U.S. beauty sales reached a combined $82.9 billion across prestige and mass retail through September 2026, with both channels posting gains as consumers continued to prioritize skin care, fragrance and targeted beauty investments. According to Circana, prestige beauty sales increased 5% to $25.5 billion, while mass-market sales rose 7% to $57.4 billion. Units also increased in both channels, although mass-market growth was accompanied by only a modest lift in volume.
"Beauty continues to outperform many discretionary industries because consumers view these products as both functional and emotionally rewarding," said Larissa Jensen, global beauty industry advisor for Circana. "Whether investing in a luxury fragrance, a results-driven skin care treatment, or everyday hair care essentials, consumers are making strategic purchases that help them look and feel their best."
- Prestige fragrance sales increased 5% to $6.2 billion, led by perfume and eau de parfum. Growth in ancillary products, including body oils, lotions and creams, also accelerated compared with 2025. Mass-market fragrance sales climbed 15%, making it one of the strongest-performing categories across beauty. Circana expects premium fragrances and fragrance gift sets to be among the holiday season's strongest performers.
- Prestige skin care sales rose 7% to $7.4 billion, with unit sales increasing at a double-digit rate, the fastest growth among major categories in that channel. Facial treatments, including serums and devices, body care, sun care and efficacy-focused products supported gains. Mass-market skin care grew nearly 8% in dollars, with mid-single-digit unit growth. Hand and body lotions, facial cleansers, anti-aging products and suntan products were among the strongest contributors.
- Prestige makeup sales increased 3% to $8.1 billion, driven by complexion products such as concealer, blush, bronzer and setting products. Lip color and eye shadow also returned to growth. Mass-market cosmetics sales rose more than 4%, with blush, bronzer and color products contributing to gains.
- Prestige hair sales increased 7% to $3.7 billion, with treatments the category's fastest-growing segment. Mass-market hair sales grew nearly 6%, supported by treatment products, combo packs, styling products and premium shampoos and conditioners.
Looking ahead, Circana expects beauty to remain a holiday bright spot, particularly fragrance, prestige skin care and gift sets.
"The fourth quarter of the year will be defined by selective splurging," said Jensen. "Consumers still want to celebrate, gift, and treat others and themselves during the holidays, but they're approaching those purchases with greater intention. Beauty remains a bright spot because it offers a unique combination of practicality, self-expression, and affordable luxury that resonates across a wide range of shoppers."
