Circana data shows that growth in the U.S. prestige and mass beauty markets was driven by an increase in buyers*. Mass buyers were up 4.1% last year, compared to a 0.7% bump on the prestige side.
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Circana data shows that growth in the U.S. prestige and mass beauty markets was driven by an increase in buyers*. Mass buyers were up 4.1% last year, compared to a 0.7% bump on the prestige side.
Self-treating is also propelling sales, with 75% of Gen X shoppers buying beauty as a self-reward, compared to 67% of Gen Z/millennials and 64% of boomers.
Gen Z make up just 23% of all color cosmetic shoppers, yet 71% of them use makeup. Half of them like upscale brands, a higher rate than other generations. In addition, Gen Z consumers use an average of nine products.
Meanwhile, Gen Alpha is driving a 13% bump in beauty spending in households with an annual income of at least $100,000, compared to similar households without Gen Alpha kids. Other indirect data points to this generation;’s influence, including a spike in “kid use” beauty queries online.
According to parents of Gen Alpha kids, 60% have purchased hair care for their children, compared to 46% for skin care, 30% for makeup and 20% for fragrance.
*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.
