Canadian magnificence trade gross sales rise 19% within the first half, Circana stories


All magnificence classes registered double digit progress in worth and make-up was the fastest-growing class, with gross sales income up 25% within the first half, contributing over 40% of whole magnificence trade positive factors throughout this era. Face make-up gross sales grew by 33%, led by blush, bronzing and highlighting merchandise, and setting sprays. “In Canada there’s a heightened concentrate on complexion and wholesome pores and skin,” mentioned Circana.

Hybrid merchandise are successful

This pattern aligns with skincare being the biggest class in Canada and rising – with gross sales income up 16% within the first half – and the ongoing ‘skinification’ pattern, as make-up merchandise with skincare advantages proceed to promote properly.

The ‘skinification’ pattern can be taking part in out when trying on the evolution of lip make-up gross sales. Lip was the quickest rising phase in make-up, with gross sales up 42% within the first half, based on Circana. Whereas lip shade carried out properly, the strongest progress got here from different lip make-up, predominantly hybrid merchandise equivalent to lip oils and balms. Collectively, these merchandise, that are primarily supposed to hydrate and moisturize with a tint of shade, characterize solely one-quarter of lip make-up gross sales however contributed over 40% of the gross sales income positive factors within the first half.

The hair product market in Canada can be rising at a wholesome clip. Hair class gross sales income posted a 17% enhance within the first half of 2023. Hair styling merchandise grew the quickest, adopted by hair care together with shampoos, conditioners, and masks, as customers prep to exit whereas additionally persevering with their at-home therapies and rituals.

Amidst pricing pressures and monetary uncertainty, Canadian customers stay centered on well being, wellness, and an general funding in themselves, they usually proceed to see magnificence merchandise as an vital element of those priorities,” mentioned Alecsandra Hancas, Canadian magnificence trade analyst at Circana. “Each magnificence class is rising when it comes to each income and models bought in 2023. The very best pricing enhance got here from perfume, which can be telling of the patron mindset and the excessive worth they place on emotionally pushed purchases.”

Shoppers returned to in-store buying

channel efficiency, customers returned to in-store buying and proceed to spend extra, on common, particularly when purchasing for make-up and fragrances. In-store gross sales outpaced the web channel, with gross sales up 20% within the first half, versus final yr, and accounted for 75% of gross sales. On-line gross sales, which stay elevated however have stabilized since pre-pandemic 2019 ranges, grew throughout each class within the first half. Related buy patterns are taking place on-line and in-store, with the strongest progress coming from the make-up phase, led by lip and face make-up.

An analogous market momentum was recorded in Canada’s southern neighbor. In accordance with Circana, U.S. status magnificence gross sales grew by 15% within the first half of 2023, in comparison with the identical interval in 2022, with make-up ending the primary half of 2023 because the quickest rising class.


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