Circana Reveals Top Beauty Brands

Larissa Jensen, Senior Vice President and Global Beauty Industry Advisor at Circana, highlighted the leading skincare, makeup, and haircare brands in terms of dollar sales across prestige, masstige, and mass markets during the Cosmetic Executive Women’s State of the Industry Report.

Hair Care

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“Scalp care has been a key driver of growth within the prestige category for several years,” said Jensen. “In 2024, scalp care products, along with those targeting hair growth and hair loss, experienced double-digit growth.”

Among the top masstige hair product launches, Eva NYC’s jumbo-sized Freshen Up Invisible Dry Shampoo stood out. This new size of the brand’s volumizing dry shampoo generated $2.2 million in sales, making it the highest volume new product in masstige hair care.

The top mass market launch was Dove’s 5-in-1 Nourish and Restore Shampoo, which earned over $7 million. This product is designed to nourish dry, damaged hair while preventing visible damage.

L’Oréal Paris was ranked as the leading hair care brand in the overall beauty market.

Skin Care

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Estée Lauder’s Revitalizing Supreme Plus Youth Power Cream Broad Spectrum SPF 25 claimed the top spot in the prestige skincare category. This product, launched in March, generated nearly $5 million in sales and is designed to boost the skin’s natural collagen.

The best masstige skincare launch was The Ordinary’s Hyaluronic Acid 2% Plus B5 Hydrating Serum, an upgraded formula of the brand’s best-selling serum. Launched in January, it generated $36 million in sales with 3.8 million units sold, making it the top skincare launch in prestige retail across both sales and units.

In mass skincare, Secret’s Whole Body Deodorant in Peach & Vanilla Blossom was the top seller, earning $2.2 million. As part of its launch, Secret partnered with intimates brand ThirdLove to offer a free full-size deodorant with purchases on http://ThirdLove.com .

When looking at total beauty sales, Dove emerged as the leading brand.

Makeup

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Tarte’s Tartlette XL Tubing Mascara led the prestige makeup category with $8 million in sales. This mascara, designed for lengthening and lifting lashes, boosted sales of the original Tartlette Tubing Mascara by 47% in 2024.

In masstige makeup, Essie’s Nail Art Studio Special Effects nail polish in Astral Aura saw sales surpassing half a million dollars. This product allows users to create DIY designs and offers a bubblegum pink color that can be layered with other polishes for a chrome finish.

The top mass-market makeup launch was ELF’s Power Grip Dewy Setting Spray, which generated $23 million in sales. Infused with aloe and hyaluronic acid, this setting spray caters to the growing demand for makeup with skincare benefits.

Fragrance

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Carolina Herrera’s Good Girl Blush Elixir generated $39 million in sales, making it the top-selling new fragrance launch across all beauty categories. This concentrated version of Good Girl Blush enhanced the original fragrance’s notes, which was the leading launch in 2023.

The largest men’s fragrance launch was YSL’s MYSLF Le Parfum, which earned close to $30 million in sales. This more intense version of YSL MYSLF, which was the top men’s launch in 2023, took third place overall.

Ariana Grande’s Pink Woods, part of her Love Notes Collection, was the top masstige fragrance launch, generating $6.5 million in sales. The fragrance was available exclusively in North America.

Fin’ery’s Rouge Eau de Parfum Spray, which went viral on TikTok as a dupe for a popular luxury scent, was the top mass-market fragrance launch, with $4.5 million in sales.

Across all fragrance divisions, Chanel, Ariana Grande, and Axe led the rankings for prestige, masstige, and mass markets, respectively. When combining sales data, Circana’s total beauty data revealed Chanel as the overall number-one fragrance brand.