care product sales. Many shoppers favor these channels to sample fragrances, textures, and formulations in person before making a purchase. In-store elements like promotional displays, product bundling, and strategic shelf placement play a key role in influencing impulse buys, particularly in the mass market. Retailers often highlight top-performing and trend-driven products in dedicated spaces to capture consumer attention. A growing trend enhancing offline retail is experiential shopping, with stores increasingly offering interactive features such as wellness zones, mini facial stations, and scent-testing kiosks. These experiences encourage deeper consumer engagement and support more confident purchasing decisions by allowing customers to try products firsthand.
5. Insight By Gender: The male segment is experiencing strong growth, recording the highest CAGR during the forecast period. Male consumers are becoming an increasingly dynamic part of the U.S. body care market, moving beyond traditional hygiene basics. While historically less involved in the category than women, today’s male shoppers are broadening their routines to include products like exfoliating body washes, post-shave balms, anti-chafing creams, and moisturizing lotions formulated specifically for men’s skin. Functional items such as odor-fighting deodorants and deep-cleansing body washes are gaining popularity, especially among men with active or professional lifestyles. This shift is influenced by evolving cultural attitudes, greater awareness of personal grooming, and the emergence of male-centric and unisex body care brands. Packaging that highlights simplicity, performance, and masculine scent profiles, such as woodsy, citrus, or fresh notes, tends to resonate well with this audience.

US BODY CARE MARKET COMPETITIVE LANDSCAPE

The U.S. body care market report features exclusive insights on 25 key vendors. Beiersdorf and Cetaphil (by Galderma) stand out as leaders in the dermatological body care space. Beiersdorf’s collaboration with Macro Biologics to develop biodegradable antimicrobial peptides marks its shift toward biotech-based innovation, while Cetaphil continues to focus on sensitive skin with the launch of a gentle exfoliating range backed by clinical testing.

Unilever is strengthening its position in the eco-conscious segment through the acquisition of Wild, a refillable and natural body care brand. This move supports rising demand for sustainable and low-waste products, especially among Gen Z and millennial consumers who prioritize ethical and environmentally friendly options.

L’Oréal is advancing personalization through technology with innovations like the Cell BioPrint device, which offers quick skin diagnostics. This positions the company at the forefront of customized body care in an increasingly data-driven market.

Colgate-Palmolive and Bath & Body Works emphasize fragrance-centric body care designed to deliver emotional and sensory benefits. Palmolive’s Aroma campaign and Bath & Body Works’ seasonal product launches cater to consumers seeking indulgent, scent-rich, and moisturizing experiences.

Across the market, brands are adopting modern, relatable strategies to appeal to younger consumers. Cetaphil’s influencer-led campaigns and L’Oréal’s tech-driven personalization efforts align well with Gen Z’s expectations for authenticity, visible results, and innovation in their body care routines.