If you're watching the beauty industry, you can’t ignore the momentum building behind makeup sales in the US. Charm.io data from July 2023 to March 2025 shows a clear acceleration—especially in Q4 2024, where makeup revenue in the US hit $135 million, marking a jaw-dropping 268% year-over-year increase.
From July 2023 through March 2025, makeup products in the US generated $451 million in total sales, with 33.3 million units sold across the market. That alone signals a massive shift in how American consumers approach cosmetics—volume is up, but so is the market’s breadth.
An average unit price of $13.53 places most items firmly in the mid-to-low price tier, suggesting strong consumer interest in accessible beauty. This balance between price and volume shows that shoppers are willing to explore and repurchase, as long as products meet expectations in performance and aesthetic appeal.
The rise in makeup sales in the US also reflects increased digital engagement. Buyers are discovering new brands through TikTok, livestreams, and short-form video content. These platforms not only boost visibility but create urgency—especially around limited-edition launches and trending looks.
With consistent monthly growth and a steep spike in Q4, this isn’t just a seasonal uptick. It’s evidence of long-term behavioral shifts: consumers want affordable, easy-to-find makeup that feels personal. And brands, both emerging and established, are stepping up to meet that demand.
The surge in makeup sales in the US didn't happen in a vacuum—it was powered by over 14.5K shops contributing to a massive offering of nearly 86,000 unique makeup products. This tells us two things: one, the barrier to entry for new beauty brands is lower than ever, and two, there's a high demand for novelty and personalization. Brands are rolling out product variations rapidly to capitalize on microtrends, seasonal shifts, and viral social media moments.
This explosion in product diversity is a clear signal of market saturation—but it’s also an opportunity. Indie brands are competing on equal footing with legacy labels, and consumers are responding. More shoppers are looking beyond the big names, opting for brands that speak to their values, skin types, and preferred aesthetics. This democratization of product discovery is a direct result of platforms like TikTok, where a single product review can send niche SKUs into mainstream carts.
At an average price point of $13.53, the success of this category is deeply tied to accessibility. The low-cost, high-impact model allows consumers to experiment without the high commitment. This is essential in a content-driven environment where trends change weekly, and recommendations from creators can quickly sway buying decisions.
In short, makeup sales in the US are thriving not just because of product quantity, but because of diversity, affordability, and cultural relevance—all accelerated by creator-led discovery and seamless social commerce integrations.
Q4 2024 accounted for $135 million in sales—by far the highest spike in the time period tracked. A 268% YoY growth rate is rare in any category, especially in a market as mature as beauty.
Several factors likely fueled this:
This concentrated momentum in Q4 made a visible mark on the chart, highlighting how tightly consumer behavior is now linked to influencer moments, creator-led launches, and time-sensitive drops.
The data proves that makeup sales in the US are not just rebounding—they’re redefining what beauty commerce looks like. The scale and speed of growth hint at continued consumer interest, driven by digital-first shopping behaviors.
Expect the competition to intensify, with brands needing to show value, performance, and relatability. With nearly 86K unique SKUs already in play, differentiation is critical. Brands must lean into fast product cycles, data-backed launches, and authentic content to win.
Q4 2024 was just the beginning. With $451M in total sales and significant growth in both unit count and unique products, the makeup category is setting the pace for beauty innovation.
To stay ahead of the curve, brands must embrace fast data, trend monitoring, and real-time competitor analysis. That’s where Charm.io comes in.
Charm.io helps brands tap into emerging beauty trends, track product performance at scale, and identify what’s driving conversions across thousands of SKUs. Whether you're scaling an indie brand or steering a legacy portfolio, this kind of visibility is game-changing. Request a demo with Charm.io and turn insight into advantage.