According to Circana, mass market beauty sales outpaced prestige growth for the first time in years during the first quarter (Q1) of 2025. And—fragrance is a top-performer.

Prestige beauty industry sales in the U.S. remained flat in Q1, compared to the same period in 2024. In comparison, mass market beauty sales experienced a year-over-year dollar increase of 3%. 

Larissa Jensen, global beauty industry advisor at Circana, and a member of Beauty Packaging’s Board of Advisors, said, 

“The beauty industry will continue to stabilize following its tremendous growth streak in prestige, even as some categories such as fragrance will continue to surge. The macro landscape of 2025 presents a complex mix of factors that will shape industry dynamics.”

Price increases contributed to the stronger performance in the mass market, as unit sales were down 1%. 

Overall softness for prestige beauty in Q1 was driven primarily by consumer pullback in January. This improved in February and further improved in March, when in-store sales experienced a lift. 

Circana found that all beauty categories experienced prestige market growth in March.

Jensen added, 

“When navigating through what we can’t control, we as an industry must prepare where we can – through strategies that include creating brand value beyond price and focusing on compelling value propositions and high-margin innovations to appeal to consumers.”

Sales by Category—Fragrance is a Top-Performer

Fragrance remains the top-performing category in the U.S. market in Q1—followed by makeup, skincare, and hair care. Read on for details by category.

Fragrance

Fragrance continues to hold its place as the top-performer, with Q1 dollar sales up 4% in the prestige channel and 8% in the mass market. 

In prestige outlets, gift sets outperformed thanks to mini and travel size sets, with an increase of 45%. High concentrations—including eau de parfums and parfums—continued to drive the greatest impact on growth.

Makeup

Makeup maintained its position as the largest prestige beauty category based on sales volume. Prestige makeup experienced a slight decline of 1% based on dollars. 

Though the face and eye segments were challenged, stick formats have been a bright spot. Stick eye shadow and stick foundation each grew double digits, outperforming their counterparts that come in more traditional forms. 

Overall lip makeup sales remained flat. However, lip products, including liners, oils, and balms, grew.

Skincare

The skincare category experienced a decline of 3% in dollars, but units sold grew by 1% in the prestige channel. 

In mass, the category posted growth in terms of dollars and units, which is notable given that skincare was the most challenged beauty category in prestige retail. 

Skincare’s prestige performance was driven by declines in facial skincare, especially in products such as face serums, face exfoliators, and lip treatments. 

Body and sun care segments continued to grow. Body sprays, serums, deodorants, and hand soaps all grew by double-digits. Sun care-related products from sunscreen to self-tanners grew, as well.

Hair Care

The hair category emerged as one of the strongest within prestige beauty in Q1. It grew by 4% in dollars and experienced single-digit growth in the mass market, as well. 

In prestige, styling products were the top driver, increasing by 12%. Emphasizing the importance of hair wellness, scalp care products continued to grow in sales, as well as those addressing hair thinning, hair loss, and heat protection. 

Read Next

Circana Reports on the Evolution of Wellness Trends

Circana Reports U.S. Beauty Industry Sales Climb for 4th Consecutive Year

Photo: PearlWinchester/ Shutterstock.com