AMAZON MARKET WATCH
The latest trends for cosmetic products on Amazon.
Get sales, pricing, and search data to refine your Amazon strategy around the growing demand for cosmetics. Actionable insights on Korean beauty, lip products and more – featuring top-performing brands like e.l.f., Clinique, Anastasia Beverly Hills, and others.
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Key Takeaways
The cosmetics industry continues to thrive, with unit sales up 30% year-over-year and revenue rising 38%.
While the average price remains steady at $23.10, a 45% increase in reviews signals strong consumer engagement, driving additional revenue growth.
Korean beauty brand TIRTIR is rapidly growing in the U.S., fueled by its viral cushion foundation.
Since launching on Amazon in January 2023, unit sales have surged 7,556% YoY, with revenue up 6,909%. Now holding a 1.24% revenue share, TIRTIR has surpassed Estée Lauder (1.18%), Too Faced (1.07%), and Physicians Formula (1%). This success highlights the power of viral marketing and digital strategy in disrupting the beauty industry.
e.l.f. commands the strongest share-of-voice, holding a 21% presence for the keyword “makeup.”
The brand also dominates search volume, with branded keywords driving significant traffic—“elf” is surpassing 500K searches per month, while “elf makeup” and “elf lip oil” generate 300K and 180K searches, respectively.
Explore the factors at play in Amazon’s Beauty & Personal Care category.
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About the Report
Methodology
Unless otherwise noted, data represents the U.S. market and reflects estimates based on a sampling of approximately 20,000 products in the specified niche. Year-over-year trends reflect the period of January 1, 2024 – December 31, 2024, compared to January 1, 2023 – December 31, 2023. 90-day trends reflect the period of September 1, 2024 – December 31, 2024. 30-day trends reflect the period of December 12, 2024 – January 11, 2025.
Using the data
We encourage you to share, reference, and publish this report’s findings with attribution to “Jungle Scout” and a link to this page.
For more information, specific data requests or media assets, or to reach the report’s authors, please contact us at [email protected].
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