Mass-market beauty outshines prestige as US sales hit USD 50.6B in H1 FY25

USA – According to Circana LLC, in the first half of 2025, the U.S. beauty market saw a significant shift as mass-market beauty outpaced prestige beauty in sales, reaching a total of USD 50.6 billion. 

Mass-market beauty sales grew 4% to USD 34.6 billion, driven primarily by price increases, even though unit sales remained flat or slightly declined.

This growth rate was double that of the prestige beauty segment, which increased by a more modest 2% to USD 16 billion.

A key driver of mass-market growth was the fragrance category, which surged by 17% in dollar sales. 

Women’s fragrances led this trend, with travel and mini-sized products seeing nearly 15% growth in units sold—almost four times that of other sizes. 

While prestige fragrances also grew, their increase was more subdued at 6%, fueled mainly by high-concentration scents such as eau de parfums and parfums, alongside fresh product launches that contributed significantly to revenue gains.

Skincare sales in the mass-market segment rose by 4% in dollar terms, accompanied by higher unit sales. In contrast, prestige skincare experienced a slight dip in dollar sales despite an increase in units sold.

In hair care, prestige beauty saw a 6% lift to USD 2.3 billion, outperforming mass hair care growth of 4%.

Makeup had a different move since the prestige makeup sales grew slightly by 1%, with gains concentrated in lip and eye products, whereas mass-market makeup sales saw a minor decline.

Mass fragrance was the fastest-growing category, surging 17% in dollar sales. Women’s fragrances led this surge. 

Travel and mini sizes within fragrance saw 15% unit growth, nearly 4 times that of other sizes.

Prestige fragrance sales also grew, but by a smaller 6% to USD 3.9 billion. 

This growth was fueled by high-concentration scents like eau de parfums and parfums, as well as fresh launches, which accounted for nearly a third of dollar gains.

This performance highlights a broader consumer trend favouring efficacy and value over perceived prestige and high price points. 

According to the report, only 14% of beauty buyers now believe that a higher price means better quality, indicating a growing convergence between premium and mass-market products. 

Consumers increasingly seek innovative, effective, and accessible beauty solutions, challenging brands to rethink their strategies around pricing, quality, and innovation.

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