Prestige and mass beauty retail sales were up in the U.S. in the first half of the year, underscoring the resilience of the category, according to Circana.

Even as consumers prioritize their spending, robust growth in the beauty sector suggests that cautious shoppers are still choosing small indulgences.

Fragrance was one of the strongest overall categories in the first half of the year. In prestige retail, fragrance sales rose 6% and average prices rose 5%, although unit sales stayed flat. Circana said sales growth was led by shoppers trading up into higher-concentration formulas, with eau de parfum and perfume both posting double-digit growth. Women's fragrance sales drove dollar and unit increases in the luxury sector. Meanwhile, fragrance was the fastest-growing mass market beauty category, with increased consumer demand and higher pricing driving sales up 15% and units up 7%.

Skin care was the fastest-growing prestige category, with sales up 9% and units up double-digits. Body care grew 16%, driven by demand for cleansers, lotions and deodorants, and sun care was up 19%. Prestige hair care was also extremely robust, with nearly 60% growth in hair serums driving prestige hair care sales up 11% and units up 8%.

At the mass level, skin care “outperformed the mass beauty market overall,” with every category posting dollar and unit sales growth. However, mass retail hair care was less robust, with sales up 7% and unit sales down.

Makeup offered more subdued growth, with prestige sales up 3% and unit sales softened. At mass, makeup sales were up 5%, but unit sales declined.

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