From Medicube to Eos — the Top 10 Beauty Brands by Amazon Growth This Year

Many of beauty’s buzziest brands are seeing fast growth on Amazon, data from Navigo Marketing shows.

Take Medicube, which rose to prominence on TikTok in 2023, became a top-five beauty brand on TikTok Shop by the end of 2024 and is entering brick-and-mortar U.S. retail via Ulta this month. On Amazon, the K-beauty brand went from comprising 0.1 percent of the platform’s beauty sales in December 2024 to 4.2 percent of its sales during the first half of 2025.

The brand, originally known for its multitasking Age-R Booster skin care device, has recently become more widely known for its skin care formulas, including viral toner pads and PDRN products generally priced under $30.

The brand was the single fastest-growing beauty company on Amazon during the first half of this year, followed by fellow Korean beauty brand Biodance, known for its sheet masks, and Wonderskin, which is known for its peel-off lip stains, at number-three. (Competitor Sacheu tracked three places behind at number six.)

The momentum these brands are seeing on Amazon is “driven primarily by off-Amazon growth — TikTok [and] other social media — it’s not necessarily because they have a particularly great Amazon strategy that’s making them blow up,” said Jacob St. John, chief executive officer and founder of Navigo, adding that the average price of beauty products sold on Amazon hovers just over $28 — just below Ulta’s roughly $30 average and more affordable than Sephora’s $40 average.

Other top growers include skin care brand Grace & Stella, which is best known for its depuffing under-eye masks and just entered Costco, and Maybelline New York and La Roche-Posay.

The top 10 brands on Amazon by share of sales growth during the first half of 2025.

1. Medicube, +4.10 percent

2. Biodance, +2.8 percent

3. Wonderskin, +2.1 percent

4. La Roche-Posay, +2 percent

5. Nutrafol, +2 percent

6. Sacheu, +1.4 percent

7. Grace & Stella, +1.4 percent

8. Eos, +0.9 percent

9. Laura Geller, +0.9 percent

10. Maybelline New York, +0.8 percent