Amazon has change into an more and more dominant participant within the skincare market, with gross sales within the class seeing important development. In response to Emily Safian-Demers, Director of Insights at e-commerce and advertising company Entrance Row, searches for “skincare” in Amazon’s magnificence class rose by 339% over the previous two years, growing 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 client 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 development to the rise in client belief.
“Amazon is turning into a legitimized and trusted skincare vacation spot in a method that it wasn’t even only a few years in the past,” she shared. This rising belief is mirrored within the information, she added: “80% of Amazon magnificence consumers 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 client 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 12 months throughout July Prime Day 2024, capping out at practically $400 million for the week – greater than double what it was the week earlier than, growing by 147% week over week,” mentioned Safian-Demers.
The knowledgeable Amazon skincare shopper
Past gross sales development, the profile of the Amazon magnificence and skincare shopper has advanced. “The most important change we’ve seen within the Amazon skincare client lately is simply how educated and knowledgeable they’re about skincare merchandise,” Safian-Demers famous.
In response to Entrance Row’s 2024 analysis, 57% of Amazon magnificence consumers examine ingredient lists earlier than buying, and plenty of use extremely particular searches reminiscent of “retinol serum” reasonably than broader phrases like “anti-aging serum.”
Model methods to fulfill client expectations
With scientific validation and ingredient transparency turning into more and more vital, manufacturers are adapting their methods to fulfill client expectations.
“Realizing that customers are coming to Amazon and looking for out particular substances and scientific credentials, optimizing product titles, descriptions, and pictures to characteristic these substances and credentials is a powerful method for manufacturers to seize that curiosity,” Safian-Demers defined.
She added that “weaving instructional 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. Shopper searches additional replicate this shift, with phrases like “mild” growing by 21% 12 months over 12 months, “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 position in magnificence client 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 consumers, with 38% of Amazon magnificence consumers studying about new magnificence, skincare, and grooming merchandise from social media advertisements and 32% from social media influencers,” mentioned Safian-Demers.
Nevertheless, 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 consumers coming again,” she concluded, “is velocity, comfort, tentpole occasions, and choice, underscored by rising belief in Amazon.”
