First Half US Beauty Sales Rise, Says Circana

First half US prestige beauty sales grew 2% to $16 billion, while sales in mass channels increased 4% to $34.6 billion, according to Circana.

“The beauty industry’s latest results are indicative of a consumer who is focused on efficacy and elevated value,” said Larissa Jensen, global beauty industry advisor at Circana. “Only 14% of US beauty buyers believe that higher prices indicate a better-quality product. The mass and prestige markets are converging. Premium-priced brands are in mass retail with value-priced prestige brands outperforming their counterparts.” 

Below are the key highlights and takeaways across the beauty landscape through the first six months of the year.   

Fragrance

Prestige fragrance sales increased 6% to $3.9 billion and grew on all metrics including units sold and average selling price. 

Notably, sales accelerated in the second quarter, compared to the first quarter. New fragrance launches played a significant role in this growth, according to Circana.

These new products represented nearly one-third of total fragrance dollar gains. High concentrations, particularly eau de parfums and parfums, continued to drive sales. 

Consumers gravitated toward more affordable options. Mini/travel size options grew 15% in units sold – nearly four times the rate of other sizes. 

Fragrance was the fastest-growing category in mass. Dollar sales rose 17%, driven by women’s fragrances. 

Skincare

Through June, skincare sold in the mass market outperformed prestige. Mass skincare sales increased 4% based on dollars and grew in terms of units sold. 

In contrast, prestige skincare dollar sales declined 1% to $4.6 billion, although units sold increased. 

Circana’s Complete Beauty data indicates masstige brands led the skincare market, with double-digit growth. The decline in prestige skincare is primarily attributed to facial skincare sales declines in brick-and-mortar stores. 

The prestige body segment continued to thrive, with body creams, cleansers, and hand soaps the most significant contributors to growth.

Makeup

The makeup sector within prestige retail posted $5.2 billion in first-half sales, reflecting a modest growth of 1% while units sold remained flat. In contrast, makeup sold in mass outlets declined in the low single-digits based on both dollars and units. 

Lip products emerged as the top contributor in prestige makeup, despite a slowdown to 3% growth, and were the only growth area for cosmetics sales in the mass channel. The lip segment is increasingly driven by hybrid products that offer tint and skincare benefits.

The prestige eye makeup segment showed improved performance, reversing last year’s decline, thanks in large part to growth in mascara sales. Face makeup, the largest segment in prestige cosmetics, remained flat. 

Haircare

Prestige haircare sales increased 6% to $2.3 billion, and units sold were also up. 

All prestige hair segments reported growth, ranging from a single-digit increase for shampoos and conditioners to a double-digit lift in styling products. 

New product launches outpaced total sales, particularly in treatments. Scalp care also remained strong in the first half of the year, up 19%. 

In contrast, the overall hair category had a softer performance in the mass channel, with dollar sales up 4% and units flat.

“As the industry faces tariff uncertainties and shifting consumer sentiment, adaptability and strategic agility are essential for success in 2025,” Jensen concluded.