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.
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.