US Beauty Trends & Regulatory Essentials

The US Beauty Market at a Glance

With a market value exceeding 100 billion USD, key growth categories include:

Skincare
Hybrid makeup
Fragrance
Scalp and hair care
Barrier focused body care

Consumers are highly ingredient conscious and digitally driven. Social media platforms such as TikTok, YouTube, and Instagram function as discovery engines, especially among younger consumers.

At the same time, purchasing behavior is omnichannel. Consumers often test products in Sephora or Ulta and complete their purchase online, frequently via Amazon.

Trending ingredients include retinol, niacinamide, peptides, and hyaluronic acid. There is also strong demand for dermatologist positioned, barrier supporting, and clean beauty products.

Generational Insights

Gen Z

Born between 1997 and 2012, Gen Z consumers:

Discover brands primarily through TikTok
Show low brand loyalty
Prioritize trial and viral products
Prefer affordable yet aesthetic masstige brands
Respond strongly to mini formats and travel kits

Millennials and Gen X

Born between 1989 and 1996, these consumers:

Have established skincare routines
Invest more in anti aging and brightening products
Prefer clinically positioned claims
Value premium packaging and clean design
Focus on visible results

Understanding these segments is essential for positioning and communication strategy.

Why J Beauty Performs Well

Japanese beauty continues to gain recognition in the United States, supported by beauty tourism and social media exposure.

Key strengths of J Beauty include:

Gentle and non irritating formulations
A hydration first philosophy
Unique textures such as essences and milky lotions
Strong manufacturing standards and heritage

Platforms such as Amazon US and YesStyle allow consumers to repurchase products discovered during trips to Japan, creating long term demand.

Japanese brands are associated with high manufacturing standards, meticulous R&D, and reliability, which resonates with US consumers seeking “science-backed but not clinical-cold” products.

Regulatory Considerations for the US

Entering the US market requires compliance with both federal and state regulations, including the FD&C Act and MoCRA 2022.

Brands must ensure:

Product listing and facility registration
Safety documentation and adverse event reporting
Proper ingredient disclosure
Compliance with state specific rules such as PFAS and Proposition 65

Labeling errors are a common cause of customs detention. Mandatory elements include:

INCI list
Net content
Country of origin
Responsible Person details
Batch number
Expiry or PAO
Clear cosmetic claims

Claims must remain cosmetic in nature and avoid medical positioning.

Acceptable vs Non Compliant Claims

The Role of Certification

In the US:

63% of consumers consider clean beauty important
70% research sustainability policies
47% are willing to pay more for sustainable packaging

However, marketing terms such as clean, green, or vegan friendly are not sufficient on their own.

Third party certifications such as vegan, organic, or cruelty free enhance credibility and reduce exposure.

Conclusion

The US market offers significant growth potential for Japanese and international beauty brands. However, success depends on combining:

Deep understanding of consumer behavior
Strategic retail positioning
Clear digital visibility
Strict regulatory compliance

At Biorius, we support your brand in entering the US market, ensuring regulatory security and commercial confidence every step of the way.

For more information about expanding into the United States, contact us today.