According to Circana, the U.S. beauty industry grew across all metrics in Q3, making for a robust nine month breakdown. For the total nine months, January through September of 2025, prestige and mass markets saw exponential growth.
- Prestige markets sales increased by 4% to $24.1 billion, and units sold were also up 4%, over the same period last year.
- Mass market sales increased 5% to $54.5 billion, and units sold grew 2%.
Below are the key highlights and takeaways across the beauty landscape:
Prestige Fragrance Sales Up 6% to $5.9 Billion, Mass Market Up 17%
For prestige, high concentrations, including eau de parfums and parfums, continued to make the greatest impact. Consumers continue to drive sales on both the higher and lower sides of the pricing spectrum:
- Luxury fragrance brand sales rose by double-digits
- Mini/travel size juices grew by 12% in units
- Mini/discovery fragrance sets were up 41%.
Fragrance was the fastest-growing category in the mass market, up 17% based on dollar sales and also double digits on a unit basis.
Prestige Makeup Makes $7.9 Billion in Sales, Up 3%
The nine months ushered in a positive performance across all prestige makeup segments—eye, face, lip, nail and sets. Lip products continued to outperform the other segments—in the mass market, as well—while prestige eye makeup returned to growth after a decline in 2024.
Prestige Skin Care Sales Reach $6.7 Billion, Up 1% YoY, Masstige Brands Grow 14%
It is the only category where units are growing at a faster rate than dollars. Prestige facial skin care, the largest segment, experienced a modest lift, driven primarily by e-commerce. Prestige body and sun care grew at the fastest rates, with gains across both the brick-and-mortar and e-commerce channels, though faster online.
Skin care sales also fared well in the mass market, with face serums and facial moisturizers two of the fastest growing areas of the market.
Masstige brands continue to outpace the growth of both mass and prestige brands, increasing by +14% through September.
Prestige Hair Up 8% to $3.5 Billion, Mass Hair Healthy
All prestige hair segments reported growth, ranging from a single-digit increase for shampoos and conditioners to a double-digit lift in styling and treatment products. The hair segment also posted healthy results in the mass market, where it accounts for the largest piece of the mass beauty business.
Beauty's Robust Holiday Outlook
“The beauty industry had a really stellar third quarter and, in fact, the growth rate has ramped up when we compare the past three quarters of 2025, which bodes well stepping into the holiday season,” said Larissa Jensen, global beauty industry advisor at Circana.
She adds, “Beauty is in a position to shine this holiday, with one-third of consumers planning to gift beauty products—a meaningful increase from last year. The momentum is especially strong among higher-income households and those with children, Millennials and Gen Z—who are not only buying for others but also indulging in self-gifting. These groups are more likely to associate holiday shopping with bringing joy or practicing self-care, signaling a prime opportunity for beauty brands and retailers to craft messaging that celebrates both giving and personal wellness.”
