The State of Beauty, 2024-2025: Top Growth Sectors & Holiday/Q4 Forecast

Mass makeup took a hit in 2024 through September, but the lip boom could not be stopped.
Mass makeup took a hit in 2024 through September, but the lip boom could not be stopped.
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The numbers don't lie: the U.S. prestige beauty market grew by 7% year-over-year to $22.8 billion for the period January-September 2024, per Circana, while mass market sales experienced a 2% increase in sales in the same period, signaling a strong bifurcation in the market. Digging into the data, several explanations and solutions for mass brands emerge. At the same time, new data points to a happy holiday forecast, top innovation opportunities for 2025 across every category, rising interest in longevity ingredients and the fastest-growing sustainability claims. Read on for the full details...

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