Nearly a yr and a half after data providers NPD and IRI merged to form what’s now Circana, the corporate has debuted a “Complete Beauty” integration allowing beauty insiders a comprehensive look into the industry’s cross-channel performance.

“That is the primary time we’re offering this view, and multi functional platform — neither [NPD nor IRI] could have done this on their very own,” said Larissa Jensen, senior vp, global beauty industry adviser at Circana.

Through Complete Beauty, brands and retailers can access point-of-sale data demonstrating the performances of beauty products and categories across channels.

“We’re able now to take a look at, for instance, what’s the primary mascara brand across every part — mass, prestige — every part. That was never a view we were able to take a look at before,” Jensen said.

Early Complete Beauty data shows total skincare — meaning mass and prestige skincare combined —has grown 11 percent year-over-year. Total makeup grew 12 percent through the same period, with sales of lip treatments, which sit on the intersection of the 2 categories, outpacing each at 46 percent YoY growth. Lip gloss sales also saw sizable growth of 29 percent.

For reference, separate data from Circana indicates prestige and mass makeup grew a respective 16 percent and seven percent through the third quarter of 2023, while skincare grew 14 and 10 percent in prestige and mass, respectively, through the same period.

“It’s very essential to grasp the nuances of mass and prestige — since the markets do behave in a different way — but I believe the compelling perspective of Complete Beauty is that it gives a broader view into the health of the market, in totality,” Jensen said.

Total hair care grew 9 percent YoY, and fragrance sales are up 10 percent. Fragrance sets, which have been a very hot offering of late, are up 22 percent in dollar sales and 12 percent in unit sales across the market.

“As we head into the vacations, we only expect that to grow even faster,” Jensen said.