#USA #Seattle #beauty trends #Amazon Prime Day #Market Defense

Market Defense's Annual Amazon Prime Day 2025 Beauty Report

The 2025 Amazon Prime Day has been nothing short of revolutionary, especially in the beauty sector, as highlighted by the latest Market Defense Annual Beauty Report. Spanning four days from July 8 to July 11, this year’s event delivered an astonishing boom in beauty e-commerce, where TikTok influencers drove substantial engagement. Notably, Medicube emerged as the leading brand, while searches for neck wrinkle patches skyrocketed, demonstrating evolving consumer interests.

A Record-Breaking Sales Event

This year's Prime Day set unprecedented records, with U.S. shoppers reportedly spending over $24.1 billion during the event period. This figure reflects a 30% increase from the previous year, showcasing an online shopping velocity that rivals Black Friday. Day 1 commenced with a 10% surge in sales compared to last year, but peak urgency saw exceptional sales on Day 3, which eclipsed ordinary daily figures by an impressive 165%.

Who Were The Shoppers?

The demographic landscape of Prime Day shoppers significantly shifted in 2025. The average shopper was identified as a high-income, suburban woman aged 45 to 64, contrasting with younger demographics from prior years. Notably, almost 49% of these shoppers were over 55 years old, representing a more seasoned and strategic approach to shopping. Many logged on with the express goal of capitalizing on deals, underlining how central Prime Day had become to their shopping routines.

The Role of Influencers

Strategic shopping patterns played a critical role during this year’s event, with 45% of Prime members hunting for deals as a response to anticipated tariff-driven price hikes. Moreover, influencer marketing reached new heights, contributing to 19.9% of U.S. online retail sales – a 15% uptick from 2024. Amy Rudgard, SVP of Client Delivery at Market Defense, highlighted the effectiveness of influencer marketing, stating, "Prime shoppers were 10 times more likely to purchase after viewing influencer content compared to standard social media ads." Brands effectively leveraging influencer content early in the four-day timeframe saw substantial engagement and sales.

What Products Shone Bright?

In the realm of beauty, Medicube seized the spotlight, becoming the top brand overall, and launching the highest-grossing beauty product, thanks to a remarkable 50% discount. Other notable brands included CeraVe and Olaplex, who kept pace with lucrative sales.

Skincare

Neck wrinkle patches gained immense popularity, with searches up 371% year-over-year, indicating a rising interest in broader anti-aging solutions.

Makeup

In the makeup category, TikTok’s influence remained potent. Exceptional interest surged for tattoo cover-up products, predominantly driven by viral trends on the platform.

Haircare

Shoppers also flocked to haircare products with three out of the top ten searches focusing on hair growth and dandruff solutions, emphasizing a quest for effective solutions.

Fragrance

Fragrance sales echoed success, spotlighting brands like Sol de Janeiro, Lattafa, and Nautica. Lattafa ranked second in Amazon's branded fragrance search, alongside strong performances by Bodycology that landed multiple slots in top ten lists.

Competitive Landscape and Strategies

The competition in the beauty retail space heated up with major players like ULTA offering significant discounts and SEPHORA running major summer deals. Even TikTok attempted to seize part of the market with their 13-day promotion, well beyond Amazon's timeframe.

Key Takeaways: Why Some Brands Outperformed Others

Karan Raturi, COO at Market Defense, noted that brands achieving notable success employed unified strategies encompassing both direct-to-consumer and Amazon channels. Companies that augmented their advertising spends by 1.5 to 2 times and orchestrated aggressive promotions saw remarkable traction. This synergy not only enhanced sales during Prime Day but also propelled long-term visibility and customer acquisition, ensuring growth beyond immediate sales.

As brands move forward in this competitive market landscape, understanding the pivotal role of effective ad strategies and overseeing long-term market positioning will be essential for sustained success.

Conclusion

The 2025 Amazon Prime Day stands testament to the significant evolution within the beauty market, driven by changing consumer demographics, influencer power, and brands willing to innovate and adapt. With key recommendations to focus on holistic strategies and long-term gains, the way forward is poised for brands that can align themselves with shifting consumer preferences.

For deeper insights, download the full Annual Amazon Prime Day 2025 Beauty Report through Market Defense.

Media Contact:
Vanessa Kuykendall
Chief Engagement Officer
Email: [email protected]

Market Defense is dedicated to accelerating growth for premier beauty brands across major marketplace platforms, including Amazon, Walmart, and Mercado Libre.