Amazon has develop into an more and more dominant participant within the skincare market, with gross sales within the class seeing important 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,” mentioned Safian-Demers, who attributed a key issue on this progress to the rise in shopper belief.
“Amazon is changing into a legitimized and trusted skincare vacation spot in a approach that it wasn’t even just some years in the past,” she shared. This rising belief is mirrored within the information, she added: “80% of Amazon magnificence buyers say they belief the wonder manufacturers they purchase on Amazon, and 81% say they belief the wonder 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 almost $400 million for the week – greater than double what it was the week earlier than, rising by 147% week over week,” mentioned 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 buyers test ingredient lists earlier than buying, and lots of use extremely particular searches resembling “retinol serum” moderately than broader phrases like “anti-aging serum.”
Model methods to satisfy shopper expectations
With scientific validation and ingredient transparency changing into more and more vital, manufacturers are adapting their methods to satisfy 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 characteristic these substances and credentials is a powerful approach 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 customers.”
The place magnificence and wellness meet
The intersection of magnificence and wellness has additionally been a notable pattern. “One large shift we’ve noticed is the rising crossover between the wonder and complement classes,” mentioned 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 “light” 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 customers 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 buyers, with 38% of Amazon magnificence buyers studying about new magnificence, skincare, and grooming merchandise from social media advertisements and 32% from social media influencers,” mentioned Safian-Demers.
Nonetheless, as soon as customers 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 information.
“What retains skincare buyers coming again,” she concluded, “is pace, comfort, tentpole occasions, and choice, underscored by rising belief in Amazon.”
