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    Q2 2026 Amazon Beauty Report

    By Jacob St. John, Founder & CEO

    A look back at April through June on Amazon beauty. Korean skincare reached the top of the category: Medicube closed the quarter as the #1 brand in all of Beauty & Personal Care at 12.0% of sales, and the leader in Skincare at 14.0%.

    • 12.0%

      Medicube's share of Beauty & Personal Care sales, the #1 brand

    • 22.7%

      Nutrafol's share of Hair Care sales, more than three times the next brand

    • +25.8%

      Skincare sponsorship activity vs Q1

    • −8.4%

      Makeup organic visibility vs Q1, the steepest drop of any category

    What changed this quarter

    1. 01Medicube now outsells CeraVe, Nutrafol and La Roche-Posay on Amazon.
    2. 02Nutrafol held 22.7% of Hair Care but came down from its Q1 high.
    3. 03Skincare drew the most money and attention, with sponsorship up 25.8% and organic visibility up 3.0% on Q1.
    4. 04Makeup brands paid more to hold position as organic visibility fell 8.4% and sponsorship rose 5.8%.
    5. 05Fragrance was the only category down on both, with sponsorship down 10.5% and organic visibility down 12.3%.

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