US beauty device market is growing again, says Kline

By Deanna Utroske

- Last updated on GMT

US beauty device market is growing again, says Kline
According the market researcher’s recent report—looking at sales, investments, launches, and acquisitions for the full year 2017—the cosmetics and personal care device business is doing well and on track to continue growing by addressing an array of consumer skin concerns.

The Kline report ‘Beauty Devices: US Market Analysis and Opportunities’ identifies acne elimination as a prime driver of beauty device market growth. In 2017, the acne care category grew more than 40%, “which is the largest growth seen for the category since Kline started tracking the market in 2012,” ​notes a press release outlining the new report.

Johnson & Johnson was the market leader in acne care devices, according to Kline; and the market researcher points to the company’s Neutrogena brand light therapy mask and spot treatment devices in particular. “Filling a white space on the mass mask market, coupled with Neutrogena's marketing prowess, the brand reaped an estimated 30% of acne device sales in 2017, which no other brand in the acne category has ever been able to garner,”​ explains Kelly Alexandre, senior analyst and research lead on the report.

New launches

The report looks at new device launches over the past near, noting that even color cosmetics brands like elf launched devices. elf introduced two affordable skin cleaning tools last year: a Facial Cleanser and Massaging Wand Set, according to the Kline press release.

HoMedics reappeared in the device space last year. And the Dr. Dennis Gross brand expanded their device offerings. And Kline notes that Madonna’s MDNA Skin Rejuvenator launched in 2017 as one of pricier options on the market, selling for $600.00.

Info and analysis

The full report includes “analysis [covering] beauty devices that offer benefits including acne elimination, anti-aging, cellulite reduction and body firming/toning, cleansing, hair regrowth, and hair removal, with products sold to consumers through all channels of distribution,”​ as the release notes.

And ‘Beauty Devices: US Market Analysis and Opportunities’ also includes data on beauty device market drivers, insights on the “competitive landscape with brand snapshots of leading and/or notable marketers,”​ and sales breakdowns for the past 2 years according to skin concern, technologies, distribution channel, and more, according to Kline Group’s site. Plus there’s a market outlook through 2022.

In the news

Beauty devices impact which products consumers use and how they use them. Just this year Cosmetics Design has reported on several beauty device brands that are impacting the larger personal care and cosmetics market.

The at-home dermaplaning device known as DermaFlash launched it’s 2.0 version early this year and was featured on the weekly Indie Beauty Profile column​. That tool is sold with products to prepare the skin for treatment and to sooth the skin after use. And, the DermaFlash is known as a device that changes the texture and surface of the skin so consumers and makeup artists are adjusting makeup and skin care applications accordingly. In January the company behind the blendSMART foundation brush tool was featured​ on the column.



Deanna Utroske, Editor, covers beauty business news in the Americas region and publishes the weekly Indie Beauty Profile column, showcasing the inspiring work of entrepreneurs and innovative brands.

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