Maybelline Top Selling Cosmetics Brand on Amazon for Second Year in a Row, With 10% YoY Growth
Edge by Ascential's Market Share sales measurement finds that 2018 estimated sales of Mass Cosmetics reached $140M USD, a 20% YoY growth
BOSTON, Dec. 7, 2018 /PRNewswire/ -- According to online sales measurement from Edge by Ascential's Market Share solution (formerly One Click Retail), Mass Cosmetics sales on Amazon has reached an estimated $140M YTD, up 20% compared to the same period in 2017. Maybelline remains the top-selling brand for the second year in a row, capturing 11% market share of total Mass Cosmetics sales on Amazon in 2018.
According to brand measurement calculations from Edge's Market Share solution, the top five Mass Cosmetics brands (and their share of total mass cosmetics sales on Amazon.com) for far this year are:
- Maybelline (11%)
- L'Oréal (9%)
- Neutrogena (7%)
- Wunderbrow (5%)
- COVERGIRL (3%)
Neutrogena sales have grown the most YoY, jumping from the 12th top-selling Mass Cosmetics brand in 2017 to the third in 2018 thanks to a more than 50% increase in sales. The NYX brand is another star performer as it has climbed 11% in sales from the tenth top-selling brand in 2017 to the sixth this year. Burt's Bees, the fifth top-selling brand with 4% share of total Mass Cosmetics sales on Amazon in 2017, drops out of the top five with a 18% decrease in YoY estimated sales and now sits at number 7.
Of the subcategories leading the charge in Amazon Mass Cosmetics sales in 2018, Makeup Removers, Eyes and Lips account for the top three. Year-over-year sales for Makeup Removers on Amazon have nearly tripled, selling an estimated $17M+ YTD, contributing to Neutrogena's steep climb in the brand performance rankings to become the go-to makeup remover brand for shoppers on Amazon. Eye Makeup estimated sales have totaled over $52M, while the Lips subcategory has already amassed over $16M in sales so far this year. Both of these subcategories' increases, which have nearly doubled in YoY sales, explain the relative growth in sales of top brands Maybelline and L'Oréal, growing YoY 10% and 11% respectively.
"Amazon's share of the cosmetics market is growing rapidly, and the online retailer is quickly becoming one of the most important retail channels for cosmetics brands," explains Pete Andrews, director of insights at Edge by Ascential. "The brand manufacturers that learn how to market on Amazon will surely have the most to gain in the future."
For more information about how brands can monitor their sales on Amazon and increase their overall performance online, visit Edge by Ascential's comprehensive ecommerce solutions: Edge Market Share (formerly One Click Retail), Edge Digital Shelf (formerly Clavis Insight), Edge Price + Promotion (formerly Brand View), Edge Retail Insight (formerly PlanetRetail RNG) and Edge Advisory + Education.
About Edge by Ascential™
Formerly Brand View, Clavis Insight, One Click Retail and PlanetRetail RNG, Edge by Ascential™ delivers some of the industry's most accurate and actionable sales-driving data, insights and advisory solutions for global brands and retailers looking to win in today's ecommerce-driven world. Our solutions enable the world's top brands and retailers to implement strategies that help maximize revenue growth; optimize product listings; increase sales faster than the category and the competition; and drive margin growth with pricing and promotions. Our weekly, daily and real-time data-driven insights (including online Sales and Share measurement, Digital Shelf performance, Price & Promotions monitoring and Retail Insights intelligence), coupled with a wide range of customized advisory and education services, give our clients a comprehensive and competitive advantage across the entire landscape online and around the globe.
For more information about how your company can gain the advantage, visit www.ascentialedge.com.
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