Beauty sales in the U.S. have reached record highs over the first nine months of the year, according to market research firm Circana.
From January through September 2025, prestige market sales increased by +4% to USD 24.1 billion and units sold were also up +4%, over the same period last year. Sales in the mass market increased +5% to USD 54.5 billion and units sold grew +2%.
“The beauty industry had a really stellar third quarter and, in fact, the growth rate has ramped up when we compare the past three quarters of 2025, which bodes well stepping into the holiday season,” highlighted Larissa Jensen, global beauty industry advisor at Circana. “Beauty is in a position to shine this holiday, with one-third of consumers planning to gift beauty products — a meaningful increase from last year,” she added.
Mass fragrances outperform all other categories
Prestige fragrance sales increased by +6% to USD 5.9 billion during the period. High concentrations including eau de parfums and parfums continued to make the greatest impact.
Consumers continue to drive sales on both the higher and lower sides of the pricing spectrum: luxury fragrance brand sales rose by double-digits, while mini/travel size juices grew by +12% in units and mini/discovery fragrance sets were up +41%.
Fragrance was the fastest-growing category in the mass market, up +17% based on dollar sales and also double digits on a unit basis.
Lip products lead the way in makeup
Within prestige retail, the makeup category posted USD 7.9 billion in sales through September, up +3% versus the prior year, and also experienced a lift in terms of units sold.
A particularly strong Q3 ushered a positive performance across all makeup segments – eye, face, lip, nail, and sets, according to Circana. Lip products continued to outperform the other segments – and in the mass market, as well – while prestige eye makeup returned to growth after a decline in 2024.
Masstige brands drive skincare growth
Prestige skincare sales reached USD 6.7 billion, posting a slight year over year increase of +1%. It is the only category where units are growing at a faster rate than dollars.
Facial skincare, the largest segment, experienced a modest lift, driven primarily by e-commerce. Body and sun care grew at the fastest rates, with gains across both the brick-and-mortar and e-commerce channels, though faster online.
Skincare sales also fared well in the mass market, with face serums and facial moisturizers two of the fastest growing areas of the market.
Masstige brands continue to outpace the growth of both mass and prestige brands, increasing by +14% through September.
Prestige hair up 8%, mass hair healthy
The prestige hair category showcased an +8% increase to $3.5 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 and treatment products.
“The hair segment also posted healthy results in the mass market, where it accounts for the largest piece of the mass beauty business,” added Circana.
