US beauty device market primed for growth

The skin care device market in the US continues to grow according to market research firm Mintel.

Data from its recent report indicates that the market grew by 14 percent in 2014 and was valued at $19.39 million. The figure is expected to reach $54.19 million by 2020. Factors such as an increase in the aging population and skin diseases drive the growth of the market. Household income is another category driver, with those in the $75,000 bracket more likely to spend on skin care devices. US women are most likely to associate cleansing and exfoliating with skin care devices rather than topical skin care products, and these represent significant opportunities for device makers.

Currently, North America has the largest market for beauty devices while Asia is the fastest growing region. Hair removal devices are the most popular category, and are usually intended for salons and spas.

Challenges to growth include stringent criteria set by regulatory bodies in various countries. In the US, direct sales as the leading channel of distribution constitute almost 50 percent of total sales in the beauty device market. Not experiencing any marked improvement from the use of these products, meanwhile, is cited for discontinued usage. The study also states that price is a significant barrier for most women as most of the devices are still priced above the optimal cap of $50.

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