Cosmetic and Beauty Supply Stores NAICS 456120

Sep 10, 2025 - Mass Market Beauty Sales Growth: Circana

• Mass market beauty sales were up by 4% in the first half of 2025 year over year, outpacing prestige beauty sales, which grew 2%, according to a recent Circana report in Retail Dive. Mass market fragrance revenues increased 17%, the segment’s fastest growing category, in dollar sales during the period, while prestige fragrance rose 6%. Larissa Jensen, Circana’s beauty industry adviser, noted in a statement that the results “are indicative of a consumer who is focused on efficacy and elevated value.” Less than 15% of consumers believe that higher prices signify a better quality product. She said the mass and prestige beauty markets are converging, with premium-priced brands in mass retail and value-priced prestige brands outperforming their counterparts.
• Ulta and Target recently announced the end of their partnership, concluding the shop-in-shop experience for shoppers when the agreement ends in August 2026, according to CNBC. Since 2021, Ulta Beauty at Target had offered shoppers an expanded beauty selection in 1,000-square-foot spaces in more than 600 Target locations, about a third of its stores. When the partnership was launched, Target touted the Ulta partnership as a way to drive store traffic. Ulta is the largest specialty beauty retailer in the US, with 1,500 stores. Similar partnerships are continuing, with Sephora’s in-shop locations found in more than 1,000 Kohl’s locations. Industry experts said staffing might have been an issue, with the Kohl’s Sephora shops staffed by Sephora-trained sales associates, while Ulta’s Target shops did not have dedicated associates.

• A new Men’s Trend report by social media platform Pinterest released in July shows a rising interest in haircare, skincare, makeup, and nails, according to Professional Beauty. The report showed searches for healthy hair routine and skin care routine each increased by 45%. The increased interest in skincare shows a deeper awareness among men around ingredients (searches for Niacinamide serum, up 35%), results-driven skincare, and professional treatments. Pinterest searches for male makeup were up 50% and searches for male nail art designs were up 115%. According to the Professional Beauty piece, “For makeup artists and nail technicians, this is a clear cue to welcome more male clients, promote inclusive services, and expand offerings around grooming and self-expression.” Men represent more than a third of Pinterest's global audience, with the platform proving particularly popular with Gen Z and Millennial-aged men.
• According to a recent report in the Wall Street Journal, retailers are cutting back on free shipping to offset tariff costs. Some retailers are eliminating free shipping while others are raising the amount that customers must spend to qualify for free shipping, as a way to pass along higher costs to consumers. Retail-technology provider Narvar noted that the average minimum-order threshold for retailers to offer free shipping has increased from $82 in 2023 to $103 in 2025. Adjusting the shipping price is appealing to retailers since it does not change the front-facing shopping price to consumers, per Narvar CEO Anisa Kumar.