Amazon has turn out to be an more and more dominant participant within the skincare market, with gross sales within the class seeing vital progress. In keeping with Emily Safian-Demers, Director of Insights at e-commerce and advertising and marketing company Entrance Row, searches for “skincare” in Amazon’s magnificence class rose by 339% over the previous two years, rising from 4 million searches in 2022 to 18 million in 2024.
We spoke to Safian-Demers for her insights into the e-commerce retailer’s relationship with the skincare sector and the influence of shopper belief, elevated ingredient consciousness, and main purchasing occasions.
Rising skincare gross sales on Amazon
“Skincare gross sales constituted 25% of all magnificence gross sales in 2023 and jumped to 30% of all magnificence gross sales in 2024,” stated Safian-Demers, who attributed a key issue on this progress to the rise in shopper belief.
“Amazon is turning into a legitimized and trusted skincare vacation spot in a manner that it wasn’t even only a few years in the past,” she shared. This rising belief is mirrored within the knowledge, she added: “80% of Amazon magnificence customers say they belief the sweetness manufacturers they purchase on Amazon, and 81% say they belief the sweetness merchandise they purchase on Amazon,” she shared, citing 2024 shopper analysis by Entrance Row.
Main purchasing occasions on the platform have additionally contributed to skincare’s fast enlargement. “Skincare gross sales hit their highest level of the yr throughout July Prime Day 2024, capping out at practically $400 million for the week – greater than double what it was the week earlier than, rising by 147% week over week,” stated Safian-Demers.
The knowledgeable Amazon skincare shopper
Past gross sales progress, the profile of the Amazon magnificence and skincare shopper has developed. “The most important change we’ve seen within the Amazon skincare shopper in recent times is simply how educated and knowledgeable they’re about skincare merchandise,” Safian-Demers famous.
In keeping with Entrance Row’s 2024 analysis, 57% of Amazon magnificence customers examine ingredient lists earlier than buying, and plenty of use extremely particular searches comparable to “retinol serum” fairly than broader phrases like “anti-aging serum.”
Model methods to fulfill shopper expectations
With scientific validation and ingredient transparency turning into more and more necessary, manufacturers are adapting their methods to fulfill shopper expectations.
“Figuring out that customers are coming to Amazon and searching for out particular substances and scientific credentials, optimizing product titles, descriptions, and pictures to function these substances and credentials is a powerful manner for manufacturers to seize that curiosity,” Safian-Demers defined.
She added that “weaving academic touchpoints into skincare listings on Amazon is a good way to attach with skintellectual shoppers.”
The place magnificence and wellness meet
The intersection of magnificence and wellness has additionally been a notable development. “One large shift we’ve noticed is the rising crossover between the sweetness and complement classes,” stated Safian-Demers.
She pointed to the rise of Nutrafol in 2025, which, as of March 1st, held the highest two spots in Amazon’s hair class, surpassing Dyson. Client searches additional replicate this shift, with phrases like “mild” rising by 21% yr over yr, “calming” by 66%, and “soothing” by 145% within the first half of 2024.
“Anticipate to see continued overlap between magnificence and wellness areas,” she added.
Amazon’s function in magnificence shopper habits
Amazon’s affect within the magnificence and skincare sector extends past gross sales, shaping how shoppers uncover and stay loyal to manufacturers.
“Most shopper journeys don’t originate on Amazon – social media is the most important driver of product discovery amongst magnificence customers, with 38% of Amazon magnificence customers studying about new magnificence, skincare, and grooming merchandise from social media advertisements and 32% from social media influencers,” stated Safian-Demers.
Nonetheless, as soon as shoppers are able to buy, Amazon is their go-to vacation spot. “60% of magnificence and private care e-commerce gross sales occurred on Amazon in 2023,” she famous, citing Euromonitor knowledge.
“What retains skincare customers coming again,” she concluded, “is velocity, comfort, tentpole occasions, and choice, underscored by rising belief in Amazon.”
