U.S. Organic Personal Care Products Market Report, 2030 (2025)

Market Size & Trends

The U.S. organic personal care products market size was estimated at USD 6.31 billion in 2024 and is projected to grow at a CAGR of 9.5% from 2025 to 2030. Consumers in the U.S. are exhibiting a strong preference for organic personal care products due to heightened awareness of the potential health risks associated with synthetic chemicals, parabens, sulfates, and artificial fragrances. In addition, increasing knowledge about the benefits of plant-based, cruelty-free, and sustainably sourced ingredients is further driving market expansion.

Consumers in the U.S. are exhibiting a strong preference for organic personal care products due to heightened awareness of the potential health risks associated with synthetic chemicals, parabens, sulfates, and artificial fragrances. In addition, increasing knowledge about the benefits of plant-based, cruelty-free, and sustainably sourced ingredients is further driving market expansion.

The prevalence of skin conditions such as eczema, rosacea, and contact dermatitis has increased the demand for skin care solutions free from harsh chemicals and synthetic additives. Organic skincare products, formulated with hypoallergenic and dermatologically tested ingredients, are perceived as gentler alternatives, catering to individuals with sensitive or reactive skin. In addition, the rise in dermatological research highlighting the long-term benefits of organic and natural ingredients has reinforced consumer trust in these products. Rising concerns over skin sensitivity, long-term exposure to harmful substances, and the impact of synthetic ingredients on overall well-being are fueling demand for organic formulations.

Organic personal care products are often free from harmful toxins, making them a preferred choice for individuals with sensitive skin, allergies, or concerns about chemical exposure. The rising popularity of "clean beauty," which emphasizes transparency, safety, and sustainability in product formulations, further fuels the demand for organic personal care products.

Consumers are more interested in understanding the ingredients in their skincare and haircare products, leading to increased demand for brands that prioritize natural, organic, and chemical-free components. Another major trend is the shift toward eco-friendly and zero-waste packaging. Many companies are introducing biodegradable, refillable, or recyclable packaging to reduce plastic waste and align with consumers' environmental concerns. The demand for cruelty-free and vegan personal care products is also growing as more people seek ethical alternatives that do not involve animal testing or animal-derived ingredients.

The increasing penetration of e-commerce and direct-to-consumer (DTC) brands has facilitated greater market accessibility, allowing organic personal care companies to engage with consumers more effectively. In addition, major retail chains, specialty organic stores, and premium beauty retailers are expanding their organic product portfolios to cater to this growing demand.

Consumer Survey & Trends Insights

Millennials (ages 25-40) and GenZ (ages 18-24) are the primary consumers of organic personal care products. These younger consumers are highly conscious of the ingredients in their skincare, haircare, and beauty products, often prioritizing sustainability, ethical sourcing, and natural formulations. According to a blog post from 2024, sustainability is crucial, with 46% of Gen Z willing to pay more for eco-friendly beauty products, emphasizing the importance of ethical sourcing and production. Approximately 40% of Gen Z beauty shoppers prioritize diversity and inclusion, seeking products that cater to various skin types, genders, and ethnic backgrounds. Social media plays a significant role in influencing their purchasing decisions, with many relying on influencer recommendations, online reviews, and brand transparency when choosing organic personal care items.

Generation X (ages 41-56) also represents a strong segment of the organic personal care market, though their purchasing motivations differ from younger consumers. Many in this group prioritize products that offer anti-aging benefits, such as organic serums, creams, and moisturizers with natural and plant-based ingredients. They are often drawn to brands that emphasize quality, efficacy, and dermatological benefits, as opposed to trends driven by social media. In addition, this demographic tends to have greater purchasing power, allowing them to invest in premium organic products.

Consumer preferences for skincare and makeup products vary significantly across different age groups, with distinct factors shaping their purchasing decisions. According to the CivicScience study, 39% of Generation X and 38% of Baby Boomers prioritize hypoallergenic products, suggesting a growing concern for skin sensitivities as they age. In contrast, cruelty-free products hold greater appeal among younger consumers, with 40% of Millennials and 38% of Generation X emphasizing this factor, likely due to heightened awareness of animal welfare and ethical beauty practices.

The demand for all-natural products spans across generations. Still, it is most prevalent among Generation X (38%), followed by Baby Boomers (34%) and Millennials (28%), indicating a broad-based preference for natural ingredients in beauty routines. Notably, Millennials show the strongest inclination toward fair trade products, making up 60% of consumers who prioritize this factor, which underscores their commitment to ethical sourcing and sustainability. These generational differences highlight evolving consumer values, where older consumers focus on skin safety and gentleness, while younger buyers prioritize ethical and environmental considerations in their skincare and makeup choices.

Product Insights

The organic skin care segment led the market with the largest revenue share of 41.89% in 2024. The prevalence of skin conditions such as eczema, rosacea, and contact dermatitis has increased the demand for skin care solutions free from harsh chemicals and synthetic additives. Organic skincare products, formulated with hypoallergenic and dermatologically tested ingredients, are perceived as gentler alternatives, catering to individuals with sensitive or reactive skin. In addition, the rise in dermatological research highlighting the long-term benefits of organic and natural ingredients has reinforced consumer trust in these products.

The shower and bath segment is expected to grow at the fastest CAGR of 10.4% from 2025 to 2030. The growing awareness of the potential health risks associated with synthetic ingredients drives the demand for organic shower and bath products. Many conventional soaps, body washes, and bath products contain sulfates, parabens, artificial fragrances, and dyes, which can strip the skin of natural oils and cause irritation, dryness, or allergic reactions. Organic alternatives, such as those made with plant-based oils, shea butter, and essential oils, are gentler on the skin and better suited for individuals with sensitive skin or conditions like eczema and dermatitis. Brands like Dr. Bronner’s and SheaMoisture have gained popularity for offering chemical-free, nourishing formulations that cater to this demand. Many conventional products contain microplastics, synthetic preservatives, and petroleum-based ingredients that contribute to pollution and harm aquatic ecosystems.

Gender Insights

Based on gender, the women segment led the market with the largest revenue share of 71.39% in 2024. Women often invest in skincare and haircare not just for immediate results but also for long-term maintenance and aging prevention. Organic products, which are free from synthetic preservatives and full of antioxidants, vitamins, and essential fatty acids, offer anti-aging benefits without the potential risks associated with chemical-laden formulas. Many women now prioritize natural ingredients such as vitamin C, hyaluronic acid, and green tea extract, which provide hydration, collagen support, and skin renewal without synthetic fillers. As anti-aging concerns remain a top priority for many women, organic personal care products continue to gain traction.

The men segment is anticipated to grow at the fastest CAGR of 10.2% from 2025 to 2030. More men prioritize skincare and grooming as part of their daily routine, leading them to seek out high-quality, chemical-free alternatives. Many conventional grooming products contain harsh chemicals that can cause irritation, dryness, or long-term skin damage. As men become more educated about the benefits of organic ingredients such as aloe vera, tea tree oil, and shea butter, they are choosing products that offer nourishment without harmful additives.

Distribution Channel Insights

Based on distribution channel, the hypermarkets/supermarkets segment led the market with the largest revenue share of 34.07% in 2024. Supermarkets and hypermarkets provide a one-stop shopping experience where customers can find a wide range of organic personal care products alongside their daily essentials. This ease of access encourages more consumers to purchase organic skincare, haircare, and other personal care items during their routine shopping trips. In addition, these large retailers have well-established distribution networks, allowing them to stock a diverse selection of organic brands, making it easier for consumers to explore different products and make informed purchasing decisions.

The online segment is anticipated to grow at the fastest CAGR of 11.0% from 2025 to 2030. Online retailers often provide discounts, bundle deals, and subscription-based savings that are not always available in physical stores. Many brands eliminate intermediaries by selling directly to consumers through their websites, reducing costs and offering better pricing. In addition, price comparison tools and customer reviews allow shoppers to make informed decisions and find the best deals, making e-commerce a preferred choice for budget-conscious consumers looking for high-quality organic personal care products.

Key U.S. Organic Personal Care Products Company Insights

The market is characterized by a highly competitive landscape, driven by increasing consumer demand for clean beauty solutions, regulatory advancements, and continuous product innovation. Market players range from established multinational corporations expanding their organic product portfolios to independent brands leveraging sustainability and ingredient transparency as key differentiators. Leading multinational personal care companies, such as L’Oréal, Estée Lauder, Procter & Gamble, and Unilever, have strategically expanded their organic skincare portfolios through acquisitions and brand extensions.

Market players are increasingly investing in organic and clean beauty certifications, such as USDA Organic, ECOCERT, COSMOS, and the Environmental Working Group (EWG) Verified seal, to establish credibility and build consumer trust.

• L'Oréal S.A. has been a significant player in the organic personal care products industry. It offers a range of organic cosmetics and treatments that are manufactured using farming techniques that do not rely on synthetic chemicals. Their organic skincare treatments contain at least 95% ingredients of natural origin and do not include preservatives, perfumes, colorings, or synthetic compounds.

• Johnson & Johnson Consumer Services Inc., through its Neutrogena brand, also participates in the organic personal care products industry. Neutrogena offers a variety of skincare products that focus on natural and organic ingredients.

  See Also

  The Best Skin Care Products You Never Knew You NeededThe Best Skin-Care Ingredients for Men, According to DermsBuilding a Skincare Routine Is Easier Than You Think—Here's How to Get Started15 Best Organic and Natural Skincare Brands For Men (2025)

Recent Developments

• In January 2025, Tru Fragrance & Beauty acquired Lake & Skye, a fragrance brand renowned for its signature scent, 11 11. This move follows Tru's initial minority investment in 2018. Founded in 2015 by Courtney Somer, Lake & Skye emphasizes clean formulations and wellness-focused fragrances. The brand's products are available at retailers like Ulta Beauty, Nordstrom, and Bluemercury. The partnership aims to expand Lake & Skye's retail presence and operations, including plans for European expansion later this year.

• In November 2024, Puig, a Spanish beauty and fashion company, acquired Dr. Barbara Sturm, a high-end skincare brand known for its science-driven formulations. This move strengthens Puig's presence in the luxury skincare market. Dr. Barbara Sturm, founded by the renowned aesthetics doctor of the same name, is recognized for its focus on anti-inflammatory ingredients and effective skincare solutions. The acquisition aligns with Puig’s strategy of expanding its portfolio of premium beauty brands while supporting global growth for Dr. Barbara Sturm’s products.

• In November 2024, Helen of Troy Limited acquired Olive & June, a nail care brand, for USD 225 million. Founded in 2013 as a salon in Beverly Hills, Olive & June later expanded into at-home nail care products, including polishes, press-on nails, and treatment tools. This acquisition supports Helen of Troy’s strategy to diversify beyond hair care by adding a high-growth beauty segment. Olive & June will continue to operate independently but will leverage Helen of Troy’s resources to enhance its distribution and innovation efforts. The deal is expected to contribute positively to Helen of Troy’s financial performance.

U.S. Organic Personal Care Products Market Report Scope

U.S. Organic Personal Care Products Market Report Segmentation

This report forecasts revenue growth at the country levels and provides an analysis of the latest industry trends and opportunities in each of the sub-segments from 2018 to 2030. For this study, Grand View Research has segmented the U.S. organic personal care products market based on product, gender, and distribution channel:

• Product Outlook (Revenue, USD Million, 2018 - 2030)

  • Skin Care

    • Face Skin Care

      • Lotions, Face Creams, & Moisturizers

      • Cleansers & Face Wash

      • Facial Serums

      • Sunscreen/Sun Care

      • Sheet Face Masks

      • Others (Scrub, etc.)

    • Body Skin Care

      • Hair Removal Products

      • Lotions, Creams, & Moisturizers

      • Body Sunscreen/Sun Care

      • Body Scrub

      • Others (Serum, Oils, etc.)

  • Hair Care

    • Shampoo

    • Conditioner

      See Also

      The Ultimate Guide to Men's Skincare, According to Dermatologists

    • Oils

    • Serums

    • Others (Hair Masks, Peels, Etc.)

  • Oral Care

  • Shower and Bath

  • Perfume/Fragrances

• Gender Outlook (Revenue, USD Million, 2018 - 2030)

  • Men

  • Women

• Distribution Channel Outlook (Revenue, USD Million, 2018 - 2030)

  • Hypermarkets & Supermarkets

  • Specialty Beauty Stores

  • Pharmacies & Drugstores

  • Online/E-commerce

  • Others (Department Stores, etc.)