New data reveals a strong surge in sales for luxe body washes, fragrance mists, and at-home beauty devices within the prestige beauty sector. The report, compiled by Daash Intelligence, highlights significant growth across these categories, fueled by a combination of consumer trends and product innovations.
At-Home Devices Take the Lead
According to Daash Intelligence, at-home beauty devices were the standout category for growth in 2024, with a particularly strong performance in light therapy and microcurrent devices. Brands like Solawave and Skin Gym were key contributors to this rise. The sector saw the highest double-digit growth rate among all categories, signaling a growing consumer interest in professional-grade tools and treatments accessible from home.
“Consumers are increasingly gravitating toward at-home treatments, which are often seen as more affordable alternatives to professional services,” said Melissa Munnerlynn, co-founder and chief marketing officer of Daash Intelligence. “This trend reflects a broader desire for more accessible skin care solutions.”
Fragrance Fuels Growth Across Multiple Categories
Fragrance continues to be a major driver for growth in the beauty sector. Data from Circana reports that fragrance sales grew 12 percent in 2024 within the prestige channel, with strong momentum in subcategories like men’s cologne, travel sprays, and body and hair mists.
Men’s cologne ranked second in terms of year-over-year sales growth, just behind at-home beauty devices. The popularity of travel sprays and body mists also contributed significantly to the fragrance segment’s performance.
“Fragrance is creating a ripple effect, pushing the growth of body and hair mists,” Munnerlynn noted. “2025 will be a crucial year to determine if mists can maintain their growth and take market share from traditional perfumes.”
The rise of body and hair mists has been further fueled by brands like Sol de Janeiro, whose signature mists have made a notable impact on the market.
The Influence of ‘Skinification’
The concept of “skinification”—the infusion of skin care benefits into body, hair, and makeup products—has also driven growth in the prestige beauty sector. This trend sees consumers seeking skin care solutions that go beyond facial care, extending to their entire body.
Products that promise skin care benefits, such as firming and smoothing, have surged in popularity. This is particularly evident in body washes, shower gels, and body oils, which are now infused with active ingredients to address concerns like skin aging and texture.
“Consumers are looking for products that provide real, targeted skin solutions, whether for the face, neck, or body,” Munnerlynn explained. “For example, ‘tech neck’—the effect of prolonged phone use on the skin—is driving interest in neck creams.”
The Top 10 Prestige Beauty Categories by Sales Growth in 2024
At-Home Devices
Key Drivers: LED/light therapy masks; microcurrent devices.
Cologne
Key Drivers: Fragrance wardrobing; niche and gender-neutral scents.
Neck Cream
Key Drivers: Anti-aging solutions and “tech neck” concerns.
Body Wash/Shower Gel
Key Drivers: Fragrance- and active ingredient-infused formulations.
Women’s Rollerballs and Travel Sprays
Key Drivers: Impulse purchases and scent layerability.
Perfume
Key Drivers: Demand for niche and indie brands; long-lasting fragrances.
Body Oil
Key Drivers: Skin care benefits such as toning, firming, and skin barrier repair.
Self-Tanner
Key Drivers: Innovations in skin care-infused tanning products.
Beauty Supplements
Key Drivers: Increased availability at prestige retailers; interest in gut health, collagen, and adaptogens.
Body and Hair Mists
Key Drivers: Expanding brand offerings in the mist category.
Looking Ahead to 2025
As consumer preferences continue to evolve, 2025 promises to be a pivotal year for many of these categories. Whether fragrance mists can sustain their momentum or whether new innovations in self-tanners and beauty supplements will capture further market share, the prestige beauty industry is poised for another year of dynamic growth.
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