Whether searching for the perfect frizz taming spray or for the longest-lasting deodorant, women and men, young and old are shopping the beauty aisle. And it’s about time the industry paid more attention. In fact, 99% of all U.S. households purchase beauty products, spending an average of $257 annually. Today, total U.S. beauty sales are estimated at $47.9 billion. Beauty is one of those categories that touches every American household, every ethnicity, every demographic, every culture, every day.t.