Beauty Brands On Amazon Statistics 2025

Amazon continues to shape the beauty industry in 2025, serving as a key platform for discovery, affordability, and convenience. With millions of shoppers browsing daily, the marketplace has become a battleground for both legacy brands and rising stars looking to secure consumer attention and loyalty. From science-backed skincare to viral TikTok makeup finds, Amazon’s best-selling beauty brands reveal clear trends in what customers value—efficacy, price transparency, and ease of access.

The data also highlights the growing influence of Korean beauty brands and influencer-endorsed products in driving rapid growth. As the competition intensifies, brands that can balance innovation with customer trust are emerging as long-term leaders. Below are the top 10 beauty brands on Amazon in 2025, along with insights into what’s fueling their dominance and what the future may hold.

 

Beauty Brands On Amazon Statistics 2025 (Editor's Choice)

 

Here are the top 10 beauty brands on Amazon in 2025, based on sales performance, consumer reviews, and market influence:

1. CeraVe

CeraVe leads Amazon's beauty category with a 9.6% market share and over 1.8 million reviews, underscoring its dominance in dermatologist-recommended skincare.

2. Hero Cosmetics

Known for its Mighty Patch Original Pimple Patches, Hero Cosmetics secured the #1 spot in Amazon's Q1 2025 Beauty & Personal Care rankings, marking its fifth consecutive quarter at the top.

3. Neutrogena

A consistent bestseller, Neutrogena maintains a 1.6% share of Amazon's beauty category, with top-rated products like the Hydro Boost Water Gel.

4. Medicube

This K-beauty brand has made significant strides with six products in Amazon's top 25, including the Zero Pore Pads 2.0, reflecting its growing popularity.

5. BIODANCE

The Bio Collagen Real Deep Mask by BIODANCE has become Amazon's top-selling face mask, bolstered by celebrity endorsements and a 20% discount during the Summer Beauty Event.

6. The Ordinary

Offering affordable, science-backed skincare, The Ordinary's entire product line is now available on Amazon, with items like the Glycolic Acid Toner priced under $35.

7. Peter Thomas Roth

Favored by celebrities, Peter Thomas Roth's products, such as the 24K Gold Hydra-Gel Eye Patches and Water Drench Hyaluronic Serum, are top sellers on Amazon. 

8. L'Oréal Paris

L'Oréal Paris remains a staple on Amazon, with products like the Lumi Glotion gaining popularity after being featured at the 2025 Met Gala.

9. TIRTIR

This Korean brand has seen a 7,556% year-over-year increase in unit sales on Amazon, surpassing established names like Estée Lauder in revenue share.

10. Maybelline

With enduring favorites like the Lash Sensational Sky High Mascara, Maybelline continues to be a top-performing brand on Amazon.

 

 

 

Beauty Brands On Amazon Statistics 2025 and Future Implications

 

Beauty Brands On Amazon Statistics 2025 #1. CeraVe

CeraVe has solidified its status as a top performer on Amazon in 2025, capturing a 9.6% market share and amassing over 1.8 million verified reviews. Its dermatologist-backed formulas and no-fuss packaging continue to appeal to a wide demographic, from teens battling acne to adults seeking barrier repair. The brand’s consistency in sales and review volume signals long-term consumer trust in clinical-grade yet affordable skincare. As ingredient transparency becomes more important, CeraVe is poised to stay ahead by maintaining its focus on ceramides, niacinamide, and hyaluronic acid. Expect the brand to expand into adjacent wellness and dermatology-backed supplement categories in the coming years.

 

Beauty Brands On Amazon Statistics 2025 #2. Hero Cosmetics

Hero Cosmetics has held the #1 spot in Amazon’s beauty rankings for five consecutive quarters, primarily due to the viral success of its Mighty Patch. Its dominance reflects the growing preference for problem-solving, minimalist skincare products that offer fast, visible results. Hero’s ability to stay relevant with Gen Z and young millennial shoppers suggests strong longevity if it continues investing in TikTok-driven content and strategic bundling. The acne care category on Amazon is likely to become more crowded, but Hero’s head start gives it an edge in defending shelf space. The brand could diversify into scar care, oil control patches, and personalized pimple solutions next.

 

Beauty Brands On Amazon Statistics 2025 #3. Neutrogena

Neutrogena maintains a reliable 1.6% share of Amazon’s beauty category, with flagship products like the Hydro Boost Water Gel earning consistent top rankings. Its reputation as a science-first drugstore staple allows it to compete with both indie newcomers and legacy giants. In 2025, the brand’s popularity continues to benefit from dermatologist endorsements and smart pricing strategies. With consumer demand shifting toward water-based, lightweight formulations, Neutrogena is well-positioned to launch spin-offs of existing bestsellers. Their long-term opportunity lies in upgrading packaging to be more sustainable while retaining mass-market appeal.

 

Beauty Brands On Amazon Statistics 2025 #4. Medicube

Medicube, a Korean brand, has broken into Amazon’s top ranks with six products charting in the top 25, including the Zero Pore Pads 2.0. Its success underscores the rise of K-beauty brands delivering professional-grade results at home. Medicube’s positioning appeals to skincare enthusiasts seeking targeted, result-driven routines without clinical visits. The surge in popularity hints at a broader consumer shift toward at-home dermatological devices and multi-step regimens. As interest in pore care and texture improvement grows, Medicube could expand its offerings to include LED and microcurrent devices.

 

Beauty Brands On Amazon Statistics 2025 #5. BIODANCE

BIODANCE’s Bio Collagen Real Deep Mask has become the best-selling face mask on Amazon, boosted by celebrity endorsements and timed sales events. Its popularity suggests a renewed consumer interest in collagen-infused skincare, especially in sheet mask format. The brand’s focus on intensive hydration and barrier repair reflects broader anti-aging concerns among shoppers. With influencers fueling demand for weekly mask rituals, BIODANCE can further capitalize by launching subscription boxes or mask bundles. Looking ahead, the brand may innovate with bio-cellulose and fermented ingredients to stay competitive.

 

 

 

Beauty Brands On Amazon Statistics 2025 #6. The Ordinary

The Ordinary’s launch on Amazon with prices under $35 has made clinical skincare more accessible to mass audiences. Products like its Glycolic Acid Toner and Niacinamide 10% + Zinc 1% continue to top Amazon’s bestseller lists. The brand’s transparency, ingredient-first approach, and minimalist design have created a strong loyalist base. As Amazon prioritizes brands with high conversion and repeat purchase rates, The Ordinary’s model fits perfectly. In the future, it may face pricing pressure from copycat brands but could maintain dominance through continued innovation and ingredient education.

 

Beauty Brands On Amazon Statistics 2025 #7. Peter Thomas Roth

Peter Thomas Roth is thriving on Amazon thanks to viral products like the 24K Gold Hydra-Gel Eye Patches and Water Drench Hyaluronic Serum. Its appeal lies in luxurious packaging paired with visible skincare results, making it a favorite among beauty enthusiasts and celebrities alike. With growing consumer appetite for ‘instant glow’ products, the brand is well-positioned to lead in the premium skincare space. Amazon’s beauty consumers are showing a willingness to spend more for efficacy, especially during limited-time sales or exclusive drops. The brand’s next step may be a stronger emphasis on anti-aging kits and treatment-based bundles.

Beauty Brands On Amazon Statistics 2025 #8. L’Oréal Paris

L’Oréal Paris continues to be a household name and a top seller on Amazon, especially after its Lumi Glotion gained attention at the 2025 Met Gala. The brand blends mass accessibility with trend-savvy launches, keeping it relevant across age groups. Its stronghold on both skincare and makeup makes it a leader in cross-category bundling strategies. As personalization becomes more prominent, L’Oréal Paris could use Amazon data to launch tailored beauty kits. Future growth may also come from deeper investment in AR tools and AI skincare diagnostics embedded within the Amazon shopping experience.

 

Beauty Brands On Amazon Statistics 2025 #9. TIRTIR

TIRTIR’s meteoric rise—posting a 7,556% increase in Amazon unit sales year-over-year—shows how K-beauty continues to disrupt the Western market. Its viral success stems from effective base products and cushion foundations that appeal to consumers looking for radiant, hydrated skin. The brand has outperformed long-standing players like Estée Lauder, proving that agility and strong TikTok appeal can drive high-volume conversions. TIRTIR’s growth trajectory suggests future dominance in complexion-focused products. Expansion into color cosmetics or Amazon-exclusive bundles would likely enhance its foothold.

 

Beauty Brands On Amazon Statistics 2025 #10.  Maybelline

Maybelline remains a bestseller thanks to legacy hits like the Lash Sensational Sky High Mascara, which consistently ranks among the most purchased mascaras on Amazon. The brand benefits from wide distribution, affordable pricing, and high-performing SKUs that appeal to budget-conscious beauty lovers. In 2025, Maybelline’s strength lies in its ability to refresh hero products with trend-aligned variants (e.g., waterproof, tinted primers, lash serums). With more shoppers looking for makeup that performs like skincare, Maybelline may extend its range into hybrid products. Continued Amazon ad placements and influencer content will be key to maintaining momentum.

 

Future Outlook for Amazon Beauty Brand Growth

 

The 2025 landscape shows that success on Amazon requires more than just a good formula—it demands strategic pricing, influencer alignment, and fast adaptation to consumer trends. Brands like CeraVe and The Ordinary thrive on consistency and clinical credibility, while newcomers like TIRTIR and BIODANCE prove that viral momentum can disrupt even the most established players.

As more shoppers prioritize convenience and skincare education, Amazon will likely evolve into an even more powerful discovery engine for both everyday essentials and trend-driven splurges. Looking ahead, brands that embrace data-driven product development, offer Amazon-exclusive sets, and invest in sustainability will have an edge. The next phase of beauty commerce on Amazon won’t be just about popularity—it’ll be about personalization, loyalty, and speed to trend.

 

Sources:

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