Market Defense recently released shopping data from Amazon's Prime Big Deal Days 2024, which took place earlier this month. Data from the report suggests that beauty is one of the most popular categories among consumers (21%) that are shopping on Amazon.
Skin care products, especially those addressing specific concerns like acne and aging, were in demand. Data shows that brands like CosRX and PanOxyl came in as top performers. TikTok's influence was also evident, with products like Biodance's Collagen Mask consistently gaining significant popularity.
Consumers continued to prioritize natural and organic ingredients, driving demand for brands like Burt's Bees. E.L.F. Beauty and NYX continued to attract consumers that are shopping for quality and affordability.
Fragrance, especially vanilla-based scents and pheromone perfumes, experienced a surge in popularity, driven by trends on platforms like TikTok.
Best-Selling beauty products by best seller rank, from the MarketDefense Prime Big Deal Days 2024 Beauty ReportMarketDefense
Amazon Skin Care Sales Trends
The rise of disposable face towels, possibly caused by an increase in consumers’ hygiene concerns, saw a staggering 183% year-over-year increase in Amazon searches. As consumers prioritized essential items, popular and trusted brands dominated the market.
Skin care trends were also influenced by social media. Biodance's collagen mask, a viral sensation on TikTok, experienced a remarkable 632.6% year-over-year growth. Additionally, the demand for pimple patches, particularly those with innovative features like microdarts, salicylic acid, and unique colors and shapes continue to rise.
Top five best-selling skin care products by rank:
- Burt’s Bees Coconut & Lotus Face Wipes
- Clean Skin Club Towels XL
- Biodance Bio-Collagen Real Deep Mask
- COSRX Snail Mucin 96% Power Repairing Essence
- PanOxyl Acne Foaming Wash Benzoyl Peroxide 10% Maximum Strength Antimicrobial
The most searched branded and non-branded keywords related to skin care included:
- Pimple patches
- Hand soap
- Body wash
- Skin care
- Turmeric kojic acid cleansing pads
- CeraVe face wash
- Panoxyl
- Dove body wash
- Sol de Janeiro
- The Ordinary
Vanessa Kuyekendall, co-founder and chief engagement officer, Market Defense, says, "Searches for ‘kojic acid serum’ on Amazon have surged +450% YoY, driven by over 3 million annual searches for hyperpigmentation treatments. Shoppers are increasingly more knowledgeable and intentional, searching for solutions based on their specific skin concerns, active ingredients, and results they’re looking for. While natural ingredients are gaining popularity, tried-and-true solutions like Hydroquinone are still holding strong, with searches for it up by 22%."
Amazon Hair Care Category Insights
According to the report, hair growth products remain a category-leader in search and sales, with Nutrafol hair growth supplements for women ranking as the top product of 2024 by share of sales.
While overall hair care is experiencing steady single-digit growth on Amazon this year, hair loss products are also seeing significant growth of more than 40%. Minoxidil remains at the top of ingredients, but natural remedies, like rice water, batana oil and essential oils, have also increased in popularity.
The top five best-selling hair care products by rank:
- L’ange Hair Le Volume 2-In-1 Titanium Blow Dryer Brush
- L’ange Hair Le Duo Grande 360° Airflow Styler
- Living Proof Dry Shampoo Perfect Hair Day
- Nizoral Anti-Dandruff Shampoo With 1% Ketoconazole
- Nutrafol Women’s Balance Hair Growth Supplement, Ages 45+
The most searched branded and non-branded keywords related to hair care included:
- Dry shampoo
- Shampoo
- Shampoo and conditioner set
- Hair ties
- Hair dryer
- Minoxidil for men
- Nutrafol hair supplement for women
- Olaplex
- Wow hair products
- Dyson hair dryer
Amazon Makeup Category Insights
Another viral TikTok product, Tirtir’s Cushion Foundation, remains one of the top Amazon searches from 2024, coming in as the top branded search term for another year. For lash clusters, category demand is increasing to 12 million searches on Amazon annually.
The top five best selling makeup products by rank:
- Laura Geller Baked Balance-n-Brighten Color Correcting Powder Foundation
- Essence Lash Princess False Lash Effect Mascara
- Anastasia Beverly Hills’ Brow Wiz
- Neutrogena Makeup Remover Wipes
- Julep Eyeshadow 101 Crème-to-Powder Waterproof Eye Stick- Champagne Shimmer
The most searched branded and non-branded keywords related to makeup included:
- Makeup
- Mascara
- Lip gloss
- Tattoo cover up
- Lash clusters
- Tirtir cushion foundation
- E.L.F.
- Jones Road Miracle Balm
- Wonderskin lip stain
- Rare Beauty
Amazon Fragrance Trends
The hashtag “#PerfumeTok” raked in more than 4.5 billion views on TikTok in 2024, and views for videos relevant to pheromone perfumes hit 4 million within the same time frame.
Data from the report also shows that 65% of consumers are opting for sweeter scents when choosing a fragrance, which could possibly be tied to the rise in popularity of the Sol de Janiero viral pistachio-vanilla scent “62.”
The top five best selling fragrances by rank:
- Clinique Happy Eau de Parfum Spray
- Phlur Vanilla Skin Body Mist
- Pacifica Beauty, Wanderlust Spray Perfume Trial Set
- Dossier Ambery Vanilla – Inspired by YSL’s Black Opium
- Al-Rehab Choco Musk Concentrated Perfume Rollerball
The most searched branded and non-branded keywords related to fragrance included:
- Pheromones perfumes for women
- Pheromone perfume for women
- Perfumes for women
- Pheromone cologne for men
- Perfume
- Lattafa
- Sol de Janeiro
- Yara Lattafa Perfume
- Versace Eros
- Club De Nuit Intense Man
Prime Big Deal Days Purchases by Category, from the MarketDefense Prime Big Deal Days 2024 Beauty ReportMarketDefense
Key Takeaways for Beauty Brands
In order to successfully navigate the current online retail market in the United States, beauty brands should be utilizing platforms like TikTok and Instagram to connect with younger consumers and showcase product benefits.
For brands that want to appeal to conscious consumers, highlighting natural and effective ingredient formulas is also key.
Data has shown that many U.S. consumers turn to Amazon for more affordable alternatives for products they can purchase in brick and mortar stores, so catering to these budget conscious consumers with affordable product lines can be an effective way to tap into the online retail market.
As sustainability continues to remain a priority for many consumers when shopping for beauty products, brands that highlight eco-friendly packaging and sustainable sourcing practices are likely to come out on top.
By understanding these trends and consumer preferences, brands can optimize business and marketing strategies for future sales events to continue thriving in the competitive beauty market.
