Prime Highlights
- The U.S. beauty market continued strong growth through Q3 2025, with consumers spending more on both prestige and mass-market products.
- Fragrance led the gains, with mass-market fragrance sales up 17% and prestige fragrance sales rising 6%, driving overall market momentum.
Key Facts
- From January to September, prestige beauty sales reached $24.1 billion (+4%) and mass beauty sales hit $54.5 billion (+5%).
- Other categories also grew: prestige makeup rose 3% to $7.9 billion, prestige skincare grew 1% to $6.7 billion, and prestige haircare increased 8% to $3.5 billion.
Background
The U.S. beauty market kept growing strongly through the third quarter of 2025, showing good signs ahead of the holiday season. New data from Circana shows that sales rose in all major beauty categories, with consumers spending more on both prestige and mass-market products. The market’s strength is also supported by growing holiday interest, as one-third of shoppers plan to give beauty products as gifts this year.
Between January and September, prestige beauty sales climbed 4% to $24.1 billion, and mass beauty sales rose 5% to $54.5 billion. Circana’s beauty advisor, Larissa Jensen, noted that the third quarter performed especially well, creating strong momentum for the rest of the year.
Fragrance was the fastest-growing category. Prestige fragrance sales were up 6% to $5.9 billion, helped by demand for higher-concentration scents. Mini and travel-size fragrances also saw strong growth, and mass-market fragrance sales rose 17%, the highest increase among all segments.
Makeup also performed well. Prestige makeup sales rose 3% to $7.9 billion. All makeup categories grew in Q3, with lip products showing the biggest gains. Prestige eye makeup also bounced back after a decline last year.
Skincare posted steady growth. Prestige skincare rose 1% to $6.7 billion, with online sales driving gains in facial skincare. Body and sun care also grew quickly. Masstige skincare brands showed the strongest results, rising 14%.
Haircare remained another bright spot. Prestige haircare sales increased 8% to $3.5 billion, with all subcategories reporting growth.
Overall, the latest results show that the U.S. beauty industry will finish 2025 strong, as consumers keep spending on all beauty products.
