Amazon Beauty's Black Friday/Cyber Monday Surge: Key Brands and Categories to Watch

During Amazon's Black Friday/Cyber Monday (BCFM) sales event, the beauty category saw significant sales growth across multiple segments. When comparing daily average sales during the event to the previous 90 days, perfume and cologne led the way with an impressive 165% increase, marking the highest year-over-year growth of any beauty category for the 2023 BCFM period.

Other categories also experienced strong uplifts, with skincare, haircare, and makeup seeing increases of 82%, 76.5%, and 74.7%, respectively.

Within skincare, COSRX emerged as the top performer during the BCFM period, primarily driven by strong sales of its Snail Mucin 96% Power Face Serum. Another standout was medicube, a leader in Beauty Tech and dermo-cosmetics, which saw impressive demand for its Age-R Booster Pro Device, offered at a discount of ~35%, from $228 to $150.

This trend mirrors what was observed with Dyson at Sephora during their November Sales Event, where premium items saw a surge in sales as shoppers allocated a significant portion of their budgets to higher-ASP products discounted during the event. Other brands that saw notable gains during the BCFM period included Tatcha, Laneige, Lancôme, and IT Cosmetics.