Circana’s tally of the first nine months of 2025 are in — and they show a rosy outlook for beauty’s holiday season.

For the first nine months of the year, sales in the prestige market grew 4 percent to $24.1 billion, with unit sales showing equal increases. In the mass market, sales grew 5 percent to $54.5 billion, and units swelled 2 percent.

For Larissa Jensen, senior vice president and beauty industry adviser at Circana, it’s a continuation of the themes that have shaped beauty’s year, from the small-but-growing presence of pure-play e-commerce as a sales channel, to the continued success of fragrance and hair .

“The market is stabilizing itself,” Jensen said, adding that sales have gained momentum consistently since a sluggish first quarter . “That’s the trend — nothing’s rea

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