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    2025 Amazon Beauty Year-End Review

    By Jacob St. John, Founder & CEO

    The full year of 2025 on Amazon beauty, covering brands, sponsorship and search across Body Care, Hair Care, Skincare, Makeup and Fragrance.

    • 7.4%

      CeraVe's share of sales, the #1 brand

    • 7.1%

      Medicube's share, up 6.9 points

    • 243

      best-selling brands, down from 330

    • 1.5%

      OUAI's share of sponsorship, tied for the most of any brand

    What changed in 2025

    1. 01CeraVe led Amazon beauty at 7.4% of sales, down 2.6 points.
    2. 02Medicube rose to 7.1%, up 6.9 points, the biggest gain in the top ten.
    3. 03Best-selling brands fell from 330 to 243 and best-selling items from 843 to 622.
    4. 04OUAI and e.l.f. each held 1.5% of sponsorship, the most of any brand.

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