Despite Uncertainty, US Keeps Growing

“I’m not much, but I’m all I think about.” Navel-gazing has always been a national pastime here in the US. In the minds of many Americans, if it’s not happening here, it’s not happening. Sure, there are plenty of reasons to be self-centered. The US is a divided nation these days. Democrat-Republican. Left-Right, Liberal-Conservative. 

But for all the troubles, outsiders see a promising future. Unilever Chief Executive Officer Fernando Fernandez recently told reporters the world’s largest fast-moving consumer goods company will disproportionately invest in two its largest markets, the US and India. He reasoned these markets will benefit from Unilever’s scale, advantage and portfolio footprint to deliver volume growth that’s above group average. With its burgeoning middle class, India is an obvious choice. Analysts expect FMCG sales to grow 8% this year. 

But the US? Despite all the economic and political headwinds, Circana reports prestige beauty sales rose 2% in the first half, while mass beauty sales increased 4%. The gains came despite declining consumer sentiment, too, noted Circana’s Larissa Jensen. While beauty sales growth declined year-on-year, Jensen insists the category remains resilient. In fact, she predicts both mass and prestige beauty sales growth for the rest of the year and into 2026.

One caveat to the growth projections. Hasty decisions on trade and other global affairs could derail the American (and global) growth engine. As one rogue summed up current American mindsets: Egomaniacs with inferiority complexes.

We hope you enjoy this edition of Happi. Read our cover story on the home fragrance category. Also, this month, we report on surfactants and what’s cooking in the always hot skincare market. This issue includes insights on dermatological beauty from Prof. Ardeshir Bayat MD, PhD. And, of course, inside you’ll find our resident experts on all things suncare, skincare and haircare, Nadim Shaath, Paolo Giacomoni and Valerie George.

As always, we welcome your comments and suggestions.

Tom Branna
Chief Content Officer
tbranna@rodmanmedia.com