US prestige beauty industry sales amounted to $14 billion in the first half of 2023, a 15% increase compared to 2022. In comparison, the mass beauty market generated $28 billion and grew 9%, according to Circana.

“Beauty continues to be the darling of retail through the first half of 2023, maintaining its position as the only industry to grow based on units sold across the general merchandise and consumer packaged goods categories Circana tracks,” said Larissa Jensen, Beauty Industry Advisor at Circana. “The beauty industry is hitting the right notes, meeting consumers’ emotional needs through new and existing products, which is especially welcomed at a time when spending power continues to be squeezed.”

Here are the category-level trends propelling the beauty market forward:

Makeup

• The fastest-growing category within the prestige market, with sales revenue up 18%, outpacing sales at mass merchants by growing at twice the rate. 
• Lip makeup was the fastest-growing segment across all the beauty categories, including prestige outlets and mass merchants.
• Makeup usage is also on the rise. According to Circana’s 2023 Makeup Consumer Report, makeup usage increased by 3 percentage points in the past year and has surpassed pre-pandemic levels.

Skincare

• Face serum, body spray, and facial cleansers were the top gainers in the prestige skincare market for the first half of the year. 
• Fueled by new launch activity, clinical brands brought in most of the prestige skincare sales gains. 
• Facial skincare usage in the US remains flat compared to last year, according to Circana’s 2023 Facial Skincare Consumer Report. While usage remains consistent, product preferences are shifting.
• Consumers are turning to hybrid products that address skin concerns and provide makeup coverage. 
• More channel blending is taking place as 67% of consumers feel that skincare brands at drug stores or mass merchandisers are as good as higher-priced department store brands, a sentiment up from last year.

Fragrance

• Gift sets, higher-concentration fragrances, and mini sizes are outperforming the overall prestige fragrance market. 
• Sales of fragrance gift sets grew by 26%, or twice the market rate.
• Eau de parfums and parfums were the only formats to experience a year-over-year increase in units sold. 
• Minis, or fragrance sizes under one ounce, accounted for 38% of total fragrance juices sold.

 Hair

• Sales revenue is significantly higher in the mass market. Hair product sales continue to grow faster in the prestige business, with online capturing about half of the sales. 
• Hair is the category with the highest average price increase in the prestige beauty market, growing at three times the overall industry rate. 
• Styling was the fastest-growing segment in prestige hair for the first half of the year.