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Celebrity beauty brands on Amazon

Amazon FBA
An illustrated graphic that reads "Amazon Market Watch: Celebrity Beauty Brand Trends". The graphic has a pink and purple gradient background, with simple line illustrations of different beauty product listings on Amazon. One of the illustrations shows a bottle of nail polish, and the other shows a tube of mascara.
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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.

An image of a case of gel eye pads. The image shows a circular, purple case with its lid slightly open. Next to the open case is a small purple whale-shaped gel patch. The top of the container reads "Florence by Mills," and the image background is mint green.

Florence by Mills Swimming Under the Eye Gel Pads
Florence by Mills Dreamy Drops Hydrating Serum
Florence by Mills Dreamy Dew Facial Moisturizer
Florence by Mills Clean Magic Face Wash
Florence by Mills Oh Whale Tinted Lip Balm

 

Haus Labs (Lady Gaga)

A banner image for the brand Haus Labs. The image shows an open compact, glittery eyeshadow, and a bright red cream lipstick smudged on top of a marble background. The image reads "Haus Laboratories by 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.

An image of a bottle of Haus Labs liquid eyeshadow. The bottle is open, with the cap and built-in brush resting on top of the bottom of the bottle, which is lying flat against a white background. The eyeshadow is a golden brown color. The bottle reads "Haus Laboratories".

Haus Labs Glam Attack Liquid Eyeshadow
Haus Labs Le Riot Lip Gloss
Haus Labs Eye-Dentify Gel Eyeliner
Haus Labs Head Rush Blush Duo
Haus Labs RIP Lip Liner

 

Honest Beauty (Jessica Alba)

A banner image for the Honest Beauty brand. The image shows a cool peach sand background, with a tan block on the right side that shows a series of beauty products lying on a table. Over the peach background is the Honest logo that reads "Honest. Clean. Conscious. Culture."

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.

An image of Honest brand lipstick. The lipstick is dark pink and is in a cream-colored tube. The lipstick is open to show the color.

Honest Beauty Tinted Lip Balm
Honest Beauty Hydrogel Cream
Honest Beauty Makeup Remover Facial Wipes
Honest Beauty Sparkle All the Way Eye Kit
Honest Beauty Everyday Radiance Moisturizer

Anomaly (Priyanka Chopra Jonas)

An image of the Anomaly brand logo. The image shows the word Anomaly in stylized black text over a white background.

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.

An image of four bottles of Anomaly brand shampoo. The bottles are a golden color with black lids. The label reads "Anomaly Gentle Shampoo".

Anomaly Gentle Rosemary and Grapefruit Shampoo
Anomaly Vegan Clarifying Charcoal Scalp Shampoo
Anomaly Vegan Volumizing Dry Shampoo
Anomaly Shine Deep Conditioner Detangler
Anomaly Vegan Shampoo + Hair Mask Gift Set

 

Flower Beauty (Drew Barrymore)

A banner image showing Drew Barrymore holding a bouquet of large pink and white flowers on the left side. On the right side of the image is an eyeliner marker and an open tube of mascara. The center of the image reads "Flower by Drew. Founder, 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.

An image of a Flower Beauty brand heat styling brush. The handle of the brush is mint green, with a purple power switch and purple lettering that reads "Flower". The cord is also purple. The top of the brush is black and circular with multiple bristles coming out of the sides.

Flower Beauty Ionic Volumizing Styler
Flower Beauty Warrior Princess Mascara
Flower Beauty Flower Pots Powder Blush
Flower Beauty Titanium Revolving Styling Iron
Flower Beauty Light Illusion Full Coverage Concealer

 

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.

An image of three JLo Beauty products against a white background. On the left is a gold tub of gel cream cleanser. In the center is a clear and gold tube of serum called "That JLo Glow." On the right is a clear and gold circular case of hydrating cream.

JLo Beauty That JLo Starter Kit
JLo Beauty That JLo Glow Serum
JLo Beauty That JLo Essentials Kit
JLo Beauty That Fresh Take Eye Cream
JLo Beauty That Big Screen Moisturizer

 

JVN (Jonathan Van Ness)

A light blue banner image showing Jonathan Van Ness in a green silk shirt holding two blue bottles of hair products. The image has black text that reads "JVN. Performance Haircare for All."

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.

An image of a bottle of JVN scalp oil. The bottle is clear and the oil inside is a rich gold color. The bottle has a black eyedropper cap.

JVN Complete Pre-Wash Scalp & Hair Strengthening Treatment Oil
JVN Complete Nourishing Hair Oil Shine Drops
JVN Complete Blowout Styling Milk
JVN Complete Leave-In Conditioning Mist
JVN Embody Daily Volumizing Shampoo

 

Flawless (Gabrielle Union)

A series of images of people with curly, coiled, wavy, and textured hair. The images show the people styling their hair and looking happy together. The last image shows a brand logo with text that reads "Flawless by 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.

An image of a bottle of Flawless brand conditioner. The bottle is light blue with a white label and a blue cap. The label reads "Flawless by Gabrielle Union Hydrating Co-Wash Cleansing Conditioner."

Flawless by Gabrielle Union Hydrating Co-Wash Cleansing Conditioner
Flawless by Gabrielle Union Detangling Leave-in Conditioner Spray
Flawless by Gabrielle Union 5 Butter Miracle Leave-in Conditioner
Flawless by Gabrielle Union Elongating Curl Custard
Flawless by Gabrielle Union Shine Enhancing Heat Protection Hair Spray

 

Good Dye Young (Hayley Williams)

A banner image featuring the logo of the brand Good Dye Young. The background of the image has a series of wavy lines in various bright colors, including blue, pink, orange, green, and purple. The logo is a black square with black letters inside that read "GDY". The image also has black text that reads "Good Dye Young" in bold font.

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.

An image of a box of Good Dye Young brand hair dye. The box is brown with a dark blue rectangle. Behind the box is an image of a swatch of hair that has been dyed blue. The label on the box reads "Good Dye Young Semi-Permanent Hair Color" and the color of the dye is listed as "Dream Big."

Good Dye Young Dream Big Semi-Permanent Hair Dye
Good Dye Young Teal Semi-Permanent Hair Dye
Good Dye Young PPL Eater Semi-Permanent Hair Dye
Good Dye Young Peach Fuzz Semi-Permanent Hair Dye
Good Dye Young Sky High Semi-Permanent Hair Dye

 

Hey Humans (Jada Pinkett Smith)

A teal colored banner image with several bottles of Hey Humans skincare products. The image has white text that reads "Hey Humans. Feel Great. Do Great."

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.

An image of a tube of Hey Humans brand deodorant. The tube is made of cardboard and is a cream color with brown text.

Hey Humans Lavender Vanilla Natural Deodorant
Hey Humans Coconut Mint Aluminum-Free Deodorant
Hey Humans Cedarwood Sage Natural Deodorant
Hey Humans Apple Matcha Natural Deodorant
Hey Humans Banana Aloe Natural Deodorant

 

Kora Organics (Miranda Kerr)

A cream-colored banner image with black text that reads "Kora Organics. Your best skin. Organically."

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.

An image of a tube of Kora Organics brand face balm. The tube is mint green against a white background.

Kora Organics Mini Noni Glow Face Oil
Kora Organics Noni Radiant Brightening Eye Oil
Kora Organics Turmeric Glow Moisturizer
Kora Organics Turmeric BHA Pore & Brightening Treatment Mask
Kora Organics Noni Glow Sleeping Mask

 

Pattern Beauty (Tracee Ellis Ross)

A banner image for the beauty brand Pattern. The image has a dark golden yellow background, with an image of Tracee Ellis Ross holding up a bottle of Pattern shampoo. The image has black text that reads "Pattern by Tracee Ellis Ross. For curly, coily & tight textures."

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.

An image of a bottle of Pattern brand styling cream. The bottle is black with a yellow label and black pump top. The label has a stylized illustration of a woman's face and curly hair. The label reads "Pattern Styling Cream."

Pattern Beauty Styling Cream
Pattern Beauty Leave-in Conditioner
Pattern Beauty Curl Mousse
Pattern Beauty Curl Gel
Pattern Beauty Hydration Shampoo

 

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].



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