Fragrance was the fastest-growing U.S. prestige beauty category in 2024 based on both dollar sales, up 12%, and units sold, also up double digits. Per Circana*, fragrance now accounts for 28% of total prestige beauty sales, making it the second largest sector in that price tier. Fragrance was also the fastest-growing mass category based on dollar sales, rising 9%. Masstige sales were up 13%. These data points signals strong demand for scent across price tiers. To better understand the market’s trajectory, let’s dig into what’s selling.
Fragrance was the fastest-growing U.S. prestige beauty category in 2024 based on both dollar sales, up 12%, and units sold, also up double digits. Per Circana*, fragrance now accounts for 28% of total prestige beauty sales, making it the second largest sector in that price tier. Fragrance was also the fastest-growing mass category based on dollar sales, rising 9%. Masstige sales were up 13%. These data points signals strong demand for scent across price tiers. To better understand the market’s trajectory, let’s dig into what’s selling.
Growth drivers in the fragrance sector again included higher concentrations, including parfums (up 43%) and eau de parfums (up 14%).
Luxury brands accounted for 12% of prestige fragrance sales and grew faster than the overall category, per Circana.
But value still matters. Per Circana, body sprays and other value-based and layering-type products, saw sales jump by 94%, while hair fragrance sales increased 32%. Dupes were booming, growing at 79%, while dollar sales of mini juices/sets were up 24%.
The contrasting desire for high value and quality is driving shoppers toward the middle of the market, per Circana, with fragrance a leading engine of growth in the masstige beauty sector.
At the same time, a desire for uniqueness is creating opportunities for niche scents, such as Dubai-based Lataffa, which offers fragrance for both men and women.
Top-selling Fragrances, 2024
The top five fragrance brands across prestige, masstige and mass in 2024 were all prestige brands, according to Circana, including Chanel, Christian Dior, Yves Saint Laurent, Sol de Janeiro and Valentino. The top prestige fragrance launches included Carolina Herrera Good Girl Blush Elixir, Valentino’s Donna Born in Rome Green Stravaganza and YSL MYSLF Le Parfum—all extensions of existing scent launches.
The top masstige brands were celebs, Ariana Grande (Love Notes Pink Woods was the top fragrance launch item in dollar volume sales in the masstige space) and Billie Eilish, with Kylie Cosmetics down the list.
Meanwhile, top mass brands were stalwarts Axe and Old Spice. The top single fragrance launch in mass was Fine’ry’s The New Rouge EDP Spray; Fine’ry, which is distributed as part of Target’s wellness assortment, was incubated by Maesa.
During the 2024 holiday selling season, prestige and mass beauty experienced the largest dollar percent changes compared to every other category tracked by Circana.
Prestige fragrance was the top dollar growth category in the period, spiking 22% in dollars and 15% in units compared to the year prior. In just two weeks, fragrance sales totaled $1.35 billion (fragrance sales grew 6% year-over-year for the full month of December). That growth outstripped every other product category tracked by Circana, including apparel, footwear and electronics. Top winners in that last-minute scramble included Sol de Janeiro and Valentino.
During the holiday selling period, prestige and masstige brands significantly boosted the number of units sold on promotion compared to the whole of the year, while the boost in mass brand discounts was smaller by about ⅔.
*This report is based on insights derived from CEW’s State of the Industry: Global Trend Report 2025 (among other sources), which covered key industry trends for 2025 with insights from top experts:
- Sarah Jindal (Mintel): 3 key consumer trends for 2025.
- Leslie Ann Hall (Iced Media): Strategies for future-proofing social shopping success.
- Tara James Taylor (NielsenIQ): Must-know global trends.
- Joëlle Grünberg (McKinsey & Company): Luxury and retail growth insights and their impact on beauty.
- Yarden Horwitz & Sam Mintz (Google & Spate): Gen Z's influence on beauty trends.
- Larissa Jensen (Circana): Year-in-review report on beauty industry performance.
