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Circana Says U.S. Beauty Industry Sales Are Rising

Year-over-year U.S. prestige beauty sales grew 7%, reaching $33.9 billion in 2024.

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U.S. prestige beauty sales reached $33.9 billion in 2024.

U.S. prestige beauty sales grew by 7%, year over year, to reach $33.9 billion in 2024, according to market research expert Circana. Mass-market beauty sales rose 3%.

Fast Growth in Fragrance

Fragrance was the fastest-growing category in 2024 based on both dollar sales, up 12%, and units sold, also up double digits, in the prestige market. In the mass market, it was the fastest-growing category based on dollar sales. In prestige, fragrance now accounts for 28% of total prestige beauty sales.

Skincare Sales Lag

Skincare closed the year as the softest-growing category in the prestige market, with dollar sales up 2% and units growing slightly faster. There was a small increase in the category in the mass market. Body care continued to lead the facial segment, with products including creams, lotions, cleansers, and hand soaps.

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