What were prestige beauty‘s top sales growth categories in 2024?
Data from commerce insights platform Daash Intelligence shows that at-home devices, fueled by growth in light therapy and microcurrent devices — and specifically, brands Solawave and Skin Gym — took the top spot.
The sector netted the highest double-digit growth rate during the period (each of the top 10 categories grew double-digits in dollar sales), an indication of consumers’ increased gravitation “toward at-home treatments, and entries into more professional-grade skin care and tools,” said Melissa Munnerlynn, cofounder and chief marketing officer of Daash Intelligence.
Fragrance, which Circana reports grew 12 percent in the prestige channel in 2024, is driving momentum for a slew of subcategories. Men’s cologne, for instance, came in second after beauty devices by year-over-year growth, while travel sprays and body and hair mists also nabbed respective spots on the ranking.
“2025 will be a defining year for body and hair mists in terms of defining whether they can sustain momentum and take market share from traditional perfumes,” said Munnerlynn, adding that fragrance is also a key driver for the boom in prestige body washes and body oils.
Sol de Janeiro’s signature hair, body and fragrance mists have fueled a boom for the category.
Courtesy of Sephora
“There’s definitely a cohort of people who are focused on fragrance-free and more natural or professional-grade skin care, but there are also those who care about the sensorial experience and are upgrading each aspect of their routine so that everything feels and smells good,” she said.
The “skinification” effect, which refers to the infusion of skin care benefits previously reserved for the face, into hair, body and makeup products, is also a significant factor.
“Over the past couple of years we’ve seen demand for targeted skin solutions grow…’firming’ and ‘smoothing’ have been big attribute trends within the category, and you really see that reflected in the winning products across body wash, shower gel, body oil — things like that.”
The trend has also fueled momentum for neck creams as people allocate multi-step treatment routines for the décolletage. “People are more focused on their entire visage, essentially — even down to how being on your phone or things like ‘tech neck’ from working from home can affect the area’s appearance,” said Munnerlynn.
The top 10 prestige beauty categories by sales growth in 2024, per Daash Intelligence.
1. At-home devices
- Key drivers: LED/light therapy masks; microcurrent devices.
2. Cologne
- Key drivers: Fragrance wardrobing; niche and gender-neutral scents.
3. Neck cream
- Key drivers: Interest in antiaging and “tech neck” solutions.
4. Body wash/shower gel
- Key drivers: Fragrance- and active ingredient-infused offerings.
5. Women’s rollerballs and travel sprays
- Key drivers: Impulse buy-friendliness, scent layerability.
6. Perfume
- Key drivers: Niche and indie brands; demand for long-lasting scents.
7. Body oil
- Key drivers: Skin care benefits including toning and firming; interest in skin barrier repair for body.
8. Self-tanner
- Key drivers: Innovation in skin care-infused self-tanners; “glowy skin” interest.
9. Beauty supplements
- Key drivers: Prestige retailers increasing offerings; gut health, collagen and adaptogen supplements.
10. Body and hair mists
- Key drivers: Increased brand forays into mists.
