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Growth of the skincare category is outpacing growth of the beauty category, per a new report from Front Row.
February 26, 2025
By: Lianna Albrizio
As more brands hop on the Amazon bandwagon for its impressive consumer bases, the online retail giant is becoming an established destination in beauty, skincare and wellness routines, per a report from Front Row.
Analysts say $30 billion worth of beauty products were sold on Amazon US in 2024, with skincare accounting for nearly one-third of this, up from one-quarter in 2023.
Growth of the skincare category is outpacing growth of the beauty category as a whole.
Skincare sales grew 26% year-over-year (YoY) in 2023 versus 2024 with beauty sales growing 17% YoY in the first-half (H1) of 2023 versus H1 2024.
Moreover, 57% of Amazon beauty shoppers both prefer to buy beauty, skincare and grooming products that have scientific credentials and quick-check the ingredients before buying.
Amazon consumers are also increasingly turning inward to find beauty and wellness benefits. Searches for supplements with beauty benefits are on the rise: The search query, “hair skin nails vitamins for women” grew by +64% over the last two years.
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