Black-founded brands have outperformed the rest of the U.S. prestige beauty market in February for the past two years, according to Circana.
Black-founded brands saw growth in every beauty category—makeup, skin care, fragrance and hair—in February 2023 compared to the previous month.
Brand segment increased at nearly twice the rate of the total prestige beauty market in February 2023, with dollar sales growing 19%, as compared to January.
Black-founded brands outperformed their counterparts, increasing between one and a half and three times the rate of the total market in February 2023, as compared to 2022.
Circana’s 2023 beauty consumer studies show that social values have become more important to makeup and skin care wearers when it comes to their beauty purchase decision-making.
