US beauty industry sales grew for the fourth consecutive year across mass and prestige, according to Circana’s year-end data. The prestige, which includes department and beauty specialty retailers, is up 7%, hitting $33.9 billion, while mass showed 3% growth. Fragrance was the breakout category across both prestige and mass, growing the fastest and becoming the second-largest prestige beauty category for the first time.

“The beauty industry’s resilience continues to shine as consumers turn to beauty to not only look, but also feel good,” said Larissa Jensen, Global Beauty Industry Advisor at Circana. “With beauty products intertwined with consumers’ emotional needs and wellness routines, maximizing this opportunity will go a long way to ensure a healthy future for our industry.”

Fragrance

• It was the fastest-growing category in 2024 based on both dollar sales, up 12%, and units sold, also up double digits.
• It was the fastest-growing category based on dollar sales in both the prestige and mass markets.
• Fragrance now accounts for 28% of total prestige beauty sales, solidifying its position as the second-largest category.
• Higher concentrations such as parfums and eau de parfums, which also carry higher price points, grew sales by 43% and 14%, respectively.
• Luxury brands accounted for 12% of prestige fragrance sales, growing faster than the overall category.
• Value-based and layering-type products, such as body sprays, jumped by 94%, and hair fragrances increased by 32%.

Skincare 

• It was the softest-growing category in the prestige market, with dollar sales up 2% and units growing slightly faster.
• The category saw a modest increase in both metrics in the mass market.
• Skincare has emerged as the category that is most aligned across mass and prestige, as the top-performing masstige brands with distribution across markets driving growth in both.
• In the prestige market, segments including lip treatment and face cleansers were bright spots.
• Bodycare continued to outperform the facial segment, stemming from products including creams, lotions, cleansers, and hand soaps.

Makeup

• It maintained its position as the largest prestige category, with dollar sales growing by 5%.
• Lip was the top-performing makeup segment in 2024, increasing by 19%, driven by the popularity of hybrid products providing cosmetic coverage with skincare benefits—including lip oils and balms.
• In the past year, prestige face makeup products with moisturizing, brightening, and mattifying benefits outpaced skincare products with the same benefits—highlighting the importance of the “skinification” trend. 

Hair 

• Sales were dominated by mass brands, but while close to 70% of consumers say price is important, just 16% say they only buy mass brands, according to a Circana Omnibus survey.
• In prestige, the hair category grew sales by 9%. All hair segments grew, with styling and treatment categories seeing double-digit increases. The scalp care trend continued to gain traction, growing at twice the rate of the overall category.