We are back with more sales development insights in the category “Beauty” on Amazon DE.

This category embraces everything for hair and skin care including decorative cosmetics and appliances.

The sales demand for #beauty items is quite stable throughout the last two years, with a peak respectively at the end of each year: Perfumes are a very popular Christmas present & people like to dress and glam up for the holiday season.

At the beginning of 2020, sales were about 30% higher compared to 2019. Starting with the first lockdown in March, beauty purchases increased, reaching more than 90% after the second #lockdown. In total, numbers in the category “Beauty” grew by more than 55% yoy.

In 2021, the sales development looks rather stable, even showing a decline since February. This is the result of much higher sales at the beginning of the year. In January, people were purchasing 65% more than in the previous year. Ytd beauty sales rose more than 45% in 2021 compared to last year. Considering the usual development of the Beauty category, we expect stable sales numbers for the upcoming months.

Interested in more details & individual analyses?

*metoda original research

Sales Development is powered by metoda Consulting & Market Genius data.