Cyber Week has solidified its role as one of the most critical periods for global e-commerce, and the 2024 edition surpassed expectations, setting new benchmarks across industries. Beauty brands, in particular, emerged as top performers during this shopping frenzy, with platforms like Amazon and TikTok Shop playing central roles in driving record-breaking sales. Amazon, with its unrivaled scale and customer base, captured 86% of online shoppers during Cyber Week, followed closely behind by Walmart (65%) and Target (46%); while TikTok Shop demonstrated its growing influence, especially among Gen Z and millennial audiences, with over $130 million in gross merchandise value (GMV) generated on Black Friday alone, nearly quadrupling 2023’s $33 million.

The Market Defense Amazon Cyber Week 2024 Beauty Report reveals not only the top-performing categories but also the strategies and consumer behaviors that defined this landmark event. From skincare’s dominance and haircare’s restorative focus, to the rapid ascent of social commerce and personalized products, the report provides invaluable insights for beauty executives aiming to capitalize on evolving trends. This analysis takes an in-depth look at the key findings from the report, offering a comprehensive guide to navigating the shifting dynamics of the beauty market during peak shopping periods.

E-Commerce Dominance: Amazon’s Unmatched Leadership

Amazon continues to reign as the undisputed leader in e-commerce, particularly during high-volume events like Cyber Week. The platform’s seamless integration of AI-driven shopping tools, competitive pricing, and unparalleled convenience positioned it as the top choice for beauty shoppers in 2024.

Key Insights:

• Cyber Week Spending: US shoppers spent $41.1 billion online during the five-day period (Thanksgiving through Cyber Monday), marking an 8.2% YoY increase. Amazon accounted for the vast majority of this spending, cementing its dominance.
• Mobile Traffic Surge: Mobile devices accounted for 80% of site traffic during the holiday weekend, reflecting the importance of optimizing for mobile-first shopping experiences.
• Buy Now, Pay Later (BNPL): BNPL services fueled 8.8% of online spending, catering to budget-conscious shoppers and encouraging higher basket sizes, with 79.3% of transactions via mobile.

Amazon’s ability to cater to diverse shopper needs is key to its success. By offering tools like personalized product recommendations, price alerts, and limited-time deals, the platform reduces decision friction and drives conversions. For beauty brands, earning highly visible badges such as “Amazon’s Choice” or “Best Seller” can exponentially boost visibility and trust during peak shopping periods.

According to Vanessa Kuykendall, Chief Engagement Officer at Market Defense, “Amazon’s Cyber Week results highlighted the platform as a powerhouse for K-beauty brands, with Biodance claiming the #1 spot and three K-beauty products ranking in the top 10 best-selling products. Skincare also dominated, representing seven of the top 10 best-sellers. This success underscores Amazon’s potential for beauty brands, particularly K-beauty, to thrive during key events like Cyber Week.”

For the beauty industry, optimizing product pages, maintaining inventory levels, and leveraging Amazon’s advertising tools are critical to capitalizing on the platform’s vast reach. Additionally, brands need to invest in analytics to identify top-performing SKUs and refine their promotional strategies ahead of key events.

TikTok Shop: A Rising Contender in Beauty Commerce

While Amazon remains the leader, TikTok Shop has significantly grown to be a formidable contender, particularly among younger, trend-driven consumers. The platform’s focus on live selling, influencer partnerships, and short-form video content has redefined the shopping experience, making it highly interactive and engaging.

Key Statistics from Cyber Week 2024:

• Black Friday Success: TikTok Shop generated $130 million in GMV on Black Friday, a nearly 300% increase from $33 million in 2023.
• Beauty’s Share: Beauty and personal care products accounted for 19.99% of TikTok Shop’s total GMV during the period.
• Live Selling Sessions: Over 30,000 live-selling events took place during Cyber Week, with top influencers like Stormi Steele generating $2.15 million in GMV for her haircare and skincare brand Canvas Beauty.

TikTok Shop’s ability to drive impulse purchases through viral trends and real-time interactions makes it a powerful platform for beauty brands. The report highlights that one in four TikTok users purchased a product after seeing a related video, demonstrating the platform’s ability to convert interest into sales.

For brands, engaging with TikTok’s ecosystem means leveraging influencers to showcase products authentically, hosting live-selling events, and creating shareable content that aligns with platform trends. The rise of TikTok Shop also underscores the importance of agility—brands must be prepared to pivot quickly to capitalize on viral moments.

Skincare: The Leading Beauty Category

Skincare maintained its position as the top-performing category on Amazon during Cyber Week, driven by consumer’s growing interest in products that combine efficacy with affordability. This category claimed seven out of 10 overall bestsellers. The success of K-beauty brands, in particular, highlights the importance of leveraging social discovery strategies and offering innovative formulations.

Data Highlights:

• Top Products: Biodance’s Bio-Collagen Real Deep Mask claimed the #1 spot in the Beauty & Personal Care category, boosted by a 32% discount that drove significant volume.
• Functional Skincare: Vitamin C–based products saw an 89% YoY increase in searches, while Vitamin K products surged by 245%, reflecting consumer demand for targeted solutions.
• Bodycare: Advanced formulations like glycolic body lotions (+44%) and Vitamin C body lotions (+27%) gained traction, signaling a shift toward high-performance bodycare.

Skincare brands benefited from bundling strategies and the growing popularity of premium products available at discounted prices during Cyber Week. K-beauty brands like COSRX capitalized on their strong digital presence and loyal followings, further cementing their dominance.

“A spike in sales on Black Friday is a golden opportunity for beauty brands to capture customers who otherwise might not have tried their products, as well as leveraging the higher sales velocity and conversion rates from returning customers to increase organic rankings and positioning on Amazon,” Dave Karlsven, SVP of Data Science & Marketing at Market Defense, notes. “The key to maximizing sales velocity during these peak shopping periods is to make sure you are well prepared and optimized well before and leading into these peak selling events and during the events you are being aggressive both on and off Amazon with marketing campaigns that help acquire new customers to your brand and drive awareness of your special offers to your existing customer base.”

For the beauty industry, focusing on education, ingredient transparency, and multifunctional products can help capture this demand. Incorporating product bundles and limited-edition sets for peak periods like Cyber Week can further drive sales.

Haircare and Makeup: Restorative and Customizable Trends Dominate

Haircare and makeup categories experienced strong growth during Cyber Week, reflecting a mix of functional and self-expression-driven consumer behaviors.

Haircare Trends:

• Heatless Styling: The Kitsch Satin Heatless Curling Set emerged as a top seller, with searches for heatless curlers increasing by 37% YoY.
• Repair Focus: Searches for damaged hair fixes (+49%) and hair breakage repair (+50%) highlighted consumer demand for restorative solutions. Castor oil maintained its popularity, with over 300,000 monthly searches.

Makeup Highlights:

• Mature Skin Solutions: Laura Geller’s Balance N Bright Foundation led the category for mature consumers, as searches for “makeup for older women” grew 80% YoY.
• Long-Lasting Lips: Non-branded lip stain searches rose 82%, while peel-off lip stains reflected a growing interest in low-maintenance, long-lasting solutions.

“Makeup Bag searches rival mascara and lipgloss numbers, and category sales are up 41% YoY, yet there is little competition or branded options,” says Kuykendall. “There is growing customer interest for personalization—Makeup bag with initials +567%, designers—Makeup bag Dior +22%, Makeup bag YSL +129%, and travel options (LED, chargers). Like the multimillion-dollar rise of Skin Fridges on Amazon, this category is primed for technological breakthroughs and fresh innovation,” she continues.

These trends underline the importance of creating products that address specific consumer needs, whether it’s hair damage repair, scalp damage repair, or makeup tailored for older demographics. Brands that can highlight these functional benefits while integrating aspirational messaging will resonate strongly with consumers.

Fragrance and Personalization: Emerging Stars

Fragrance saw strong performance during Cyber Week, driven by the popularity of gourmand scents, as did personalized beauty products.

Fragrance Insights:

• Vanilla Leads: Dossier’s Ambery Vanilla Eau de Parfum claimed the number-one spot in the fragrance category, reflecting the continued popularity of warm, gourmand scents.
• Pheromone Perfumes: Searches for pheromone perfumes for women rose by 78.7% YoY, with pheromone cologne searches for men spiking by 808.2%.

Big names like Sol de Janeiro, Lattafa, and Versace have converted their branded buzz into leading sales shares. Also, off Amazon, shoppers are exploring new fragrance frontiers. Perfume discovery sets are up 32%, and innovative formulations like oil-based perfumes (+28%) and musk perfumes (+20%) are gaining ground. Personalized beauty products, including custom makeup bags and monogrammed items, also gained traction. This trend underscores the growing consumer desire for unique, tailored options that align with their personal identity.

The Market Defense Amazon Cyber Week 2024 Beauty Report highlights a rapidly evolving beauty market where platforms like Amazon and TikTok Shop dominate consumer attention and spending. By understanding the nuances of each category, leveraging advanced e-commerce tools, and responding to shifting trends in personalization, sustainability, and functionality, beauty brands can position themselves for success in future peak shopping events.

The key takeaway is clear. Success in this dynamic environment requires agility, innovation, and a deep understanding of consumer behavior. For the beauty and wellness industry, the challenge lies not just in keeping pace, but also in setting the trends that will define the next chapter of growth.