Celebrity beauty brands on Amazon
Celebrities and the beauty industry have been intrinsically linked since the early days of Hollywood, with stars appearing in promotional campaigns for brands from MAC to Maybelline. In recent years, though, many celebrities have leveraged their insight, fame, and passion for the industry to launch their own beauty brands.
It’s no wonder that so many famous faces would look to the beauty industry as a way to expand their brands.
According to Jungle Scout Consumer Trends data, the number of people spending more on Beauty and Personal Care products has increased year-over-year, from 14% to 20%. What’s more, the data shows that a mere 7% of consumers never purchase beauty products. That means over 90% of consumers shop this category; talk about a massive customer base!
Plus, Jungle Scout Cobalt data shows that some Beauty product categories on Amazon have seen sales growth of 100%+ year-over-year.
Amazon Product Category
YoY Amazon Sales Trend
Blush, Contour & Highlighters
Up 102% YoY
Nails & Nail Polish
Up 101% YoY
Perfumes & Colognes
Up 74% YoY
In this post, we’ll explore celebrity-backed beauty brands on Amazon, see what the data says about star power’s impact on sales, and discuss what can be learned from the strategies of celebrity brands.
Celebrity Beauty Brands on Amazon
To say that there’s been a celebrity beauty brand boom in the last decade is an understatement. There are over 90 celebrity-backed beauty brands currently sold in the United States alone, including cosmetics, hair products, and skincare lines. Not all seem to be created equal, though, at least according to Amazon shoppers. While some brands have seen incredible sales momentum in the last year, others have seen sales and revenue dip.
Florence by Mills (Millie Bobby Brown)
Launched in 2019, Florence by Mills is Stranger Things star Millie Bobby Brown’s brand. With a focus on cruelty-free and vegan beauty products, its catalog includes cosmetics, skincare, and more.
Amazon Market Insights
- Revenue up 91% year-over-year
- Unit sales up 140% year-over-year
Amazon Search Trends
Keyword
90-Day Trend
Florence by Mills skin care set
Up 353%
Florence by Mills mask
Up 303%
Millie Bobby Brown makeup
Up 302%
Florence by Mills face mist
Up 297%
Florence by Mills face wash
Up 282%
Top-Selling Products on Amazon
These are the top-selling Florence by Mills products on Amazon over the last 30 days, by revenue.
Haus Labs (Lady Gaga)
Lady Gaga launched her beauty brand, Haus Laboratories, in the fall of 2019. In 2022, the brand announced an updated name – Haus Labs – and all new product formulations (though the line still retains its commitment to vegan and cruelty-free products). Among Haus Labs products are lip gloss, eyeliner, highlighter, and more.
Amazon Market Insights
- Revenue down 77% year-over-year
- Unit sales down 71% year-over-year
Amazon Search Trends
Keyword
90-Day Trend
Haus lip oil
Up 930%
Haus laboratories lip gloss
Up 472%
Haus eyeshadow
Up 452%
Lady Gaga eyeliner
Up 450%
Haus makeup
Up 416%
Top-Selling Products on Amazon
These are the top-selling Haus Labs products on Amazon over the last 30 days, by revenue.
Honest Beauty (Jessica Alba)
While Jessica Alba co-founded The Honest Company in 2011, it wasn’t until 2015 that the actress-turned-entrepreneur expanded the brand to include beauty and skincare products. Like its parent brand, Honest Beauty focuses on products that are free from harmful ingredients like parabens, sulfates, chemicals, and more.
Amazon Market Insights
- Revenue up 59% year-over-year
- Unit sales up 31% year-over-year
Amazon Search Trends
Keyword
90-Day Trend
Honest conditioner fragrance free
Up 551%
Honest face oil
Up 513%
Honest shampoo and conditioner for kids
Up 469%
Honest hand cream
Up 442%
Shampoo Honest
Up 430%
Top-Selling Products on Amazon
These are the top-selling Honest Beauty products on Amazon over the last 30 days, by revenue.
Anomaly (Priyanka Chopra Jonas)
Priyanka Chopra Jonas’ hair care brand, Anomaly, initially hit shelves in 2021, though at first it was exclusively available at Target. It has since expanded its catalog of environmentally-conscious, clean hair care products to other marketplaces, including Amazon.
Amazon Market Insights
- Revenue up 343% year-over-year
- Unit sales up 461% year-over-year
Amazon Search Trends
Keyword
90-Day Trend
Anomaly leave in conditioner
Up 534%
Anomaly bonding treatment mask
Up 494%
Anomaly hair products
Up 355%
Anomaly conditioner
Up 253%
Anomaly hair care
Up 244%
Top-Selling Products on Amazon
These are the top-selling Anomaly products on Amazon over the last 30 days, by revenue.
Flower Beauty (Drew Barrymore)
Having been in the public eye since childhood, Drew Barrymore has quite an extensive resume. In 2013, she added beauty entrepreneur to that list, launching her own brand called Flower Beauty. According to Barrymore, her goal with the brand is to offer cruelty-free beauty products at affordable prices.
Amazon Market Insights
- Revenue down 18% year-over-year
- Unit sales down 20% year-over-year
Amazon Search Trends
Keyword
90-Day Trend
Drew Barrymore makeup
Up 607%
Flower Beauty foundation
Up 513%
Flower Beauty lip
Up 417%
Flower Beauty powder
Up 367%
Flower Beauty highlighter wand
Up 362%
Top-Selling Products on Amazon
These are the top-selling Flower Beauty products on Amazon over the last 30 days, by revenue.
JLo Beauty (Jennifer Lopez)
Known almost as much for her flawless skin as her impressive career, the only surprise about Jennifer Lopez launching her own beauty brand was that it didn’t happen until 2021. JLo Beauty offers a range of skincare products that are said to help customers achieve “that JLo glow”.
Amazon Market Insights
- Revenue up 113% year-over-year
- Unit sales up 126% year-over-year
Amazon Search Trends
Keyword
90-Day Trend
JLo Beauty products skin care kit
Up 476%
J Lo beauty products
Up 296%
JLo eye cream
Up 289%
That JLo glow serum
Up 281%
JLo serum
Up 280%
Top-Selling Products on Amazon
These are the top-selling JLo Beauty products on Amazon over the last 30 days, by revenue.
JVN (Jonathan Van Ness)
Like JLo, Jonathan Van Ness built his beauty brand around one of the things he’s most known for: his envy-worthy locks. In 2021, the Queer Eye star launched JVN Hair, which specializes in salon-level hair care products that use sustainable formulas.
Amazon Market Insights
- Revenue up 233% year-over-year
- Unit sales up 243% year-over-year
Amazon Search Trends
Keyword
90-Day Trend
JVN hair
Up 245%
JVN shine drops
Up 532%
JVN oil
Up 457%
JVN complete hydrating air dry hair cream
Up 361%
JVN complete
Up 249%
Top-Selling Products on Amazon
These are the top-selling JVN Hair products on Amazon over the last 30 days, by revenue.
Flawless (Gabrielle Union)
Flawless by Gabrielle Union was originally launched in 2017, but in 2020 the actress relaunched the hair care brand with a new line of products. Flawless products are designed specifically for textured hair and include everything from conditioner to scalp spray.
Amazon Market Insights
- Revenue down 24% year-over-year
- Unit sales down 23% year-over-year
Amazon Search Trends
Keyword
90-Day Trend
Flawless products
Up 317%
Flawless Gabrielle Union
Up 251%
Flawless by GU
Up 244%
Gabrielle Union Flawless hair products
Up 201%
Gabrielle Union hair products
Up 159%
Top-Selling Products on Amazon
These are the top-selling Flawless products on Amazon over the last 30 days, by revenue.
Good Dye Young (Hayley Williams)
Paramore lead singer Hayley Williams teamed up with her own hairstylist to create Good Dye Young. Launched in 2016, the brand offers a range of eye-catching hair dyes in colors from bright pink to fiery orange.
Amazon Market Insights
- Revenue up 3,308% year-over-year
- Unit sales up 3,706% year-over-year
Amazon Search Trends
Keyword
90-Day Trend
Good Dye Young
Up 392%
Good Dye Young pink
Up 370%
Good Dye Young hair dye
Up 244%
Good Dye Young Rock Lobster
Up 244%
Good Dye Young purple
Up 157%
Top-Selling Products on Amazon
These are the top-selling Good Dye Young products on Amazon over the last 30 days, by revenue.
Hey Humans (Jada Pinkett Smith)
Jada Pinkett Smith launched her beauty brand Hey Humans in 2021. Once exclusive to Target, the brand has now expanded to multiple platforms and retailers. Hey Humans offers personal care products in 99% plastic-free packaging.
Amazon Market Insights
- Revenue up 391% year-over-year
- Unit sales up 329% year-over-year
Amazon Search Trends
Keyword
90-Day Trend
Hey Humans deodorant coconut mint
Up 499%
Hey Humans deodorant
Up 297%
Hey Humans
Up 244%
Hey Humans lotion
Up 244%
Hey Humans body wash
Up 244%
Top-Selling Products on Amazon
These are the top-selling Hey Humans products on Amazon over the last 30 days, by revenue.
Kora Organics (Miranda Kerr)
Kora Organics is a brand founded by model Miranda Kerr. The organic skincare line first launched in 2009 and has since won multiple awards for its products.
Amazon Market Insights
- Revenue up 30% year-over-year
- Unit sales up 24% year-over-year
Amazon Search Trends
Keyword
90-Day Trend
Noni glow face oil
Up 484%
Kora face oil
Up 439%
Kora turmeric brightening & exfoliating mask
Up 307%
Kora organics self tanner
Up 302%
Kora turmeric glow moisturizer
Up 289%
Top-Selling Products on Amazon
These are the top-selling Kora Organics products on Amazon over the last 30 days, by revenue.
Pattern Beauty (Tracee Ellis Ross)
Designed specifically for people with curly, coiled, and textured hair, Tracee Ellis Ross’s brand Pattern Beauty launched in 2019. Today, the brand has expanded to include hair styling tools in addition to its shampoos, conditioners, styling creams, and more.
Amazon Market Insights
- Revenue up 393% year-over-year
- Unit sales up 444% year-over-year
Amazon Search Trends
Keyword
90-Day Trend
Pattern curl mousse
Up 836%
Pattern hydration shampoo
Up 596%
Pattern hair products set
Up 481%
Pattern beauty leave in conditioner
Up 371%
Pattern scalp serum
Up 319%
Top-Selling Products on Amazon
These are the top-selling Pattern Beauty products on Amazon over the last 30 days, by revenue.
Resources & Takeaways for Beauty Brands
With nearly every one of these brands showing notable year-over-year growth, there are clearly things that other brands selling beauty and personal care products can learn and leverage by analyzing these trends. Here are a few of our top takeaways:
- The power of celebrity. Clearly, a famous face has a lot of sway in the beauty industry. Celebrity beauty brands come with a built-in spokesperson that shoppers already know and trust. But brands that don’t have celebrity founders can tap into a similar phenomenon by working with influencers to promote, review, and share products with legions of loyal followers who are likely to trust and act on their recommendations. Influencers are a powerful force in the beauty industry, helping products go viral and, in some cases, even launching their own beauty brands.
- Tap into consumer priorities. A majority of the celebrity beauty brands we’ve explored here have a focus on clean, natural, and eco-friendly formulas. It’s clear that many celebrity founders have picked up on the fact that shoppers are looking for beauty products that are both effective and thoughtfully made. Many of these brands also have a strong focus on inclusivity, creating products for audiences that have been historically underrepresented in the beauty industry. Following suit with these trends can help other beauty and personal care brands stand out in the market, too.
- Product and pricing opportunities. Celebrity beauty brands range from high-end luxury products to affordable, accessible beauty. By reviewing the top-selling products for celebrity beauty brands, other brands can benchmark their own pricing and product focus to appeal to similar shoppers. Popular celebrity-backed beauty products are also a great resource for selecting and launching new products in your catalog – especially in cases where you can offer a similar product at a lower price point.
Get more data on beauty and personal care product trends, along with expert advice to fuel your brand’s Amazon strategy:
About this Report
The product data in this report is representative of the U.S. Amazon market. Market insights on Amazon products were sourced from Jungle Scout Cobalt, an industry-leading market intelligence, advertising optimization, and ecommerce reporting platform powered by nearly 2 billion Amazon data points. Year-over-year comparison data reflects the period of September 2, 2022 – September 2, 2023, as compared to the period of September 1, 2021 – September 1, 2022. 90-day trends data reflects the 90 days leading up to September 2, 2023. 30-day trends data reflects the 30 days leading up to September 2, 2023.
We encourage you to share, reference, and publish this report’s findings with attribution to “Jungle Scout Cobalt” and a link to this page.
For more information, specific data requests, media assets, or to reach the report’s authors, please contact us at [email protected].
