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B BOOK 2026
The Global State of Beauty and Outlook from Circana
Value, Wellness, and Tech are Writing the Next Chapter in Beauty
2025 was a year of growth and discovery for the beauty industry. Beauty continues to outperform many other industries, reinforcing its role as a growth driver across U.S. retail. Worldwide, beauty is now deeply connected to both physical and emotional well-being, with self-care remaining a top priority for consumers. As consumers continue turning to beauty products for confidence and self-expression, factors like value and digital engagement are also shaping consumer trends.
Several key trends will define the beauty market during the year ahead including:
Holistic Wellness
Redefined Value
Cultural Drivers
Jennifer Hetrick
Senior Vice President,
North America Wellness & Beauty
"Looking ahead to 2026, brands and retailers that clearly articulate value, translate cultural momentum into profitable demand, and execute with focus across channels will be best positioned to capture growth at both mass and prestige retail in the U.S. market."
Constance Leroy
Senior Vice President,
Europe Beauty
“Like beauty, value lies in the eye of the beholder. Our sell out data suggests that consumers are redefining value. The brands best able to adjust their value proposition when innovating and renovating will resist better and grow further.”
PERFORMANCE HIGHLIGHTS
State of the Beauty Industry
Beauty has always played a large role in wellness. Consumers have boosted their investment in products that help them feel better, improve their personal image, and impress those around them. Years ago, it was more focused on physical aspects of wellness, such as taking care of your skin with natural ingredients, wearing sunscreen, and maintaining healthy hair. Today, consumers dedicate more time and money to beauty products that not only make them look good, but also feel good and lift their mood.
Beauty Global View by Region
All regions are growing in total beauty sales, both in the prestige and mass markets. 2025 marks the fifth straight year of prestige growth in most areas. Only in Europe did mass beauty grow more slowly than prestige, but overall, regional momentum remains strong, though at varying levels.
■ Mass ■ Prestige
North America
+5%*
+4%
South America
+26%*
+12%*
Europe
+1%
+4%
China
-
+16%
Australia
+3%
-
Source: Circana, Beauty Trends, TMM, North America: U.S., Canada | Europe: France, UK, Germany, Italy, Spain, Annual 2025
North America Mass: OmniMarket Core Outlets, U.S. only, 52 weeks ending December 28, 2025
LATAM: Mexico, Brazil, Argentina, Chile, Peru | Mass vs. Prestige brands | Hair performance excluding Peru | January-November 2025
China: E-commerce only: Includes B2C (Tmall & JD.com) and DY (livestreaming, including Douyin) | January-November 2025
Australia: National Grocery (Supermarkets) Hair, Skincare, Deodorant, Soap and Bodywash, Cosmetics, 52 weeks ending October 5, 2025
Europe Mass: France, Italy, Spain, 52 weeks ending December 28, 2025, Germany, 52 weeks ending November 23, 2025, UK, 52 weeks ending December 20, 2025
Prestige Beauty Sales Performance by Region
Prestige beauty continues to show differentiated momentum across regions, with fragrance and makeup anchoring value share globally, while skincare and hair deliver more variable contributions and growth patterns. This category mix underscores the importance of regional tailoring: leaning into areas of strength, supporting pockets of acceleration, and reinvigorating core categories.
Skincare
Makeup
Fragrance
Hair
North America
+3%
+4%
+5%
+8%
Europe
+4%
+5%
+2%
+22%
LATAM
+13%
+16%
+15%
+30%
China*
+15%
+14%
+26%
+15%
Source: Circana, Prestige Markets North America: U.S., Canada | Europe: UK, France, Germany, Spain, Italy | Annual 2025 LATAM TMM: Peru, Chile, Argentina, Brazil, Mexico | Hair performance excluding Peru January-November 2025
*China: E-commerce only: Includes B2C (Tmall & JD.com) and DY (livestreaming, including Douyin) | January-November 2025
Asia-Pacific
China
Beauty Intrinsically Connected with Wellness
Beauty is increasingly viewed as a key aspect of wellness, with younger generations like Gen Z and millennials especially embracing beauty rituals for both emotional and physical benefits.
As global stress levels rise, consumers are turning to joyful beauty products and self-care routines — such as skincare, hair styling, and makeup — not only to enhance appearance but also to support overall well-being. This holistic approach is fueling growth in the prestige beauty industry, which offers both tangible and mood-boosting benefits.
Percentage of females with plans to incorporate beauty into their wellness routine
25%
Dedicating time to skincare
19%
Styling hair more often to make you feel good
18%
Applying makeup to make you feel good
17%
Lighting candles/using oil diffusers
15%
Applying fragrance to lift your mood
Source: Circana, Self-Care and Wellness Survey, 2025
Which of the following, if any, do you plan to incorporate into your wellness routine in 2025? Females, 18+y.o.
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