Celebrating half a century of authoritative personal care market insights in the United States, worldwide consulting and research firm Kline & Company is further expanding its comprehensive Cosmetics & Toiletries USA research with an enhanced database yielding even greater flexibility to users.

Recognizing the increasing importance and specific needs of given demographics, this year Kline extends its U.S. personal care portfolio with the Multicultural Beauty and Grooming Products series of reports.

Often described as the industry’s “bible,” Kline’s flagship study Cosmetics & Toiletries USA encompasses market size and share data, retail sales, channel breakdowns, trends, and forecasts for 26 major product categories and detailed profiles of 30 leading marketers and 150 smaller and up-and-coming players.

From the first antibacterial soap Dial introduced in the United States in the 1940s, through to packaging shifts from glass bottles and jars to plastics and cardboard boxing, from the heavy makeup disco era and surge of women entering the workforce in the 1970s and 1980s, the U.S. cosmetics and toiletries market has continually undergone societal, economic, demographic, and—more than ever— ecological changes. Kline has observed and diligently tracked these for 50 years, expanding its remit as consumers’ expectations have evolved.

A look back at highlights from Kline’s research…and some of the trends that have shaped the market…

2012 was a year notable for the success of smaller niche personal care brands and an increasingly attractive M&A environment with large companies continuing to emphasize growth agendas, which saw resilient growth of 3.4%.

In 2009, sales of lipstick and lip gloss—usually a good performing category during hard times—declined by 5.3%. The nail polish trend emerged with the category posting double-digit growth due to the return of nail colors in the fashion world, as well as consumers’ shift from nail salons to at-home applications. Fueled by innovation, the nail polishes category is continuing its success, shining with 17.4% growth in 2012.

While a natural look was promoted in the 1990s, the new millennium saw the new ecologically inspired natural trend emerge with consumers seeking safer and more environmentally friendly products, driving this nascent segment more mainstream.

By 2009, natural products were no longer exclusive to the premium market and they continue to proliferate through mainstream channels. Although not immune to the downturn in the global economy, the natural personal care market has recovered quicker than any other segment. More telling is the surge in truly natural product sales, which shot up over 13% in 2012, with natural-inspired products seeing just over 11%.