Circana launches Complete Beauty, a platform providing a comprehensive view of the US beauty market using retailer-reported sales data; platform is aimed at aiding brands and retailers in understanding their market position and growth opportunities

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CHICAGO , November 15, 2023 (press release) –

The complete view of the U.S. mass and prestige beauty market built on retailer point-of-sale data


Circana™, formerly IRI and The NPD Group, today announced the launch of Complete Beauty™. Complete Beauty provides a holistic view of the U.S. beauty industry across the mass and prestige channels based on actual, retailer-reported sales data.

“This is an exciting moment for Circana, and a game-changer for our clients and retail partners who now have a single source of truth for their data,” said Lori Monaco, president of the U.S. beauty practice at Circana. “With the beauty landscape now fully visible, brands and retailers can truly understand their market position relative to the competition, points of strength, and key areas of opportunity. Complete Beauty provides a roadmap to the data-driven actions that will help brands and retailers capture sales and grow their market share.”   

Complete Beauty offers comprehensive coverage of the prestige, mid-range, and mass beauty brands together in one place – giving brands and retailers perspective on how, and where, consumers are trading off between mass and prestige brands. Circana’s footprint spans prestige retailers such as department, specialty and off-price stores, pure players, and TV shopping. Mass retailers include grocery and drug stores, mass merchants, value chains, and military stores. 

Complete Beauty opens the door to new ways to look at the beauty industry, down to the item-level and with visibility into the e-commerce channel across the makeup, skincare, fragrance, and hair segments. This rich data is all harmonized in one place through Circana’s Unify+ platform, providing clients with seamless access to sophisticated analytics for real-time decision making, and supplemented by deep industry expertise to put the data in context. 

“Beauty consumers are shopping the entire spectrum of mass and prestige products, blurring the industry more than ever,” said Larissa Jensen, global beauty industry advisor at Circana. “As the beauty industry’s growth streak continues in 2023, a clear and authentic understanding of the complete beauty market becomes particularly important for brands and retailers to determine white space opportunities and where to grow from here.” 


About Circana
Circana is the leading advisor on the complexity of consumer behavior. Through unparalleled technology, advanced analytics, cross-industry data and deep expertise, we provide clarity that helps almost 7,000 of the world’s leading brands and retailers take action and unlock business growth. We understand more about the complete consumer, the complete store, and the complete wallet so our clients can go beyond the data to apply insights, ignite innovation, meet consumer demand and outpace the competition. Learn more at


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Marissa Guyduy


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