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The digital retailer lists the top 10 makeup, skincare, and haircare products from Q4 2025.
January 26, 2026
By: Rachel Klemovitch
Assistant Editor
Amazon released its top 25 personal care and beauty products from Q4 2025, showing how the market is prioritizing routine over novelty.
Dave Karlsven, SVP of Data Science & Advertising at Market Defense, said,
“Amazon’s current algorithm is moving away from rewarding pure sales spikes and is aggressively prioritizing products with high repeat purchase rates, high-frequency replenishment, and products that anchor routines… The product doesn’t have to fight as hard for visibility and starts owning the category because Amazon knows that customers are very likely to come back and purchase again next month.”
Maybelline’s Lash Sensational Sky High Mascara rose to first place as Neutrogena Makeup Remover Wipes and Essence Lash Princess False Lash Effect Mascara got knocked down
The Mighty Patch from Hero Cosmetics continues to reign on top, holding the position all four quarters of 2025.
The Nizoral Anti-Dandruff Shampoo maintained its top spot for the entirety of 2025 and Nutrafol’s Women Supplements also remained high on the list, showing a demand for hair growth products.
Beauty Brands with an Amazon Premium Beauty Storefront
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