Growing a beauty & skincare brand
The US personal care products industry drove $495.6 billion in economic output in 2024, and Gen X households spend the most on personal care. Reach buyers on YouTube, Instagram and TikTok.
How big is the beauty & skincare industry?
The US personal care products industry generated $495.6 billion in economic output and supported more than 2.6 million jobs in 2024.
| Measure | Figure | Year |
|---|---|---|
| Total economic output | $495.6 billion | 2024 |
| Contribution to US GDP | $242.4 billion | 2024 |
| Jobs supported | More than 2.6 million | 2024 |
| Exports | $15.8 billion | 2025 |
| Barber, hairstylist and cosmetologist jobs | 670,800 | 2025 |
The industry figures come from the Personal Care Products Council's 2026 report, prepared by KPMG; the hair and beauty job count comes from BLS.[1, 2]
Who are beauty & skincare customers?
Gen X and higher-income households spend the most on personal care, and buyers under 25 are raising their spending fastest.
| Group | What the figures show |
|---|---|
| Gen X households | $1,216 a year on personal care products and services |
| Millennial households | $1,055 a year |
| Highest-income fifth | $1,802 a year, more than four times the lowest fifth |
| Under 25 | The biggest rise in beauty spending of any age group, in dollars and percent |
Which platforms should a beauty & skincare brand grow on?
YouTube reaches the most US adults, while Instagram and TikTok reach most 18-to-29-year-olds, including the under-25s raising beauty spending fastest.
Pinterest isn't in Pew's 2026 survey; its last figure was 36% of US adults, in 2024. Meta shows cosmetic procedure ads, such as fillers and chemical peels, only to people 18 and over; creams, makeup and hair products are exempt. Meta also bans ads for skin whitening products that permanently change skin color. Sell from your Shopify store on your .com. For claims that can make a cosmetic a drug, see naming a beauty & skincare brand.[1, 4, 5, secondary]
Checks the .com, Instagram, TikTok, YouTube, Pinterest and Shopify store in one search.
Who are the top beauty & skincare creators?
Alix Earle and Mikayla Nogueira are on Forbes' 2026 top creators list, and Golloria George and Camila Coelho are on TIME's 2025 list.
| Creator | Known for | Named by |
|---|---|---|
| Alix Earle | "Get Ready With Me" videos; launched the skincare line Reale Actives in 2026 | Forbes Top Creators 2026 (opens in a new tab), #16 |
| Mikayla Nogueira | Makeup tutorials and reviews; launched her brand Point of View in 2025 | Forbes Top Creators 2026 (opens in a new tab), #17 |
| Dani Austin | Lifestyle creator whose hair care brand Divi sells at Target and Ulta Beauty | Forbes Top Creators 2026 (opens in a new tab), #32 |
| Golloria George | A "Darkest Shade" series that tests products in a brand's darkest shade | TIME100 Creators 2025 (opens in a new tab) |
| Camila Coelho | Started with YouTube makeup tutorials; founded the makeup and skincare brand Elaluz in 2020 | TIME100 Creators 2025 (opens in a new tab) |
Which sites are the authorities on beauty & skincare?
The Personal Care Products Council, the FDA, the Cosmetic Ingredient Review panel and the Professional Beauty Association are the main beauty authorities.
| Site | What it is | Use it for |
|---|---|---|
| Personal Care Products Council (opens in a new tab) | The leading national trade association for cosmetics and personal care products | Industry figures and policy |
| FDA: MoCRA (opens in a new tab) | The biggest expansion of FDA's power over cosmetics since 1938 | Facility registration, product listing and safety records |
| Cosmetic Ingredient Review (opens in a new tab) | An expert panel, set up in 1976 and independent of the industry, that assesses ingredient safety | Ingredient safety reviews |
| Professional Beauty Association (opens in a new tab) | The leading membership organization for the professional beauty industry | Salon and licensed-pro resources |
Sources (10)
- PrimaryPersonal Care Products Council: US personal care products industry drives nearly $500 billion in economic output (opens in a new tab)
- PrimaryUS Bureau of Labor Statistics: Barbers, Hairstylists, and Cosmetologists (opens in a new tab), Occupational Outlook Handbook
- PrimaryUS Bureau of Labor Statistics: Consumer Expenditure Surveys, 2024 tables (opens in a new tab), by generation (table 2602) and income quintile (table 1101)
- SecondaryPew Research Center: Social Media Fact Sheet (opens in a new tab), survey of US adults
- PrimaryMeta: Health and Wellness ad standards (opens in a new tab)
- SecondaryForbes: Top Creators 2026 (opens in a new tab) (archived)
- SecondaryTIME100 Creators 2025 (opens in a new tab)
- PrimaryFDA: Modernization of Cosmetics Regulation Act of 2022 (MoCRA) (opens in a new tab)
- PrimaryCosmetic Ingredient Review: About (opens in a new tab)
- PrimaryProfessional Beauty Association (opens in a new tab)