U.S. Anti-Aging Products Market Size, Share, Trends, Industry Analysis Report By Product (Facial Cream & Lotion, Eye Cream & Lotion), By Distribution Channel, By Application – Market Forecast, 2025–2034

Overview

The U.S. anti-aging products market size was valued at USD 13.99 billion in 2024, growing at a CAGR of 6.6% from 2025 to 2034. The market is witnessing growth as breakthroughs in product formulations, such as peptide complexes and stem cell technology, deliver more effective results. Aging female population across U.S. is actively seeking skincare solutions, while rising disposable incomes across the population enable greater spending on premium anti-aging products.

Key Insights

• The facial cream & lotion segment accounted for the largest revenue share in 2024 primarily due to its widespread usage and essential role in daily skincare routines.
• The eye cream & lotion segment is expected to witness the fastest growth during the forecast period owing to the increasing focus on specialized treatments for delicate under-eye skin.
• The e-commerce segment accounted for a substantial revenue share in 2024 due to the convenience, accessibility, and variety it offers to consumers seeking anti-aging products.
• The anti-pigmentation segment is expected to witness the fastest growth during the forecast period, driven by rising consumer concerns related to uneven skin tone, age spots, and sun-induced discoloration.

Industry Dynamics

• The expanding U.S. population of aging women drives demand for anti-aging solutions, as they prioritize youthful skin and targeted treatments.
• Higher disposable incomes, especially among middle-aged and older consumers, are accelerating demand for premium anti-aging skincare products.
• Rising competition from science-backed brands pressures companies to prove product efficacy, requiring costly clinical testing and transparent marketing.
• Growing demand for personalized anti-aging solutions is expected to open new opportunities for innovation and premium pricing.

Market Statistics

• 2024 Market Size: USD 13.99 billion
• 2034 Projected Market Size: USD 26.44 billion
• CAGR (2025–2034): 6.6%

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Anti-aging products refer to a range of skincare and wellness formulations designed to minimize or slow down visible signs of aging, such as wrinkles, fine lines, and skin sagging. In the U.S., the demand for anti-aging products is steadily rising, driven by innovations in advanced product formulation technologies. These include the incorporation of bioactive ingredients, peptides, retinoids, and nanotechnology-based delivery systems that enhance product efficacy and absorption. In August 2023, Conagen developed sustainable, fermentation-derived retinol derivatives by fusing retinoids with cosmetic actives. This eco-friendly, 100% renewable retinol offers enhanced anti-aging benefits beyond wrinkle reduction, revolutionizing beauty and personal care with innovative, multi-functional ingredients. Such advancements have enabled brands to offer highly targeted solutions for various skin concerns, serving a wide demographic spanning different age groups. Moreover, consumers are increasingly inclined toward products that promise scientifically backed, faster, and more sustainable results, reinforcing the market’s push toward high-performance formulations.

The growing preference for clean, natural, and personalized products is driving the sales of anti-aging products in the U.S. Consumers are opting for plant-based, organic, and cruelty-free formulations that align with their health-conscious and ethical lifestyles, as they become increasingly aware of the long-term effects of synthetic ingredients. In parallel, personalization trends, fueled by AI skin diagnostics and consumer data insights, are enabling companies to offer customized skincare regimens tailored to individual skin types, concerns, and goals. In May 2024, Skintelligent and PatientNow partnered to revolutionize aesthetics by merging AI skin imaging with practice management tools. This collaboration enhances patient acquisition, treatment acceptance, and retention, setting new standards in the aesthetic industry. Additionally, these evolving shifts reflect a broader movement toward transparency, authenticity, and consumer empowerment, which continues to redefine product innovation and brand loyalty in the anti-aging segment.

Drivers & Opportunities

Growing Aging Women Population: The growing population of aging women in the U.S. is expected to boost new opportunities for anti-aging products, as this demographic group actively seeks effective solutions to maintain youthful skin and address age-related concerns. According to the June 2025 U.S. Census data, women comprised 50.5% of the population in 2024, outnumbering men by 3.4 million, reflecting the growing demand for these products. Natural processes, such as collagen degradation and moisture loss, become more evident, driving a consistent demand for products that offer firming, rejuvenating, and hydrating benefits with age. Women in older age brackets tend to invest more in targeted skincare routines and are more receptive to adopting advanced anti-aging treatments. This sustained demand creates a stable consumer base, encouraging brands to expand their product lines with specifically formulated products for mature skin and serve evolving preferences.

Rising Disposable Incomes: Rising disposable incomes across various age groups, particularly among middle-aged and older consumers, have further accelerated the growth of these products. A January 2025 U.S. Bureau of Economic Analysis report stated disposable personal income rose to USD 79.7 billion (0.4%) in 2024, reflecting growth after taxes. Consumers are increasingly willing to invest in premium skincare solutions that promise visible and long-term results, offering greater financial flexibility. This financial empowerment also enables frequent purchases and experimentation with specialized products such as serums, eye creams, and multi-step regimens. Therefore, as income levels rise, the perception of anti-aging products shifts from luxury to necessity, broadening the consumer base and supporting expansion across both mass and prestige segments.

Segmental Insights

Product Analysis

Based on product, the U.S. anti-aging products market segmentation includes facial cream & lotion and eye cream & lotion. The facial cream & lotion segment accounted for the largest revenue share in 2024, primarily due to its widespread usage and essential role in daily skincare routines. These products serve as the foundation for both preventive and corrective anti-aging care by offering hydration, nourishment, and protection from environmental stressors. Their versatility, serving to different skin types and concerns such as fine lines, dryness, and dullness, makes them essential in nearly every consumer’s regimen. The high usage frequency, broad product availability across price points, and the inclusion of active anti-aging ingredients, such as retinol, peptides, and hyaluronic acid, contribute to this segment's continued dominance in the market.

The eye cream & lotion segment is expected to witness the fastest growth during the forecast period, owing to the increasing focus on specialized treatments for delicate under-eye skin. Consumers are becoming more aware of the unique aging concerns in this area, such as dark circles, puffiness, and crow’s feet, which require targeted formulations. Eye creams often feature concentrated actives, such as caffeine, peptides, and niacinamide, driving their appeal for visible and localized improvement. Additionally, the rising inclination toward multi-step routines and early adoption of under-eye care among younger demographics further fuels growth in this segment.

Distribution Channel Analysis

In terms of distribution channel, the segmentation includes hypermarket & supermarket, specialty store, e-commerce, dermatology clinics, spas & salons, and direct-to-consumer (DTC) brands. The e-commerce segment accounted for a substantial revenue share in 2024 due to the convenience, accessibility, and variety it offers to consumers seeking anti-aging products. Online platforms allow users to compare brands, read reviews, and access dermatologist-recommended formulations with just a few clicks. Additionally, e-commerce enables the integration of personalized skin diagnostics, subscription models, and AI-powered product recommendations, enhancing the consumer shopping experience. The increasing digital presence of both established and emerging skincare brands, along with frequent online-exclusive product launches and discounts, continues to drive strong consumer engagement and purchasing behavior through this channel.

By Application Outlook

The U.S. anti-aging products market, based on application, is segmented into anti-wrinkle treatment, anti-pigmentation, skin resurfacing, UV protection & repair, hydration & barrier repair, collagen stimulation, elasticity improvement, and dark circle reduction (Under-Eye Treatments). The anti-pigmentation segment is expected to witness the fastest growth during the forecast period, driven by rising consumer concerns related to uneven skin tone, age spots, and sun-induced discoloration. These concerns are increasingly prevalent with age and environmental exposure, prompting the demand for sun care cosmetics products that offer brightening and tone-correcting benefits. Advances in formulation science, featuring ingredients such as vitamin C, kojic acid, and niacinamide, have made anti-pigmentation products more effective and accessible. Moreover, the pursuit of a clearer, radiant complexion aligns with evolving beauty standards, further supporting the surge in targeted anti-pigmentation treatments within the anti-aging category.

Key Players & Competitive Analysis

The U.S. anti-aging products industry is witnessing intense competition, driven by revenue growth opportunities and emerging market segments, such as clean beauty and personalized skincare. Major companies such as L'Oréal, Estée Lauder, and GAR Laboratories are leveraging competitive intelligence and strategy to capitalize on latent demand and opportunities, particularly among small and medium-sized businesses. Industry trends highlight a shift toward science-backed formulations, with strategic investments in biotechnology and sustainable value chains. Economic and geopolitical shifts, including inflation and supply chain disruptions, are influencing pricing and innovation. Moreover, future development strategies focus on AI-driven skincare diagnostics and premium serums, while expansion opportunities in e-commerce and medical aesthetics are reshaping distribution. Revenue growth analysis suggests strong potential in Gen X and millennial demographics, with growth projections fueled by rising disposable income. Thus, as disruptions and trends in beauty tech accelerate, brands must adapt to maintain dominance in this high-growth sector.

A few major companies operating in the U.S. anti-aging products industry include AMOREPACIFIC US, INC.; Avon Company; Beiersdorf Inc.; Coty Inc.; Estée Lauder Inc.; GAR Laboratories; Johnson & Johnson; L'Oréal Paris; Procter & Gamble; and Unilever.

Key Players

• AMOREPACIFIC US, INC.
• Avon Company
• Beiersdorf Inc.
• Coty Inc.
• Estée Lauder Inc.
• GAR Laboratories
• Johnson & Johnson
• L'Oréal Paris
• Procter & Gamble
• Unilever

U.S. Anti-Aging Products Industry Developments

• August 2024: Kenvue launched Neutrogena Collagen Bank, harnessing patented micro-peptide tech to target pre-aging. This expansion by the face care brand serves to Gen Z’s demand for proactive anti-aging solutions.
• April 2024: Beiersdorf partnered with Rubedo Life Sciences to develop senolytic anti-aging skincare, leveraging Rubedo’s research on cellular senescence and Beiersdorf’s market reach. The collaboration focuses on novel compounds targeting inflammation and aging, derived from Rubedo’s dermatology program.

U.S. Anti-Aging Products Market Segmentation

By Product Outlook (Revenue, USD Billion, 2020–2034)

• Facial Cream & Lotion
• Eye Cream & Lotion

By Distribution Channel Outlook (Revenue, USD Billion, 2020–2034)

• Hypermarket & Supermarket
• Specialty Store

By Application Outlook (Revenue, USD Billion, 2020–2034)

• Anti-Wrinkle Treatment
• Anti-Pigmentation
• Skin Resurfacing
• Other Applications

U.S. Anti-Aging Products Market Report Scope