Highlights from Amazon’s Prime Big Deal Days: Beauty Brand Winners
Winners’ Circle
Basket sizes may have been down, and consumers shopped with caution, but a select few beauty brands were the clear winners of Amazon’s Prime Big Deal Days event. According to the Market Defense report, the top three performing skincare brands were CeraVe (13.5% of the category sales share), Medicube (10.2%), and La Roche-Posay (9.6%). The top three performing haircare brands were Nutrafol (23.2%), Nizoral (5.2%), and L’Oréal Paris (4.6%). In makeup, the top three brands were Maybelline (13.1%), L’Oréal Paris (9.4%), and e.l.f. (7.4%). The top-three performing fragrance brands were Lattafa (12.4%), Versace (8.1%), and Sol de Janeiro (6.9%).
Skincare reigned supreme, with eight of the top ten Beauty & Personal Care products being skincare products. Powered by 450,000 weekly TikTok views of #eosvanillacashmere, and amplifying the sweet smell trend (65% of shoppers say they prefer gourmand scents), eos Shea Better Body Lotion Vanilla Cashmere ranked as the #1 Beauty & Personal Care product overall, despite not making the ranking last year.
In the Skincare category, Medicube’s Zero Pore Pads 2.0 held strong at #3, riding the viral wave of #skincareroutine, which captured 1.6 billion TikTok views, with Medicube as the fan favorite, according to the Market Defense report. K-beauty continues its tsunami with #KoreanSkincare, dominating TikTok with 1.9 billion views year to date (YTD).
Discerning skincare shoppers are looking for at-home alternatives to in-office treatments. Searches for “stem cell serum” are up 345%, and searches for “microneedling serum” have surged 508%—leaving white space for brands to ride the results-driven wave and invest in terms shoppers are actually searching. Shoppers are also buzzing for bee venom products, with Amazon searches for “bee venom cream wrinkles” up 256%, and “Botox bee venom” up 288%.
The top-selling haircare products showed shoppers are looking for problem solvers. Amazon searches for “gray hair products” are up 253% YoY, while “gray hair coverage” has jumped 123%, and “hair growth” still pulls in 1.4M searches a month. Nizoral’s dandruff solution snagged the #1 spot, with the rest of the top 10 addressing hair growth, gray coverage, and DIY color. Nutrafol continues its blaze of glory: their Women’s Balance Hair Growth Supplements was the #2 seller, and is also the #1 selling Hair Care product YTD by share of sales.
The top five haircare keywords in search visibility were “shampoo,” “hair ties,” “dry shampoo,” “shampoo and conditioner set,” and “hair clips.” Kitsch’s Satin Scrunchies also debuted in the top 10, gaining traction as Amazon searches for “hair ties” continue to exceed one million per month.
Thanks to Gen Z mirroring the TikTok trend, texture is reigning men, and it has become a haircare priority, with L3’s Texturizing Powder making its debut in the Top 10. The category has exploded on TikTok, with a +897% YoY jump and an average of 11 million weekly views. Hashtags like #formen and #glowuptips are each clocking 1.1 million weekly TikTok views.
Eyes and lips dominated the top-10-selling makeup products, with three mascaras making the top 10, despite the “No Mascara Look” trend rising 92%. YoY on TikTok, lashes still lead with more than 1.2 million Amazon searches a month for “Mascara”. Makeup wipes are also having a moment, grabbing two slots in the top 10, with “makeup wipes” searches up 812% on Amazon. The two remaining top selling Makeup spots went to Lip Stains. The lip stain category off-Amazon has seen an 85% YoY surge, fueled by a 16 million surge in TikTok views, with peel-off versions up 130%. #SacheuBeauty alone has 52 million views. And, the most-searched branded term proved makeup has no age limit: “Laura Geller makeup for older women” rode the viral #MakeupForOlderWomen (203,000 weekly TikTok views) trend to the top.
When it came to fragrance winners, Gen Z and Gen Alpha-favorite fragrance brand Sol de Janeiro’s Cheirosa 62 Hair & Body Fragrance Mist retook the top spot (they were also #1 in July’s Prime Day). Arabian fragrances continued to enchant, claiming four of the top 10, and Bodycology’s Whipped Vanilla Body Mist made its mark in the booming Body Spray category, which is up 50% YoY.
BellaVita, whose Luxury Honey Oud Eau de Parfum was the #6 selling fragrance, has also gained steam on TikTok as the #4 top-selling fragrance YTD on the app, with Lattafa and Rasasi Hawas also ranking in TikTok’s top 10. Two of the top 10 fragrances this Prime Event were for men, aligning with the off-Amazon trend. #menscologne is trending with 60,000+ TikTok posts, and 37% of the audience is 18-24.
“Growth comes from focus,” said Karlsven. “Top fragrance brands are winning by rallying product lines around a single hero SKU: investing in ads, content, and search to keep it discoverable year-round, while expanding with flankers, body products, and seasonal editions.”
Highlights from Amazon’s Prime Big Deal Days: Beauty Brand Winners
Winners’ Circle
Basket sizes may have been down, and consumers shopped with caution, but a select few beauty brands were the clear winners of Amazon’s Prime Big Deal Days event. According to the Market Defense report, the top three performing skincare brands were CeraVe (13.5% of the category sales share), Medicube (10.2%), and La Roche-Posay (9.6%). The top three performing haircare brands were Nutrafol (23.2%), Nizoral (5.2%), and L’Oréal Paris (4.6%). In makeup, the top three brands were Maybelline (13.1%), L’Oréal Paris (9.4%), and e.l.f. (7.4%). The top-three performing fragrance brands were Lattafa (12.4%), Versace (8.1%), and Sol de Janeiro (6.9%).
Skincare reigned supreme, with eight of the top ten Beauty & Personal Care products being skincare products. Powered by 450,000 weekly TikTok views of #eosvanillacashmere, and amplifying the sweet smell trend (65% of shoppers say they prefer gourmand scents), eos Shea Better Body Lotion Vanilla Cashmere ranked as the #1 Beauty & Personal Care product overall, despite not making the ranking last year.
In the Skincare category, Medicube’s Zero Pore Pads 2.0 held strong at #3, riding the viral wave of #skincareroutine, which captured 1.6 billion TikTok views, with Medicube as the fan favorite, according to the Market Defense report. K-beauty continues its tsunami with #KoreanSkincare, dominating TikTok with 1.9 billion views year to date (YTD).
Discerning skincare shoppers are looking for at-home alternatives to in-office treatments. Searches for “stem cell serum” are up 345%, and searches for “microneedling serum” have surged 508%—leaving white space for brands to ride the results-driven wave and invest in terms shoppers are actually searching. Shoppers are also buzzing for bee venom products, with Amazon searches for “bee venom cream wrinkles” up 256%, and “Botox bee venom” up 288%.
The top-selling haircare products showed shoppers are looking for problem solvers. Amazon searches for “gray hair products” are up 253% YoY, while “gray hair coverage” has jumped 123%, and “hair growth” still pulls in 1.4M searches a month. Nizoral’s dandruff solution snagged the #1 spot, with the rest of the top 10 addressing hair growth, gray coverage, and DIY color. Nutrafol continues its blaze of glory: their Women’s Balance Hair Growth Supplements was the #2 seller, and is also the #1 selling Hair Care product YTD by share of sales.
The top five haircare keywords in search visibility were “shampoo,” “hair ties,” “dry shampoo,” “shampoo and conditioner set,” and “hair clips.” Kitsch’s Satin Scrunchies also debuted in the top 10, gaining traction as Amazon searches for “hair ties” continue to exceed one million per month.
Thanks to Gen Z mirroring the TikTok trend, texture is reigning men, and it has become a haircare priority, with L3’s Texturizing Powder making its debut in the Top 10. The category has exploded on TikTok, with a +897% YoY jump and an average of 11 million weekly views. Hashtags like #formen and #glowuptips are each clocking 1.1 million weekly TikTok views.
Eyes and lips dominated the top-10-selling makeup products, with three mascaras making the top 10, despite the “No Mascara Look” trend rising 92%. YoY on TikTok, lashes still lead with more than 1.2 million Amazon searches a month for “Mascara”. Makeup wipes are also having a moment, grabbing two slots in the top 10, with “makeup wipes” searches up 812% on Amazon. The two remaining top selling Makeup spots went to Lip Stains. The lip stain category off-Amazon has seen an 85% YoY surge, fueled by a 16 million surge in TikTok views, with peel-off versions up 130%. #SacheuBeauty alone has 52 million views. And, the most-searched branded term proved makeup has no age limit: “Laura Geller makeup for older women” rode the viral #MakeupForOlderWomen (203,000 weekly TikTok views) trend to the top.
When it came to fragrance winners, Gen Z and Gen Alpha-favorite fragrance brand Sol de Janeiro’s Cheirosa 62 Hair & Body Fragrance Mist retook the top spot (they were also #1 in July’s Prime Day). Arabian fragrances continued to enchant, claiming four of the top 10, and Bodycology’s Whipped Vanilla Body Mist made its mark in the booming Body Spray category, which is up 50% YoY.
BellaVita, whose Luxury Honey Oud Eau de Parfum was the #6 selling fragrance, has also gained steam on TikTok as the #4 top-selling fragrance YTD on the app, with Lattafa and Rasasi Hawas also ranking in TikTok’s top 10. Two of the top 10 fragrances this Prime Event were for men, aligning with the off-Amazon trend. #menscologne is trending with 60,000+ TikTok posts, and 37% of the audience is 18-24.
“Growth comes from focus,” said Karlsven. “Top fragrance brands are winning by rallying product lines around a single hero SKU: investing in ads, content, and search to keep it discoverable year-round, while expanding with flankers, body products, and seasonal editions.”
Beauty Brands Shine in Amazon’s Prime Big Deal Days Despite Cautious Consumer Spending
In a landscape where shopping baskets may have shrunk and consumers approached purchases with caution, a select group of beauty brands emerged victorious during Amazon’s Prime Big Deal Days event. According to the latest Market Defense report, skincare brands dominated the scene, with CeraVe leading the charge, capturing 13.5% of the category sales share. Medicube and La Roche-Posay followed closely, securing 10.2% and 9.6% respectively.
The haircare segment also saw standout performances, with Nutrafol taking the crown at 23.2% of sales, while Nizoral and L’Oréal Paris rounded out the top three. In the makeup category, Maybelline led with 13.1%, followed by L’Oréal Paris and e.l.f. Fragrance enthusiasts gravitated towards Lattafa, which claimed 12.4% of sales, with Versace and Sol de Janeiro also making notable appearances.
Skincare products were the undeniable stars of the event, with eight out of the top ten Beauty & Personal Care items falling into this category. The eos Shea Better Body Lotion Vanilla Cashmere, propelled by a staggering 450,000 weekly TikTok views under the hashtag #eosvanillacashmere, emerged as the top-selling beauty product overall, marking a significant comeback from last year.
Medicube’s Zero Pore Pads 2.0 secured the third spot in skincare, riding the viral wave of the #skincareroutine trend, which has amassed an impressive 1.6 billion views on TikTok. The K-beauty phenomenon continues to thrive, with the #KoreanSkincare hashtag dominating the platform with 1.9 billion views year-to-date.
Shoppers are increasingly seeking at-home alternatives to professional treatments, as evidenced by a 345% rise in searches for “stem cell serum” and a staggering 508% increase for “microneedling serum.” The buzz around bee venom products is also palpable, with searches for “bee venom cream wrinkles” and “Botox bee venom” soaring by 256% and 288%, respectively.
In haircare, consumers are on the lookout for solutions to specific problems. Searches for “gray hair products” have surged by 253% year-over-year, while “gray hair coverage” has jumped 123%. Nizoral’s dandruff solution took the top spot, while Nutrafol’s Women’s Balance Hair Growth Supplements ranked second, solidifying its status as the top-selling hair care product year-to-date.
The top five haircare keywords reflect consumer priorities, with “shampoo,” “hair ties,” and “dry shampoo” leading the pack. Kitsch’s Satin Scrunchies made a notable debut in the top ten, as searches for “hair ties” continue to exceed one million per month.
Gen Z’s influence is evident, with texture becoming a key focus in haircare. L3’s Texturizing Powder made its way into the Top 10, fueled by an 897% year-over-year increase in TikTok engagement, with hashtags like #formen and #glowuptips racking up 1.1 million weekly views.
In makeup, eyes and lips took center stage, with three mascaras making the top ten despite the rising “No Mascara Look” trend. Searches for “mascara” remain robust, with over 1.2 million monthly queries. Makeup wipes are also experiencing a renaissance, with searches skyrocketing by 812%. The lip stain category has surged by 85% year-over-year, driven by a 16 million increase in TikTok views.
Fragrance brands also made a significant impact, with Sol de Janeiro’s Cheirosa 62 Hair & Body Fragrance Mist reclaiming the top spot. Arabian fragrances captured four of the top ten spots, while Bodycology’s Whipped Vanilla Body Mist marked a notable entry in the booming Body Spray category, which has grown by 50% year-over-year.
BellaVita’s Luxury Honey Oud Eau de Parfum ranked sixth among fragrances, gaining traction on TikTok as the fourth top-selling fragrance year-to-date. The trend for men’s fragrances is also on the rise, with #menscologne trending and 37% of the audience aged 18-24.
“Growth comes from focus,” noted industry expert Karlsven. “Top fragrance brands are winning by rallying product lines around a single hero SKU, investing in ads, content, and search to keep it discoverable year-round.”
As beauty brands continue to adapt and thrive in this evolving market, the results from Amazon’s Prime Big Deal Days highlight the power of strategic marketing and consumer engagement in driving sales.
