Amazon’s beauty business is fast-growing — even more so are its top-performing brands.
First-quarter data from Navigo Marketing shows that this time last year, Korean skin care brand Medicube accounted for roughly 4 percent of Amazon’s beauty sales, ranking number six in the category. It has since shot to the number-one position and grown its share by 10 percentage points to 14.1 percent — or nearly double that of the next-biggest beauty brand on the platform, Nutrafol.
“Medicube” is also the second most-searched term across beauty on Amazon, and with 14 products in the top-100 bestsellers, the brand’s success isn’t predicated on a single hit.
Still though, Nutrafol’s Balance women’s hair growth supplement remains the number-one beauty product overall — it actually accounts for nearly all of Nutrafol’s Amazon business — followed by Medicube’s exfoliating Zero Pore Pads.
Across Amazon’s top 10 beauty brands during the first quarter of 2026, skin care was the dominant theme.
CeraVe and La Roche-Posay — both owned by L’Oréal — sat at number three and number four, respectively, while Eos repped for body care and sheet mask brand Biodance was the only other K-beauty player in the group.
Hero Cosmetics, whose signature clear pimple patch packs were once the number-one beauty item on Amazon, now sits at the number-nine brand spot. It was one of five brands in the top 10 to see share declines during the first quarter, along with Nutrafol, CeraVe, La Roche-Posay and disposable face towelette brand Clean Skin Club.
Eos, Biodance, The Ordinary and EltaMD, along with Medicube, all grew.
Beyond the top 10, though, notable climbers included mass body and hair care brand, Native, which saw its share of sales rise 1.4 points to 1.8 percent, and Vanicream, whose share rose 1.2 points to 2 percent.
Brands that saw the most significant year-over-year declines included CosRX and Sol de Janeiro, with their respective share of sales dropping 1.5 points to 0.2 percent, and 1.4 points to 1.1 percent.
Here, the top 10 brands by share of beauty sales on Amazon during the first quarter, per Navigo Marketing.
Contents
1. Medicube: 14.1%
Courtesy
2. Nutrafol: 7.7%
3. CeraVe: 6.3%
4. La Roche-Posay: 6%
5. Eos: 4.1%
Courtesy
6. Biodance: 3.8%
7. The Ordinary: 3.3%
Courtesy of The Ordinary
8. Clean Skin Club: 3.1%
9. Hero Cosmetics: 2.6%
Courtesy of Hero Cosmetics
10. EltaMD: 2.6%
