Beauty Market Trends in the U.S.: Mass Beauty Gains Greater Appeal as Consumers Seek Value-driven Efficacy

Mass market beauty continues to gain momentum in the U.S. as consumers seek high-performing products at accessible price points. Fragrance, though a small portion of the mass beauty market, is leading the charge, with sales growing +17% in the first half of 2025 — the fastest-growing beauty category in mass retail. The performance of fragrance is fueled by the rise of dupe culture, where shoppers gravitate toward affordable alternatives to luxury scents. In skincare, masstige brands — or those offering premium benefits at mass prices — are delivering double-digit growth, enabling mass skincare to outperform prestige in terms of both dollar and unit sales. These results reflect a broader consumer shift toward efficacy without premium pricing, with mass retailers increasingly offering elevated options that meet these expectations. 

Consumers Seek Affordable Options Within the U.S. Prestige Beauty Market

Prestige beauty, meanwhile, is being defined by innovation, elevated formats, and experiential appeal. Fragrance dollar sales in prestige outlets grew by +6%, driven by high-concentration formats like eau de parfums and parfums, as well as new brand launches. Mini sizes surged, signaling demand for affordable luxury and trial-friendly formats. Prestige hair care benefited from innovation in treatments and scalp care, while makeup growth was led by hybrid lip products and contouring trends. Although prestige skincare saw a slight decline overall, body care remained resilient, underscoring consumers’ continued investment in indulgent and results-driven self-care.

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Jennifer Famiano

Executive Director, Beauty Industry Analyst

As an executive director and beauty industry analyst for Circana, Jennifer Famiano leads the beauty category team responsible for insights and market intelligence. She works to identify and recommend opportunities, white space, and marketing strategies for global prestige beauty clients. Prior to this role, she delivered strategic analyses to beauty retail partners using her unique insight as both a fan of the category and as someone who has worked for cosmetic manufacturer clients.