Makeup and Skin Care Sales Continue to Soar in U.S. – WWD


Magnificence trade gross sales stay buoyant, however the drivers of its development are evolving.

In accordance with Circana, status magnificence greenback gross sales grew 14 % this 12 months by September; and mass market greenback gross sales grew 8 % throughout the identical interval.

Unit gross sales continued to rise throughout all status classes, whereas mass unit gross sales had been down 2 % and three % in hair care and perfume, respectively, although common value will increase propped up income development within the classes.

Cosmetics and skincare, nevertheless, “are wholesome classes in each mass and status,” mentioned Larissa Jensen, senior vice chairman, world magnificence trade adviser at Circana.

Make-up maintained its place because the fastest-growing class inside status by income development, posting $7.1 billion in gross sales year-to-date, up 16 % versus final 12 months. Lip make-up was the fastest-growing section, pushed particularly by lip oils, balms and glosses, although lipstick gross sales additionally rose.

In accordance with Checkout, Circana’s receipt-based monitoring service, spend per purchaser on make-up elevated 10 % this 12 months, whereas buy frequency rose by 4 %.

“We see a trade-up occurring in classes like make-up and hair; designer manufacturers make up about 10 % of gross sales, give or take, however they’re rising at a quicker fee of greater than 20 % when it comes to {dollars},” mentioned Jensen, noting that in skincare and perfume, an reverse shift is starting to happen.

Skincare was the fastest-growing class in status to date this 12 months primarily based on models bought, and the only real class the place common costs remained flat. A rising shift towards “lower-priced manufacturers within the status skincare universe,” Jensen mentioned, is “driving unit gross sales in a giant manner” throughout the class. Two of the most important development drivers had been face serum and face lotions, which had been up 21 % and 12 % in greenback gross sales, respectively.

In perfume, too, luxurious models bought have solely risen 1 % this 12 months, although the class at massive has seen a 13 % income improve.

“Luxurious perfume has been outperforming the perfume class for fairly a while, and 2023 is the primary time we’re beginning to see a slowdown in that,” mentioned Jensen, including that as a result of many customers stocked up on luxurious fragrances following the class’s preliminary post-pandemic growth, they’re now turning to value-focused choices reminiscent of perfume units — gross sales of which elevated at greater than double the speed of juices this 12 months — physique sprays, and smaller bottle sizes.



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