1010data has released its "E-commerce Beauty Spotlight: As We Emerge From Behind the Mask," a report measuring online sales of beauty products in 2020.
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The COVID-19 pandemic fueled the e-commerce surge, with a 40% growth in online makeup sales. This included a 37% growth in eye products, 31% gain in face products and 32% rise in lip product sales.
Sephora.com lost 4.3 share points in makeup sales year-over-year (YOY), while Amazon grew its makeup share points by 4.6 YOY.
The top five e-commerce merchants by category share for makeup were:
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Amazon Market
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Sephora
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Ulta
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Amazon Direct
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Macy's
The buy online, pickup in-store (BOPIS) option grew in popularity. Ulta saw BOPIS sales grow 277% YOY, while delivery grew 49%.
Consumers also became interested in the clean and organic beauty sub-categories, which grew by 56% YOY.
Clean brands that saw increases included:
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Raw Sugar: 264%
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Mrs. Meyer's Clean Day: 176%
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Love Beauty and Planet: 131%
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ArtNaturals: 123%
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Pacifica: 110%
Online self care sales also saw growth, with a 59% increase. Body care was ranked as the number one driving force in beauty, with 69% YOY growth.
Amazon.com held the primary share for body care, with Walmart.com and Target.com following behind.
1010data expects that in 2021 a more competitive e-commerce environment will drive a new promotional cadence that will also impact in-store offers. This is a trend previously highlighted by NPD.
