Clinical Beauty Brands Reign Supreme on Amazon

On Amazon's beauty platform, dermatologist-recommended brands have been experiencing significant growth and staying power. A recent analysis by Navigo Marketing found that three out of the top five beauty brands by share of sales in August were clinical brands.

The top-performing clinical brands were CeraVe, EltaMD, and La Roche-Posay, which ranked third, fourth, and fifth by monthly share of sales, respectively. They trailed behind Amazon's established heavy hitters in the beauty space: Medicube and Nutrafol.

Medicube held the top spot for a second consecutive August, accounting for 10.8 percent of the month's beauty sales, while Nutrafol took second with 6.9 percent. However, it's worth noting that Nutrafol saw a decline in share points year-over-year, despite ranking number-one in hair sales with roughly 23.1 percent.

The Navigo analysis suggests that consumers are increasingly building routines around trusted names instead of experimenting with individual products. This trend is particularly evident in the growth of The Ordinary, which had the largest year-over-year growth among top brands.