In the latest quarter, LVMH’s Perfume and Cosmetics division saw a 2% rise in organic sales, reaching €1.9 billion. The company noted that the US market has remained stable during the first nine months of 2025.
The US is increasingly vital for beauty brands; however, just focusing on this region doesn’t necessarily fix the issues arising from the downturn in China’s travel retail. There’s escalating competition for US consumer spending as brands pour investments into the market. To stand out, brands have to showcase their heritage and genuinely connect with American consumers through useful services that blend storytelling with effective product placement.
Dominic Temple, the founder and CEO of DT Consulting, which partners with notable beauty brands like Dr. Barbara Sturm and Lorde, emphasizes that a successful entry into the US market hinges on a mix of storytelling, strategic retail strategies, influencer collaborations, and an understanding of local culture. “Defining brand positioning while maintaining authenticity is key, whether through standout products, expert endorsements, or compatible retail partners,” she explains.
Connect with Consumers Where They Are
Most US luxury beauty consumers will buy high-end products without the extra frills that are often expected in other markets, according to Mark Elrich, CEO and founder of Byoma, a UK-based skincare line available at Ulta Beauty, Target, and Amazon. These mainstream retailers prioritize convenience and accessibility, making them essential for brand discovery, especially among younger shoppers.
Beauty is rapidly gaining traction on Amazon in the US, with over 100 million unique beauty customers each month. As Melis del Rey, the former Amazon Beauty US store manager, indicated, the platform has ambitions to boost its premium beauty offerings, featuring brands like Elemis, Olaplex, Lancôme, and Tatcha. Recently, Charlotte Tilbury joined Amazon Beauty, diversifying from its existing channels like Ulta Beauty, Nordstrom, and Bluemercury.
Moreover, Ulta Beauty serves as a crucial launching pad for international brands aiming for growth in the US market. Just last week, the company raised its sales forecast for the year, driven by strong demand for fragrances and skincare. The company reported that international brands are taking the lead; fragrances are experiencing double-digit growth, particularly from Valentino and Dolce & Gabbana, while K-Beauty brands are propelling skincare sales, as noted by Ulta Beauty CEO Keshia Steelman, who remarked that K-Beauty continues to resonate with consumers.
