Market Defense's Annual Amazon Prime Day 2025 Beauty Report Unpacks Four Days of Record-Breaking Beauty Trends
Brand Power Defined the Event:CeraVe, Medicube, Sol de Janeiro, Lattafa, Nautica, Grande Cosmetics, Bodycology, and Olaplex were just some of the brands dominating beauty carts and search bars this Prime Day, as shoppers hunted for deals on their favorites across skincare, haircare, fragrance, and more.
This year, Prime Day stretched across four days—July 8–11—the longest in the event's history. The result? It is estimated that U.S. shoppers spent $24.1 billion online during Prime Week, a 30% year-over-year surge, creating a week that rivaled two Black Fridays in online sales velocity. It is estimated that Day 1 kicked off with a 10% lift over last year, but urgency peaked late: sales on Day 3 were estimated to be 165% above a typical day, as deal-watchers pounced on last-chance offers.
Who Shopped? Older Consumers Drove the BoomThe typical Prime Day shopper in 2025 was a high-income, suburban woman aged 45 to 64—a sharp shift from the 35-to-44-year-old crowd that dominated in years past. Nearly half (49%) were over 55, bringing seasoned savviness to the sale. These deal-driven devotees didn't stumble onto Prime Day by accident—most came looking for it, and for many, it was the main reason they logged on.
Shoppers Played to Win—And Brands Had to Keep Up Strategic shopping was front and center: 45% of Prime members said they were shopping the event specifically to get ahead of expected tariff-driven price hikes. Meanwhile, influencer marketing reached new heights—driving an estimated 19.9% of U.S. online retail sales, a 15% increase over last year.
"Our influencer efforts during Prime delivered strong engagement as well as an effectiveness rate that was above average. Influencers are key to driving consideration, traffic and trial—with TikTok as the primary channel," said Amy Rudgard, SVP, Client Delivery at Market Defense. "Data showed that Prime shoppers were 10 times more likely to make a purchase after seeing influencer content vs. typical social media content. Brands that saw the best results started their influencer content early, pulsed out multiple posts each day over the four days, and made a big effort in the final 24 hours of the event when orders increased."
What Won in Beauty, and Why
Skincare: Medicube owned the spotlight—clinching the #1 overall beauty brand and single highest-grossing beauty product, thanks to a daring 50% discount. CeraVe and Olaplex remained top contenders. Neck wrinkle patches emerged as a top search, with interest up 371% year-over-year as consumers explored anti-aging solutions beyond the face.
Makeup: A viral TikTok trend fueled explosive interest in tattoo cover-up products— "tattoo cover up makeup waterproof" drove the most searches in the Makeup category as TikTok views surged.
Haircare: Solutions stole the show: three of the top ten branded searches focused on hair growth and dandruff, proof that shoppers were seeking products that work.
Fragrance: Fragrance stayed true to its bestsellers, with Sol de Janeiro, Lattafa, and Nautica holding strong. Arabian perfume continued its rise—Lattafa ranked #2 in Amazon's branded fragrance search, with TikTok views on the trend up 64% and Google searches up 25%. Bodycology stood out as a breakout, landing three of the top 10 fragrance slots.
Average household spend hit $156, with average order size at $53.
Fierce Competition Fueled the FrenzyPrime Day wasn't the only game in town: ULTA ran parallel mega-promos with up to 40% off and free gifts; SEPHORA unleashed major Summer Deals for Beauty Insiders; TikTok's "Deals for You Days" outlasted Amazon with 13 days of beauty promotions and live price matches.
Why Did Some Brands Win While Others Watched?"Brands that won big this Prime Day approached it with a unified strategy across both DTC and Amazon. They didn't just increase ad spend by 1.5–2x their norm—they also leaned into aggressive promotions, pricing down by 30% or more," said Karan Raturi, Chief Operating Officer at Market Defense. "By activating their DTC loyalists through targeted CRM campaigns, they delivered exceptional value on the world's most convenient shopping platform. That surge in momentum translated into algorithmic lift, boosting organic visibility and vaulting them into best-seller status. The result? Significant new customer acquisition. Once again, Prime Day proved that bold, coordinated investments during tentpole moments can be a major growth catalyst."
But as Dave Karlsven, SVP, Client Marketing & Data Science at Market Defense, pointed out: "Prime Day isn't just about what you sell in those 48—or now 96—hours. It's about the momentum you can build. Brands that treat it like a flash sale often miss the bigger picture. Ad strategy during Prime Day has to fuel long-term rank, visibility, and customer acquisition. The real winners are the brands using the event to compound their gains weeks and months later."
And the stakes keep rising: "With Estée Lauder, Tarte, and other big names now on Amazon, brands can't afford to coast. You need a clear message, an assortment that backs it up, and products that perform. It's not easy—but for founders who know their consumer and care about what they're building, there's still real opportunity. With softness in other channels, Amazon is one of the few places showing growth. Now's the time to lean in—and start working on your October Prime and Cyber Week strategy, because this is clearly Amazon's moment," added Vanessa Kuykendall, Chief Engagement Officer at Market Defense.
The full Annual Amazon Prime Day 2025 Beauty Report from Market Defense is available now: https://marketdefense.com/amazon-2025-prime-day-report/
For more information about Market Defense and its suite of services, visit https://marketdefense.com/
About Market DefenseMarket Defense grows the world's best beauty brands on the marketplaces of Amazon, Walmart, and Mercado Libre. Globally. As the premiere partner for over 100 leading beauty brands, including Dr. Dennis Gross, DIME, and BeautyStat, we provide a full suite of services including account management, brand protection, logistics, advertising, and creative solutions, solving the most complex marketplace challenges.
Media Contact:Vanessa KuykendallChief Engagement OfficerEmail: Vanessa@MarketDefense.com
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SOURCE Market Defense LLC
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