According to Statista Market Insights, the US is expected to generate a revenue of $100.30 billion in the beauty and personal care market by the end of 2024. Research by Nature and Bloom lists New York, California, and Hawaii as the top three skincare-obsessed US states.
Among consumers, millennials are considered an impactful category shaping up the beauty and personal care industry. They have reshaped the definition of beauty to the idea of ‘wellness’. This shift has caused brands to develop new products that closely align with the preferences of young customers.
- About the Report
- Methodology
- Key Findings
- Expensive Products and Brands in the Amazon Beauty and Personal Care Category
- Prices of Most Reviewed Products in Beauty and Personal Care Category on Amazon
- Ratings and Review Analysis of Best Selling Beauty Products on Amazon
- Top Selling Product Categories on Beauty and Personal Care in Amazon Best Seller
- Top Sellers in the Amazon Beauty and Personal Care Category
- Conclusion: Amazon Best Seller Categories Decoded
About the Report
This report is based on the mid-June 2024 product performances in Amazon Best Seller’s beauty and personal care category.
Amazon’s beauty and personal care category hosts a range of products from skincare to foot, hand, and nail care.
Methodology
The Digital Shelf Insights report for mid-June top-selling beauty products on Amazon has been analyzed based on 98 products in the beauty and personal care category.
Key Findings
- Nutrafol Women’s Balance Hair Growth Supplements is the most expensive product, priced at $81.
- With 366K reviews, Essence Lash Princess False Lash Effect Mascara is the most reviewed product.
- With 9 products and an average rating of 4.6, CeraVe is the most popular brand in the category.
- Mighty Patch Hero Cosmetics Original Patch leads the beauty and personal care category with an 81% 5-star rating out of total ratings.
- Skincare is the most popular category, with 54 products and an average rating of 5.
Expensive Products and Brands in the Amazon Beauty and Personal Care Category
Momentum Commerce reports that Amazon’s beauty and personal care category is projected to grow 26% in 2024, even higher than Amazon’s projected growth of 19.9%.
As of mid-June, Nutrafol Women’s Balance Hair Growth Supplements, priced at $81 ranks as the most expensive product in the Amazon Best Seller category under beauty and personal care. The second-ranked product, EltaMD UV Clear Face Sunscreen, lags far behind with a price tag of $43.
However, Cutex Nail Polish Remover is the cheapest product in the category priced at just $2. Other popular products like Essence Lash Princess False Lash Effect Mascara, Sally Hansen Instant Cuticle Remover, etc., also belong to the less expensive category, priced at $5.
Prices of Most Reviewed Products in Beauty and Personal Care Category on Amazon
The US Census and Simmons National Consumer Survey report that an average American spends $322.88 annually on skincare products. Throughout the spending years of a consumer, they will try out different products from multiple brands. Amazon is one of the major online marketplaces that consumers use to seek out such products.
TruSkin Vitamin C Face Serum is the most reviewed product in the Amazon beauty and personal care category. The product has a regular price of $49, which comes down to $39 with promotions.
Goody Ouchless Women’s Elastic Hair Tie (30 Count) is one of the category’s cheapest and most popular products, with a regular price of $5 and a discounted price of $4. Other popular products such as Neutrogena Makeup Remover Wipes, Maybelline Instant Age Rewind Eraser Dark Circles Treatment Multi-Use Concealer, Tree Hut Vitamin C Shea Sugar Scrub, etc., were also sold at discounted prices of $10, $9, and $8, respectively.
READ MORE | Want to know more about Amazon Best Seller Badge? Check out our How to Get Amazon Badges for Your Product Listings
Ratings and Review Analysis of Best Selling Beauty Products on Amazon
Amazon’s presence in the beauty market has been growing considerably, and a Morgan Stanley report predicts that it will overtake Walmart as the top US beauty retailer by 2025, with a total share of 14.5% compared to 13% of Walmart.
- Essence Lash Princess False Lash Effect Mascara leads the list of the most reviewed products in the category with 366K reviews
- It is followed by TruSkin Vitamin C Face Serum with 288K reviews
- Maybelline Instant Age Rewind Eraser Dark Circles Treatment Multi-Use Concealer with 211K reviews
- Schick Hydro Silk Touch-Up Dermaplaning Tool With Precision Cover with 190K reviews
Average Rating of Top Selling Brands in Amazon Beauty and Personal Care Best Seller Category
Many top brands host their products in the Amazon Best Seller beauty products category. In mid-June, CeraVe became the top-selling brand in the category with nine products and an average rating of 4.6.
Other major brands, like L’Oreal Paris, Neutrogena, Dove, etc., show their presence with average ratings of 4.4, 4.7, and 4.8, respectively.
Star Rating Percentage of Most Reviewed Products on Amazon Beauty and Personal Care Category
With an 81% five-star rating, Mighty Patch Hero Cosmetics Original Patch is the most popular product in the category. Closely followed by a five-star rating percentage of 61%, TruSkin Vitamin C Face Serum- Anti Aging Facial Serum stands as the second most popular product.
With a 66% five-star rating, Essence Lash Princess False Effect Mascara is at the bottom of the most reviewed products list.
Top Selling Product Categories on Beauty and Personal Care in Amazon Best Seller
The skincare product category has the highest product number of 54 and an average rating of 5, and the fragrance category offers just two products with the same average rating of 5.
However, categories like hair care, makeup, foot, hand, nail care, etc., stay far behind skincare. The need for hyperpersonalized products has been on the rise, and global cosmetic brands like L’Oreal Paris, Optune, SkinCeuticals, etc., are incorporating this customized approach into their products.
READ MORE | Want to know more about other sought-after Amazon categories? Check out Digital Shelf Insights: Amazon Bestsellers in the Health and Household Category
Top Sellers in the Amazon Beauty and Personal Care Category
Amazon.com is the top seller in the Amazon Best Seller beauty and personal care category, with 52 products sold.
Other sellers like Beauty Skincare LLC, COSRX, and Talisi are way behind with just two product offerings. It wouldn’t be a stretch to say that Amazon.com dominates the Amazon Best Seller under the beauty and personal care category.
Under the 52 products offered by Amazon.com, the top brands with the most products are CeraVe, La Roche-Posay, Neutrogena, and Amazon Basics.
Conclusion: Amazon Best Seller Categories Decoded
Amazon category performance reports are a crucial part of e-commerce business if you are a 3P seller or a brand hosting products on Amazon. MetricsCart uses state-of-the-art analytics to deliver relevant and up-to-date data on product performances and review analysis.
Apart from Amazon, we also provide reports on Walmart, Target, etc. The experts at MetricsCart can provide customizable category reports on any retailer according to the user’s needs.
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