Dive Brief:
- Amazon is hosting its fifth annual Amazon Holiday Beauty Event, which started Monday and will go through Nov. 2, according to a company announcement.
- The retailer is offering up to 40% discounts on products from brands such as BareMinerals, Laura Mercier, Clinique, Calvin Klein, Hugo Boss, Olay, Dove, and La Roche-Posay, among others.
- Amazon is also conducting 48-hour flash sales on select product categories and an additional 10% discount when shoppers view Amazon Live streams, per the announcement.
Dive Insight:
Amazon is continuing its annual promotion of beauty brands as it grows its presence in the category. The company’s market share is projected to reach 15% by 2030, according to a report released by TD Cowen earlier this year. By contrast, specialty retailers Sephora, Ulta and Sally Beauty could see their market share decline from 20% to 19% in the same timeframe.
In the first half of 2025, mass-market beauty sales surpassed those of prestige beauty brands, according to a Circana report released in August. Mass market in the first six months of the year increased 4% to $34.6 billion, while prestige grew by 2% to $16 billion.
“The beauty industry’s latest results are indicative of a consumer who is focused on efficacy and elevated value,” Circana beauty industry adviser Larissa Jensen said in a statement at the time of the report’s release.
Meanwhile, with the holiday season fast approaching, Amazon is putting on back-to-back promotions. In addition to its beauty sales event, the e-commerce giant hosted its Prime Big Deal Days event earlier this month, offering shoppers discounts on products from brands such as Beats, KitchenAid and Samsung.
Amazon’s additional savings for Amazon Live viewers during the beauty event are part of the company’s effort to attract livestream shoppers. Last November, the company partnered with the livestream shopping platform TalkShopLive to host a series of live shopping shows, where the retailer promoted its Black Friday deals.
