2025 Beauty Industry Report: Retail Trends, Category Growth, and Brand Performance
Download our 2025 Beauty Industry Report for a data-driven view of retail trends, category growth, and brand performance across makeup, skincare, fragrance, and haircare.
Beauty category performance evolved significantly throughout 2025, with growth patterns diverging across retailers and between mass and prestige segments. These shifts are reshaping category momentum, brand rankings, and product demand across Sephora, Ulta, and the broader market.
In this report, YipitData analyzes beauty category performance using transaction-level data. We examine retailer trends, pricing tier dynamics, brand rank movement, and subcategory growth to provide a comprehensive view of how the beauty market evolved in 2025.
In this report, you’ll get:
Sales growth trends across makeup, skincare, fragrance, and haircare, highlighting differences across Sephora, Ulta, and other major retailers
Mass vs prestige performance by category, showing how growth diverged across pricing tiers
Brand rank changes and new entrants within the Top 30 across Sephora and Ulta
Subcategory trends and top product launches driving momentum across core beauty categories
Key takeaways:
Ulta outperformed Sephora across select categories, with growth in makeup, skincare, and fragrance
Fragrance was the strongest growth driver, with +9% growth across retailers and +20% at Ulta
In makeup, new product launches gained traction, with One/Size’s Powder Melt Glass Setting Spray ranking as the #1 new product at Sephora
In fragrance, Rare Beauty ranked among top brand gainers at Sephora and launched a top new product
In haircare, styling and treatment outpaced wash care, highlighting divergence within the category
Brand rankings shifted, with gains from Saie, Kosas, Sacheu, Rhode, and Tatcha
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