Both mass and prestige markets grew double digits in the first nine months of 2025, marking a gain in momentum from a sluggish first quarter. Circana research shows the US beauty industry grew across all metrics through the third quarter (Q3) of 2025, according to Circana. From January through September 2025, prestige market sales increased by +4% to $24.1 billion and units sold were also up +4%, over the same period last year. Sales in the mass market increased +5% to $54.5 billion and units sold grew +2%.“The beauty industry had a really stellar third quarter and, in fact, the growth rate has ramped up when we compare the past three quarters of 2025, which bodes well stepping into the holiday season,” said Larissa Jensen, Global Beauty Industry Advisor at Circana.FragrancePrestige fragrance sales increased by +6% to $5.9 billion.High concentrations including eau de parfums and parfums continued to make the greatest impact.Consumers continue to drive sales on both the higher and lower sides of the pricing spectrum: luxury fragrance brand sales rose by double digits, while mini/travel size juices grew by +12% in units and mini/discovery fragrance sets were up +41%.Fragrance was the fastest-growing category in the mass market, up +17% based on dollar sales and also double digits on a unit basis.MakeupWithin prestige, retail posted $7.9 billion in sales through September, up +3% versus the prior year, and also experienced a lift in terms of units sold.A particularly strong Q3 ushered a positive performance across all makeup segments—eye, face, lip, nail, and sets.Lip products continued to outperform the other segments in both mass and prestige.