A mix of usual and unlikely beauty suspects won Amazon’s most recent Prime Day sale, which came early this year and ran from June 23 through the 26th rather than in July.
Data from Navigo Marketing shows that Nutrafol was the top beauty brand during the sale, comprising an estimated 3.6 percent of beauty sales, mainly for its $88 Women’s Balance Hair Growth Supplement.
Medicube, which in the last year has been steadily encroaching on Nutrafol’s top shareholder rank, came in at number two, making up about 3 percent of sales. The Korean skin care brand’s top product was its 70-pack of exfoliating Zero Pore Pads, priced at around $20. More than 100,000 units have been sold in the last month.
Armani Beauty, which is more nascent on the platform, also made the top 10, with its Acqua di Giò men’s eau de toilette being the top fragrance sold during Prime Day.
“Fragrance was the quiet winner,” said Meredith Matthes, director of operations at Navigo. “Four of the top 10 beauty brands of the event were fragrance houses, and the growth came from accessible players like Lattafa and Bella Vita Luxury, alongside body mists from Sol de Janeiro and Phlur.”
Zooming in on fragrance, five of the top 10 products were men’s scents, while two others were unisex. Those included Salt & Stone’s santal and vetiver body mist, Dolce & Gabbana’s Light Blue Pour Homme Eau de Toilette, and a Dior Sauvage EDT sold by a reseller, given that Dior parent LVMH Moët Hennessy Louis Vuitton has yet to launch any brands on Amazon.
In the top 10 beauty brands overall, hair care was represented via Color Wow and Shark Beauty, which saw momentum for their respective Dream Coat anti-frizz spray and FlexStyle Multi-Styler tool. This indicates a shift from Amazon’s 12-day Black Friday sales event, during which Navigo reported seven of the top 10 brands were predominantly skin care players, and none were hair care brands.
