US beauty market grows in first half of 2026

The United States beauty market experienced growth during the first half of 2026, driven by demand in both luxury and mass retail segments. According to Circana, luxury retail sales rose 7% to reach $17.1 billion, while mass retail also saw a 7% increase, totaling $39.2 billion.

Key drivers in the prestige sector included fragrances, which grew 6% in sales, and skincare, which saw a 9% increase in sales alongside double-digit volume growth. Within skincare, sunscreens and body care led expansion with increases of 19% and 16%, respectively. In the mass market, the category saw a 15% increase in sales with a 7% rise in volume.

Experts suggest consumers are prioritizing products that offer both functional benefits and emotional value. Moving forward, e-commerce and social media are expected to play increasingly significant roles in product discovery and purchasing decisions.