US Magnificence Business Gross sales Gradual however Proceed to Develop Because of 4 Key Classes
If you sell bath-and-body and beauty products or are just looking to test a new category, research suggests that personal fragrance items, skincare and haircare products and gift sets could add more sales at the register.
According to Circana, U.S. prestige beauty industry sales revenue grew by 9 percent in the first quarter (Q1), compared to the same period in 2023. In comparison, mass-market beauty sales experienced a year-over-year increase of 2 percent. Within the prestige channels, fragrance was the fastest-growing category based on sales revenue, up 13 percent. Gift sets grew by 22 percent, outpacing juices and gaining share in the category.
Travel-size sets, inclusive of discovery sets, grew at double the rate of traditional full-size sets. While the fragrance category is experiencing a trading down in terms of price, with the growth of travel- and mini-sized product, there is simultaneous growth happening in the luxury sector – with units sold growing at more than double the rate of the remaining prestige market in Q1.
Playing into the Gen Alpha effect, prestige fragrance sales among higher-income households (over $100,000) with kids grew at twice the rate compared to households without kids, according to Circana’s receipt-based Checkout data. In fact, spending per buyer was directly influenced by the presence of children: Among households with children, the average spending per buyer in Q1 increased at five times the rate as those without children.
Dollar sales for popular skincare products increased by 10 percent in the prestige channel and was the fastest-growing category in the mass market. Consumer spending was up double-digits in Q1 compared to the same period last year, according to Circana’s Checkout data. Additionally, there were more buyers, both spending more money and purchasing more frequently on skincare products. Body spray was the top gainer in the skincare category, as sales have nearly tripled since Q1 2023. Face serum was the second strongest performer, driven by new launches from top clinical brands.
“Body spray was the top gainer in the skincare category, as sales have nearly tripled since Q1 2023. Face serum was the second strongest performer, driven by new launches from top clinical brands.” – Circana report
Makeup wrapped up Q1 as the softest-performing category in both the prestige and mass markets. Despite the slowdown, makeup remains the largest prestige beauty category. Lip makeup was the strongest performer, with sales up 26 percent based on dollars sold in Q1. This was led primarily by tinted lip balms and oils, which are among the hottest makeup products and new launches continue to populate the market.
Prestige hair product sales continued to grow double-digits in Q1. Hair wellness continues to rise in importance, which is evident by the performance of hair thinning and loss products, hair oils and serums, scalp care and heat protectants, which all grew sales between 13 percent and 25 percent during the quarter. From a brand type perspective, salon brands remained the top sales contributor, but celebrity brands grew the fastest, up 64 percent.
“The slowdown in growth that we are seeing in the beauty industry is a reflection of an industry stabilizing after strong double-digit performance for the past two years,” said Larissa Jensen, global beauty industry advisor at Circana. “But we should not underestimate its strength, as sales grew by over $600 million in Q1. There is a lot of excitement in beauty, from trending brands and new product launches to the growing engagement from younger consumers. With Mother’s and Father’s Days on the horizon and summer activities drawing near, products that make us look and feel good will continue to be top-of-mind.”
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