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    Q1 2026 Amazon Beauty Report

    By Jacob St. John, Founder & CEO

    A look back at January through March on Amazon beauty. The category consolidated at the top: best-selling brands fell from 148 to 123 and best-selling items from 300 to 253, while sponsorship activity rose 6.2%.

    • 14.1%

      Medicube's share of Beauty & Personal Care sales, up 10.1 points

    • 123

      best-selling brands, down from 148

    • +6.2%

      weekly sponsorship activity vs the prior quarter

    • 23.9%

      Nutrafol's share of Hair Care, with one product at 15.6% on its own

    What changed this quarter

    1. 01Best-selling brands fell from 148 to 123 as shopper attention narrowed.
    2. 02Medicube led Beauty & Personal Care at 14.1% of sales.
    3. 03Nutrafol held 23.9% of Hair Care while cutting its sponsorship share by 2.6 points.
    4. 04Skin Care had the strongest quarter, with sponsorship up 14.9% and organic visibility up 16.1%.
    5. 05Fragrance organic visibility fell 20.5%, the only meaningful decline in beauty.

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