29 Sep Cosmetic claims: The most demanded in the US
The Most Demanded Cosmetic Claims in the U.S. – Key Insights for Beauty Marketing
In the cosmetics industry, it is essential to be aware of the cosmetic claims preferred by consumers. Recognising the specific needs of consumers helps to improve the image and prestige of a brand.
Knowing these cosmetic claims makes it possible to create more appealing product designs and labels for users and to develop marketing plans focused on these most demanded needs. In addition to attracting consumers in search of solutions to specific personal care needs, we will become their cosmetic brand of reference.
For this reason, at Cosmewax we carry out a regular analysis of the cosmetic claims most in demand by consumers, and we share it with our clients to help them increase their sales.
The U.S. cosmetics market is one of the most competitive and innovative worldwide. With highly educated consumers, strict FDA regulations, and a constant influx of new product launches, cosmetic claims play a critical role in shaping purchase decisions and marketing strategies. Understanding which claims resonate the most with American consumers is essential for beauty brands, formulators, and marketing teams aiming to stand out in this dynamic environment.
According to recent search trends, the following cosmetic claims are currently the most demanded in the U.S. beauty market: anti-acne and blackheads, sensitive skin, wrinkles and fine lines, and organic/natural cosmetics. Let’s explore each in detail, along with strategies to integrate them effectively into your marketing campaigns.
Market Context – Why Cosmetic Claims Matter in the U.S.
Consumer Demand and Industry Growth
osmetic claims not only highlight product benefits but also position brands within consumer expectations of safety, performance, and transparency. In the U.S., where consumer demand is increasingly science-driven and Gen Z is reshaping the beauty conversation, clear and compliant claims can determine whether a product succeeds or fails.
- Consumer demand is rising: According to McKinsey, the beauty industry is set to grow 5% annually through 2030, with skin care leading the way.
- Gen Z and Millennials drive demand: Younger consumers prefer authenticity, clean ingredients, and dermatologically backed content.
- Regulatory challenges: The FDA and new state-level laws like the Toxic-Free Cosmetics Act (Washington) are pushing brands to rethink claims around “safe,” “non-toxic,” and “chemical-free.”
The Most Searched Cosmetic Claims in the U.S.
Acne and blackHEADS
With around 8 million monthly searches in the U.S., anti-acne claims remain the top priority for beauty consumers. American shoppers consistently look for solutions that visibly reduce blackheads, minimize breakouts, and prevent clogged pores.
- Marketing tip: Highlight non-comedogenic, dermatologist-tested formulas. Content showing before-and-after results resonates strongly.
- Example claim: “Clinically proven to reduce blackheads in just 2 weeks.”
Sensitive skin
In August alone, sensitive skin-related searches reached nearly 1 million queries in the U.S. This surge is linked to environmental stressors such as pollution, UV exposure, and lifestyle-related sensitivity.
- Marketing tip: Use gentle, hypoallergenic language like “fragrance-free,” “dermatologist-approved,” and “soothing.”
- Example claim: “Formulated to calm redness and protect sensitive skin barriers.”
WRINKLES and Fine lines
Anti-aging remains a major driver, with 270K monthly searches for wrinkles and 165K for fine lines. Consumers seek visible, fast, yet safe improvements in skin appearance.
- Marketing tip: Frame claims in terms of appearance rather than biological change to remain FDA-compliant.
- Example claim: “Reduces the appearance of fine lines for smoother, younger-looking skin.”
Organic cosmetics
Did you know that a recently published study by the ESIC Innovation Institute reveals that 70% of US consumers aged 18-29 prefer to use organic and natural cosmetics? This reveals how the organic origin of ingredients is a cosmetic claim that is present all over the world and is gaining special relevance in the United States. As a result, raw materials such
as tea extracts, soya, aloe vera, cocoa or fish oils are increasingly used in the formulation of cosmetic products.
In short, it is essential to analyze the main concerns of consumers to develop offers adapted to the demands of the market.
Demand for natural beauty continues to grow, particularly among consumers aged 18–29, where more than 70% prefer organic/natural products. In the U.S., the “clean beauty” movement is deeply tied to transparency, ingredient safety, and sustainability.
- Marketing tip: Focus on clear ingredient sourcing and certifications (USDA Organic, COSMOS). Avoid vague or misleading terms.
- Example claim: “Made with 98% naturally derived ingredients, sustainably sourced.”
How to Integrate Claims into Your U.S. Marketing Strategy
Cosmetic vs. Drug Claims – Stay Compliant
The FDA distinguishes cosmetic from drug claims.
- Cosmetic claims: improve appearance (“moisturizes,” “reduces the look of wrinkles”).
- Drug claims: imply biological action (“stimulates collagen,” “heals acne”).
To avoid penalties, keep claims appearance-focused and always substantiated with evidence.
Leverage Consumer Insights
- Gen Z responds best to educational content (e.g., dermatologist collaborations, science-backed TikTok videos).
- Sustainability messaging, when backed by certifications, creates strong brand loyalty.
Case Study – CeraVe
CeraVe’s success in the U.S. is a prime example of claims done right. By focusing on “dermatologist-developed” and communicating science in an accessible way, the brand cracked the digital marketing code.
FAQs – Cosmetic Claims in the U.S.
What is the difference between a cosmetic claim and a drug claim?
A cosmetic claim relates to appearance (e.g., “reduces the look of redness”), while a drug claim implies biological treatment (e.g., “treats eczema”). The FDA regulates drug claims much more strictly.
How can brands avoid FDA penalties when making claims?
Stay within cosmetic language, back up claims with consumer studies or clinical testing, and avoid terms like “treat,” “heal,” or “cure.”
Why are sensitive skin claims growing in demand?
Sensitive skin concerns are rising due to urban pollution, stress, and lifestyle changes, making products that soothe irritation a top priority for U.S. consumers.
Are natural and organic claims always trusted by consumers?
Not necessarily. U.S. consumers increasingly look for transparent sourcing, certifications, and sustainability proof, not just “natural” as a marketing buzzword.
cONCLUSION
Cosmetic claims are more than just words—they are a strategic tool to connect with U.S. consumers who demand efficacy, safety, and authenticity. From acne solutions to natural and organic formulations, the right claims can boost visibility, credibility, and consumer trust. For marketers, aligning claims with both consumer expectations and regulatory standards is the key to long-term success in the American beauty market.
The Technical Area at Cosmewax plays a key role in shaping the company’s innovation strategy by continuously researching the most relevant and in-demand cosmetic claims in the United States and around the world. Through in-depth market analysis, consumer trend monitoring, and close collaboration with international regulatory bodies, the team identifies the claims that resonate most with consumers—such as clean beauty, anti-aging, hydration, sustainability, or dermatologically tested formulas. This knowledge is then integrated into product development, guiding formulation design to ensure that each product not only meets regulatory requirements but also aligns with consumer expectations and market demand. By combining scientific expertise with trend-driven insights, Cosmewax ensures that its portfolio remains innovative, competitive, and fully adapted to global beauty trends.
Sources:
1. SemRush
2. Google trends
3. Informe Icex. El mercado de la cosmética y la perfumería en Estados Unidos.
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