Bumble and bumble has landed on the Amazon Premium Beauty Store, joining other high-profile brands such as Kiehl's and Clinique. The news comes as Amazon prepares to become the top U.S. beauty retailer.
Bumble and Bumble's Amazon Rollout
"The new Bumble and bumble brand store in Amazon Premium Beauty is a styling destination,” said Corey Reese, SVP, global general manager, Bumble and bumble. “We are excited to bring our full range of high-performing haircare products to Amazon’s expansive customer base, from our iconic styling products to our diverse range of shampoos and conditioners for all hair types and textures."
- Bumble and bumble’s Amazon presence will feature hair tips, tricks and advice from the brand’s team of stylists.
- Features will include Hair Styling 101, offering shoppable short-form video content and a bespoke Amazon styling quiz, "What is your style goal?" The quiz will assist consumers in product discovery based on hairstyling goals, per Bumble and bumble.
- SKUs will include bestsellers such as Bb.Hairdresser’s Invisible Oil Heat Protectant Primer, Bb.Thickening Dryspun Texture Spray, Sumotech, Bb.Heat Shield Thermal Protection Mist, Bb.Curl Curl Defining Cream, Spray de Mode, Prêt-à-powder and Bb.Seaweed Air Dry Cream.
Amazon to Become the Top US Beauty Retailer in 2025
As detailed in a 2023 analysis from Morgan Stanley, Amazon.com "is set to overtake Walmart as the biggest U.S. beauty retailer by 2025," accounting for about 14.5% of the market.
For comparison, Walmart will hold a 13% share.
This comes as Ulta and Sephora have taken market share from grocery retailers, which "still hold a leading share of about 29% of the U.S. beauty market."
