This year’s top beauty items on Amazon,

the secret origin in TikTok

The growth of beauty and personal care products on Amazon continues to evolve, reflecting trends on social media and changing consumer tastes. Social media platforms like TikTok are having a huge impact on product sales, especially as the value-for-money consumer trend intensifies. This trend is especially pronounced on Amazon. We’ve analyzed some of the most popular products on Amazon that are available in the beauty supplies and what makes them so popular.

Review of Amazon’s top beauty supply products

01. Hair care

Mielle, Scalp & Hair Strengthening Oil

The popularity of Mielle Rosemary Mint Scalp & Hair Strengthening Oil in Amazon’s hair care category is not going away, which is currently ranked #1. The rosemary oil hashtag on TikTok has already been viewed over 591 million times, and it’s gaining traction as a go-to ingredient for thinning hair. The popularity of this product has led to other brands launching products with rosemary mint.

Samnyte Hair Wax Stick

This product went viral on TikTok, which led to uptick in Amazon sale. It has gained popularity for its strong, non-sticky hold and is a great value with a low price. Suitable for all hair textures, it’s a favorite among curly-haired consumers for braiding, organizing ponytails, and handling flyaways when wearing wigs.

Nizoral Anti-Dandruff Shampoo

This dandruff shampoo is a long-time favorite among consumers, consistently appearing on popular product lists. It has over 65,000 five-star reviews on Amazon and has gone viral among TikTok users with reviews attesting to its effectiveness against dandruff, hair loss, and even acne.

Kate Blanc Cosmetics Castor Oil

Castor oil has over 700,000 monthly searches on Amazon which has seen 168% increase in the last 12 months. With more than 1 billion views of castor oil hashtag on TikTok, consumers are turning to this natural ingredient for eyelash growth, hair growth, and weight loss.

Cosrx Advanced Snail 96 Mucin Power Essence

K-beauty products, known for their affordability and quality, are gaining popularity in the skincare category. There are a total of four Korean skincare brands in the top 25. Among them, COSRX’s Snail Mucin essence, a product made with snail mucus, took the top spot in the skincare category, while a moisturizer from the same brand came in third. According to NOW.ai, an AI-powered beauty trend analysis company, it was ranked as the second hottest beauty item in 2024, and recently, K-beauty brands have been expanding their range of product offerings in large chain stores and beauty supply stores alike.

La Roche-Posay Toleriane Double Repair Face Moisturizer

This moisturizer cracked the top 25 in the skincare category with a 28% increase in brand searches. Developed in collaboration with dermatologists, it is said to provide dermatologist-grade skincare at an affordable price. It’s especially popular because it’s recommended by Dermdoctor, a dermatologist and TikTok influencer with 18 million followers.

03. Makeup

Essence Lash Princess False Lash Effect Mascara

With over 330,000 reviews and an average rating of 4.3 on Amazon, this mascara has been a staple of the Essence brand after its 22 years in the business. Lash Princess mascara is popular with students and budget-conscious consumers for its sub-$5 retail price, and it is known for its easy-to-use applicator and clump-free effect.

NYX PROFESSIONAL MAKEUP Butter Gloss, Non sticky

It’s a makeup brand that is indispensable in beauty supplies. The non-sticky formula won’t make your lips look flaky and is perfect for the natural makeup trend. Butter Gloss comes in 32 different colors, giving you plenty of options, and it’s also popular for its low price point of $5 and cents. Another NYX product, the Fat oil lip drip, was ranked 25th.

Characteristics of popular beauty products

Value brands make up the top 10 products on Amazon, with the average price of makeup products dropping 12.2% from last quarter to $7.31. This suggests that consumers are favoring good value products, which is a trend in the beauty market this year.

To stay competitive, beauty supply companies need a flexible approach that doesn’t just focus on price, but constantly analyzes and reflects online trends and consumer preferences. With consumer reviews and active interactions on social media heavily influencing purchase decisions, building trust through quality control and communication with consumers should be a key strategy.