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Future of™ Beauty is now available
THE SINGLE SOURCE OF TRUTH FOR
Beauty Industry Trends, Data, and Consumer Insights
The beauty industry is constantly evolving, and Circana is here to help brands navigate it with confidence. From the rise of “skinimalism” (fewer, more effective products) to the growing demand for refillable packaging, we provide real-time insights into the trends shaping the mass and prestige beauty sectors.
Our analytics go beyond the surface, offering a panoramic view of the beauty market — from category-level shifts like the surge in hybrid skincare-makeup products to regional trends such as the popularity of K-beauty in North America.
At Circana, we don’t just deliver data; we translate it into actionable insights.
Join more than 7,000 clients and partners worldwide
It all starts with
Beauty Industry Experts
“When economic sentiment gets shaky, consumers turn to beauty products for an emotional lift. Sales performance results reinforce beauty’s resiliency and unfaltering position as an indispensable category. As the prestige and mass industry lines blend, a clear picture of the total beauty market becomes particularly important for brands and retailers.”
Drive Beauty Strategy with Precision Data
Circana’s insights go beyond the surface, giving you the tools to make smarter, data-driven decisions. Here’s how we help:
INDUSTRY RANKING
Data Spotlight
In the beverages market, consumer preferences remain stable with no changes in category rankings. Carbonated beverages lead despite a 7.4% sales drop, followed by bottled water (1.2% increase) and energy drinks (1.7% increase). Significant movements include Minute Maid's climb in bottled juices and Powerade overtaking Bodyarmor in sports drinks. In energy drinks, Red Bull, Monster, and Celsius hold the top spots, with Ghost and Rockstar showing notable gains. Bottled water brand rankings are unchanged, with a shift towards nonflavored options. In coffee, Folgers Ground takes the lead despite a sales dip. The tea and non-fruit drink categories show minimal changes with Bigelow and Nestle leading, respectively. Ready-to-drink sectors and aseptic juices observed steady positions, highlighting consistent consumer choices.
Source: Circana, Liquid AI™,
Time
Data Source:
Point of Sale (POS) Data
10 Feb 2026
Insights in Action
Despite ongoing economic pressures, beauty continues to outperform many other industries, reinforcing its role as a driver of growth across U.S. retail. Since the pandemic, beauty remains an accessible indulgence, giving consumers a way to invest in themselves and support their mental well‑being -- a mindset that has become a meaningful driver behind its performance.
Featured Solutions for Beauty Brands
Circana offers tailored solutions for every corner of the beauty industry, helping brands stay ahead in a competitive market. Our transaction-level insights reveal not just what’s selling but why — whether it’s the growing demand for multi-use products like tinted moisturizers with SPF or the impact of TikTok trends on lipstick sales.
Channel Performance
From e-commerce to brick-and-mortar, we show you where your products perform best and how to optimize your assortment for each channel.
Pricing and Promotions
We analyze how discounts and pricing strategies impact sales, ensuring you maximize revenue without eroding brand value.
Concept Testing
Before launching a new product, we help you gauge consumer interest and refine your offering. For instance, is your new probiotic formula resonating with your target audience?
With Circana, you get the clarity you need to make confident, growth-driven decisions.
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Frequently Asked Questions About the Beauty Industry
Which beauty categories are seeing the most growth?
Skincare, fragrance, and haircare are leading the charge, but the real growth is happening in niche and hybrid categories:
Skincare: Products with science-backed claims, like retinol serums and niacinamide creams, are driving sales.
Fragrance: The rise of “scent layering” and personalized perfumes is reshaping the category.
Haircare: Scalp health is the new skincare, with products like exfoliating scrubs and pre-wash treatments gaining popularity.
Circana’s analytics break down these trends by demographic and behavior, helping you understand not just what’s growing but who’s driving the growth.
What are the most significant trends shaping the beauty industry in 2025?
The beauty industry in 2025 is all about personalization, wellness, and sustainability. Here are some key trends:
Personalization: AI-powered tools like virtual try-ons and skin analysis apps are helping consumers find products tailored to their unique needs.
Wellness: Products that combine beauty with self-care — like aromatherapy-infused hair masks or adaptogenic skincare — are gaining traction.
Sustainability: From refillable lipstick cases to waterless beauty products, eco-conscious innovation is driving consumer choices.
These trends are reshaping how brands innovate and connect with their audiences.
How is consumer behavior changing in the beauty market?
Today’s beauty consumers are blending the best of both worlds: online discovery and in-store experiences. Social commerce platforms like Instagram and TikTok are driving product discovery, while in-store sampling and consultations remain key for building trust.
For example, a consumer might discover a trending blush on TikTok, read reviews on Sephora’s website, and then visit a store to test the shade in person. Brands that understand and adapt to these hybrid shopping journeys are the ones winning in today’s market.
How does Circana’s data help beauty brands grow?
Circana’s data doesn’t just tell you what’s happening — it let’s you determine the why. For example:
What’s selling? Our POS data shows which products are flying off the shelves, whether it’s a viral mascara or a cult-favorite serum.
Why are they buying? Our consumer panel and survey data helps you identify trends that may contribute to purchase behaviors, like the growing preference for clean beauty or the influence of social media trends.
What’s next? We help you spot untapped opportunities, like the rise of gender-neutral fragrances or the demand for scalp-care products.
With these insights, you can optimize your strategy and stay ahead of the curve.
