The US is the largest beauty market in the world – little surprise considering the size of its population, and the number of states. It is estimated to be worth $93.74 Billion in 2024 and anticipated to reach $106.74 billion by 2029, growing at a CAGR of 2.63% between 2024 and 2029 with a growing emphasis on both online and offline sales. Strong growth is driven by successful online retailers including Amazon, which is key to the launch of many international brands in the US, and key trends including:
This is a highly competitive market with major players including Estée Lauder, L’Oréal, and Unilever who through continuous innovation and acquisitions strive to meet constantly changing consumer demands. In addition to these global players, the US is also home to successful indie beauty brands.
New York City-based YouTuber Liah Yoo founded Krave Beauty after feeling inundated by the overwhelming skincare advice online. Central to Krave Beauty’s ethos is sustainability, a focus Liah embraced upon realising the environmental toll of excessive skincare consumption. The brand is a proud member of the 1% For The Planet initiative, with packaging made from post-consumer recycled materials.
Milk Makeup is a New York City-based brand that was born out of the iconic Milk Studios. The formulas deliver long lasting results, key to their success. This brand has also entered the UK and is now selling in Boots, Cult Beauty and Space NK.
Beauty Blender, a beloved staple in the beauty industry, was created in 2002 by Hollywood makeup artist Rea Ann Silva. With over two decades of experience working with high-profile clients, Silva recognized the need for a tool that could achieve a flawless makeup application. The innovative design and unique material of the Beauty Blender allow it to deliver an airbrushed finish to any makeup base, making it an indispensable item for makeup enthusiasts and professionals alike.
Pattern, a haircare line founded by award-winning actress and activist Tracee Ellis Ross (daughter of music legend Diana Ross), is designed specifically for curly, coily, and tightly textured hair. The range includes nourishing creams and shampoos that preserve moisture in drier hair types, as well as innovative styling tools. Through Pattern, Ross not only offers high-quality products but also empowers and educates women with textured hair, providing them with solutions tailored to their specific needs.
It is exciting seeing the number of beauty entrepreneurs and indie brands making their mark in this vast market, technology, including social media, transparency, authenticity and diversity, have certainly fueled the growth of these brands.
Need support with building your beauty brand?
Bespoke Advantage is a London based brand consultancy specialising in working with award-winning brands, retailers, investors, trade bodies and embassies to support you in developing and growing your brand across the marketplace. If you are looking to launch a brand in the industry, or for support in expanding your brand across markets, get in touch, we would love to hear from you – Get in touch.
As a beauty and wellness consultancy, we develop a comprehensive strategy for your business by understanding your vision (and the marketplace) and then delving into the details to create order and structure neatly packaged up to deliver you commercial results. We design brand identities and visual elements, manage your product development, build your go-to-market strategies to help you to engage with your ideal customers.
We are proud to support our clients from different regions of the world – from Saudi Arabia, to Dubai, Sri Lanka, Africa, Australia, the US, Canada, Europe and the UK – from entrepreneurs, to multi-award-winning beauty and wellness brands, retailers, investors, distributors, embassies and trade bodies. And we work with you across the retail sector, and the professional sector, including the hair care market, professional nail care market, spas, salons, hotels and the aesthetics market – here’s a snapshot.
If you would like to discuss your ideas with us, get in touch, we would love to hear from you.
As an international beauty and wellness consultancy, we are proud to work alongside clients from different regions of the world – Saudi Arabia, Dubai, Sri Lanka, Africa, Australia, Canada, US, Europe and the UK . We love collaborating with entrepreneurs, multi-award-winning beauty and wellness brands, retailers, investors, distributors, embassies and trade bodies across the retail sector, and the professional sector, including those selling into the hair care market, hotels, spas, professional nail care market and aesthetics market.
If you need support with devising a new strategy, developing a new product range, designing your packaging or rebranding your current product range, managing your PR, or with planning your market-entry into international markets, get in touch, we would love to hear from you.
Bespoke is a brand management expert with deep industry knowledge, extensive experience and a comprehensive understanding of the beauty and personal industry in the UK and Europe, complemented by an extensive network of contacts in the relevant market segments. Bespoke’s expertise, experience and contacts significantly contributed the success of the UK/Europe project with the companies that Bespoke assisted successfully entering or well on track to enter the UK and European markets. The Bespoke team was very professional, responsive and obliging and always delivered within timeframes. It was a pleasure to work with them.
Working with Janet over the past year has been a real pleasure, she has fantastic industry experience and knowledge of the UK beauty market. She has delivered a number of webinars for my clients looking at how to enter the UK market, providing an overview of the market and how to build a strategy. She took the briefs we provided and added real value to them, included key insights and information that my clients have found incredibly useful. Feedback on these sessions has been very positive. Janet is a clear communicator and has always delivered as agreed and on time. We are continuing to work together on other projects and I very much value the conversations we share.
‘Janet has a wealth of experience across retail, buying and marketing. She conducted a full strategic review of our cross functional business and the travel retail market to develop a comprehensive buying and quality control strategy that was signed off at board level. I highly recommend her as an asset to any business.’
‘As a Queensland-based company, we were determined to tap into the European market and establish a strong presence. From the very beginning, Bespoke Advantage demonstrated a deep understanding of our export goals and objectives. Their comprehensive knowledge of the European market, coupled with their extensive network of contacts, enabled them to connect us with key decision-makers and influential stakeholders in our target countries. Their strategic guidance and insights were invaluable in shaping our export strategy and positioning us for long-term success.’
‘Through Janet’s management skills, expertise and proven track record on the job she successfully managed the purchasing of our retail operations and ensured the integrity of our brands in-stores. Her enthusiasm and total dedication, delivered results in any project she was involved in.’
‘Janet has excellent beauty market knowledge. Level headed with clear vision, direction and the ability to drive business forward, Janet led the teams through a complete product design change advising on what the key marketing messages should be, incorporating her technical knowledge and beauty expertise.’
‘Absolutely fantastic course. Condensed learning from Janet, an expert in developing beauty brands. Also, valuable introductions to expert professionals, in the Masterclass sessions. In 12 weeks, you will learn from Janet, what would take years to learn by yourself. A very worthwhile investment’