Bestselling Beauty brands on Amazon UK in May 2025
In May 2025, Amazon UK's bestseller list for the Beauty category showcased 213 unique products from 90 different brands. Top brands among the bestsellers included Maybelline (5 products, 2.4% share), Nivea (25 products, 11.7% share), and Cerave (7 products, 3.3% share). The prices of these bestselling products ranged from £1.08 to £50.05, with an average price of £7.41. Most bestsellers were priced in the £1-£10 range.
Products
Brands
Average Price
Top Brands
Analyzing the leading brands, we see that Maybelline, featuring 5 unique products, offered bestsellers priced from £4.44 to £8.44, with an average price of £6.27. It held a 2.4% share of the bestseller list and garnered an average rating of 4.4 stars from 204K reviews. With a selection of 25 unique products, Nivea's bestsellers ranged in price from £1.00 to £17.49, averaging £4.64. The brand's share of the bestseller list was 11.7%, with an average rating of 4.6 stars based on 158K reviews. Cerave captured a 3.3% share of the bestseller list with 7 unique products. Its bestsellers had prices ranging from £7.46 to £13.12, with an average of £9.20, and an average rating of 4.6 stars from 282K reviews.
| Brand | Products | Share | Average Rank | Average Price | Rating | Report |
|---|---|---|---|---|---|---|
5 | 2.4% | 13.6 1 — 47 | £6.27 £4.44 — £8.44 | 4.4 (203,708 ratings) | ||
NINivea | 25 | 11.7% | 47.4 2 — 100 | £4.64 £1 — £17.49 | 4.6 (157,601 ratings) | |
7 | 3.3% | 31.3 4 — 98 | £9.2 £7.46 — £13.12 | 4.6 (282,186 ratings) | ||
14 | 6.6% | 47.7 1 — 100 | £6.12 £2.48 — £10.72 | 4.5 (149,459 ratings) | ||
1 | 0.5% | 3.2 1 — 16 | £6.71 £6.12 — £7.01 | 4.5 (29,683 ratings) | ||
EYEylure | 1 | 0.5% | 3.2 2 — 5 | £5.25 £4.99 — £5.35 | 4.4 (54,478 ratings) | |
2 | 0.9% | 4.1 2 — 7 | £5.71 £4.66 — £10.39 | 4.4 (80,159 ratings) | ||
6 | 2.8% | 54 13 — 99 | £4.42 £1.99 — £7.5 | 4.4 (149,607 ratings) | ||
CLClairol | 4 | 1.9% | 34.2 6 — 86 | £5.08 £4.23 — £6.36 | 4.5 (56,429 ratings) | |
E.E.l.f. | 9 | 4.2% | 51 16 — 100 | £5.07 £2 — £8.9 | 4.3 (256,875 ratings) |
Top Products
Below are the leading products in this category, ranked by performance, pricing, and customer feedback. These top Amazon UK bestsellers highlight popular consumer selections and inform brand understanding of successful digital marketplace tactics.
| Product | Average Rank | Average Price | Rating |
|---|---|---|---|
3.2 1 — 16 | £6.71 £6.12 — £7.01 | 4.5 (29,683 ratings) | |
3.2 2 — 5 | £5.25 £4.99 — £5.35 | 4.4 (54,478 ratings) | |
4.5 1 — 10 | £6.99 £6.24 — £7.85 | 4.3 (30,699 ratings) | |
4.2 2 — 7 | £5.24 £4.66 — £5.82 | 4.4 (40,130 ratings) | |
12.5 3 — 87 | £5.04 £4.16 — £5.41 | 4.7 (21,052 ratings) | |
8.5 1 — 24 | £5.73 £4.44 — £6.22 | 4.4 (39,780 ratings) | |
16.9 4 — 82 | £9.42 £9.06 — £10.87 | 4.6 (20,006 ratings) | |
11.6 5 — 16 | £10.23 £9.8 — £10.31 | 4.6 (20,414 ratings) | |
13.7 4 — 54 | £9.58 | 4.3 (19,149 ratings) | |
13 2 — 35 | £7 | 4.6 (15,250 ratings) |
About Our Category Reports
Our Amazon UK Bestseller Category Monthly Reports analyze shifts in product performance across specific categories on the Amazon digital shelf, offering e-commerce teams valuable insights into market trends. Using our machine learning model, we track how your products compare to top competitors within the category on the Amazon digital shelf. Brands already using this data gain a competitive edge by adjusting their strategies to better align with evolving market conditions.