Maybelline, L’Oreal top mass beauty brands on Amazon US

Image: Gigi x Maybelline via AFP Relaxnews

Maybelline has been named the top-selling mass cosmetics brand on Amazon in the Unite States.

The beauty company was responsible for 12 percent of the share of mass cosmetics sales on the site in 2017, according to figures from e-commerce data platform One Click Retail.

Maybelline, which slipped 1 percent in overall market share from 2016, was followed by cosmetics giant L’Oréal, with 11 percent of the total sales. Eyebrow brand Wunderbrow claimed third place with 8 percent, while color cosmetics sensation CoverGirl came in fourth with 5 percent. Natural skincare brand Burt’s Bees rounded out the top five, with 4 percent.

Overall, estimated U.S. sales of mass cosmetics on Amazon reached $110 million in 2017, up 45 percent compared with 2016.

The list of luxury beauty brands competing on Amazon was topped by the mineral makeup label Jane Iredale, which made a whopping 20 percent of luxury beauty sales on the site last year. It was followed by Stila, with 15 percent, eyelash brand Revitalash with 11 percent, and Los Angeles beauty brand Lorac with 7 percent. Eye makeup brand Blinc took fifth place, with 6 percent of the overall sales.

The year 2017 was a big one for Maybelline, as the brand started the year with the launch of its new “Big Shot” mascara, and finished it with a collaboration with supermodel Gigi Hadid. JB

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