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Beiersdorf started 2026 the way management said it would: slow. Group organic sales came in at €2.5 billion, down 4.6%. Consumer business slid 4.7%. None of this was a surprise as Q1 was impacted by a demanding comparison base, temporary disruptions in key markets, and delayed effects from recent innovations.

Data from Pattern®, the leading global e-commerce accelerator, provides a comprehensive view of the top selling beauty brands on Amazon in the first quarter of 2026. My findings, derived from Pattern’s data, reveal a period defined by significant consolidation in cosmetics and a strategic pivot toward clinical efficacy and value-driven alternatives in skincare and fragrance.