Prestige beauty sales in the US rose 5% to $25.5bn in the first nine months of 2026, according to Circana. Units also increased during the period. In mass, sales grew 7% to $57.4bn, and the segment saw a slight increase in units; the category was driven by skincare and fragrance.
Fragrance sales in prestige retail were up 5% to $6.2bn in the first nine months. The category was driven by perfume and eau de parfum. Fragrance ancillaries including body oil, lotion, and cream saw faster growth compared to 2025. In mass retail, fragrance sales increased 15%.
Circana says that fragrance remains well positioned for the holiday season. Premium fragrances and fragrance gift sets are expected to be among the season’s strongest beauty performers.
In skincare, in the prestige market, sales grew 7% to $7.4bn in sales, while units sold grew double digits, making it the fastest-growing major category in the channel. Growth was fueled by facial treatments including serums and devices, bodycare, suncare and efficacy-focused products.
In mass retail, skincare increased by nearly 8% in dollars and saw mid-single-digit unit growth. Hand and body lotion, facial cleansers, facial anti-aging products, and suntan products generated some of the largest gains, reflecting consumers’ prioritization of daily wellness, prevention and maintenance, Circana said.
Make-up category growth was similar in both prestige and mass retail. In the prestige market, make-up sales grew 3% to $8.1bn, due to demand for complexion products, such as concealer, blush, bronzer, and setting products. Meanwhile, lip color and eye shadow returned to growth. At mass retail, cosmetics sales rose more than 4%, with many of the same trends driving growth, including strength in blush, bronzer, and color-focused products. Circana states that these results suggest consumers are moving beyond minimalist routines.
In the hair category in prestige retail, sales increased by 7%, to $3.7bn. Treatment products remained the category’s fastest-growing segment. In the mass market, the category’s sales were up by nearly 6%. Consumers continued to trade up within specialized formats, including treatment products, combo packs, styling products and premium shampoos and conditioners.
For the holiday season, Circana predicts that consumers will prioritize purchases that feel special without requiring a major financial commitment, benefiting categories such as fragrance, prestige skincare and gift sets. It adds that consumers will continue to look for value through promotions, cross-channel shopping, and more affordable alternatives.
“The fourth quarter of the year will be defined by selective splurging,” said Larissa Jensen, Global Beauty Industry Advisor for Circana. “Consumers still want to celebrate, gift, and treat others and themselves during the holidays, but they’re approaching those purchases with greater intention. Beauty remains a bright spot because it offers a unique combination of practicality, self-expression, and affordable luxury that resonates across a wide range of shoppers.”