December 9,2025
Once again, though this year by an even wider margin, Amazon was the
crown jewel of beauty e-tail during Cyber Week.
The platform accounted for 41.6 percent of online beauty sales made
between Nov. 27 and Dec. 1, growing 6.8 points of share versus 2024, data
from NIQ shows.
Hair care was the top category on Amazon, making up nearly 40 percent of
the platform’s Cyber Week sales, followed by skin care, which comprised
about 30 percent, and cosmetics at 19.5 percent. Within skin care, the top
three categories were facial skin care, body lotions and lip balms, in that
order.
Amazon wasn’t the only retailer to grow its share of online sales, though.
Ulta Beauty, which was the number-two e-tailer, grew its share 0.4 percent
versus 2024 to 9.2 percent. TikTok Shop grew its share of sales by an even
greater 1.2 percent. The social commerce platform was responsible for about
4.6 percent of all online beauty sales, per NIQ; Charm.io data shows that in
terms of dollars, beauty sales on TikTok Shop topped $109 million.
While TikTok Shop tracked behind Sephora by share of sales, Sephora
conversely saw a 1 percent decrease in share versus the year prior, making it
the only retailer in the top four to decline.
At number five, Target also saw a decline, dropping 0.5 percent to 3 percent
share this year. In all, the top five retailers accounted for nearly 65 percent of
online Cyber Week beauty sales. Retailers like Nordstrom and Macy’s ranked
in the latter half of the top 10, and both saw share declines of less than 1
percent.
According to NIQ, roughly 63 percent of online beauty sales came from
Millennials and Gen X. Boomers and Gen Z comprised smaller sales shares
of 18.5 percent and 18.4 percent, respectively.
Like on Amazon, hair care was the top category on TikTok Shop, making up
32.5 percent of the platform’s Cyber Week sales, followed by skin care at 27.3
percent. Across both platforms, cosmetics and fragrances tracked at number
three and number four by category performance, respectively, both seeing
slight year-over-year declines.
Across channels, online beauty dollar sales during Cyber Week grew 10
percent versus 2024. The average beauty spend per customer, though,
decreased two points to $63.70 per customer.
The top 10 retailers by beauty e-commerce share during Cyber Week, per
NIQ.
1. Amazon: 41.6%
(+6.8)
2. Ulta Beauty: 9.2%
(+0.4)
3. Sephora: 6.4%
(-1)
4. TikTok: 4.6%
(+1.2)
5. Target: 3%
(-0.5)
6. Bath & Body Works: 2%
(+0.4)
7. Dyson: 1.5%
(-0.6)
8. Nordstrom: 1.4%
(-0.3)
9. Macy’s: 1.4%
(-0.7)
10. Dermstore: 1%
(+0.2)