Selling beauty products on Amazon has become a major opportunity for both aspiring entrepreneurs and established brands. Due to its promising potential, this industry is attracting interest from numerous high-profile individuals, including top financiers and celebrities.
In 2024, the global beauty and personal care market is projected to exceed $580 billion, reflecting the continuous expansion of this industry and the significant role online shopping plays in its growth.
Amazon, as a dominant e-commerce platform, provides sellers with access to millions of potential customers and a streamlined sales process. For those looking to establish or grow their presence in the beauty industry, leveraging Amazon’s vast marketplace is a strategic move.
This comprehensive guide offers a detailed overview of selling beauty products on Amazon, helping sellers optimize their listings, and achieve success in this competitive market.
Quick Guide
Selling beauty products on Amazon is a profitable and productive business opportunity for entrepreneurs because Amazon is one of the world’s largest and most popular e-commerce sites, with millions of shoppers visiting the site every day.
This vast customer base allows beauty product sellers to easily reach a large audience and make a decent profit from selling the best beauty products on Amazon.
The beauty and personal care market is expected to generate US$ 646.20 billion in 2024 and grow by 3.33% between 2024 and 2028. Approximately 19.2% of total revenue is generated through online sales, with Amazon being a significant player in this market.
Thus, it shows that consumers will continue to purchase products in this category even when they reduce spending in other areas. This means that the demand for beauty products on Amazon is relatively stable, making it a reliable source of income for sellers.
Selling beauty products on Amazon requires minimal upfront costs, especially through drop shipping and retail arbitrage methods. This allows sellers to test the market and determine which products are in demand without investing significant capital.
Also, you need to stay up-to-date with the latest trends in the beauty industry. Below you can see a graph of the best-selling beauty products on Amazon.com. The graph is given for 2023 as there are no updates on 2024s trends. By understanding this graph, sellers can sell these products which can help you to get higher sales and increased profitability.
Amazon beauty products include a variety of categories, each containing products designed to enhance appearance, maintain hygiene, and improve personal care routines.
Here’s an elaboration on each category with examples of brands and products:
Makeup is a prominent and multifaceted segment that includes a variety of products for different areas of the face and body. Makeup products are available in various textures, formulations, and shades to cater to diverse skin types, tones, and preferences.
Makeup products are clean beauty, vegan, and cruelty-free products are trending among consumers. Long-wearing and multi-functional products, such as lip tints and all-in-one palettes, are popular choices.
Foundation: Products that provide an even skin tone and coverage for imperfections. They come in various forms such as liquid, cream, stick, and powder.
Concealer: Formulated to cover blemishes, dark circles, and other imperfections. Available in different shades and coverage levels.
Blush: Adds color and vibrancy to the cheeks. Available in powder, cream, and liquid forms.
Bronzer: Provides a sun-kissed glow and contour to the face. Available in powder and cream forms.
Highlighter: Enhances features with a luminous glow. Comes in powder, cream, and liquid forms.
Eyeshadow: Available in various textures such as powder, cream, and liquid, eyeshadow adds color and depth to the eyelids.
Eyeliner: Defines and enhances the eyes. Available in pencil, gel, and liquid forms for different application styles.
Mascara: Enhances eyelashes by adding length, volume, and curl. Available in different formulas, including waterproof options.
Eyebrow Products: Includes pencils, gels, and powders to shape, fill in, and define eyebrows.
Lipstick: Available in various finishes such as matte, satin, and gloss, lipsticks provide color and definition to the lips.
Lip Gloss: Adds shine and moisture to the lips. Available in clear and tinted options.
Lip Liner: Outlines and defines the lips, preventing lipstick from bleeding.
Amazon offers a variety of popular and reputable makeup brands, such as Maybelline, L’Oréal, NYX, Revlon, Fenty Beauty, and Urban Decay, among others.
The skincare category is an extensive segment within the beauty industry, focusing on products that improve, protect, and maintain the health and appearance of the skin.
Products that contain natural ingredients, antioxidants, and hydrating compounds are in high demand.
Facial Cleansers: Gentle or deep cleansers that remove dirt, oil, and makeup without stripping the skin’s natural moisture.
Makeup Removers: Products designed specifically to dissolve and remove makeup effectively.
Moisturizers
Facial Moisturizers: Creams, lotions, or gels that hydrate the skin and lock in moisture to maintain a healthy barrier.
Body Lotions and Creams: Moisturizing products that nourish and hydrate the skin on the body.
Anti-aging Serums: Formulated with ingredients like retinol, peptides, and hyaluronic acid to target fine lines, wrinkles, and other signs of aging.
Brightening Serums: Contain ingredients such as vitamin C or niacinamide to even out skin tone and reduce dark spots.
SPF Moisturizers: Moisturizers that include sun protection factor (SPF) to shield the skin from UV rays.
Standalone Sunscreens: Sunblocks and sunscreens in various forms (e.g., creams, sprays, and sticks) to protect against harmful UV rays.
Lip Scrubs: Exfoliating products that remove dead skin and improve lip texture.
Amazon offers a wide variety of well-known skincare brands, such as CeraVe, Neutrogena, La Roche-Posay, The Ordinary, and Drunk Elephant, etc.
On Amazon, beauty products encompass a broad range of items that cater to personal grooming and self-care, including hair care products. The hair care products are designed to maintain, style, and improve the health of the hair.
Products that are free of sulfates, parabens, and other harsh chemicals are in demand. Hair care products targeting specific hair types and concerns, such as curly, color-treated, or fine hair, are also popular.
Cleansing Shampoos: Designed to remove dirt, oil, and product buildup from the hair and scalp.
Specialty Shampoos: Target specific concerns such as dandruff, color protection, or hair loss.
Rinse-Out Conditioners: Provide moisture and detangling benefits to hair when used after shampooing.
Leave-In Conditioners: Applied after washing and left in the hair for added moisture and manageability.
Deep Conditioners and Masks: Intensive treatments designed to nourish and repair hair, usually left on for a longer period.
Hair Gels and Mousses: Provide hold and structure to the hair for styling.
Hair Sprays: Used to set and hold hairstyles in place.
Hair Creams and Serums: Tame frizz, add shine, and provide light hold.
Natural Oils: Such as argan, coconut, or jojoba oil, nourish and moisturize the hair and scalp.
Treatment Oils: Specifically formulated to address concerns such as dryness or damage.
Permanent Hair Color: Offers long-lasting color and gray coverage.
Semi-Permanent and Temporary Color: Provides a temporary change in color or highlights.
Brushes and Combs: Tools for detangling, styling, and shaping hair.
Hot Tools: Such as hair dryers, curling irons, and straighteners, are used for styling hair.
The popular and reputable hair care brands on Amazon are Redken, Olaplex, Moroccanoil, Pantene, and Shea Moisture, etc.
The fragrance is a prominent category within the beauty products segment on Amazon, offering a wide variety of scents and aromas for different preferences and occasions.
These products are designed to enhance personal scent and can elevate the wearer’s overall appeal. Fragrances designed to appeal to all genders are becoming more prevalent.
1. Perfumes and Eau de Parfum
Perfumes: The most concentrated form of fragrance, containing a high percentage of aromatic oils. Offers a long-lasting and intense scent.
Eau de Parfum (EDP): Contains a slightly lower concentration of aromatic oils compared to perfume, providing a rich and enduring scent.
Cologne: A lighter and less intense fragrance, typically with a lower concentration of aromatic oils.
Body Sprays: Lighter and more refreshing than traditional perfumes or colognes. Often used as a casual fragrance option.
Body Mists: Similar to body sprays, body mists provide a subtle scent that can be reapplied throughout the day.
Rollerball Fragrances: Portable and easy to apply, rollerballs offer a concentrated fragrance in a compact form. Ideal for touch-ups and travel.
Fragrance Sets: Sets that include multiple fragrances or related products, such as body lotions or shower gels, all share the same scent profile.
Discovery Sets: Collections of sample-sized fragrances, allowing customers to try out different scents before committing to a full-sized product.
Amazon offers a variety of popular and luxury fragrance brands, such as Chanel, Dior, Calvin Klein, Jo Malone, and Tom Ford, among others.
On Amazon, beauty products encompass a range of items designed to enhance personal grooming and self-care, including foot, hand, and nail care products.
These products focus on improving the appearance, health, and well-being of feet, hands, and nails, providing a comprehensive self-care routine.
Products free of harmful chemicals and toxins, such as formaldehyde, toluene, and phthalates, are in demand. Also, nail art continues to be a popular trend, with customers seeking innovative designs and accessories for their manicures.
Foot Creams and Lotions: Moisturizing products that hydrate and soften the skin of the feet.
Foot Scrubs: Exfoliating products that remove dead skin cells and smooth rough patches.
Foot Masks: Treatments that hydrate and rejuvenate the skin of the feet.
Foot Soaks and Baths: Products designed to soothe and relax tired feet, often containing essential oils and salts.
Callus Removers: Tools or creams that help remove calluses and rough skin from the feet.
Hand Creams and Lotions: Moisturizing products that nourish and protect the skin of the hands, often enriched with vitamins and natural oils.
Hand Sanitizers: Products containing antiseptic agents to clean and disinfect the hands.
Hand Masks: Treatments that deeply moisturize and rejuvenate the skin of the hands.
Nail Polishes: A variety of colors and finishes, including glossy, matte, and glitter, for painting nails.
Nail Polish Removers: Solutions designed to effectively remove nail polish without damaging the nails.
Nail Strengtheners and Treatments: Products that help strengthen and nourish weak or brittle nails.
Cuticle Care Products: Oils and creams are designed to moisturize and protect the cuticles and nail beds.
Nail Clippers and Tools: Tools such as clippers, files, and scissors for shaping and maintaining nails.
Nail Art Kits: Sets containing tools and products for creating intricate designs on nails, including stickers, stamps, and rhinestones.
False Nails: Pre-designed or plain nails that can be glued onto natural nails for a quick and stylish manicure.
Nail Adhesives and Glues: Products for attaching false nails and nail art accessories.
A variety of popular and reputable brands offered by Amazon are OPI, Sally Hansen, Essie, CND, and Dr. Scholl’s, etc.
In the beauty products category on Amazon, personal care is a broad segment that encompasses a variety of products designed to enhance personal hygiene, grooming, and well-being.
Personal care products focus on the overall maintenance and care of the body and play a significant role in promoting health and self-confidence.
Consumers are increasingly seeking personal care products made with natural and organic ingredients.
Body Washes and Shower Gels: Cleansing products are available in a variety of scents and formulations to suit different skin types.
Bar Soaps: Traditional soap bars for cleansing the body, often formulated for specific skin concerns.
Bath Salts and Soaks: Products that enhance bathwater for a relaxing and therapeutic experience.
Deodorants: Products designed to mask or neutralize body odor.
Antiperspirants: Formulations that reduce perspiration and control sweat.
Body Lotions: Moisturizing products that hydrate and nourish the skin.
Body Butter: Rich and creamy formulations for intense hydration, often used for dry skin.
Shaving Creams and Gels: Products that provide lubrication and protection for a smoother shave.
Waxing Kits: Kits for hair removal using warm wax, including strips and applicators.
Epilators and Trimmers: Electronic devices for removing hair from various parts of the body.
Some of the popular and reputable personal care brands on Amazon are Dove, Nivea, Gillette, Colgate, and Sensodyne.
In Amazon’s beauty products category, oral care is an important subcategory that focuses on products designed to promote oral hygiene, dental health, and a bright smile.
These products play a vital role in maintaining healthy teeth and gums, fresh breath, and a confident appearance.
Consumers are increasingly seeking natural and fluoride-free oral care products for their oral hygiene routines. Electric toothbrushes and oral irrigators with smart features like Bluetooth connectivity are gaining popularity.
Teeth whitening products and products designed for aesthetic improvements are in demand.
Fluoride Toothpastes: Formulations that help prevent cavities and strengthen enamel.
Whitening Toothpaste: Toothpaste is designed to remove surface stains and promote a brighter smile.
Sensitivity Toothpaste: Special formulations for people with sensitive teeth to provide relief from discomfort.
Natural and Organic Toothpaste: Toothpaste is made with natural ingredients and free from artificial additives.
sManual Toothbrushes: Traditional toothbrushes are available in different bristle types and head sizes for various cleaning needs.
Electric Toothbrushes: Battery-powered or rechargeable toothbrushes that offer automated brushing action for more effective cleaning.
Fluoride Mouthwashes: Rinses that provide additional cavity protection and strengthen enamel.
Natural Mouthwashes: Mouthwashes are made with natural ingredients and are free from artificial colors or flavors.
Dental Floss: Traditional string floss for cleaning between teeth and promoting healthy gums.
Floss Picks: Disposable tools with built-in floss and a handle for convenient interdental cleaning.
Teeth Whitening
Whitening Strips: Adhesive strips that contain whitening agents to brighten teeth over time.
Whitening Gels and Pens: Gels or pens that can be applied directly to the teeth for targeted whitening.
Whitening Trays: Custom-fit or universal trays are used in conjunction with whitening gels for more extensive whitening treatments.
Amazon offers a variety of popular and reputable oral care brands such as Colgate, Crest, Sensodyne, Oral-B, and Tom’s of Maine, etc.
Men’s grooming is an essential part of the beauty products category on Amazon, encompassing a range of products designed specifically for men’s personal care needs. These products are used in men’s grooming routines.
Advanced grooming devices such as precision trimmers and smart razors are becoming more popular.
Razors: Manual and electric razors for a smooth and comfortable shave, including safety razors, cartridge razors, and rotary/electric shavers.
Shaving Creams and Gels: Lubricating products that provide a smooth glide and protect the skin during shaving.
Aftershave Balms and Lotions: Soothing products that calm the skin, reduce irritation, and provide hydration after shaving.
Facial Cleansers: Cleansers are formulated for men’s skin, which can differ from women’s skin in terms of oiliness and texture.
Moisturizers: Hydrating products tailored to men’s skin types and concerns, such as oil control and anti-aging.
Serums and Treatments: Products targeting specific skin concerns such as dark spots, acne, or wrinkles.
Shampoos and Conditioners: Products formulated for men’s hair types, focusing on concerns such as dandruff, thinning hair, or oily scalp.
Hair Styling Products: Pomades, gels, waxes, and creams for styling and shaping hair.
Hair Growth Products: Treatments and supplements aimed at promoting hair growth and reducing hair loss.
Amazon offers a variety of popular men’s grooming brands such as Gillette, Philips, Braun, Baxter of California, Beardbrand, etc.
Each category has potential for growth and innovation, with Amazon providing a wide variety of products from different brands to cater to diverse customer preferences and needs.
Amazon has prohibited the below beauty products because they do not meet the checklist requirement.
Selling beauty products on Amazon requires approval to ensure that the items sold on the platform are safe and of high quality. You should take this into account, as the beauty products sold on the marketplace can significantly impact the health and well-being of customers.
Beauty products often contain various chemicals and active ingredients that could potentially cause harm to customers if not used properly or if they contain undisclosed harmful substances.
Amazon needs sellers to submit safety data and detailed information about their products to ensure that they meet safety standards and do not pose any risks to customers’ health and well-being.
Beauty products must adhere to specific industry regulations and safety standards, such as those set by the FDA in the United States. By requiring approval, Amazon ensures that the products sold on its platform comply with all relevant legal and regulatory requirements.
Also, Amazon needs sellers to provide accurate and detailed product information, including ingredients, usage instructions, and expiration dates. This helps customers make informed decisions and understand the products they are purchasing.
Accurate labeling and product descriptions are crucial for customers with allergies or sensitivities to specific ingredients. This transparency helps customers choose products that suit their needs and avoid potential adverse reactions.
Amazon’s approval process helps prevent the sale of counterfeit or knockoff beauty products. Counterfeit items can be dangerous to use and may lead to customer dissatisfaction and potential harm.
Customers trust Amazon to provide them with safe, high-quality beauty products. The approval process helps Amazon maintain its reputation as a reliable and trusted source of beauty products by ensuring that only evaluated products are available for purchase.
By monitoring the quality and safety of beauty products sold, Amazon protects its brand and reputation from potential negative incidents related to unsafe or low-quality products.
Getting approval for selling beauty products on Amazon involves a process that ensures the safety, quality, and authenticity of the products being sold. While the beauty and personal care categories are no longer restricted as a whole, certain products or brands may require additional approvals to list on the platform.
Here’s how you can get approval for selling beauty products on Amazon:
First, check the specific product or brand you want to sell. Amazon may have restrictions on certain products or brands. If the product or brand you wish to sell is restricted, you need to find an authorized distributor from whom you can purchase the inventory.
If you are reselling products through retail arbitrage or wholesale, you should check that you are allowed to list the product or brand before buying inventory.
If you are restricted from listing a product or brand, purchase at least ten units from an authorized distributor. Make sure to get an invoice for your purchase that includes details such as the distributor’s name and address, product descriptions, quantities, and prices.
Submit the invoice to Amazon for review and approval. Amazon uses this information to verify the authenticity and legitimacy of the product or brand.
Make sure you meet Amazon’s standard. Confirm that your beauty products are of high quality and safe for use. This includes meeting industry standards for ingredients and safety. Also, make sure your products are packaged appropriately and shipped in compliance with Amazon’s policies.
Additional Read: How to get Amazon restricted category approval
When selling cosmetics on Amazon, there are several fees that sellers need to be aware of. These fees can vary depending on the type of product, its size and weight, and the level of service a seller chooses to use. Here’s a detailed explanation of the selling fees for cosmetics on Amazon:
Referral fees are charged as a percentage of the total selling price of each item sold. For beauty products referral fee is considered as 8% for products with a total sales price of $10.00 or less, and 15% for items with a total sales price greater than $10.00
If you use Amazon’s FBA service, shipping fees vary based on the size and weight of the item, as well as the destination. Amazon provides rate cards that outline shipping fees for different categories and weights.
If you fulfill orders yourself, you’ll need to account for your own shipping costs. This could include the cost of packaging materials, shipping fees, and any handling fees you may incur.
Returns for cosmetics are usually free for customers, but sellers may incur a fee for handling returns. The fee amount varies depending on the reason for return and the logistics involved.
Thus, it’s essential to understand all the fees associated with selling cosmetics on Amazon to price products appropriately. This includes accounting for the total cost of fees, shipping, returns, and other expenses.
Selling beauty products on Amazon requires agreement to a comprehensive set of rules and standards, including packaging, labeling, product detail page, and product ingredient requirements.
Meeting these criteria helps ensure a positive shopping experience for customers and compliance with legal and regulatory standards.
Below are the requirements for selling beauty products on Amazon:
Use appropriate materials such as boxes, envelopes, and bags to protect the products during shipping. The packaging should be durable and strong enough to withstand transportation and handling.
Each product must be clearly labeled with the product name, size, quantity, weight, and other relevant details. Include a valid UPC and batch code.
The packaging must include the name and address of the manufacturer for traceability.
Provide a comprehensive description of each product, including its ingredients, instructions for use, warnings, and any other relevant information.
Include a high-quality, clear image that accurately represents the product. Multiple images from different angles and close-ups are encouraged.
Display the product price and availability on the product detail page.
Ensure that your labeling and product detail page comply with local regulations, such as ingredient lists, allergen information, and other labeling requirements.
Recommend: Everything You Need To Know About Amazon Private Label Business: Complete Guide
All products must be free from hazardous substances and comply with legal and regulatory standards.
Ingredients must be safe for use and not cause harm to consumers. Amazon requires that beauty products are free from animal testing. Products must be cruelty-free and ethically sourced.
Products should not contain any animal-derived ingredients. Sellers should consider alternative, vegan-friendly options where possible.
Products must not contain any banned substances or ingredients. Sellers should stay informed of regulations regarding restricted or prohibited ingredients.
By carefully adhering to these requirements, sellers can maintain a trustworthy reputation and increase their chances of success on Amazon. Compliance helps create a safe and reliable shopping experience for customers, while also ensuring legal and regulatory adherence. Sellers should stay informed of changes to Amazon’s policies and industry regulations to maintain their compliance over time.
The Amazon beauty product category is a highly competitive marketplace that requires careful planning and strategy for sellers to stand out and succeed.
Here are the top five tips to survive and thrive in the Amazon beauty product category, with specific categories and product examples included:
1. Build a brand
Establish a clear brand mission and values that resonate with your target audience. Focus on quality and innovation to build a reputation and trust with customers. Utilize Amazon’s Brand Store to create a customized shopping experience.
Product Examples:
Skin Care: Drunk Elephant C-Firma Day Serum
Hair Care: Olaplex No. 3 Hair Perfector
2. Men care for beauty products
Recognize the growing demand for male beauty and grooming products. Offer shaving kits, beard oils, and men’s skincare tailored to their needs. Use targeted advertising and marketing campaigns to reach male audiences, emphasizing products designed for them.
Product Examples:
Hair Care: American Crew Daily Shampoo
Skin Care: Jack Black Double Duty Face Moisturizer SPF 20
3. Invest on Gen Z Shoppers
Offer eco-friendly, cruelty-free, and socially responsible products to appeal to Gen Z shoppers. Use platforms like Instagram for influencer marketing, user-generated content, and engaging videos.
Product Examples:
Makeup: Rare Beauty by Selena Gomez Soft Pinch Liquid Blush
Hair Care: SheaMoisture Coconut & Hibiscus Curl Enhancing Smoothie
4. Make beautiful packaging
Visually appealing packaging catches customers’ attention and enhances their unboxing experience. Packaging should not only be attractive but also protect the product and be easy to use.
Product Examples:
Makeup: NARS Radiant Creamy Concealer
Skin Care: Kiehl’s Ultra Facial Cream
5. Get more positive reviews
Offer excellent service and ask satisfied customers for reviews to build credibility and trust. Engage with customer feedback, both positive and negative, to demonstrate your commitment to customer satisfaction.
Product Examples:
Makeup: Anastasia Beverly Hills Modern Renaissance Eyeshadow Palette
Skin Care: La Roche-Posay Effaclar Duo Acne Treatment
Personal Care: Burt’s Bees Beeswax Lip Balm
Selling beauty products on Amazon offers an opportunity for entrepreneurs and established brands to reach a wide audience and capitalize on the growing demand for beauty and skincare items. But other than beauty products you can check out our article on best-selling products on Amazon.
By following best practices such as conducting thorough market research, sourcing quality products, optimizing product listings, and implementing effective marketing strategies, sellers can maximize their chances of success in the competitive Amazon marketplace.
Ultimately, combining a customer-centric approach with strong brand management will allow sellers to stand out and thrive in the beauty products market on Amazon.
Additional resources:
Cut through the noise: Strategies CPG brands need to market new product launches on Amazon
The Power of Digital Shelf Analytics for E-Commerce Success
Key Factors to Keep in Mind When Selecting the Amazon Seller’s Name
Boost Amazon Sales with SellerApp Insights!
View Comments
Thank you for all the information, Content is really up to date, One of the best post in 2024.
Thank you for your valuable feedback.
Your blog on reading is so full of great insights, Thank you so much for sharing. I have found it extremely helpful…
Glad you like the article.
Very informative blog. I found this article very interested today, Bookmarked your website. Thank you SellerApp
Very happy to hear that.
Thanks for sharing this informative post. Looking forward to reading more updated content like this from you!
Happy to hear that you like the article.
So interesting post of this month.
Thanks for your recognition.
Really enjoyed this read.
Glad you like it.
Well explained, Thanks for the updated information.
You are welcome