The US Vegetable Oils in Beauty and Personal Care Market was valued at USD 720 million in 2025 and is expected to reach USD 1,350 million by 2035, growing at a CAGR of 6.2% from 2024 to 2035. The market is propelled by increasing consumer preference for natural ingredients and rising awareness about the benefits of vegetable oils in personal care products.
The economic impact of tariffs on "US Vegetable Oils in Beauty and Personal Care Market".
Market Growth Drivers
Growing Awareness of Natural and Organic Products: With consumers becoming increasingly health-conscious, there is a strong demand for cosmetic and personal care products composed of natural ingredients. Vegetable oils such as coconut, jojoba, and argan oil are extensively used for their moisturizing and nourishing benefits. Major companies like Burt’s Bees and The Honest Company have introduced entire product lines with vegetable oil base, driving market growth as consumers move away from synthetic chemicals.
R&D Investment and Product Innovation: Leading players such as Procter & Gamble and Unilever are investing heavily in research and development to create innovative formulations using vegetable oils. These companies are incorporating cold-pressed and organic variants in their skincare, haircare, and bath products to appeal to eco-conscious consumers, further bolstering the market.
Market Trends
Clean Beauty and Transparency: The clean beauty movement is surging across the US, with consumers seeking transparency regarding product ingredients. Companies like Beautycounter and SheaMoisture emphasize traceability and sustainability of vegetable oils, ensuring products are ethically sourced. This trend has influenced even mainstream brands to highlight their use of natural oils in marketing and packaging.
Expansion of Vegan and Cruelty-Free Lines: A growing segment of consumers is opting for vegan and cruelty-free personal care products. Vegetable oils, being plant-derived, are fundamental to such formulations. Brands like Pacifica and e.l.f. Cosmetics are expanding their vegan product ranges, using vegetable oils as alternatives to animal-based ingredients and gaining significant traction among younger consumers.
Market Opportunity
Customized and Functional Oils: There is significant scope for brands to introduce customized vegetable oils targeting specific skin and hair concerns, such as anti-aging, acne prevention, or UV protection, creating niche offerings. Companies like Kiehl’s could capitalize on developing tailor-made oil blends.
E-commerce and Direct-to-Consumer Distribution: The rapid rise of e-commerce and direct-to-consumer channels provides an opportunity for brands to engage with health-conscious consumers directly and increase market penetration. Startups such as Youth to the People leverage digital platforms to reach new customers and expand their presence.
US Vegetable Oils in Beauty and Personal Care Market Revenue (USD Million), 2020-2035
The market has witnessed a steady increase in revenue from USD 470 million in 2020 to an estimated USD 720 million in 2025, reflecting rising consumer adoption of natural and organic personal care products. Beyond 2025, the growth is driven by continuous innovation and broader acceptance of plant-based ingredients, reaching USD 1,350 million in 2035 at a robust CAGR. This upward trajectory highlights the shift of the US personal care market towards sustainable, nature-based solutions, expected to continue as more consumers prioritize ethical buying choices.
US Vegetable Oils in Beauty and Personal Care Market by Regions Share (%), 2025
In 2025, the Western region, including states like California, accounts for the largest share (32%) due to high demand for organic beauty products. The Northeast holds 24% of market share, driven by urban populations seeking natural skincare, while the South, propelled by rising income levels and changing preferences, represents 22%. The Midwest covers 18%, supported by growing industry presence. Other regions collectively represent 4%. This distribution highlights the prominence of the West and Northeast as trendsetters in the adoption of vegetable oils in beauty and personal care.
Recent Developments
In February 2024, The Honest Company announced the launch of a new personal care range made exclusively from cold-pressed and USDA-certified organic vegetable oils, responding to the increasing consumer demand for clean and transparent beauty products.
In March 2024, Unilever partnered with a US-based startup to develop advanced extraction technology for plant oils. This strategic collaboration aims to reduce the environmental footprint of oil-based ingredients in beauty products, aligning with Unilever's sustainability goals.
In April 2024, Burt’s Bees unveiled a marketing campaign highlighting the traceability of their sunflower and coconut oils used in moisturizers and haircare products. The campaign focuses on educating consumers about ethical sourcing and product efficacy, enhancing brand loyalty.
Press Releases