• by Sarah Mahoney , 70 minutes ago

People may be paring back spending in other categories, but so far, the American beauty business hasn't missed a beat. Circana just released its analysis of the first half of the year, revealing strength in both the mass and prestige beauty markets. Sales increased across all four segments, with fragrance and skincare leading the way — fragrance on dollar growth, skincare as the fastest-growing category overall.

In prestige retail, beauty dollar sales increased 7% to $17.1 billion for the first half, compared with the same period in 2025. Mass retail sales also gained 7%, rising to $39.2 billion, with unit demand up across most categories in both channels.

"Beauty continues to benefit from consumers' willingness to shop across price tiers, selectively investing in products that deliver the strongest emotional and functional value," said Larissa Jensen, Circana's global beauty advisor, in the report. "Fragrance remains a key avenue for affordable luxury and self-expression, while skincare is benefiting from consumers' growing focus on whole body wellness, preventative treatments, and daily rituals."

Fragrance. Mass fragrance sales jumped 15% in dollars, with units climbing 7%. Prestige fragrance dollar sales advanced 6%, though units were basically flat. Within prestige, the luxury tier — Circana's designation for the highest end of the category — was a particular bright spot, with both dollars and units gaining.

Skincare. Skincare was the fastest-growing category in prestige beauty and also outperformed in the mass segment. Consumers are increasingly devoted to their core facial routines, with face cream, facial cleanser, and eye treatment all posting solid growth. Body care and sun care were standouts among prestige brands, both up in the double digits, as shoppers extend skincare habits beyond the face.

Haircare. Prestige haircare was among the fastest-growing categories, with dollar sales up 11% and units up 8%. Hair serums led the way, with dollar sales jumping 60%; masks, oils, leave-in treatments, and scalp-focused products all grew as well. Mass haircare told a different story: Dollar sales grew 7% — a slower pace than prestige — while units declined, a sign shoppers are bargain-hunting. Shampoo and conditioner combo packs were the exception, posting double-digit growth in both dollars and units.

Makeup. Makeup delivered a more moderate performance than fragrance or skincare, with pockets of strength in both channels. Prestige makeup dollar sales increased 3%, even as units softened slightly; face makeup outperformed the broader category, with bronzer and blush posting double-digit gains and lip liner continuing as the fastest-growing segment in makeup. Mass makeup followed a similar pattern — unit sales dipped while dollar sales gained 5% — with shoppers gravitating toward trend-driven products: lip liner, blush, bronzer, and makeup combo sets.