Which Brands and Products Drove Growth for Beauty in Q1

Where is beauty’s growth coming from today?

A YipitData assessment of first-quarter sales as indicated by receipt, web-scraped and credit and debit card data shows that certain product subcategories are growing significantly more than others.

Within makeup, for instance, mascara drove 14 percent of the category’s growth, while eyeliner came in second at 7 percent. At a brand level, L’Oréal players like Maybelline New York and L’Oréal Paris drove much of mascara’s gains.

Meanwhile in skin care, facial moisturizers and body moisturizers were both among the top-five subcategories by growth. Notably, the top three facial moisturizer players by growth during the first quarter were K-beauty brands, those being Medicube, Centellian 24 and Anua.

In hair, shampoo drove the most significant portion of the category’s growth — 24 percent — with brands like Redken and Kitsch, which just added liquid hair care to its lineup, being key contributors to those gains. Otherwise, dry scalp-specific shampoos were also hot, with Head & Shoulders and Nizoral — which sells more than 50,000 units of its signature ketoconazole shampoo monthly on Amazon — also being growth drivers.

In addition to Amazon, the other retailers assessed by YipitData included: TikTok Shop, Sephora, Ulta Beauty, Macy’s, Target and Walmart. Here, a breakdown of which categories and brands drove during the first quarter in makeup, skin and hair.

Makeup

The top subcategories driving first-quarter growth:

The top five mascara brands driving growth:

1. Maybelline New York: +15%

2. L’Oréal Paris: +11%

3. Tarte Cosmetics: +10%

4. Forchics: +5%

5. Babe Lash: +3%

Skin Care

The top subcategories driving first-quarter growth:

The top five facial moisturizer brands driving growth:

1. Medicube: +11%

2. Anua: +4%

3. Centellian 24: +3%

4. La Roche-Posay: +3%

5. Rhode: +3%

Hair Care

The top subcategories driving first-quarter growth:

The top five shampoo brands driving growth:

1. L’Oréal Paris: +13%

2. Redken: +6%

3. Kitsch: +5%

4. Head & Shoulders: +4%

5. Nizoral: +4%