Amazon Dominated Online Beauty Sales During Cyber Week

Once again, though this year by an even wider margin, Amazon was the crown jewel of beauty e-tail during Cyber Week.

The platform accounted for 41.6 percent of online beauty sales made between Nov. 27 and Dec. 1, growing 6.8 points of share versus 2024, data from NIQ shows.

Hair care was the top category on Amazon, making up nearly 40 percent of the platform’s Cyber Week sales, followed by skin care, which comprised about 30 percent, and cosmetics at 19.5 percent. Within skin care, the top three categories were facial skin care, body lotions and lip balms, in that order.

Amazon wasn’t the only retailer to grow its share of online sales, though.

Ulta Beauty, which was the number-two e-tailer, grew its share 0.4 percent versus 2024 to 9.2 percent. TikTok Shop grew its share of sales by an even greater 1.2 percent. The social commerce platform was responsible for about 4.6 percent of all online beauty sales, per NIQ; Charm.io data shows that in terms of dollars, beauty sales on TikTok Shop topped $109 million.

While TikTok Shop tracked behind Sephora by share of sales, Sephora conversely saw a 1 percent decrease in share versus the year prior, making it the only retailer in the top four to decline.

At number five, Target also saw a decline, dropping 0.5 percent to 3 percent share this year. In all, the top five retailers accounted for nearly 65 percent of online Cyber Week beauty sales. Retailers like Nordstrom and Macy’s ranked in the latter half of the top 10, and both saw share declines of less than 1 percent.

According to NIQ, roughly 63 percent of online beauty sales came from Millennials and Gen X. Boomers and Gen Z comprised smaller sales shares of 18.5 percent and 18.4 percent, respectively.

Like on Amazon, hair care was the top category on TikTok Shop, making up 32.5 percent of the platform’s Cyber Week sales, followed by skin care at 27.3 percent. Across both platforms, cosmetics and fragrances tracked at number three and number four by category performance, respectively, both seeing slight year-over-year declines.

Across channels, online beauty dollar sales during Cyber Week grew 10 percent versus 2024. The average beauty spend per customer, though, decreased two points to $63.70 per customer.

The top 10 retailers by beauty e-commerce share during Cyber Week, per NIQ.