US Beauty Industry Flourishes Amid Economic Challenges
The US beauty industry showcased its tenacity in the first half of 2025. Prestige beauty sales saw a 2% increase, reaching $16 billion, while mass market beauty escalated by 4%, amounting to $34.6 billion. These figures were released by Circana on August 19th.
Fragrance was the primary driver of this growth. Prestige fragrance sales leaped by 6%, amounting to $3.9 billion. This surge was propelled by the introduction of new brands and the consumer’s appetite for both high-concentration formats and reasonably priced mini sizes. Mass fragrance outperformed all with a staggering 17% growth.
Interestingly, the data unveiled a shift in consumer behavior. Only 14% of US beauty buyers equate higher prices with superior quality. “The mass and prestige markets are converging, with premium-priced brands in mass retail and value-priced prestige brands outperforming their counterparts,” observed Larissa Jensen from Circana.
Skincare presented a mixed picture: mass skincare grew by 4% while prestige skincare slipped by 1%, settling at $4.6 billion. Nevertheless, body care remained robust. Makeup registered a modest 1% growth in prestige retail, with lip products and mascara being the key contributors.
Source: Globe Newswire
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