March 2024

What’s driving beauty searches on Amazon? Data from marketing consultancy Market Defense shows DIY-minded consumers are increasingly turning to the e-commerce giant for press-on nail and gel polish offerings, in keeping with the broader, post-pandemic growth of at-home nails. One other nascent phenomenon: Sol de Janeiro has emerged as a top-searched beauty keyword on Amazon, making it the only brand search to crack the highest 10 beauty keywords by average monthly volume. The Dyson Airwrap and “CeraVe face wash” are the next-most popular brand searches on the platform; nonetheless, those differ in that they reference specific products. “That Sol de Janeiro has captured a lot of the buyer attention that individuals are only trying to see what the brand has...