Maybelline Still Top Selling Cosmetics Brand on Amazon Despite Market Share Drop in 2017

One Click Retail data and sales measurement find that 2017 estimated sales on Amazon.com of Mass Cosmetics brands grew 45% YoY to $110M and Luxury Cosmetics grew 51% YoY to $35M, but top sellers losing market share

News provided by

One Click Retail

Feb 22, 2018, 08:00 ET

SALT LAKE CITY, Feb. 22, 2018 /PRNewswire/ -- According to One Click Retail's brand measurement calculations, estimated US sales of Mass Cosmetics on Amazon reached $110 million in 2017, up 45% compared with 2016, with the top 5 selling mass cosmetics brands (and their share of total mass cosmetics sales on Amazon.com) being:

  1. Maybelline (12%)  
  2. L'Oréal (11%)  
  3. Wunderbrow (8%)  
  4. COVERGIRL (5%)  
  5. Burt's Bees (4%)

Top-seller Maybelline slipped 1% in overall market share but experienced a 25% YoY growth; while L'Oréal retained the #2 spot with a 41% YoY growth. As more cosmetics brands enter the 1P Amazon space, incumbents are feeling the pinch and this is even more evident in the Luxury Cosmetics space.

In 2016, the top 5 selling luxury cosmetics brands owned close to 80% of the market share on Amazon.com. In 2017, the top selling brands' market share dropped just under 60%, with the top 5 being:

  1. jane iredale (20%)
  2. stila (15%)
  3. RevitaLash (11%)
  4. LORAC (7%)
  5. Blinc (6%)

For Luxury Cosmetics on Amazon, it is important to note that this category is still in its initial growth phase: a considerable amount of the growth in this category correlates to brands entering the space as first-party sellers, rather than brands already present on Amazon growing significantly. Consequently, the top brands from 2016 saw a dramatic loss in market share, not necessarily because they were outperformed, but because the number of major competitors increased in 2017.

Notable YoY shifts in Luxury Cosmetics brands on Amazon.com:

  • jane iredale dropped 8% in YoY market share but retained the top spot
  • RevitaLash soared to #3 with 11% market share, compared to a negligible rank in 2016
  • Elizabeth Arden inched up to #7 from #9 and captured 5% market share
  • Dermablend, entering the 1P Luxury Cosmetics space on Amazon in 2017, climbed to #8 with a 4% market share
  • Colorescience and Jouer, both small brands, rounded out the top 10 with 3% market share each, having climbed 6 and 3 spots respectively from 2016

The Mass Cosmetics market on Amazon did not experience such drastic YoY shifts as the Luxury segment; however, notable YoY growth did occur in the top selling brands:

  • Wunderbrow, which grew 66% YoY, remained at #3 but only a few points behind the leaders Maybelline and L'Oréal
  • Both COVERGIRL and Burt's Bees jumped 3 spots each to #4 and #5, with a respective 60% and 55% YoY growth
  • Revlon's soaring 83% YoY growth only brings the brand up to #8, compared to #10 in 2016

"With both the Mass and Luxury segments of Cosmetics growing at more than 40% and 50% year-over-year on Amazon, brands big and small are beginning to embrace an Amazon-first strategy," explains Spencer Millerberg, One Click Retail CEO. "Consumers are shopping for everything they can on Amazon, in one trip. When they're purchasing on Amazon, they're purchasing as much as they can. And if they can buy their luxury items at the same time as their everyday essentials and big-ticket items, they'll do it. Brands from across all categories begun significantly in 2017 to take notice and take control of their Amazon presence."

About One Click Retail

One Click Retail is a leader in eCommerce data measurement, sales analytics and search optimization for brand manufacturers in North America and Europe. Using a combination of website indexing, machine learning and proprietary software to estimate weekly online sales and traffic figures with 90%+ accuracy down to the SKU level, One Click Retail has developed one of the most accurate, trusted and reliable data platform in the marketplace. The One Click Retail Product Suite provides 1st and 3rd party business intelligence across the largest online retailers such as Amazon, Walmart, Tesco, Sainsbury's, Macy's, and Home Depot. The world's top brands—such as Procter & Gamble, Panasonic, Nestle, Philips, and Sony—rely on One Click Retail insights to drive sales and profitability across eCommerce.

One Click Retail was acquired by Ascential plc in 2016.

For more information, visit the company's website, www.oneclickretail.com, and visit One Click Retail on Twitter and LinkedIn.

 Media Contact:

Pola Hallquist
Apothecary Communications for One Click Retail
[email protected]
1-866-213-9210 x801

SOURCE One Click Retail

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