High-End Beauty Products Outpace Mass Market in US

A comprehensive survey by Circana revealed that hair care product sales are mainly dominated by mass brands. However, while nearly 70% of consumers indicated that price is important, only 16% stated that they exclusively purchase mass brands.

"The consumers in the high-end beauty market have repeatedly demonstrated their resilience. For the second consecutive year, the sales growth of high-end beauty products has outpaced that of the mass market and all other general merchandise and fast-moving consumer goods tracked by Circana.

In other words, even as consumers are becoming more cautious in their overall purchasing, they are not only spending more on high-end beauty products but also buying in larger quantities," Jensen summarized.

High-end beauty products have become small luxuries that consumers can invest in to treat themselves. This mindset has proven to be a key driving force behind the overall strong performance of the beauty category.