Key Takeaways: Value consciousness, treatment‑led demand, and digital acceleration shape performance.Mass and prestige beauty are growing at nearly the same rate for the first time in five years.E-commerce now accounts for nearly half of prestige dollars and the majority of units sold.
The US beauty industry performance was nearly on par across both the prestige and mass retail sides of the business in the first quarter of the year. According to Circana, prestige retail dollar sales grew by 6% to $8.1 billion in Q1 2026, compared with the same period last year, while mass retail sales rose by 7% to $18.1 billion. Unit demand followed a positive trend line, with units sold in both prestige and mass retail posting low-single-digit growth.
Across the total beauty landscape, growth was largely value driven, with dollar growth outpacing units, reflecting both premiumization and selective consumer spending.
“Mass and prestige beauty are growing at nearly the same rate for the first time in five years,” said Larissa Jensen, global beauty industry advisor at Circana. “Fragrance, facial skincare, hair treatments, and personal care products like body lotion and wash continue to benefit from consumers prioritizing self-care, elevated routines, and wellness driven products. We expect these areas to remain strong this year, as shoppers continue to shop across channels, seeking affordable yet high-performing beauty products that feel good and work well.”