Mass market haircare is a growing category but also comes with its challenges. Mass market sales grew by 3% versus 7% for prestige in 2024, Circana’s research shows. In the haircare category, nearly 70% of consumers say price is important, but only 16% say they buy mass brands, a Circana Omnibus survey shows.Mass retailers excluding drugstores saw a 10.3% increase in beauty dollar volume according to NielsenIQ, a decrease of 1.5%. The reason for this is not only a reduction in foot traffic given less time spent at pharmacies, but also closing of underperforming doors at retailers like CVS, while Rite Aid filed a Chapter 11 last year. With many products being sold behind lock and key due to theft, it also has turned many shoppers to the convenience of online shopping or specialty stores.The blurring lines between retail channels and pricing categories has spiked a renewed interest in masstige—products promising prestige-level results at a lower price point delivered in premium-feeling packaging. It is in this masstige segment that FUTURE50 2025 recipient Eva NYC is shining and showing a 73% growth rate in 2024. Upon initial launch, it garnered 36 million+ impressions and 626,000 engagements online.Aside from its own website, the brand is stocked at Ulta Beauty, Walgreens, CVS, Walmart, and Sally Beauty. Under new CEO Annie Kolemainen’s guidance, the brand has increased its retail presence by 383%, with over 19,500 doors in total.