’s growth of 25 percent during the same period, but also beauty and personal care’s overall sales growth of 30 percent on the platform.
“Blush is leading the growth of makeup, with brands who play in the blush category trending higher than those in other areas,” said Vanessa Kuykendall, chief engagement officer at Market Defense.“Milk blush dupes are a huge business on Amazon,” said Kuykendall, noting that while the brand sells roughly 1,600 of its Jelly Tints on the platform monthly — which is substantial — “there are roughly 15,000 units of dupes being sold monthly of that product,” by comparison.
That the brand isn’t widely available in retail is likely one factor propelling its Amazon business, said Kuykendall, though the platform is also simply seeing surging interest for makeup brands. Case in point: Laura Geller is the third-biggest makeup brand on Amazon by monthly revenue, trailing only behind Boom! and E.l.f. Beauty.
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