For the second year running, Maybelline New York is the top-selling brand on Amazon, followed by L'Oréal Paris and Neutrogena in second and third place.
Neutrogena in particular was noted for its performance in 2018, as sales soared by 50 per cent – rocketing the skin care brand from 12th to third place in 12 months.
NYX just missed out on a spot in the top five, but was highlighted for its 11 per cent climb from tenth to sixth place.
Sales of mass beauty brands on Amazon have reached an estimated US$140m in 2018 reports insight company Edge by Ascential – up by 20 per cent compared to 2017.
"Amazon's share of the cosmetics market is growing rapidly, and the online retailer is quickly becoming one of the most important retail channels for cosmetics brands," said Edge by Ascential director of insights Pete Andrews.
"The brand manufacturers that learn how to market on Amazon will surely have the most to gain in the future."
Here are the top five mass beauty brands on Amazon, including market share are:
- Maybelline (11%)
- L'Oréal Paris (9%)
- Neutrogena (7%)
- Wunderbrow (5%)
- CoverGirl (3%)
