Clinical Beauty Brands are Dominating on Amazon

by · WWD
CeraVe is among Amazon's top-performing beauty brands.Photo Courtesy of CeraVe

On Amazon, clinical is king — in beauty at least.

Findings from Navigo Marketing show that dermatologist-recommended brands are seeing notable growth and staying power on the e-commerce platform, with three of the top five beauty brands by share of sales in August representing the category.

Those were CeraVe, EltaMD and La Roche-Posay, which ranked third, fourth and fifth by monthly share of sales, respectively, according to Navigo. They tracked behind Amazon’s routine heaviest hitters in beauty: Medicube and Nutrafol.

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Accounting for 10.8 percent of the month’s beauty sales, Medicube held the number-one spot for a second consecutive August, while Nutrafol took second with 6.9 percent. (In hair specifically, Nutrafol ranks number-one, with roughly 23.1 percent share — more than four times the next-biggest brand despite the fact that it lost three share points year-over-year, per Navigo.)

Elsewhere in the top 10 were Eos and The Ordinary, while Hero Cosmetics took the number-10 spot for its signature pimple patches.

“Consumers are increasingly building routines around trusted names instead of experimenting with individual products,” said Meredith Matthes, director of operations at Navigo, adding that The Ordinary, now at number-seven, “had the largest year-over-year growth, while Eos was the fastest mover month-over-month.”

Demand for dermatologist-positioned brands on the platform is organic, said Navigo founder Jacob St. John, noting that none of those top players are also among the top advertisers on the platform. (Medicube and Nutrafol, meanwhile, are both top-10 beauty advertisers on the platform).