Export Services
Opening a company in the USA
ExportUSA opens US incorporated companies in all of the United States. We can open both LLCs and corporations
https://www.exportusa.eu/opening-a-company-exportusa.php
(+1) 718-5225575
(+1) 718-5225575
Update of December 4, 2024
We list some of the best-selling cosmetic products in the US market. The original list is curated by Allure, a leading American magazine in the beauty, cosmetics, and fragrance sectors, which annually selects products that stand out for quality, value for money, and innovation not just in formulas but also in branding.
From the Ozempic face to the Ozempic butt, the side effects of rapid weight loss on the skin caused by the use of slimming drugs have become widespread, creating a huge demand for treatments aimed at firming sagging skin. In 2025, the skincare sector will also feel the impact of this trend with the demand for products that can restore lost elasticity and fullness to the face.
In 2025, consumers will change their purchasing behavior by using artificial intelligence to buy customized beauty products that emphasize individuality and protect long-term skin health. This trend will also push brands in the US to invest in technological and biotechnological innovations to achieve similar results to clinical ones and retain customers.
Sustainability in beauty has become a basic expectation, and 6 out of 10 Americans want brands to take a leading role in addressing environmental issues. With the effects of climate change becoming more evident, there is also growing pressure for beauty and personal care brands to create solutions that address the issue or at least do not worsen it (for example, upcycling ingredients, to turn waste into new resources).
Consumer knowledge of these solutions is still limited, which represents an opportunity to better educate their target market in the USA.
The boom of Botox among Gen Z is giving way to a preventive approach that prioritizes skin health over the unnatural pursuit of perfection. The focus will be on maintaining a conscious and long-term beauty approach to counterbalance the fast pace of the cosmetics industry. This means looking for products that offer gradual and lasting results instead of quick fixes and leaning towards straightforward, easy-to-understand, and highly effective products.
For the beauty sector, the focus on long-term skin health and the desire for sustainable results will open up a range of opportunities in the development of ingredients and products.
2025 will see two divisive trends in the beauty realm: the "brat" imperfection (the 2024 buzzword brought to the forefront by rebellious pop star Charli XCX with her latest album) and the "anti-woke" tradition, reflecting the ideological differences among today's American consumers.
The rise of the brat aesthetic, better defined as unattractive, trashy, and messy, was the 2024 response to the hyper-polished perfection of social media looks. While it may seem like a fleeting summer 2024 trend, imperfection will develop as a less refined aesthetic, less dependent on the male gaze, prevails in the new year, embracing the freedom of personal expression.
A second, more polarizing wave is based on the traditional wives movement, resurging with Trump's return and conservatism in the United States, known in TikTok slang as the Tradwife Movement. Many American tradwives wear anti-feminism as a badge, supporting the dichotomy "feminism or femininity" and fighting against the decidedly more brat-like pair of "feminism AND femininity" (but only if the woman desires it).
It is therefore likely that new brands ready to capitalize on this social trend and anti-woke ideology will enter the American market. (Check this page to understand what "woke" means from the anti-woke movement's perspective)
Article originally published on November 13, 2023
We list some of the best-selling cosmetic products currently in the US market. The original list is curated by Allure, a leading American magazine in the beauty, cosmetics, and fragrance sectors, which annually selects products that stand out for quality, value for money, and innovation not just in formulas but also in branding.
The American cosmetics market is one of the largest and most developed in the world. From $483 billion in 2020 to $571 billion in 2022, with a CAGR of 4.8%, the global industry is expected to surpass $716 billion by 2025 and $784.6 billion by 2027, while in the USA the market has grown by 15.2% over five years, reaching an estimated value of $45.2 billion (here more data on sales and American consumer preferences).
Americans devote a significant part of their budget to beauty products, from skincare to makeup to hair care. For them, using these products is not just a routine but a real ritual: the words that one in two consumers in the United States most often associates with the use of cosmetics are "self-care" and "me moment." And it's not an exclusively female audience, as today the demand for beauty products increasingly comes from men of all ages and non-binary identities.
However, we're talking about a demanding clientele, with a purchasing power (and willingness to buy) as high as the expectations they have for a new cosmetic product. Consequently, it's crucial that beauty companies know the ongoing trends in the American market so they can export and sell cosmetics in line with consumer demand.
Below we report the main market trends that have spread in America and can help Italian companies sell successful cosmetics in the United States.
Initially, the claim Clean Beauty meant natural, safe, and cruelty-free ingredients and environmental respect, but today the ambiguous nature of this expression has been noted and even industry giants like Sephora have faced consequences. The "victim" was the Clean at Sephora program, declared misleading to consumers in a class action against the company. Consumers, in fact, believed that products with this label were formulated without parabens, SLS, SLES, phthalates, and more, while they actually contained synthetic ingredients, a fact not specified by Sephora.
This segment grew by about 10% in 2022: in the future, we expect to see an increasing number of beauty brands clarify what they mean by "clean" because it might not coincide with consumer expectations (with all possible legal implications). The key to exploiting this market trend in 2024 will therefore be transparency.
Thanks to social media and especially TikTok, American consumers have become skincare experts and know how to create effective skincare routines on their own. The condition is one: make information about products as accessible as possible to their audience, who will then be able to make informed purchasing decisions by selecting ingredients and formulas in the most appropriate way. In fact, today, two-thirds of American skincare consumers pay attention to the active ingredients in products.
The main skin concerns that the cosmetic sector's audience is facing are dryness, aging, and sebum production. The most popular active ingredients, in order of popularity, are vitamin E, vitamin C, collagen, and retinol. These are known actives even among older targets, while Millennials and Gen Z are big consumers of hyaluronic acid, vitamin B3, peptides, niacinamide, ceramides, mineral SPF filters, and ingredients from the Korean tradition (centella asiatica, green tea, snail mucin, etc.).
Biotechnological cosmetics are an alternative to natural or 100% organic ingredients because they produce a lower environmental impact and offer better and more effective ingredients for skin care. Many American consumers, driven by the desire to be more sustainable and by skintellectualism (see above), are shifting their focus to scientifically based brands, and this trend will only increase because it integrates naturalness with the finest science.
Born on TikTok, this trend is pushing younger generations to seek affordable cosmetic alternatives. Thus, Gen Z will increasingly buy low-cost products and will inform themselves through hashtags like #budgetbeauty, #budgetbeautybuys, or #beautydupes to cope with the rising cost of living, as well as to spend their money on experiences like travel and dining.
Product bundles are becoming increasingly popular among American beauty companies for several reasons:
57% of social media users have purchased a cosmetic product through this channel. TikTok leads as the most used platform for social commerce (89%), followed by Instagram (66%) and Facebook (59%). Gen Z and Millennial consumers are the most likely to buy on social media, a fact that is prompting all cosmetic brands to review and refine their digital communication to attract a larger number of potential customers and convince them to complete the purchase.
Aside from market trends, starting December 29, 2023, it will be mandatory to register the company with the Food and Drug Administration to export cosmetic products to the American market. ExportUSA can help you with this as well, to prepare you for internationalization in the United States both strategically and regulatory.
ExportUSA opens US incorporated companies in all of the United States. We can open both LLCs and corporations
https://www.exportusa.eu/opening-a-company-exportusa.php
ExportUSA offers a well-established market research and product positioning service. We put our experience and direct contact with importers, distributors, and representatives in numerous sectors in the United States to use.
https://www.exportusa.eu/market-research-exportusa.php
Branding Services for the American Market: ExportUSA adapts, or {re}adapts your product and prepares it for the American market
https://www.exportusa.eu/re-branding-exportusa.php
ExportUSA takes care of ensuring that your products adhere to FDA standards. We make sure that all food products, cosmetics, medical devices, and dietary supplements comply with FDA regulations.
https://www.exportusa.eu/fda-compliance-exportusa.php