Sponsored By Market Defense
Amazon’s Top 25 Beauty & Personal Care Products in Q3 were a mix of 2023 TikTok viral hits and legendary beauty cabinet favorites, and set the stage for many of the best-selling products on Prime Big Deal Days that quickly followed after the quarter end on October 10 and 11.
After rising through the ranks all year, COSRX Snail Mucin 96% Power Repairing Essence finally overtook Mighty Patch, Mielle Organics, and Essence to become the #1 selling product of Q3. Mighty Patch Original Pimple Patches followed, then Essence Lash Princess False Lash Effect Mascara, Mielle Organics Rosemary Mint Scalp Oil, with Neutrogena Makeup Remover Wipes finishing off the Top 5. Only three new products broke into the Top 25: Mrs. Meyer’s Rain Water Hand Soap, Kate Blanc Cosmetics Castor Oil, and La Roche-Posay Toleriane Double Repair Face Moisturizer.
During Q3, the skincare category was the clear winner in terms of share of the Top 25 list. Skincare products comprised 32% of the list, up from 19% in Q2, largely at the expense of body and haircare. Makeup remained a strong performer and held steady at 24%.
Castor oil is a growing trend on Amazon, with a total search volume of 700K+ a month, trending up 168% over the last 12 months. With over 1 billion views on TikTok for castor oil, consumers are searching out castor oil for lash growth, hair growth, and even weight loss. La Roche-Posay Toleriane Double Repair Face Moisturizer jumped into the Top 25 as keyword searches for the brand were up 28% for the year.
Continuing with the trend toward price-inclusive beauty on Amazon, the top 10 skincare products on Amazon during Q3 were largely dominated by mass and moderately priced brands like COSRX, Neutrogena, PanOxyl, CeraVe, and Dove. Paula’s Choice 2% BHA Liquid Salicylic Acid Exfoliant rejoined the Skincare Top 10 after falling off the list last quarter.
The Haircare Top 10 continued to be led by Mielle’s Rosemary Mint Scalp & Hair Strengthening Oil and Nizoral Anti-Dandruff Shampoo. Samnyte Hair Wax Stick regained its #3 spot. For the first time in 2023, Olaplex No. 5 Bond Maintenance Conditioner did not make the Top 10.
The Makeup Top 10 was consistent with previous quarters, highlighting favorites from Essence, Maybelline, NYX, Neutrogena, and L’Oréal. The average price point of the Makeup Top 10 fell 12.2% from last quarter to just $7.31, well below that of skincare and haircare and 37.3% below the Top 25 List average during Q3 of $11.65.
The most successful brands on Amazon during Q3 reinforced the need for brands to have a cohesive, 360-degree strategy that creates a seamless experience between social, DTC, and Amazon-native marketing. Never before has there been such an inextricable link between content and conversion and, for brands that figure out the right mix, the reward can be a meaningful growth opportunity on Amazon.