The beauty sector remains resilient. According to forecasting agency Circana, cosmetics brands have largely dominated sales in the United States (+41% sales in 2024). Despite the still uncertain economic context, the trend agency believes that growth prospects are encouraging for 2025, as Americans are very fond of cosmetics.
According to Circana, the majority of demographic cohorts have a strong taste for beauty.
From one generation to the next, dynamics and trends may vary, but there’s one thing that unites us all: regardless of age, 75% of consumers think it’s important to feel good.
Recently, everyone has been talking about Generation Alpha, those young children/teens who want cosmetic routines as complete as those of their elders. “High-income households with children under 18 have increased their spending on beauty products three times faster than others. While it’s exciting to appeal to a new generation of potential buyers, it’s also a double-edged sword for the industry. While encouraging their youthful enthusiasm, brands also have a duty to ensure their safety. Age-appropriate product development and a focus on education are key to appealing to these consumers.”
While generations X and Z are still as attracted to beauty as ever, Circana warns about the commitment of Millenials. “As they age, their needs and priorities evolve. For example, Ys show the sharpest decline in make-up use, which has contributed to a slowdown in sales in both mass and prestige markets. Understanding the needs of this cohort is vital to the success of …
