The biggest sales gains came from fragrance eau de parfum, face serum, and face cream

TORONTO, November 14, 2023 Sales revenue for the Canadian beauty market grew by 18% through September, compared to the same nine-month period last year, according to Circana, formerly IRI and The NPD Group. All categories – makeup, skincare, fragrance, and hair – posted double-digit growth, putting the industry in a healthy position as the holiday season gets underway.

“Beauty products are in high demand for Canadian consumers, with new brands entering the market and product innovation piquing consumer interest,” said Alecsandra Hancas, Canadian beauty industry analyst at Circana. “We anticipate this demand to remain strong in the fourth quarter, driven by both gift-giving and consumers’ ‘treat’ mentality, as they continue to place emotional value on rewarding themselves with a little something special.” 

Hair is the fastest-growing category in the Canadian market, with dollar sales up 21%. Consumers are investing in their hair care and styling routines, as they are spending an average of 23% more on hair products. 

Makeup sales rose by 20% through September. Complexion products including concealer, blush, and setting powders were the top gaining areas of the market. Lip makeup grew by 31%, led by the popularity of hybrid lip products such as oils and balms with a tint of color. In fact, sales of lip oils are up almost 70% this year.  

Skincare sales increased by 17% through September, with face serums and creams the top gainers. Lip treatments are also showing to be top-of-mind for consumers, especially products such as balms which offer hydration and plumping.

Sales of fragrance grew 15%, driven by fragrances with higher concentrations such as eau de parfums and perfumes. “We are also seeing a rise in the sale of fragrance sets with juices only – as consumers look to purchase smaller sizes of their favorite scents to take on the go,” said Hancas. “These types of gift sets experienced a lift in April, and we anticipate they will also sell well this holiday season.”

About Circana
Circana is the leading advisor on the complexity of consumer behavior. Through unparalleled technology, advanced analytics, cross-industry data and deep expertise, we provide clarity that helps almost 7,000 of the world’s leading brands and retailers take action and unlock business growth. We understand more about the complete consumer, the complete store, and the complete wallet so our clients can go beyond the data to apply insights, ignite innovation, meet consumer demand and outpace the competition. Learn more at

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