Maybelline New York is the top-selling cosmetics brand on Amazon for the second year in a row, with 10% YoY growth — according to Edge by Ascential’s Market Share solution.

The brand remains the top-selling brand for the second year in a row, capturing 11% market share of total Mass Cosmetics sales on Amazon in 2018. (And it’s no surprise, since Maybelline New York is owned by L’Oréal, which rankes #1 on our list of Top Global Beauty Companies.)

Overall, sales of Mass Cosmetics on Amazon has reached an estimated $140M YTD, up 20% compared to the same period in 2017.

Pete Andrews, director of insights at Edge by Ascential, says, “Amazon’s share of the cosmetics market is growing rapidly, and the online retailer is quickly becoming one of the most important retail channels for cosmetics brands. The brand manufacturers that learn how to market on Amazon will surely have the most to gain in the future.”

Top 5 Mass Cosmetics Brands on Amazon for 2018

Edge by Ascential ranked the top 5 Mass Cosmetics Brands for 2018 — here they are, along with their share of total mass cosmetics sales on Amazon.com:

• Maybelline (11%)
• L’Oréal (9%)
• Neutrogena (7%)
• Wunderbrow (5%)
• CoverGirl (3%)

Which brand grew the most, in terms of YoY sales? Neutrogena — which jumped from the 12th spot in 2017, and now ranks third due to a more than 50% increase in sales.

NYX & Burt’s Bees, in the Sixth & Seventh Spots 

Ranking at #6, the NYX Cosmetics brand has climbed 11% in sales — up from the tenth spot last year.

Burt’s Bees ranked at #5 in 2017 with a 4% share of total Mass Cosmetics sales on Amazon, but has dropped out of the top five this year with an 18% decrease in YoY estimated sales. It now ranks at #7.

Makeup Removers, Eyes, and Lips are the Top 3 Sub-Categories 

Of the subcategories leading the charge in Amazon Mass Cosmetics sales in 2018, Makeup Removers, Eyes, and Lips account for the top three.

Year-over-year sales, for Makeup Removers on Amazon have nearly tripled — selling an estimated $17M+ YTD. Neutrogena is a top go-to makeup remover brand on Amazon, which fueled the brand’s jump in the brand performance rankings.

Eye Makeup estimated sales on Amazon in 2018 are at $52M — while the Lips subcategory has already amassed over $16M in sales so far this year.

Both the Eye and Lip subcategories have nearly doubled in YoY sales, which is consistent with the relative growth in sales of top brands Maybelline and L’Oréal, which grew YoY 10% and 11%, respectively.

Eye Makeup estimated sales on Amazon in 2018 are at $52M — while the Lips subcategory has already amassed over $16M in sales so far this year.

Source: Edge by Ascential’s ecommerce solution, which was formerly One Click Retail.