In a marketplace saturated with trending skincare hacks and influencer-fueled beauty launches, what are U.S. consumers really putting their money into? Recent Charm data reveals a fascinating lineup of top-performing beauty products—and it’s not all serums and lip gloss.
From high-tech tools to niche oils and massage gadgets, the U.S. beauty market is defined by a mix of practical skincare, wellness-infused self-care, and body-focused beauty innovations. Below, we break down the top 10 beauty products in the U.S. by revenue—and what their popularity says about shifting consumer preferences.
At the top of the list is the Wavytalk Blowout Boost, a tool that’s become a holy grail for at-home stylists. Delivering professional-level blowouts without the salon price tag, its popularity is a testament to the continued rise of DIY hair care. With nearly $18 million in revenue, it’s clear that Americans value efficiency, style, and control in their hair routines.
The GoPure Neck Cream reflects a growing interest in targeted skincare. While facial serums are everywhere, consumers are now investing in products designed to treat delicate and often-neglected areas like the neck. With $17M in revenue, this cream speaks to an anti-aging trend that’s more personalized and precise than ever.
A nod to holistic wellness, GuruNanda’s Coconut Pulling Oil taps into ancient Ayurvedic traditions with a modern twist. At $13.8M in revenue, it proves that consumers are embracing oral hygiene as an essential part of beauty—and they’re willing to spend on natural, oil-based alternatives.
Body care is having a major moment. Canvas Beauty’s Body Glaze offers deep hydration with a luxe finish, and its success ($13.5M in sales) signals a shift toward full-body skincare rituals that feel indulgent and Instagram-worthy. Consumers are moving beyond basic lotions and seeking sensorial, result-driven experiences.
Consumers are prioritizing wellness devices that offer relaxation at home. The Herfess Shiatsu Massager, with $13.3M in revenue, shows how self-care has moved beyond candles and into smart, functional tools that target physical tension with real results.
Also capitalizing on the wellness-at-home trend, the Dailylife Shiatsu Massager has brought in $12M, offering an alternative brand in the same category. Together with Herfess, this suggests a wider cultural craving for physical decompression and stress relief.
Makeup hasn’t vanished—it’s just evolving. The Sacheu Beauty Lip Liner Stay-N Peel-Off, a product known for its long-wear formula and innovative peel-off design, brought in $11.1M. Consumers still want bold lips, but with modern formats and performance.
At $10.1M, Anua’s skincare set speaks to a new wave of minimalist, routine-based skincare. The packaging is clean, the steps are curated, and it taps into the Korean skincare aesthetic that continues to influence global beauty.
This cult favorite is still going strong. The Ordinary’s Glycolic Acid Toner remains a cornerstone of effective exfoliation, and with $9.8M in sales, it’s proof that ingredient-first, affordable skincare still commands massive loyalty.
Rounding out the list is a botanical powerhouse: Natural Sant’s Shampoo & Treatment, featuring onion, rosemary, and biotin. With $9.7M in revenue, it's a clear sign that consumers are leaning into natural ingredients to solve real hair problems—particularly around thinning and breakage.
From scalp care to self-massage tools, this data paints a vivid picture of the U.S. beauty market in 2024: functional, results-driven, wellness-infused, and refreshingly real. Consumers are spending not just on looking good, but on feeling good—and they're increasingly drawn to hybrid products that blend beauty with health, tech, or tradition.
Expect to see more growth in holistic wellness, haircare solutions that promise regrowth or shine, and tools that bring the salon or spa home. The age of thoughtful, empowered beauty spending is here—and it’s not slowing down.
Want to stay ahead of what’s trending in beauty and beyond? Request a demo with Charm and get instant access to real-time insights on what’s rising, what’s selling, and where the next big opportunity lies.