Beauty product sales reached record levels in the United States during the first nine months of the year, according to Circana.
From January to September 2025, sales in the prestige channel increased by 4% to reach $24.1 billion. The number of units sold also increased by 4% compared to the same period of 2024. In mass market, sales increased by 5% to reach $54.5 billion. The increase in volume is limited to 2%.
« The beauty industry had an exceptional third quarter and, in fact, its growth rate accelerated compared to the last three quarters of 2025, which bodes well for the holiday season “, underlines Larissa Jensen, Global Beauty Industry Advisor chez Circana. « Beauty is well-positioned to sparkle this holiday season, with a third of consumers planning to gift beauty products for the occasion – a significant increase on last year “, she added.
Mainstream fragrances outperform all other categories
THE perfume sales prestige rose 6% to $5.9 billion over the period. The most concentrated fragrances, mainly eau de parfum and perfumes, continue to generate the strongest growth.
Consumers continue to favor both ends of the price spectrum: sales of luxury perfumes recorded double-digit growth, while travel formats grew 12% in volume, while discovery sets jumped 41%.
In the mass market, fragrance is the fastest growing category, up 17% in value and double-digit growth in volume.
Lips dominate the makeup market
In the prestige circuit, the makeup generated $7.9 billion in sales over the first nine months (January-September), an increase of 3% compared to the previous year. The volumes sold are also increasing.
According to Circana, a particularly dynamic third quarter resulted in positive results for all segments (eyes, complexion, lips, nails and sets). Lip products continue to outperform other segments, including in the mass market, while premium eye makeup products have returned to growth after a decline in 2024.
The masstige draws growth from care
Skincare sales reached $6.7 billion in the prestige channel, representing a moderate increase of 1% year-on-year. This is the only category where sales are growing faster in volume than in value.
THE facial carethe largest segment, experienced slight growth, mainly thanks to e-commerce. Body care and sun care products are those whose sales have grown the fastest, both in stores and online, even if growth has been stronger on the internet.
Skincare sales were also good in the mass market, with facial serums and moisturizers among the fastest growing segments.
With growth of 14% over the first nine months of the year, “masstige” brands continue to outperform both mass-market and prestige brands.
The capillary progresses in all circuits
The segment of hair care prestige saw its sales increase by 8% to reach 3.5 billion dollars over the first nine months. Volumes sold are also increasing. All segments are growing, ranging from single-digit growth for shampoo and conditioner to double-digit growth for styling and care products.
« The hair care segment also performed well in the mass market, where it represents the largest share of the beauty market. “, adds Circana.
