Circana Unveils the Leading Beauty Brands

Larissa Jensen, senior vice president and global beauty industry advisor, Circana, broke down the moment’s top five skincare, makeup and haircare brands in dollar volume sales across prestige, masstige and mass during the Cosmetic Executive Women’s State of the Industry Report.

Hair Care

“Within the prestige universe, scalp care has been driving category growth for several years,” said Jensen. “In 2024, scalp care products grew double-digits, along with products addressing hair growth and hair loss.”

The top masstige brand hair launch is the new jumbo size of Eva NYC’s Freshen Up Invisible Dry Shampoo. Eva NYC recently announced a brand renovation is planned for 2025.

In 2024, this new size of an existing line of volumizing dry shampoo generated $2.2 million, resulting in the highest volume new product among masstige hair brands, she said.

The top mass brand hair launch was also the top launch for hair overall across retail markets: Dove’s 5-in-1 Nourish and Restore Shampoo netted over $7 million and is marketed to nourish dry, damaged hair and prevents visible damage.

L’Oréal Paris is the No. 1 hair brand in the complete beauty landscape.

Skin Care

The No. 1 Prestige Brand launch was Estée Lauder’s Revitalizing Supreme Plus Youth Power Cream Broad Spectrum SPF 25.

“This product, which promises to encourage skin’s natural collagen, generated just under $5 million in sales since it launched in March,” said Jensen.

The top Masstige launch was The Ordinary’s Hyaluronic Acid 2% Plus B5 Hydrating Serum, an upgraded formula of the brand’s top-selling product, Jensen said.

Launched in January, the serum generated $36 million with 3.8 million units sold, making it the top skincare launch in prestige retail for both metrics.

Prestige skincare’s top launch the year prior sold 172,000 units the whole year. The serum sold an average of 317,000 units per month, with distribution playing a key role, Jensen said.

The No. 1 mass skincare launch was Secret’s Whole Body Deodorant Peach & Vanilla Blossom with 2.2 million in sales. As part of the launch, the brand partnered with intimates brand ThirdLove. Through February, all purchases on ThirdLove.com received a free, full-size Secret whole-body deodorant while supplies lasted.

When combining sales for a complete beauty picture, Dove is the No. 1 brand, Jensen said.

Makeup

The top prestige brand launch for makeup was Tarte’s Tartlette XL Tubing Mascara, which generated $8 million. The mascara has a long-wearing formula that has lengthening tubes which are meant to provide extra length and lift. It was launched in addition to the Original Tartlette Tubing Mascara that was released in 2022. After the launch of XL, the original saw sales surge 47% in 2024.

The top masstige brand launch in makeup was Essie Nail Art Studio Special Effects nail polish in Astral Aura. This nail polish is meant to create DIY designs at home. The bubblegum pink nail polish can be worn on its own or layered with other polishes for a chrome nail art look. This particular shade in the broader collection sold through more than a half-million dollars last year. The No. 1 mass brand makeup launch and the top makeup launch overall was ELF Power Grip Dewy Setting Spray with $23 million in sales. Infused with 5% aloe and hyaluronic acid, the setting spray meets consumer desire for makeup products with skincare benefits.

Fragrance

Carolina Herrera’s Good Girl Blush Elixir generated $39 million in sales since launch, which makes it the top-selling new launch across all beauty categories. The highly-concentrated fragrance enhances the original notes of Good Girl Blush, which was the top launch in 2023, Jensen said.

The largest men’s fragrance launch and the third-ranked launch overall was YSL’s MYSLF Le Parfum. The fragrance earned close to $30 million in 2024. Like the top women’s launch, it’s a more intense version of last year’s new pillar, YSL MYSLF, which was the top men’s launch in 2023 as well.

The top masstige fragrance brand launch was Pink Woods by Ariana Grande’s new Love Notes Collection, which includes four scents that are available as exclusive releases across different global regions acting as a love letter from Grande to the world. Pink Woods is available exclusively in North America and generated $6.5 million in 2024. The top mass brand launch was the new Rouge eau de parfum spray by Fin’ery. It sold $4.5 million and went viral on TikTok where it was touted as dupe for a top coveted luxury scent, Jensen said.

The top fragrance divisions across prestige, masstige and mass brand classes were Chanel, Ariana Grande and Axe. When combining sales in Circana’s complete beauty data, the top divisions for fragrance were all prestige, with Chanel being No. 1 overall.