The Beauty Industry Growth Playbook
What’s fueling beauty industry growth in an increasingly mature market?
After a 43% growth in Media Impact Value® (MIV®) from 2023 to 2024, beauty segments’ evolution slowed to just 5% in 2025. As the pace of growth cools, it’s more important than ever for PR and Marketing teams to understand what’s driving long-term brand performance and ROI as they plan for 2026.
This report breaks down what’s still working—across Voices (Influencers, Celebrities, Media, Owned Media and Partners), channels and product category analysis—so teams can focus their efforts where it matters most.
Using MIV across mass market, luxury, prestige, star-led, clinical and indie, we benchmark competitors, analyze the most efficient strategies and pinpoint category opportunities to guide growth. If you need a clear, data-driven read on beauty industry performance, start here.
What You’ll Find in This Report
Chapter 1The landscape of beauty
Chapter 2The strategies shaping segments’ growth in 2025
Chapter 3Key takeaways
INTRO
Beauty Industry Growth Slows to 5%
After a year of rapid acceleration, beauty’s expansion is stabilizing. As brands face a more mature market, success now depends on understanding which strategies continue to drive measurable performance.
From mass to prestige, brands that align their Voice mix with clear category positioning are the ones driving consistent value. Understanding which Voices deliver efficiency and which categories still show headroom is key to growth.
This reinforces the need for sharper benchmarking and data-driven decision-making to ensure every activity contributes measurable impact.
What you’ll learn in the report:
- The Segments Driving Beauty Industry Growth
Explore how mass market, luxury, prestige, star-led, clinical and indie brands are performing, and what’s defining their competitive edge in 2025. - Voice Strategies That Build Visibility and Trust
See how Influencers, Celebrities, Media, Partners and Owned Media contribute to measurable results—and where efficiency is highest. - Product Category Analysis
Identify how makeup, skincare, haircare and fragrance are evolving across segments to guide smart expansion and long-term opportunity. - How to Benchmark Competitors with Confidence
Learn how to use MIV to evaluate performance, measure ROI and stay agile in a changing market.
Curious to See Which Product Categories are Driving Value for Your Brand?