In April, I wrote that medicube was on track to become Amazon’s top skincare brand by mid-2026. , the global e-commerce accelerator, now puts Medicube at 4.1% of Amazon skincare sales, up 0.6pts from Q1. The Korean brand moved from third to first, ahead of La Roche-Posay at 3.5%, down 0.2pts. CeraVe, the Q1 leader, fell to third at 2.7% after losing 1.3pts. Medicube now leads La Roche-Posay by 0.6pts and CeraVe by 1.4pts. My forecast was right, but I did not expect the change to happen so quickly.
The top ten skincare brands accounted for 22.3% of sales, down 0.2pts from Q1. Neutrogena held fourth at 2.4%, while The Ordinary remained fifth at 2.1%. EltaMD made the largest move below the leaders, climbing from ninth to sixth after gaining 0.7pts to reach 2.0%.
In makeup, established leaders lost ground to challengers brands. The top ten’s combined share fell from 31.4% to 29.2%, a decline of 2.2pts. The ranking was unchanged through sixth place, but every top-five brand lost share. Maybelline remained first at 4.8%, narrowly ahead of L’Oréal Paris at 4.6%. E.l.f. recorded the largest decline among the leaders, losing 0.7pts to reach 3.9%. Tarte was the top ten’s strongest grower. It gained 0.5pts and moved from tenth to seventh with a 2.3% share. Grande Cosmetics fell from seventh to ninth, while Revlon returned at 1.6%, replacing Babe Original.
Fragrance continued to concentrate. The top ten reached 31.0% of sales, up from 29.9% in Q1. Lattafa extended its lead to 7.3%, while Versace remained second at 4.6%. Yves Saint Laurent rose from fifth to third at 2.9%, and Armani Beauty climbed from seventh to fifth after gaining 0.5pts. Dolce & Gabbana entered the ranking at 1.8%, replacing Afnan. Afnan leaving the top ten and Armaf loosing a position while Lattafa strengthened its lead suggests Middle Eastern fragrance is consolidating rather than advancing across the board. Meanwhile, L’Oréal’s luxury brands gained ground on Amazon with the good performance of Saint Laurent and Armani.
Haircare remained the least concentrated category, with the top ten’s share rising slightly from 16.3% to 16.7%. Nutrafol and Redken retained the first two positions at 3.1% and 2.0%. TYMO was the quarter’s fastest grower. Its share increased by 0.6pts to 1.9%, moving the brand from eighth to third place. Olaplex fell from third to fifth, while Wavytalk moved from tenth to eighth. Color Wow dropped four places to ninth. Kérastase returned to the top ten at 1.2%, replacing Amika.
