Research
February 12, 2026
American model Emily Ratajkowski for luxury haircare brand Kérastase, owned by L'Oréal Group. Image credit: Kérastase
By Amirah Keaton
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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","iv":"d337e7f27ba33f0a27db20f187707deb","s":"b5cbbc07337be56a"}
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