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Circana’s Larissa Jensen Fills Us in on the Latest Beauty Trends 

From ‘scentification’ to ‘value-driven spending’ to tariffs, here’s the scoop.

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By: Jamie Matusow

Editor-in-Chief

In this exclusive interview, Larissa Jensen, Circana’s SVP, Global Beauty Advisor, talks to Beauty Packaging’s Jamie Matusow about tariffs, notable changes in 2025’s cosmetic marketplace, which categories have the most tradeoffs, momentum in sustainable packaging—and a surprising growth trend in hair products. 

You’ll also learn about beauty’s No. 1 retailer, what’s driving mass market sales, why prestige is holding its own, and why fragrance will stay in the spotlight. Now in the second half of the year, and with the holidays approaching, beauty sales remain bright.

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