Distribution of best-selling beauty & personal care products on Amazon 2024, by type

Data from the second quarter of 2024 revealed that the top 25 beauty and personal care products sold on Amazon were skincare items (32 percent). Hair products were next, accounting for around one-fifth of the best-selling beauty articles on Amazon.

Beauty sales on the rise

Online sales of beauty products heavily depend on consumers digital shopping behavior. When shopping for beauty products online, the vast majority of consumers prefer to use leading marketplaces, such as Amazon, to place their orders in 2023. This could be due to Amazon also being ranked the second most frequently appearing marketplace when searching for beauty brands on Google. Amazon ranks second after Alibaba as the world's leading health, beauty, and personal care online retailer by sales. Amazon is expected to almost double its estimated sales of health, beauty and personal care products, from around 44 billion U.S. dollars in 2022 to 79.4 billion U.S. dollars by 2027.

Amazon’s take on beauty products

Beauty product preferences can vary from country to country. Worldwide the top-rated beauty product on Amazon by number of reviews was an Essence mascara. Brand preference also varies depending on the country, for example in the United States, in the first quarter of 2023, L’Oréal Paris was the best-selling beauty and personal care brand on Amazon.com. This changed throughout the year, and by the end of July, CeraVe took the top spot.