US Facial Serum Market Size, Share & Trends Analysis Report By Price Point, By Form (Water Based, Oil Based, Gel Based, and Others), By Distribution Channel, By Serum Type, and Forecast, 2023 - 2030

The United States (US) Facial Serum Market size is expected to reach $1.8 Billion by 2030, rising at a market growth of 5.5% CAGR during the forecast period. In the year 2022, the market attained a volume of 71749.0 Thousand Units, experiencing a growth of 4.9% (2019-2022).

The facial serum market in the United States has witnessed significant growth and innovation in recent years, with many products catering to various skin concerns. One of the key drivers behind the surge in demand for face serums is the increasing awareness among consumers regarding the importance of a comprehensive skincare routine. In the U.S., consumers are often drawn to face serums that boast natural and organic ingredients.

Anti-aging serums are mainly used in the U.S. facial serum market. With an aging population, there is a heightened demand for products that target fine lines, wrinkles, and overall skin elasticity. Many anti-aging serums in the industry now incorporate cutting-edge ingredients such as peptides, retinoids, and antioxidants, promising to turn back the clock and restore a youthful complexion.

According to the United States Census Bureau, as the older population in the United States has witnessed substantial growth over the past century, reaching 55.8 million individuals, or 16.8% of the total population in 2020, it reflects a significant demographic shift. From a mere 4.9 million people, constituting 4.7% of the total U.S. population in 1920, the increase of 50.9 million over the years underscores the aging trend in society.

With an increasing aging population, there has been a corresponding rise in the demand for anti-aging solutions, particularly reflected in the thriving facial serum market in the U.S. The surge in popularity of anti-aging serums indicates the growing awareness and interest among the older demographic in maintaining youthful and healthy skin, thereby contributing to the dynamic landscape of the skincare industry.

The COVID-19 pandemic has profoundly impacted the U.S. skincare industry, including the facial serum market. Lockdowns, remote work, and lifestyle changes have altered U.S. consumer behavior, influencing skincare routines. While the initial stages of the pandemic saw a temporary decline in the beauty industry, the facial serum market rebounded as consumers prioritized self-care and sought products that addressed skin concerns arising from mask-wearing stress and lifestyle changes. The pandemic underscored the resilience and adaptability of the skincare industry as U.S. consumers continued to invest in their skincare routines despite economic uncertainties.

Market Trends

Increasing demand for gel-based serums

The facial serum market in the United States has witnessed a significant surge in the demand for gel-based serums in recent years, marking a notable shift in consumer preferences and skincare trends. One of the key drivers behind the rising demand for gel-based serums is their lightweight and non-greasy nature. Americans increasingly seek products that provide hydration and nourishment without leaving a heavy or sticky residue on the skin.

Moreover, gel-based serums often incorporate innovative ingredients such as hyaluronic acid, aloe vera, and antioxidants. These components are known for their hydrating, soothing, and rejuvenating properties, making gel-based serums effective in addressing various skin care concerns, from dryness to signs of aging. As consumers become more informed about skincare ingredients and their benefits, the preference for serums with science-backed formulations has grown, further boosting the popularity of gel-based options.

The cosmetic industry has responded to this trend by introducing many gel-based serum products in the U.S., ranging from anti-aging formulations to serums targeting specific skin issues like hyperpigmentation or acne. The versatility of gel-based serums allows manufacturers to cater to a broad consumer base with varying skincare needs.

According to the International Trade Administration, in 2019, the U.S. experienced a steady annual growth of 2 % in its exports, culminating in a total of $15.02 billion within the cosmetics industry. As the facial serum market continues to thrive, it adds a substantial dimension to the overall growth and prosperity of the U.S. cosmetics industry. Thus, the demand for gel-based facial serums in the United States reflects a shift towards lightweight and non-greasy skincare options.

Rising popularity of hydrating face serums

In recent years, the facial serum market in the United States has witnessed a significant surge in the popularity of hydrating face serums. This trend is attributed to a growing consumer awareness of the importance of skincare and a shift towards more comprehensive and targeted skincare routines. One key factor driving the rising popularity of hydrating face serums is the increasing awareness of the detrimental effects of environmental factors on the skin, such as pollution and harsh weather conditions. Americans are actively seeking products that address specific skin concerns and offer deep hydration to maintain a healthy and radiant complexion.

Moreover, the influence of social media and beauty influencers in the U.S. has played a pivotal role in shaping consumer preferences. The widespread sharing of skincare routines and product recommendations has brought hydrating face serums into the spotlight, with many influencers praising their efficacy in achieving a dewy and well-hydrated complexion. As the demand for hydrating face serums rises, manufacturers respond with innovative formulations, incorporating cutting-edge ingredients to stay competitive.

The multifunctionality of hydrating face serums is another driving force behind their popularity. These serums often have additional benefits, such as anti-aging properties, brightening effects, and antioxidant protection. American consumers are increasingly drawn to products that offer a holistic approach to skincare, addressing multiple concerns simultaneously. Therefore, the popularity of hydrating face serums in the United States is fueled by growing consumer awareness of the importance of skincare, influenced by social media and beauty influencers.

Competition Analysis

The facial serum market in the United States is dynamic and competitive, with several key players vying for industry share. These companies operate in an industry driven by innovation, consumer preferences, and a growing awareness of skincare routines. One of the leading contenders in the U.S. facial serum market is Estée Lauder Companies Inc. The company, a global powerhouse in skincare and cosmetics, has successfully positioned itself as a premium brand. Renowned for its cutting-edge research and development, Estée Lauder offers a diverse range of facial serums catering to various skin concerns, from anti-aging to hydration.

Revlon, an iconic American brand, is a notable contender in the facial serum market. Recognized for its wide range of beauty and skincare products, Revlon has adapted to changing consumer preferences by introducing innovative serums that combine effective formulations with affordability, appealing to a diverse demographic.

Another significant player is L'Oréal US, a French cosmetics giant L'Oréal subsidiary. The brand has a strong presence in the U.S. facial serum market, with a portfolio that includes popular brands like La Roche-Posay, Vichy, and SkinCeuticals. With a focus on scientific innovation, L'Oréal's facial serums address a wide spectrum of skincare needs, appealing to a broad consumer base.

The Ordinary, a brand under the Deciem umbrella, has disrupted the industry with its commitment to transparency and simplicity and is known for its minimalistic approach to skincare. The brand provides high-quality serums at affordable prices, resonating particularly well with consumers seeking effective solutions without breaking the bank.

Neutrogena, a subsidiary of Johnson & Johnson, is a trusted name in the mass skincare industry. With a focus on dermatologist-recommended formulations, Neutrogena's facial serums cater to a broad audience, emphasizing accessibility and effectiveness. The brand's emphasis on research-backed ingredients has contributed to its enduring popularity. These companies represent a fraction of the diverse and dynamic U.S. facial serum market. As consumer preferences evolve, companies will likely invest in research and development, marketing strategies, and sustainability efforts to stay competitive in this ever-growing sector.

List of Key Companies Profiled

• L'Oréal S.A.
• Galderma S.A.
• KOSE Corporation
• Clarins Group SA
• Shiseido Company Limited
• Beiersdorf AG
• The Estee Lauder Companies, Inc.
• Revlon, Inc. (MacAndrews & Forbes)
• Unilever PLC
• Amorepacific Corporation

US Facial Serum Market Report Segmentation

By Price Point

• Mass-Market
• Premium
• Luxury

By Form

• Water Based
• Oil Based
• Gel Based
• Others

By Distribution Channel

• Supermarkets & Hypermarkets
• Specialty Beauty Stores
• Online Retailers
• Drugstores & Pharmacies
• Others

By Serum Type

• Anti-Aging Serums
• Skin Brightening Serums
• Acne Fighting Serums
• Hydrating & Exfoliating Face Serums
• Others

Chapter 1. Market Scope & Methodology
1.1 Market Definition
1.2 Objectives
1.3 Market Scope
1.4 Segmentation
1.4.1 US Facial Serum Market, by Price Point
1.4.2 US Facial Serum Market, by Form
1.4.3 US Facial Serum Market, by Distribution Channel
1.4.4 US Facial Serum Market, by Serum Type
1.5 Methodology for the research

Chapter 2. Market Overview
2.1 Introduction
2.1.1 Overview
2.1.1.1 Market Composition and Scenario
2.2 Key Factors Impacting the Market
2.2.1 Market Drivers
2.2.2 Market Restraints
2.2.3 Market Opportunities
2.2.4 Market Challenges
2.2.5 Market Trends

Chapter 3. Competition Analysis - Global
3.1 KBV Cardinal Matrix
3.2 Recent Industry Wide Strategic Developments
3.2.1 Partnerships, Collaborations and Agreements
3.2.2 Product Launches and Product Expansions
3.2.3 Acquisition and Mergers, Joint Venture
3.2.4 Expansions
3.3 Top Winning Strategies
3.3.1 Key Leading Strategies: Percentage Distribution (2019-2023)
3.3.2 Key Strategic Move: (Product Launches and Product Expansions: 2020, Jul – 2023, Sep) Leading Players
3.4 Porter’s Five Forces Analysis

Chapter 4. US Facial Serum Market
4.1 US Facial Serum Market by Price Point
4.2 US Facial Serum Market by Form
4.3 US Facial Serum Market by Distribution Channel
4.4 US Facial Serum Market by Serum Type

Chapter 5. Company Profiles – Global Leaders
5.1 L'Oréal S.A.
5.1.1 Company Overview
5.1.2 Financial Analysis
5.1.3 Segmental and Regional Analysis
5.1.4 Recent strategies and developments:
5.1.4.1 Partnerships, Collaborations, and Agreements:
5.1.4.2 Product Launches and Product Expansions:
5.1.4.3 Acquisition and Mergers, Joint Ventures:
5.1.5 SWOT Analysis
5.2 Galderma S.A.
5.2.1 Company Overview
5.2.2 Recent strategies and developments:
5.2.2.1 Product Launches and Product Expansions:
5.2.2.2 Acquisition and Mergers:
5.2.3 SWOT Analysis
5.3 KOSE Corporation
5.3.1 Company Overview
5.3.2 Financial Analysis
5.3.3 Segmental and Regional Analysis
5.4 Clarins Group SA
5.4.1 Company Overview
5.4.2 SWOT Analysis
5.5 Shiseido Company Limited
5.5.1 Company Overview
5.5.2 Financial Analysis
5.5.3 Segmental and Regional Analysis
5.5.4 Research & Development Expense
5.5.5 SWOT Analysis
5.6 Beiersdorf AG
5.6.1 Company Overview
5.6.2 Financial Analysis
5.6.3 Segmental and Regional Analysis
5.6.4 Research & Development Expense
5.6.5 SWOT Analysis
5.7 The Estee Lauder Companies, Inc.
5.7.1 Company Overview
5.7.2 Financial Analysis
5.7.3 Segmental and Regional Analysis
5.7.4 Research & Development Expense
5.7.5 Recent strategies and developments:
5.7.5.1 Acquisition and Mergers:
5.7.6 SWOT Analysis
5.8 Revlon, Inc. (MacAndrews & Forbes)
5.8.1 Company Overview
5.8.2 Financial Analysis
5.8.3 Segmental Analysis
5.8.4 Recent strategies and developments:
5.8.4.1 Geographical Expansions:
5.8.5 SWOT Analysis
5.9 Unilever PLC
5.9.1 Company Overview
5.9.2 Financial Analysis
5.9.3 Segmental and Regional Analysis
5.9.4 Research & Development Expense
5.9.5 Recent strategies and developments:
5.9.5.1 Product Launches and Product Expansions:
5.9.5.2 Acquisition and Mergers:
5.9.6 SWOT Analysis
5.10. Amorepacific Corporation
5.10.1 Company Overview
5.10.2 Financial Analysis
5.10.3 Regional & Segmental Analysis
5.10.4 Research & Development Expenses
5.10.5 Recent strategies and developments:
5.10.5.1 Partnerships, Collaborations, and Agreements:
5.10.5.2 Product Launches and Product Expansions:
5.10.6 SWOT Analysis

TABLE 1 US Facial Serum Market, 2019 - 2022, USD Million
TABLE 2 US Facial Serum Market, 2023 - 2030, USD Million
TABLE 3 US Facial Serum Market, 2019 - 2022, Thousand Units (1 Oz)
TABLE 4 US Facial Serum Market, 2023 - 2030, Thousand Units (1 Oz)
TABLE 5 Partnerships, Collaborations and Agreements– Facial Serum Market
TABLE 6 Product Launches And Product Expansions– Facial Serum Market
TABLE 7 Acquisition and MERGERS, JOINT Venture– Facial Serum Market
TABLE 8 Expansions– Facial Serum Market
TABLE 9 US Facial Serum Market by Price Point, 2019 - 2022, USD Million
TABLE 10 US Facial Serum Market by Price Point, 2023 - 2030, USD Million
TABLE 11 US Facial Serum Market by Price Point, 2019 - 2022, Thousand Units (1 Oz)
TABLE 12 US Facial Serum Market by Price Point, 2023 - 2030, Thousand Units (1 Oz)
TABLE 13 US Facial Serum Market by Form, 2019 - 2022, USD Million
TABLE 14 US Facial Serum Market by Form, 2023 - 2030, USD Million
TABLE 15 US Facial Serum Market by Form, 2019 - 2022, Thousand Units (1 Oz)
TABLE 16 US Facial Serum Market by Form, 2023 - 2030, Thousand Units (1 Oz)
TABLE 17 US Facial Serum Market by Distribution Channel, 2019 - 2022, USD Million
TABLE 18 US Facial Serum Market by Distribution Channel, 2023 - 2030, USD Million
TABLE 19 US Facial Serum Market by Distribution Channel, 2019 - 2022, Thousand Units (1 Oz)
TABLE 20 US Facial Serum Market by Distribution Channel, 2023 - 2030, Thousand Units (1 Oz)
TABLE 21 US Facial Serum Market by Serum Type, 2019 - 2022, USD Million
TABLE 22 US Facial Serum Market by Serum Type, 2023 - 2030, USD Million
TABLE 23 US Facial Serum Market by Serum Type, 2019 - 2022, Thousand Units (1 Oz)
TABLE 24 US Facial Serum Market by Serum Type, 2023 - 2030, Thousand Units (1 Oz)
TABLE 25 Key Information – L'Oréal S.A.
TABLE 26 Key Information – Galderma S.A.
TABLE 27 Key Information – KOSE Corporation
TABLE 28 KEY INFORMATION – CLARINS GROUP SA
TABLE 29 Key Information – Shiseido Company Limited
TABLE 30 Key Information – Beiersdorf AG
TABLE 31 Key Information – The Estee Lauder Companies, Inc.
TABLE 32 key Information – Revlon, Inc.
TABLE 33 Key Information – Unilever PLC
TABLE 34 Key information – AMOREPACIFIC Corporation

List of Figures
FIG 1 Methodology for the research
FIG 2 US Facial Serum Market, 2019 - 2030, USD Million
FIG 3 Key Factors Impacting Facial Serum Market
FIG 4 KBV Cardinal Matrix
FIG 5 Key Leading Strategies: Percentage Distribution (2019-2023)
FIG 6 Key Strategic Move: (Product Launches and Product Expansions : 2020, Jul – 2023, sep) Leading Players
FIG 7 Porter’s Five Forces Analysis - Facial Serum Market
FIG 8 US Facial Serum Market share by Price Point, 2022
FIG 9 US Facial Serum Market share by Price Point, 2030
FIG 10 US Facial Serum Market by Price Point, 2019 - 2030, USD Million
FIG 11 US Facial Serum Market share by Form, 2022
FIG 12 US Facial Serum Market share by Form, 2030
FIG 13 US Facial Serum Market by Form, 2019 - 2030, USD Million
FIG 14 US Facial Serum Market share by Distribution Channel, 2022
FIG 15 US Facial Serum Market share by Distribution Channel, 2030
FIG 16 US Facial Serum Market by Distribution Channel, 2019 - 2030, USD Million
FIG 17 US Facial Serum Market share by Serum Type, 2022
FIG 18 US Facial Serum Market share by Serum Type, 2030
FIG 19 US Facial Serum Market by Serum Type, 2019 - 2030, USD Million
FIG 20 Recent strategies and developments: L'Oréal S.A
FIG 21 Swot Analysis: L'Oréal S.A.
FIG 22 Recent strategies and developments: Galderma S.A
FIG 23 SWOT Analysis: Galderma S.A.
FIG 24 Swot Analysis: Clarins Group SA
FIG 25 Swot Analysis: Shiseido Company Limited
FIG 26 SWOT Analysis: Beiersdorf AG
FIG 27 Swot Analysis: The Estee Lauder Companies, Inc.
FIG 28 Swot Analysis: Revlon, Inc.
FIG 29 Recent strategies and developments: Unilever PLC
FIG 30 SWOT Analysis: Unilever PLC
FIG 31 Recent strategies and developments: Amorepacific Corporation
FIG 32 Swot Analysis: Amorepacific Corporation