"The platform accounted for 41.6 percent of online beauty sales made between Nov. 27 and Dec. 1, growing 6.8 points of share versus 2024, data from NIQ shows. Hair care was the top category on Amazon, making up nearly 40 percent of the platform's Cyber Week sales, followed by skin care, which comprised about 30 percent, and cosmetics at 19.5 percent. Within skin care, the top three categories were facial skin care, body lotions and lip balms, in that order."
"Ulta Beauty, which was the number-two e-tailer, grew its share 0.4 percent versus 2024 to 9.2 percent. TikTok Shop grew its share of sales by an even greater 1.2 percent. The social commerce platform was responsible for about 4.6 percent of all online beauty sales, per NIQ; Charm.io data shows that in terms of dollars, beauty sales on TikTok Shop topped $109 million."
Amazon captured 41.6 percent of online beauty sales during Cyber Week, increasing share by 6.8 points versus 2024. Hair care led on Amazon at nearly 40 percent of platform sales, followed by skin care at about 30 percent and cosmetics at 19.5 percent; facial skin care, body lotions and lip balms were the top skin-care subcategories. Ulta Beauty rose to 9.2 percent share, TikTok Shop grew to roughly 4.6 percent of sales with about $109 million in dollars, while Sephora and Target saw share declines. Millennials and Gen X drove roughly 63 percent of online beauty purchases.
Read at WWD
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