The Top 5 Mass Cosmetics Brands on Amazon


During 2018, consumers flocked to Amazon in search of mass cosmetics.

According to Edge by Ascential’s Market Share solution (formerly One Click Retail)mass cosmetics sales on Amazon reached an estimated $140 million, an increase of 20% when compared to the same period in 2017. 

Maybelline reportedly remained the top-selling brand for the second year in a row, capturing 11% market share in 2018 of total mass cosmetics sales on Amazon.

The Top 5 Mass Cosmetics Brands on Amazon

  1. Maybelline—11% of Amazon's mass cosmetics sales
  2. L’Oréal—9% of Amazon's mass cosmetics sales
  3. Neutrogena—7% of Amazon's mass cosmetics sales
  4. Wunderbrow—5% of Amazon's mass cosmetics sales
  5. CoverGirl—3% of Amazon's mass cosmetics sales

Edge by Ascential found that Neutrogena saw sales increase by more than 50% from 2017 to 2018. The brand is said to have jumped from the 12th top-selling mass cosmetics brand in the third top-selling spot. 

Additionally, NYX  climbed 11% in sales from the 10th top-selling brand in 2017 to the sixth this year, while Burts Bees, which was the fifth top-selling brand with 4% share of total mass cosmetics sales on Amazon in 2017, drops out of the top five with an 18% decrease in YoY estimated sales landing at number seven.   

"Amazon's share of the cosmetics market is growing rapidly, and the online retailer is quickly becoming one of the most important retail channels for cosmetics brands," explains Pete Andrews, director of insights at Edge by Ascential. "The brand manufacturers that learn how to market on Amazon will surely have the most to gain in the future."

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