No CommentsCelebrities and the beauty industry have been intrinsically linked since the early days of Hollywood, with stars appearing in promotional campaigns for brands from MAC to Maybelline. In recent years, though, many celebrities have leveraged their insight, fame, and passion for the industry to launch their own beauty brands.
It’s no wonder that so many famous faces would look to the beauty industry as a way to expand their brands.
According to Jungle Scout Consumer Trends data, the number of people spending more on Beauty and Personal Care products has increased year-over-year, from 14% to 20%. What’s more, the data shows that a mere 7% of consumers never purchase beauty products. That means over 90% of consumers shop this category; talk about a massive customer base!
Plus, Jungle Scout Cobalt data shows that some Beauty product categories on Amazon have seen sales growth of 100%+ year-over-year.
| Amazon Product Category | YoY Amazon Sales Trend |
| Blush, Contour & Highlighters | Up 102% YoY |
| Nails & Nail Polish | Up 101% YoY |
| Perfumes & Colognes | Up 74% YoY |
Grab a copy of our Beauty Products Data Download to learn more about year-over-year sales and revenue trends in the Beauty category on Amazon.
In this post, we’ll explore celebrity-backed beauty brands on Amazon, see what the data says about star power’s impact on sales, and discuss what can be learned from the strategies of celebrity brands.
Celebrity Beauty Brands on Amazon
To say that there’s been a celebrity beauty brand boom in the last decade is an understatement. There are over 90 celebrity-backed beauty brands currently sold in the United States alone, including cosmetics, hair products, and skincare lines. Not all seem to be created equal, though, at least according to Amazon shoppers. While some brands have seen incredible sales momentum in the last year, others have seen sales and revenue dip.
Florence by Mills (Millie Bobby Brown)
Launched in 2019, Florence by Mills is Stranger Things star Millie Bobby Brown’s brand. With a focus on cruelty-free and vegan beauty products, its catalog includes cosmetics, skincare, and more.
Amazon Market Insights
- Revenue up 91% year-over-year
- Unit sales up 140% year-over-year
Amazon Search Trends
| Keyword | 90-Day Trend |
| Florence by Mills skin care set | Up 353% |
| Florence by Mills mask | Up 303% |
| Millie Bobby Brown makeup | Up 302% |
| Florence by Mills face mist | Up 297% |
| Florence by Mills face wash | Up 282% |
Top-Selling Products on Amazon
These are the top-selling Florence by Mills products on Amazon over the last 30 days, by revenue.
- Florence by Mills Swimming Under the Eye Gel Pads
- Florence by Mills Dreamy Drops Hydrating Serum
- Florence by Mills Dreamy Dew Facial Moisturizer
- Florence by Mills Clean Magic Face Wash
- Florence by Mills Oh Whale Tinted Lip Balm
Haus Labs (Lady Gaga)
Lady Gaga launched her beauty brand, Haus Laboratories, in the fall of 2019. In 2022, the brand announced an updated name – Haus Labs – and all new product formulations (though the line still retains its commitment to vegan and cruelty-free products). Among Haus Labs products are lip gloss, eyeliner, highlighter, and more.
Amazon Market Insights
- Revenue down 77% year-over-year
- Unit sales down 71% year-over-year
Amazon Search Trends
| Keyword | 90-Day Trend |
| Haus lip oil | Up 930% |
| Haus laboratories lip gloss | Up 472% |
| Haus eyeshadow | Up 452% |
| Lady Gaga eyeliner | Up 450% |
| Haus makeup | Up 416% |
Top-Selling Products on Amazon
These are the top-selling Haus Labs products on Amazon over the last 30 days, by revenue.
- Haus Labs Glam Attack Liquid Eyeshadow
- Haus Labs Le Riot Lip Gloss
- Haus Labs Eye-Dentify Gel Eyeliner
- Haus Labs Head Rush Blush Duo
- Haus Labs RIP Lip Liner
Honest Beauty (Jessica Alba)
While Jessica Alba co-founded The Honest Company in 2011, it wasn’t until 2015 that the actress-turned-entrepreneur expanded the brand to include beauty and skincare products. Like its parent brand, Honest Beauty focuses on products that are free from harmful ingredients like parabens, sulfates, chemicals, and more.
Amazon Market Insights
- Revenue up 59% year-over-year
- Unit sales up 31% year-over-year
Amazon Search Trends
| Keyword | 90-Day Trend |
| Honest conditioner fragrance free | Up 551% |
| Honest face oil | Up 513% |
| Honest shampoo and conditioner for kids | Up 469% |
| Honest hand cream | Up 442% |
| Shampoo Honest | Up 430% |
Top-Selling Products on Amazon
These are the top-selling Honest Beauty products on Amazon over the last 30 days, by revenue.
- Honest Beauty Tinted Lip Balm
- Honest Beauty Hydrogel Cream
- Honest Beauty Makeup Remover Facial Wipes
- Honest Beauty Sparkle All the Way Eye Kit
- Honest Beauty Everyday Radiance Moisturizer
Anomaly (Priyanka Chopra Jonas)
Priyanka Chopra Jonas’ hair care brand, Anomaly, initially hit shelves in 2021, though at first it was exclusively available at Target. It has since expanded its catalog of environmentally-conscious, clean hair care products to other marketplaces, including Amazon.
Amazon Market Insights
- Revenue up 343% year-over-year
- Unit sales up 461% year-over-year
Amazon Search Trends
| Keyword | 90-Day Trend |
| Anomaly leave in conditioner | Up 534% |
| Anomaly bonding treatment mask | Up 494% |
| Anomaly hair products | Up 355% |
| Anomaly conditioner | Up 253% |
| Anomaly hair care | Up 244% |
Top-Selling Products on Amazon
These are the top-selling Anomaly products on Amazon over the last 30 days, by revenue.
- Anomaly Gentle Rosemary and Grapefruit Shampoo
- Anomaly Vegan Clarifying Charcoal Scalp Shampoo
- Anomaly Vegan Volumizing Dry Shampoo
- Anomaly Shine Deep Conditioner Detangler
- Anomaly Vegan Shampoo + Hair Mask Gift Set
Flower Beauty (Drew Barrymore)
Having been in the public eye since childhood, Drew Barrymore has quite an extensive resume. In 2013, she added beauty entrepreneur to that list, launching her own brand called Flower Beauty. According to Barrymore, her goal with the brand is to offer cruelty-free beauty products at affordable prices.
Amazon Market Insights
- Revenue down 18% year-over-year
- Unit sales down 20% year-over-year
Amazon Search Trends
| Keyword | 90-Day Trend |
| Drew Barrymore makeup | Up 607% |
| Flower Beauty foundation | Up 513% |
| Flower Beauty lip | Up 417% |
| Flower Beauty powder | Up 367% |
| Flower Beauty highlighter wand | Up 362% |
Top-Selling Products on Amazon
These are the top-selling Flower Beauty products on Amazon over the last 30 days, by revenue.
- Flower Beauty Ionic Volumizing Styler
- Flower Beauty Warrior Princess Mascara
- Flower Beauty Flower Pots Powder Blush
- Flower Beauty Titanium Revolving Styling Iron
- Flower Beauty Light Illusion Full Coverage Concealer
JLo Beauty (Jennifer Lopez)
Known almost as much for her flawless skin as her impressive career, the only surprise about Jennifer Lopez launching her own beauty brand was that it didn’t happen until 2021. JLo Beauty offers a range of skincare products that are said to help customers achieve “that JLo glow”.
Amazon Market Insights
- Revenue up 113% year-over-year
- Unit sales up 126% year-over-year
Amazon Search Trends
| Keyword | 90-Day Trend |
| JLo Beauty products skin care kit | Up 476% |
| J Lo beauty products | Up 296% |
| JLo eye cream | Up 289% |
| That JLo glow serum | Up 281% |
| JLo serum | Up 280% |
Top-Selling Products on Amazon
These are the top-selling JLo Beauty products on Amazon over the last 30 days, by revenue.
- JLo Beauty That JLo Starter Kit
- JLo Beauty That JLo Glow Serum
- JLo Beauty That JLo Essentials Kit
- JLo Beauty That Fresh Take Eye Cream
- JLo Beauty That Big Screen Moisturizer
JVN (Jonathan Van Ness)
Like JLo, Jonathan Van Ness built their beauty brand around one of the things they’re most known for: envy-worthy locks. In 2021, the Queer Eye star launched JVN Hair, which specializes in salon-level hair care products that use sustainable formulas.
Amazon Market Insights
- Revenue up 233% year-over-year
- Unit sales up 243% year-over-year
Amazon Search Trends
| Keyword | 90-Day Trend |
| JVN hair | Up 245% |
| JVN shine drops | Up 532% |
| JVN oil | Up 457% |
| JVN complete hydrating air dry hair cream | Up 361% |
| JVN complete | Up 249% |
Top-Selling Products on Amazon
These are the top-selling JVN Hair products on Amazon over the last 30 days, by revenue.
- JVN Complete Pre-Wash Scalp & Hair Strengthening Treatment Oil
- JVN Complete Nourishing Hair Oil Shine Drops
- JVN Complete Blowout Styling Milk
- JVN Complete Leave-In Conditioning Mist
- JVN Embody Daily Volumizing Shampoo
Flawless (Gabrielle Union)
Flawless by Gabrielle Union was originally launched in 2017, but in 2020 the actress relaunched the hair care brand with a new line of products. Flawless products are designed specifically for textured hair and include everything from conditioner to scalp spray.
Amazon Market Insights
- Revenue down 24% year-over-year
- Unit sales down 23% year-over-year
Amazon Search Trends
| Keyword | 90-Day Trend |
| Flawless products | Up 317% |
| Flawless Gabrielle Union | Up 251% |
| Flawless by GU | Up 244% |
| Gabrielle Union Flawless hair products | Up 201% |
| Gabrielle Union hair products | Up 159% |
Top-Selling Products on Amazon
These are the top-selling Flawless products on Amazon over the last 30 days, by revenue.
- Flawless by Gabrielle Union Hydrating Co-Wash Cleansing Conditioner
- Flawless by Gabrielle Union Detangling Leave-in Conditioner Spray
- Flawless by Gabrielle Union 5 Butter Miracle Leave-in Conditioner
- Flawless by Gabrielle Union Elongating Curl Custard
- Flawless by Gabrielle Union Shine Enhancing Heat Protection Hair Spray
Good Dye Young (Hayley Williams)
Paramore lead singer Hayley Williams teamed up with her own hairstylist to create Good Dye Young. Launched in 2016, the brand offers a range of eye-catching hair dyes in colors from bright pink to fiery orange.
Amazon Market Insights
- Revenue up 3,308% year-over-year
- Unit sales up 3,706% year-over-year
Amazon Search Trends
| Keyword | 90-Day Trend |
| Good Dye Young | Up 392% |
| Good Dye Young pink | Up 370% |
| Good Dye Young hair dye | Up 244% |
| Good Dye Young Rock Lobster | Up 244% |
| Good Dye Young purple | Up 157% |
Top-Selling Products on Amazon
These are the top-selling Good Dye Young products on Amazon over the last 30 days, by revenue.
- Good Dye Young Dream Big Semi-Permanent Hair Dye
- Good Dye Young Teal Semi-Permanent Hair Dye
- Good Dye Young PPL Eater Semi-Permanent Hair Dye
- Good Dye Young Peach Fuzz Semi-Permanent Hair Dye
- Good Dye Young Sky High Semi-Permanent Hair Dye
Hey Humans (Jada Pinkett Smith)
Jada Pinkett Smith launched her beauty brand Hey Humans in 2021. Once exclusive to Target, the brand has now expanded to multiple platforms and retailers. Hey Humans offers personal care products in 99% plastic-free packaging.
Amazon Market Insights
- Revenue up 391% year-over-year
- Unit sales up 329% year-over-year
Amazon Search Trends
| Keyword | 90-Day Trend |
| Hey Humans deodorant coconut mint | Up 499% |
| Hey Humans deodorant | Up 297% |
| Hey Humans | Up 244% |
| Hey Humans lotion | Up 244% |
| Hey Humans body wash | Up 244% |
Top-Selling Products on Amazon
These are the top-selling Hey Humans products on Amazon over the last 30 days, by revenue.
- Hey Humans Lavender Vanilla Natural Deodorant
- Hey Humans Coconut Mint Aluminum-Free Deodorant
- Hey Humans Cedarwood Sage Natural Deodorant
- Hey Humans Apple Matcha Natural Deodorant
- Hey Humans Banana Aloe Natural Deodorant
Kora Organics (Miranda Kerr)
Kora Organics is a brand founded by model Miranda Kerr. The organic skincare line first launched in 2009 and has since won multiple awards for its products.
Amazon Market Insights
- Revenue up 30% year-over-year
- Unit sales up 24% year-over-year
Amazon Search Trends
| Keyword | 90-Day Trend |
| Noni glow face oil | Up 484% |
| Kora face oil | Up 439% |
| Kora turmeric brightening & exfoliating mask | Up 307% |
| Kora organics self tanner | Up 302% |
| Kora turmeric glow moisturizer | Up 289% |
Top-Selling Products on Amazon
These are the top-selling Kora Organics products on Amazon over the last 30 days, by revenue.
- Kora Organics Mini Noni Glow Face Oil
- Kora Organics Noni Radiant Brightening Eye Oil
- Kora Organics Turmeric Glow Moisturizer
- Kora Organics Turmeric BHA Pore & Brightening Treatment Mask
- Kora Organics Noni Glow Sleeping Mask
Pattern Beauty (Tracee Ellis Ross)
Designed specifically for people with curly, coiled, and textured hair, Tracee Ellis Ross’s brand Pattern Beauty launched in 2019. Today, the brand has expanded to include hair styling tools in addition to its shampoos, conditioners, styling creams, and more.
Amazon Market Insights
- Revenue up 393% year-over-year
- Unit sales up 444% year-over-year
Amazon Search Trends
| Keyword | 90-Day Trend |
| Pattern curl mousse | Up 836% |
| Pattern hydration shampoo | Up 596% |
| Pattern hair products set | Up 481% |
| Pattern beauty leave in conditioner | Up 371% |
| Pattern scalp serum | Up 319% |
Top-Selling Products on Amazon
These are the top-selling Pattern Beauty products on Amazon over the last 30 days, by revenue.
- Pattern Beauty Styling Cream
- Pattern Beauty Leave-in Conditioner
- Pattern Beauty Curl Mousse
- Pattern Beauty Curl Gel
- Pattern Beauty Hydration Shampoo
Resources & Takeaways for Beauty Brands
With nearly every one of these brands showing notable year-over-year growth, there are clearly things that other brands selling beauty and personal care products can learn and leverage by analyzing these trends. Here are a few of our top takeaways:
- The power of celebrity. Clearly, a famous face has a lot of sway in the beauty industry. Celebrity beauty brands come with a built-in spokesperson that shoppers already know and trust. But brands that don’t have celebrity founders can tap into a similar phenomenon by working with influencers to promote, review, and share products with legions of loyal followers who are likely to trust and act on their recommendations. Influencers are a powerful force in the beauty industry, helping products go viral and, in some cases, even launching their own beauty brands.
- Tap into consumer priorities. A majority of the celebrity beauty brands we’ve explored here have a focus on clean, natural, and eco-friendly formulas. It’s clear that many celebrity founders have picked up on the fact that shoppers are looking for beauty products that are both effective and thoughtfully made. Many of these brands also have a strong focus on inclusivity, creating products for audiences that have been historically underrepresented in the beauty industry. Following suit with these trends can help other beauty and personal care brands stand out in the market, too.
- Product and pricing opportunities. Celebrity beauty brands range from high-end luxury products to affordable, accessible beauty. By reviewing the top-selling products for celebrity beauty brands, other brands can benchmark their own pricing and product focus to appeal to similar shoppers. Popular celebrity-backed beauty products are also a great resource for selecting and launching new products in your catalog – especially in cases where you can offer a similar product at a lower price point.
Get more data on beauty and personal care product trends, along with expert advice to fuel your brand’s Amazon strategy:
About this Report
The product data in this report is representative of the U.S. Amazon market. Market insights on Amazon products were sourced from Jungle Scout Cobalt, an industry-leading market intelligence, advertising optimization, and ecommerce reporting platform powered by nearly 2 billion Amazon data points. Year-over-year comparison data reflects the period of September 2, 2022 – September 2, 2023, as compared to the period of September 1, 2021 – September 1, 2022. 90-day trends data reflects the 90 days leading up to September 2, 2023. 30-day trends data reflects the 30 days leading up to September 2, 2023.
We encourage you to share, reference, and publish this report’s findings with attribution to “Jungle Scout Cobalt” and a link to this page.
For more information, specific data requests, media assets, or to reach the report’s authors, please contact us at [email protected].
