1H 2025 Beauty Sales Point to Boom Times for Value and Efficacy

Prestige and mass results varied widely depending on the category in 1H 2025. CircanaIn a sign of the times, Circana reports that mass beauty sales grew 4% in the first six months of 2025, totaling $34.6 billion, doubling the pace of prestige beauty, which expanded by 2%, totaling $16 billion. The total market, therefore, was $50.6 billion for the first half of the year. While results varied significantly by category (mass led by fragrance and skin care, prestige dominating makeup and hair care), it's clear that beauty's new watchwords are efficacy and value. 

Fragrances on the Rise with Big Gains and Tiny Bottles

Mass fragrance sales spiked 17%, compared to 6% for prestige fragrances, the latter of which totaled $3.9 billion. 

While mass sales benefited from a focus on value and engagement in women's scents, prestige sales benefited from an increase in units sold and average selling price.

As a sign of category strength, fragrance sales actually accelerated in Q2, driven by new launches, which accounted for almost 1/3 of fragrance dollar gains.

A continuing trend is the primacy of high-concentration scents, including eau de parfums and parfums, which also connote value, whatever the pricepoint. 

In that same vein, as in previous sales periods, mini/travel size juices grew strongly, led by a 15% gain in units sold, a pace almost four times the rate of other product sizes, per Circana.

Skin Care Enters Its Masstige Era Amid a Prestige Facial Care Decline

Like fragrance, skin care growth was led by mass, which grew 4%, driven both by pricing and units sold. Notably, masstige experienced double-digit growth, pointing to interest in accessible but elevated offerings.

Prestige skin care actually declined 1% to $4.6 billion, despite a rise in units sold, perhaps signaling pricing pressure in the category.

The main drag on the prestige category is a drop in facial skin care sales in brick-and-mortar shops. This was an issue flagged in Q1 data earlier this year, leading to Global Cosmetic Industry's recent report, "7 Ways to Get Prestige Facial Skin Care Back on Track."

Despite this prestige decline, prestige body skin care continues to thrive, particularly body creams, cleansers and hand soaps.

Hair Care Is Having a Moment: Prestige Shines, Scalp Care Soars and Skinification Takes Over

Unlike fragrance and skin care, hair care growth was led by the prestige category, which rose 6% year-over-year to total $2.3 billion, aided by a rise in units sold.

Prestige growth leaders included shampoos and conditioners, as well as a double-digit jump in styling products.

A significant number of product launches entered the market during the first half of 2025, led by treatments. Meanwhile, scalp care product sales spiked 19%. Combined, these results show the skinification of hair care is having significant results in the sector.

Mass hair care sales were up a healthy 4%, though units were flat, pointing to pricing gains in the space. 

Lip Products Are Keeping Makeup Sales in Shape

Makeup had the softest growth trajectory in 2025 so far, with prestige sales up just 1% year-over-year, totaling $5.2 billion. Notably, units sold were flat. 

On the plus side, lip products continued their positive impact on the prestige sector, though growth has slowed to 3%. A key driver in the sector is lip contouring, particularly lip liners.

Prestige eye makeup returned to growth mode on the strength of mascara.

However, the largest category in prestige color cosmetics, face makeup, was flat.

Mass market makeup sales dropped 1% in the period, impacted by declines in units and dollars. 

Lips were the only growth area for mass makeup during the period.

Beauty on a Budget: How Consumers Are Redefining Quality and Value

“The beauty industry’s latest results are indicative of a consumer who is focused on efficacy and elevated value,” said Larissa Jensen, global beauty industry adviser at Circana. “Only 14% of U.S. beauty buyers believe that higher prices indicate a better-quality product. The mass and prestige markets are converging, with premium-priced brands in mass retail and value-priced prestige brands outperforming their counterparts. As the industry faces tariff uncertainties and shifting consumer sentiment, adaptability and strategic agility are essential for success in 2025.”