The US foundation market is projected to experience a gradual decline from 2024 to 2028, with values predicted to decrease from $856.64 million in 2024 to $782.87 million in 2028. Compared to 2023, the foundations market saw significant stability, but forecasts indicate a negative growth trajectory.
Trends to watch for in the coming years include:
- Increasing consumer preference for multifunctional beauty products, potentially impacting demand for standalone foundation products.
- The rise in e-commerce and digital marketing, altering traditional buying patterns.
- Continued focus on sustainability and clean beauty, influencing product formulations and brands in the market.
