Mass beauty had a resurgence during the third quarter, as buzz around inflation continues to circulate in the US. The biggest shift was seen in the haircare category, as prestige brands like Color Wow and Olaplex lost some ground in the Haircare Top 10, replaced by lower-priced alternatives, like natural castor oil plus at-home hair color. CeraVe continued to dominate the particular Top twenty five list with four products, NYX following with three, including two new items to the list, Butter Gloss Non-Sticky Lip Gloss and their Jumbo Eye Pencil Eyeshadow & Eyeliner, both around $5. All sunscreens fell out of the Top 25 in Q3, replaced by a focus on eyes in both makeup and skincare; 8 of the Top ten makeup products were for the eye, all under $10. The largest bombshell within the Top 25 was the particular Dermora 24k Gold Under Eye Mask Patches, making their debut in the Top 25 at #1. Selling on Amazon . com since 2018, influencer buzz throughout the quarter helped this product explode in popularity and rack up over 26, 000 reviews.
“How quickly things change! Prestige haircare was the biggest mover last quarter and now we see customers tightening their belts a bit and looking to mass beauty again, ” says Vanessa Kuykendall, COO of Market Defense, an Amazon agency representing some of the world’s buzziest beauty brands. “With all the talk of inflation, clients know they can shop Amazon for legendary mass elegance brands plus prestige attractiveness at a fair price. Amazon also announced their October Prime Member Event in September, so customers may have postponed purchasing some of their own prestige beauty staples so they can take advantage of a few big deals in October. ”