U.S. prestige beauty sales hit USD 24.1B in Q3 2025 – Circana reports
This comprehensive growth picture indicates strong vitality in the U.S. beauty industry.
USA – The U.S. beauty industry experienced strong growth across key metrics in the third quarter of 2025, signalling strong momentum heading into the holiday season, according to a report by Circana, LLC.
From January through September 2025, prestige beauty market sales rose 4% to USD 24.1 billion, while units sold increased 4%.
The mass market sector outpaced this slightly, with sales growing 5% to USD 54.5 billion and units sold rising 2% compared to the same period in the previous year.
Larissa Jensen, global beauty industry advisor at Circana, stated, “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 powerful 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.”
Fragrance was a standout category, with prestige fragrance sales increasing 6% to USD 5.9 billion, driven mainly by high-concentration products such as eau de parfums and parfums.
The makeup category within prestige retail also performed well, posting USD 7.9 billion in sales, a 3% year-over-year increase.
Gains were recorded across all makeup segments, eye, face, lip, nail, and sets, with lip products continuing their dominance in both prestige and mass markets.
Skincare, the largest segment by dollar sales in prestige, grew modestly by 1% to USD 6.7 billion. Units sold grew faster than dollars, indicating a consumer trend of exploring new skincare offerings across price ranges.
Masstige skincare brands outperformed both prestige and mass brands, increasing sales by 14% through September.
Key growth areas in the mass market included face serums and moisturizers.
The prestige haircare category saw sales increase 8% to USD 3.5 billion, with all haircare segments growing—from shampoos and conditioners to styling and treatment products.
This comprehensive growth picture indicates strong vitality in the U.S. beauty industry, with diverse categories contributing to the upward trajectory as the sector heads toward the important holiday sales period.
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