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Designed for US retail brands, beauty startups, and private label distributors seeking premium stick formulations.
The US beauty market is one of the largest and most sophisticated in the world — and highlighter sticks are among its fastest-growing segments.
The US color cosmetics industry is valued at over $22 billion and continues to grow year-on-year. Highlighter sticks, blush sticks, and multi-use face sticks are driving the shift from traditional powder formats to convenient, travel-friendly stick packaging — especially among Gen Z and Millennial consumers who prioritize ease of use and on-the-go application.
Major US retailers including Sephora, Ulta Beauty, Target, and Amazon have seen a dramatic surge in stick-format cosmetics. Direct-to-consumer (DTC) brands and indie beauty labels are leveraging highlighter sticks as hero SKUs due to their strong visual appeal, influencer-friendly formats, and high repeat purchase rates on platforms like TikTok Shop and Instagram Shopping.
American consumers increasingly demand "skin-first" cosmetics — products that not only deliver color but also care for the skin. Highlighter sticks infused with SPF, hyaluronic acid, botanical extracts, and clean-label ingredients are outperforming traditional formulas. This trend is reshaping OEM/ODM requirements for US brands sourcing from global manufacturers.
Key Insight: US private label brands and indie cosmetics companies are increasingly turning to specialized OEM factories in Asia for custom highlighter sticks — seeking competitive pricing, innovative formulations, FDA-compliant ingredients, and rapid prototyping to meet the fast-paced demands of the American beauty market.
Key figures illustrating the scale and growth trajectory of the stick cosmetics segment in North America.
Stay ahead of the curve with the latest innovations driving the next generation of highlighter and beauty stick products.
The hottest trend in US beauty is the "one stick, multiple uses" concept. Consumers want a single product that works as a highlighter, blush, eyeshadow, and lip topper. Advanced jelly-texture and gel-to-powder formulations are enabling this versatility while maintaining long-wear performance.
With sun protection awareness at an all-time high in the US, SPF50+ highlighter and sunscreen sticks are among the fastest-growing subcategories. Sheer, invisible formulas that provide both glow and UV defense are particularly popular in states like California, Florida, and Texas.
US consumers and retailers are pushing for eco-friendly packaging. Refillable stick mechanisms, biodegradable tubes, and PCR (post-consumer recycled) materials are becoming standard requirements for major retail buyers. Our factory supports custom sustainable packaging solutions.
Cutting-edge US beauty brands are incorporating fermentation-derived ingredients such as Tremella polysaccharides, Centella asiatica extracts, and rice fermentation filtrates into their highlighter stick formulas — delivering visible skincare benefits alongside a luminous finish.
The US market demands diverse shade ranges that celebrate all skin tones. From champagne and rose gold for lighter complexions to bronze and copper for deeper skin tones, custom OEM factories must offer extensive color development capabilities to serve America's multicultural consumer base.
TikTok, Instagram, and YouTube have transformed how US consumers discover beauty products. Highlighter sticks with dramatic "before and after" visual impact perform exceptionally well on social platforms. Brands need agile OEM partners who can deliver small MOQ first runs and scale quickly after viral moments.
From professional studios to everyday consumers, highlighter sticks serve a wide range of commercial and personal use cases across America.
Post-treatment glow sticks and skin-enhancing highlighters are increasingly stocked at US medical spas and dermatology offices as part of their retail offerings. SPF-infused and botanical highlighter sticks align perfectly with the clinical skincare philosophy these establishments promote.
Hollywood, New York, and Nashville-based makeup artists rely on high-performance highlighter sticks for editorial shoots, film sets, and bridal work. The stick format's precision application and portability make it indispensable in professional kits across the US entertainment industry.
US fitness and wellness brands are launching "gym-to-street" beauty lines featuring sweat-resistant highlighter sticks. These products cater to active Americans who want to maintain a polished look throughout their day — from morning workouts to afternoon meetings.
Events like Coachella, SXSW, and Pride celebrations across the US drive massive seasonal demand for glitter highlighter sticks, body shimmer sticks, and bold color products. Festival-edition launches are a major revenue opportunity for US beauty brands.
Independent beauty boutiques across US cities including Los Angeles, Chicago, and Miami are curating exclusive private-label highlighter stick collections. These retailers value unique formulations and custom packaging that differentiate them from mass-market competitors.
US direct-to-consumer beauty brands and subscription box services (such as Ipsy and BoxyCharm) regularly feature custom highlighter sticks as hero products. The compact, photogenic format drives unboxing content and social sharing, amplifying brand reach organically.
Your trusted OEM/ODM partner for the US beauty market — backed by 20+ years of manufacturing excellence.
The Oulilai Group operates two major R&D and production centers: 'Aobesi' and 'Aodai'. With over 60 patents to its name, the Group has become a leading comprehensive cosmetics manufacturer in South China thanks to its deep technical expertise and exceptional service quality. Integrating R&D, production, and service under one roof, the Group is committed to providing efficient and professional one-stop cosmetics solutions to customers worldwide — including US-based brands and private label distributors seeking custom highlighter stick manufacturing.
Years R&D & Production Experience
Joint Research and Construction of Doctoral Workstation with Top Universities — driving innovation for US market-ready formulations.
Cooperation Direction: Permeation system and talent output
Cooperation Direction: System Import
Cooperation Direction: Fermentation Skincare Technology
Plant activity improvement & fermentation technology (Microbial fermentation for antioxidant polysaccharides)
Plant activity research (targeted fermentation-derived Centella asiatica extract)
Microecology & Fermentation Technology (Tremella Polysaccharide)
Fermentation Technology (Rice Fermentation Filtrate)
Fully Automated Production Lines — delivering consistent quality and scalable output for US brand partners.
A mature modern production system, with large-scale production reducing costs for US private label orders.
Effectively respond to market demands and calmly handle surges in orders — ideal for US seasonal campaigns and retail launches.
Full-process quality control ensures consistent product quality in every batch — meeting US import and retail compliance standards.
70,000+㎡ intelligent manufacturing base with 100,000-level clean rooms and state-of-the-art equipment.
70,000+㎡ facility housing 30+ automated lines for stick cosmetics production.
GMP-compliant clean rooms ensuring pharmaceutical-grade production standards.
Rigorous QC at every stage from raw material intake to finished product dispatch.
Dedicated labs for formula development, stability testing, and US market compliance.
In-house packaging design and production supporting US brand identity requirements.
Streamlined export operations with experience shipping to US ports and fulfillment centers.
Meeting the diverse needs of US customers at different development stages — from startup indie brands to established retail chains.
Focus on core formula R&D and design. Provide customized technical assistance tailored to US market preferences — including clean beauty compliance, FDA-friendly ingredient lists, and performance testing for American consumers.
Packaging Design + Formula Design + Filling. Full-link finished product delivery service — from concept to shelf-ready product. Ideal for US distributors and retailers launching new highlighter stick collections under their own brand.
Full Brand Case Design + Finished Product Production. Boost brand value improvement — perfect for US entrepreneurs and beauty investors looking to launch a complete custom highlighter stick brand from scratch with maximum market impact.
Countries
Aodai has built a global business network centered on China, covering Southeast Asia, North America, Europe, Australia and other key regions. Combining localization and globalization, we provide customers around the world with excellent products and services. Our North America team specializes in supporting US brands with regulatory guidance, trend-aligned formulations, and logistics solutions tailored for the American market.
We understand the unique demands of the American beauty market and deliver solutions built for US brand success.
Deep understanding of FDA cosmetic regulations, US retail buyer requirements, and American consumer preferences. We help US brands navigate compliance, ingredient restrictions, and labeling standards from day one.
With 30+ automated production lines, we can handle both small MOQ sample runs for US DTC launches and large-scale orders for major retail rollouts — all with industry-leading lead times.
Our 5,000+ mature formulations and ongoing R&D partnerships with leading universities ensure US brands always have access to the most advanced, trend-forward highlighter stick technologies.
Explore our full range of customizable stick format beauty products — from eyeshadow sticks to solid perfumes — all available for US brand OEM/ODM orders.
Partner with a factory that understands the American beauty market. Get your custom formulation, packaging design, and private label solution — all under one roof.
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