Larissa Jensen, SVP and Global Beauty Advisor at Circana, said the rise of mass is “indicative of a consumer who is focused on efficacy and elevated value”. “Only 14% of US beauty buyers believe that higher prices indicate a better-quality product,” Jensen explained in the company's beauty market report. “The mass and prestige markets are converging, with premium-priced brands in mass retail and value-priced prestige brands outperforming their counterparts. As the industry faces tariff uncertainties and shifting consumer sentiment, adaptability and strategic agility are essential for success.”

Euromonitor International research shows similar trends in the UK, with mass beauty up 4% in 2024 and plenty of growth and expansion happening in the “upper mass segment”. According to the UK country report, growth has been particularly prominent in hair care, adult sun care and mass dermocosmetics as consumer interest in scalp and hair health rises, awareness around sun protection grows and interest in “clinically backed results-orientated skin care” builds. More broadly, growth in mass beauty and personal care is being driven by a “sustained shift towards value-driven purchasing decisions” amongst consumers and a retained “budget-conscious mindset” following the economic concerns of the past few years, the data analytics firm said. There are opportunities, therefore, for brands to promote “affordable quality” moving forward.