Women still love to shop in-store at a variety of retailers, but Amazon has quickly become a core element in the entire beauty shopping experience. Key word: experience—something that was once considered impossible to bring to beauty consumers online.
As part of our recent Beauty on Amazon Forum, we asked our Glimmer community how Amazon fits into a woman’s beauty routine, from discovery and research to purchase. What did we find? Amazon has proven its ability to deliver the beauty adventure that once only took place in-store.
57% of women list Amazon as their #1 source for researching beauty products online
75% of women buy beauty products on Amazon when shopping online
Who took #2? Sephora.com (58%)
How She Searches
Search by product category (e.g., lip gloss, face masks)
Search by brand
Prime Perks Keep Growing
When asked why she buys beauty on Amazon...
42% say fast shipping (up 8% from 2017)
40% say free shipping (up 3% from 2017)
Content is Queen
What does she find helpful when researching beauty?
Product reviews: 79%
Product descriptions: 56%
Pictures showing product use: 55%
What's her next step after finding an interesting product?
Read product reviews: 78%
Read product descriptions: 62%
Look at product pictures: 49%
Stella Rising offers best-in-class Amazon Services and has decades of experience driving growth for beauty brands on and offline.
Stella Rising is the top independent media, marketing services, and business consulting firm for rising star brands. We drive growth through our insights framework, understanding of the consumer and brand landscape, and extensive experience in beauty, food, health, and retail.