Amazon Beauty Report shows skincare reigns supreme with a high preference for K-products
Prime Day 2025 sale in the United States, held between 8-11 July, was more than just a blockbuster sale—it was a mirror reflecting the evolving face of the beauty consumer.
This year’s most influential shopper? The high-income, suburban woman aged 45 to 64. According to Market Defence’s in-depth industry report, this seasoned demographic accounted for nearly half of all Prime Day beauty purchases, bringing both purchasing power and product knowledge to the table.
Unlike the impulse-driven behaviour of younger audiences, these midlife mavens arrived with intent. 51% were waiting for specific items to go on sale, with skincare, haircare, and performance-led makeup topping their lists. More than 57% of mass beauty consumers in this age group also shopped prestige—a key shift that Amazon capitalized on by offering both value and variety under one digital roof.
Amazon 2025 Beauty Report: Which were the bestselling brands?
Korean clinical brand Medicube emerged as the top performer with two hero products—Zero Pore Pads and Collagen Mask—riding high on TikTok buzz and deep discounts. The surge in “instant face lift cream” (+569%) and “neck wrinkle patches” (+371%) revealed a clear consumer appetite for targeted, anti-ageing solutions.
Haircare followed suit, with brands like Olaplex, Nutrafol, and Mielle Organics dominating carts. Functional products—especially hair growth and scalp health treatments—outpaced traditional styling, reflecting a deeper shift toward long-term care rituals.
In makeup, legacy labels like Laura Geller New York found renewed popularity, particularly among older women seeking skin-respecting formulations. Terms like “makeup for older women” and “tattoo cover-up” topped search volumes, underlining the demand for coverage, performance, and inclusivity.
Even fragrance saw momentum from mature buyers. Lattafa and Sol de Janeiro held firm, while Bodycology’s affordable mists made a splash, bolstered by a 205% spike in mini perfume searches.
With seasoned women embracing tech, content, and commerce seamlessly, Prime Day 2025 proved that midlife isn’t a niche—it’s the new beauty power base.
