Both mass and prestige beauty enjoyed decent gains in the U.S. during the first quarter of the year, growing by around the same amount for the first time in five years as social selling continues to gather pace, according to a new report Circana.

Prestige retail dollar sales grew by 6 percent to $8.1 billion in the first quarter, compared to the same period last year, as mass retail sales rose by 7 percent to $18.1 billion. Growth was largely value‑driven, with dollar growth outpacing units, reflecting both premiumization and selective consumer spending, the report showed. 

“Mass and prestige beauty are growing at nearly the same rate for the first time in five years,” said Larissa Jensen, global beauty industry adviser at Circana. “Fragrance, facial skin care, 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.”

Breaking down the headline figure, fragrance was among the strongest performers overall across both channels. In mass, growth was driven by double-digit increases in women’s fragrances, while in prestige, higher-value formats, luxury offerings, and continued momentum in minis boosted performance.

The hair category showed a clear channel divide: in prestige, it was the fastest-growing category by dollars and a top unit driver, fueled by continued strength in treatments. In mass, shampoo and conditioner combo packs performed well as consumers searched for value.

Skin care saw prestige gains led by facial care, while in mass, nearly all face and body segments grew in both dollars and units.

Makeup, meanwhile, was the softest-performing category in the first quarter across both prestige and mass, with modest dollar growth offset by declining unit demand. There were some bright spots, though, with lip treatments and lip liner doing well.

In the prestige market, online sales outperformed brick‑and‑mortar across all major categories in the first quarter. 

E‑commerce now accounts for nearly half of prestige dollars and the majority of units sold in skin care. Part of this is thanks to social media, namely TikTok. Fueled by live shopping events and promotional moments, beauty and personal care led all categories in the first quarter, capturing 20 percent of TikTok Shop dollar spending. TikTok Shop already represents 10 percent of total beauty e‑commerce sales.

“Digital and social platforms are no longer just a testing ground for emerging brands; they are full‑scale commerce engines,” Jensen said. “For both established players and smaller brands, success increasingly hinges on how effectively digital and social plans are embedded into marketing and product strategies. Rather than optional or additive, these platforms must be foundational to how brands build relevance, drive demand and scale growth.”