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Research

In prestige beauty category, hair outpacing fragrance purchases in US: Circana

February 12, 2026

American model Emily Ratajkowski for luxury haircare brand Kérastase, owned by L'Oréal Group. Image credit: Kérastase American model Emily Ratajkowski for luxury haircare brand Kérastase, owned by L'Oréal Group. Image credit: Kérastase

 

U.S. beauty retail delivered another year of growth in 2025, supported by steady demand for premium products and a continued consumer focus on self-care and experiential value, according to new data from market research firm Circana.

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