Mass Cosmetics Sales on Amazon Jump 45% in 2017

According to ecommerce data measurement company One Click Retail, estimated US sales of mass cosmetics on Amazon reached $110 million in 2017, up 45% compared with 2016.
 
According to the One Click Retail’s brand measurement calculations, the top five selling mass cosmetics brands (and their share of total mass cosmetics sales on Amazon.com) were:

Maybelline (12%)  
L'Oréal (11%)  
Wunderbrow (8%)  
CoverGirl (5%)  
Burt's Bees (4%)
 
Top-seller Maybelline slipped No. 1% in overall market share but experienced a 25% YoY growth, according to the company’s analysis. L'Oréal retained the No. 2 spot with a 41% YoY growth.
 
As more cosmetics brands enter the 1P Amazon space, incumbents are feeling the pinch and this is even more evident in the luxury cosmetics space, according to One Click.  In 2016, the top five selling luxury cosmetics brands owned close to 80% of the market share on Amazon.com. In 2017, the top selling brands' market share dropped just under 60%, with the top 5 being:

Jane Iredale (20%)
Stila (15%)
RevitaLash (11%)
LORAC (7%)
Blinc (6%)
 
For luxury cosmetics on Amazon, it is important to note that this category is still in its initial growth phase: a considerable amount of the growth in this category correlates to brands entering the space as first-party sellers, rather than brands already present on Amazon growing significantly, said One Click. Consequently, the top brands from 2016 saw a dramatic loss in market share, not necessarily because they were outperformed, but because the number of major competitors increased in 2017.
 
Among the notable YoY shifts in luxury cosmetics brands on Amazon.com,  jane iredale dropped 8% in YoY market share but retained the top spot; RevitaLash soared to No. 3 with 11% market share, compared to a negligible rank in 2016; Elizabeth Arden inched up to No. 7 from No. 9 and captured 5% market share; and Dermablend, which entered the 1P Luxury Cosmetics space on Amazon in 2017, climbed to No. 8 with a 4% market share.
 
Colorescience and Jouer rounded out the top 10.
 
There were not as many drastic YoY shifts as the in mass, however, notable YoY growth did occur in the top selling brands, according to One Click. For example, Wunderbrow grew 66% YoY but remained at No. 3 but only a few points behind the leaders Maybelline and L'Oréal. CoverGirl and Burt's Bees jumped three spots each to #4 and #5, with a respective 60% and 55% YoY growth.