- Circana
- Nov 18, 2025
- 2 min read
E‑commerce accelerates ahead of the holidays; premiumization continues in select segments despite softer overall growth
TORONTO, November 18, 2025 – Circana, LLC today reported that Canada’s total prestige beauty industry grew by +4% in dollar sales and +3% in units sold from January through September 2025, versus the same period last year – with growth in both metrics across all major categories. While overall momentum has moderated from the record-setting gains of recent years, the fragrance and hair segments continued to outperform the market and gain share.
“Canada’s beauty market is normalizing from its exceptional growth phase, but consumers are still trading up in select areas,” said Alecsandra Hancas, beauty industry analyst for the Canadian market at Circana. “Fragrance and hair care, in particular, show sustained strength as shoppers prioritize quality, benefits, and treat‑yourself moments.”
Outperforming the overall market, prestige fragrance dollar sales grew by 7% and hair increased by +12% through the third quarter. These gains were accompanied by average selling price increases of 5% and 7%, respectively, indicating a trend toward premiumization in these segments. In contrast, skincare dollar sales grew by 1%, with a slight decrease in average selling price, while makeup sales rose by 3%.
The fastest-growing beauty segments within each category, based on incremental gains, are as follows:
Fragrance: eau de parfum, perfume, and fragrance sets containing juices only
Hair: daily rinse shampoo, hair serum, and hair oil
Skincare: hand soap, body cleanser, and facial sun care
Makeup: hybrid lip product, setting spray and powder, and lip liner
“The current beauty trends reflect a shift in consumer preferences toward higher-quality and luxury products offering enhanced benefits and experiences,” said Hancas. “We expect Canada’s total beauty industry to close 2025 with single-digit growth, supported by category‑specific innovation, premium trade‑ups, and resilient online demand heading into peak gifting periods.”
About Circana Circana is a leader in providing technology, AI, and data to fast-moving consumer packaged goods companies, durables manufacturers, and retailers seeking to optimize their businesses. Circana’s predictive analytics and technology empower clients to measure their market share, understand the underlying consumer behavior driving it, and accelerate their growth. Circana’s Liquid Data® technology platform is powered by an expansive, high-quality data set, and intelligent algorithms trained on six decades of domain expertise. With Circana, clients can take immediate action to future-proof and evolve their growth strategies amid an increasingly complex, fast-paced, and ever-changing economy.
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