Between January and June 2024, the US prestige beauty market generated a revenue of $15.3 billion dollars (€13.8 billion), an 8% increase over the previous year, according to a study by market research group Circana. The USA’s is the leading beauty market in the world, and it is closely monitored by industry players since consumption in China, another sector heavyweight, is slowing down. Unlike the prestige market, the performance of beauty products in American mass-market retailers was weak, with segments such as make-up and perfumes posting negative results.

The prestige beauty sector’s H1 growth in the USA was driven by the fragrance category. In H1, perfume sales grew by 12%. Circana noted that, while the entire category posted positive results, cheaper products, including miniatures and body sprays, have contributed to its success.

“Mini and travel sizes have grown twice as fast as the entire fragrance category. Among young consumers, body mists and sprays, with an average price below $25, have more than doubled their revenue compared to H1 2023,” said Circana.  

Sales for make-up, still the prestige beauty market’s main category, grew by 5% year-on-year. Lip products posted double-digit growth, driven by balms and lip oils. Innovative, unusual product formats such as liquid blush, stick foundation and stick eyeshadow also recorded excellent results.

In H1, sales of skincare products increased by 7% in value in the USA, with body care products generating the strongest growth. According to Circana, spending on prestige body care products increased by 25% in H1, and the number of buyers in this category rose by 17% compared to last year.

Finally, sales of prestige haircare products increased by 10%. Sales of hair products with average price over $30 grew three times faster than those of cheaper products. They now account for 25% of the category’s unit sales, compared to 15% three years ago. It is also the only category in the USA’s prestige beauty market for which the largest share of sales is generated online.