American beauty: The stateside brands taking the world by storm

By Sarah Parsons 15-Jun-2018

Even before social media brought cult Made-in-America brands to the international stage, the US had long been one of the most influential markets in the industry. Here, Cosmetics Business explores how the market has evolved and the brands to watch

Every country has its own beauty identity. Think of France, and ‘au naturel’ springs to mind, while South Korea conjures images of cutesy yet forward-thinking skin care. But what about America, the land of opportunity?

Even before the rise of digitally driven brands, the US was viewed as an exotic market for UK beauty fans. ‘Do you want anything from Sephora?’ was the equivalent of asking to hand deliver your best friend’s letter to Father Christmas.

But what is it about American beauty ...

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