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25-34-year-olds are
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It's that time of year again... pumpkin spice is back. 🎃☕
According to Circana, 25–34-year-olds are the most likely to enjoy pumpkin-flavored coffee, proving the season's signature sip is going strong.
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Track business performance against key competitors at every stage of the product lifecycle.
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We help our clients accelerate demand by focusing on the best opportunities for the greatest impact on their business.
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Our Liquid Data® technology provides cross-industry data and advanced analytics in a single, open platform.
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MARKET AND CONSUMER
Complete Beauty: US Mass and Prestige POS Data
Complete Beauty® is a decision-grade retail measurement solution that combines Mass and Prestige point-of-sale data into a single view of the US beauty market.
$96B
Annual US beauty sales coverage
150+
US beauty retailers tracked
81%
US Prestige beauty coverage
5 years
Of history
measure the US beauty market with Complete Beauty
THE PROBLEM
The Cost of an Incomplete View
The US beauty market represents $90 billion in annual sales and is evolving faster than any single, disconnected data source can capture. When Mass and Prestige data sit in separate systems—or e-commerce is measured apart from in-store sales—teams lose time, visibility and opportunities.
Conflicting data across sources leads to internal misalignment and lost revenue.
Market blind spots leave cross-channel shifts invisible until it is too late to respond.
Time spent reconciling reports is time not spent on pricing, assortment or innovation decisions.
Incomplete coverage forces critical decisions onto weak market intelligence.
Complete Beauty® is a designed solution to eliminate these friction points by unifying market measurement across channels and price tiers.
THE DIFFERENCE
What Sets Complete Beauty Apart
Comprehensive
A connected view of extensive point-of-sale coverage across the US beauty market.
$90 billion in annual US beauty sales coverage
81% of the US Prestige beauty market
150+ major US beauty retailers tracked
In-store and e-commerce data included
E-commerce behavior visibility across price tiers
Mass covers food, grocery, drug, mass, club, dollar and military. Prestige covers beauty specialty, department stores, pure players, TV shopping and military.
Flexible
Complete Beauty adapts to the needs of your business. Scale the data, insights and reporting up or down to fit your priorities, from focused reporting to a broader suite, with customization options that make performance analysis more relevant and actionable.
Single reporting or a holistic report suite
Custom Prestige reporting options
Syndicated or custom product hierarchy with 100+ available beauty attributes
Item-level product attribution aligned across Mass and Prestige
Customization available in Prestige Beauty, so you can tailor attributes, time periods and reporting
30+ years delivering customized beauty solutions for brands and retailers
Flexibility keeps teams aligned, connects internal business knowledge with market measurement and turns insights into more practical action.
Integrated
One platform. One integrated view. Data, insights and reporting are delivered through Unify+®, Circana’s AI-ready platform, with weekly updates and built-in AI capabilities.
Weekly data delivery, approximately 75% faster reporting than the previous version
Full Unify+ integration with on demand reporting and AI-ready architecture
Connectivity across Circana solutions, including media, pricing and assortment, and retail
In-store and e-commerce data included
E-commerce behavior visibility across price tiers
Connected data helps teams accelerate analysis, identify trends sooner and make better-informed planning and innovation decisions.
USE CASES
How Clients Use Complete Beauty
The key question answered
Why do I need Mass data if I operate in Prestige?
Because your shopper does not stay in one channel, and neither does your competition.
Prestige Beauty Retailers
As Mass and Prestige beauty converge, specialty retailers need to understand the entire landscape, not only their traditional channel. Complete Beauty provides customizable insights across both Prestige and Mass, supporting marketing, pricing and assortment strategies that identify and capture growth opportunities.
How it works
From Raw Sales Data to Confident Decisions
The Complete Beauty solution turns retail sales data into decision-ready insight in four steps. Retailers that report in both Mass and Prestige are deduplicated, and shared product definitions help ensure that brands and items are represented consistently across channels.
1. Collect
Gathers sales data from 150+ US beauty retailers, covering Mass and Prestige products across in-store and e-commerce.
2. Combine and Standardize
Merges cross-channel point-of-sale into one consistent format, with shared definitions and categories across Mass and Prestige.
3. Analyze and organize
Structures data into detailed views by product, brand, channel and more, including UPC-level granularity where suppression rules allow.
4. Deliver insights
Provides reports and tools through Unify+ so teams can explore trends, compare performance and decide faster.
Complete Beauty tracks point-of-sale performance across categories, segments and subsegments, with views by brand, product, item and brand classification. Coverage includes Prestige, Mid-Range and Mass beauty sold in-store and through e-commerce in the United States, providing visibility into online purchasing behavior across price tiers.
CATEGORYSEGMENTSFragranceAncillaries, gift sets, juicesMakeupFace, lip, eye, nail, gift setsSkincareBody, face, sets and kits, sun, razorsHairHair care, hair color, hair styling consumables, hair sets- FEATUREKEY BENEFITSUnify+ on demand reporting with full Unify+ functionalityRobust, end-to-end reporting to drive connected insights and action. Single AI-ready and customization-ready model. Upgrade from static reporting.Custom hierarchy option and GEOsProduct, venue and time customizations available. Both syndicated and custom product attributes available. Flexible, scaled option designed to meet client-specific needs.Syndicated hierarchy and GEOsSyndicated product attributes available. Lower-cost option for smaller clients.UPC-level granularity and attributionAlign product attributes and reporting dimensions to create a turn-key total universe view. View data at UPC-level granularity.Increased retailer coverageMore coverage means a bigger data universe. Data coverage is more holistic and reflective of the total market.5 years of historyLarger data pool for trend analysis and projections. More options for data cuts and reads.Weekly data, day 8 deliveryFaster refresh frequency for quicker, better decision making. Approximately 75% faster reporting than the previous version.
Availability: US CPG and general merchandise clients. UPC-level granularity is subject to suppression rules. Confirm availability with your Circana team.
- SPECIFICATIONVALUEGeographyUnited StatesMass channelsFood, grocery, drug, mass, club, dollar, militaryPrestige channelsBeauty specialty, department stores, pure players, TV shopping, militaryCoverage150+ US beauty retailers, $90 billion annual sales, 81% of US Prestige beautyGranularityCategory, segment, subsegment, brand, product, item, brand classification. UPC level where suppression rules allowHistory5 yearsRefreshWeekly, delivered on day 8DeliveryUnify+ on demand reporting, AI-ready model, syndicated or custom hierarchyClient typesBeauty manufacturers and retailers, CPG and general merchandise
Coverage figures verified against the live product on [date].
Market Context
Mass and Prestige beauty are growing at nearly the same rate for the first time in five years. Prestige retail sales rose 6% to $8.1 billion in Q1 2026 and Mass rose 7% to $18.1 billion. Source: Circana, May 2026.
The Mechanism
Historically, Mass and Prestige beauty have been measured separately, leaving brands to sell across both with different hierarchies and no common item view. Complete Beauty deduplicates retailers that report in both channels and aligns product attribution so categories, brands and items can be compared consistently.
The Comparison
Consumer panels, web-based data and retailer-provided point-of-sale all answer different business questions. The Complete Beauty solution is anchored in retailer-provided point-of-sale data—the foundation for reliable cross-channel comparison at the item level, delivering strong, accurate and transparent data and insights.
Where Something Else Fits Better
Complete Beauty may not be the right fit for teams that need only directional e-commerce reads or coverage outside the United States. For international beauty coverage, see [named Circana solution].
Why a single mass and prestige view matters
Pricing model.
Priced by hierarchy option and reporting scope. The syndicated hierarchy is the lower-cost option, designed for smaller clients. The custom hierarchy adds product, venue and time customization with full attribution.
Eligibility.
Available to beauty manufacturers and retailers operating in the United States, across CPG and general merchandise.
Ready For A More Complete View Of The US Beauty Market?
See how Complete Beauty can help your team understand market performance, uncover growth opportunities and respond to changing consumer and retail trends with confidence.
CASE STUDIES
Complete Beauty in Action
Case Study
A hand and body lotion client was losing short- and long-term market share. Despite overall category growth, the client’s core brand was underperforming, its key competitors were gaining ground, and its presence was limited in high-potential segments.
Related Solutions
Frequently Asked Questions
What is Complete Beauty?
Complete Beauty is a decision-grade retail measurement solution that combines Mass and Prestige point-of-sale data into a single view of the US beauty market. It covers 150+ US beauty retailers and $90 billion in annual sales, in-store and e-commerce, delivered weekly through Unify+ with five years of history.
Why would I want Complete Beauty if I only sell in Mass beauty?
Mass and Prestige beauty are growing at nearly the same rate for the first time in five years, and shoppers increasingly buy across both. A Mass-only view shows what happened in your channel but not where your buyers went when they left it. Complete Beauty adds Prestige performance for the same categories, brands and items, so cross-channel shifts are visible rather than inferred.
Why would I want Complete Beauty if I only sell in Prestige beauty?
A Prestige-only view covers 81% of US Prestige beauty but none of the Mass market, where much of the volume and most value-tier innovation sits. Complete Beauty adds Mass point-of-sale on the same hierarchy, so a brand can be compared across price tiers rather than only within one.
What does Complete Beauty cover, and what does it not?
Complete Beauty covers the United States only, in-store and e-commerce. Mass includes food, grocery, drug, mass, club, dollar and military. Prestige includes beauty specialty, department stores, pure players, TV shopping and military. It does not cover markets outside the US, [professional and salon channels], or [direct-to-consumer and marketplace sales]. UPC-level granularity is available where suppression rules allow.
How often is Complete Beauty updated, and how far back does the data go?
Complete Beauty data is refreshed weekly and delivered on day 8, approximately 75% faster than the previous version. Five years of history are included, which supports trend analysis and projections. Reporting is delivered through Unify+ on demand, with syndicated or custom hierarchy options.
I already use Complete Beauty. What changes with this release?
Complete Beauty data is now delivered weekly on day 8, approximately 75% faster reporting than the previous version. Customization is now available in Prestige Beauty, so attributes, time periods and reporting can be tailored rather than following a generic syndicated hierarchy. Reporting runs through Unify+ on demand with full functionality, and five years of history are included for trend analysis and projections.
How is Complete Beauty priced?
Complete Beauty is priced by hierarchy option and reporting scope. The syndicated hierarchy uses standard product attributes and is the lower-cost option, designed for smaller clients. The custom hierarchy adds product, venue and time customization with full attribution. Submit the form and a specialist will confirm pricing against your category and retailer requirements within [n] business days.
