Follow us twitter facebook
Edition: Brazil
Click here to subscribe toour free weekly newsletter click here
Industry buzz

Maybelline tops fast growing mass beauty sales on Amazon US

Maybelline has been named the top-selling mass cosmetics brand on Amazon in the US. The year 2017 was a big one for Maybelline, as the brand started the year with the launch of its new "Big Shot" mascara, and finished it with a collaboration with supermodel Gigi Hadid. The beauty company was responsible for 12% of the share of mass cosmetics sales on the e-commerce website in 2017, according to figures from e-commerce data platform One Click Retail.

Gigi Hadid launched her first makeup collection with Maybelline - Photo: © (...)

Gigi Hadid launched her first makeup collection with Maybelline - Photo: © Gigi x Maybelline

Maybelline, which slipped 1% in overall market share from 2016, was followed by L’Oréal Paris, with 11% of the total sales. Eyebrow brand Wunderbrow claimed third place with 8%, while colour cosmetics sensation CoverGirl came in fourth with 5%. Natural skincare brand Burt’s Bees rounded out the top five, with 4%. The year was also marked by Revlon’s soaring 83% YoY growth bringing the brand up to #8, compared to #10 in 2016

Overall, estimated US sales of mass cosmetics on Amazon reached US$110 million in 2017, up 45% compared with 2016.

While the luxury beauty category is still in its initial growth phase on Amazon, One Click Retail also analysed the performance of beauty brands pertaining to this category. According to the market research firm, mineral makeup label Jane Iredale, made a whopping 20% of luxury beauty sales on the site last year and topped the list of luxury beauty brands competing on Amazon. It was followed by Stila, with 15%, eyelash brand Revitalash with 11%, and LA beauty brand Lorac with 7%. Eye makeup brand Blinc took fifth place, with 6% of the overall sales.

Brazil Beauty News with AFP/Relaxnews

© 2018 - Brazil Beauty News - www.brazilbeautynews.com

latest news
Focus
Luxe Pack New York rescheduled to September

Luxe Pack New York rescheduled to September

Amid the latest developments of the Covid-19 epidemic in New York and the USA, the Luxe Pack management team has decided to postpone further the event to September 15th and 16th, 2020. The venue is unchanged: Jacob K. Javits Convention Center (Hall 1B). With these new dates, the show will be almost concomitant with the MakeUp in (...)

read more
Experts’ views
Radical reinvention : Disrupting the next decade of beauty

Cosmetics Inspiration & Creation
Radical reinvention : Disrupting the next decade of beauty

Beauty is an ever-changing industry. Yet some changes make more of an impact than others. The more society changes, the more these changes cascade into the Beauty market. During the last MAD Cosmetics Innovations conference, organised by Premium Beauty News in Paris, Leila Rochet, Founder of Cosmetics Inspiration & Creation, (...)

read more

Features