NEW YORK, Feb 23 — Maybelline has been named the top-selling mass cosmetics brand on Amazon in the US.
The beauty company was responsible for 12 per cent of the share of mass cosmetics sales on the site in 2017, according to figures from e-commerce data platform One Click Retail.
Maybelline, which slipped 1 per cent in overall market share from 2016, was followed by cosmetics giant L’Oréal, with 11 per cent of the total sales. Eyebrow brand Wunderbrow claimed third place with 8 per cent, while colour cosmetics sensation CoverGirl came in fourth with 5 per cent. Natural skincare brand Burt’s Bees rounded out the top five, with 4 per cent.
Overall, estimated US sales of mass cosmetics on Amazon reached US$110 million in 2017, up 45 per cent compared with 2016.
The list of luxury beauty brands competing on Amazon was topped by the mineral makeup label Jane Iredale, which made a whopping 20 per cent of luxury beauty sales on the site last year. It was followed by Stila, with 15 per cent, eyelash brand Revitalash with 11 per cent, and LA beauty brand Lorac with 7 per cent. Eye makeup brand Blinc took fifth place, with 6 per cent of the overall sales.
The year 2017 was a big one for Maybelline, as the brand started the year with the launch of its new “Big Shot” mascara, and finished it with a collaboration with supermodel Gigi Hadid. — AFP-Relaxnews
