Premiumisation

US beauty growth was driven by a boom in fragrance demand in the first half of 2026, according to new data from market research firm Circana. Prestige retail beauty sales increased by 7% to US$17.1bn during the first six months of the year, with mass retail sales also rising 7% to $39.2bn. [...] In prestige retail, fragrance dollar sales grew 6%, driven primarily by premiumisation rather than an increase in purchases, with average prices rising 5% while unit sales remained flat. — Read more in Fragrance drives US prestige beauty as sales top $17 billion in first half of 2026 at Cosmetics Business.