Mass is holding its own in the competitive cosmetics market, especially with Amazon customers, and may be impacting sales of Luxury brands. Research from One Click Retail’s brand measurement calculations estimated U.S. sales of Mass Cosmetics on Amazon reached $110 million in 2017, up 45% compared with 2016, with the Top 5 selling mass cosmetics brands (and their share of total mass cosmetics sales on Amazon.com) being: Maybelline (12%); L’Oréal (11%); Wunderbrow (8%); Covergirl (5%); and Burt’s Bees (4%).
 
While Maybelline slipped 1% in overall market share, the brand experienced a 25% year-over- year growth; while L’Oréal retained the No.2 spot with a 41% annual growth.
 
According to One Click Retail, in 2016, the Top 5 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%); and Blinc (6%).
 
As far as Luxury Cosmetics on Amazon, One Click notes that this category is still in its initial growth phase and says: “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. 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.”
 
“With both the Mass and Luxury segments of Cosmetics growing at more than 40% and 50% year-over-year on Amazon, brands big and small are beginning to embrace an Amazon-first strategy,” explains Spencer Millerberg, One Click Retail CEO. “Consumers are shopping for everything they can on Amazon, in one trip. When they’re purchasing on Amazon, they’re purchasing as much as they can. And if they can buy their luxury items at the same time as their everyday essentials and big-ticket items, they’ll do it. Brands from across all categories begun significantly in 2017 to take notice and take control of their Amazon presence.”