Decoding Amazon’s Beauty Boom: What’s Driving the Top 100 Bestsellers?

From mass to prestige, here's what the data shows.

A decade ago, a single retailer rivaling Sephora, Ulta, Target, and Walmart would have seemed impossible. Yet today, Amazon serves over 100 million unique beauty customers annually, who collectively make more than a billion beauty purchases. The world’s least glamorous website is becoming one of the most powerful beauty platforms.

Recent NIQ data shows that Amazon’s Premium Beauty segment has grown by 28.5%, outpacing the 17.5% growth in mass beauty. As even brands once vocal about avoiding Amazon—like Clinique and Too Faced—start to join, the industry is left wondering: what’s actually selling on Amazon?

To explore this shift, I analysed the top 100 bestselling beauty and personal care products on Amazon, uncovering which brands are thriving and why. Today, we will dive into the data to help beauty professionals navigate this foreign yet pivotal retail landscape