Third time’s could be the charm for Amazon‘s annual Holiday Beauty Haul.

The annual event’s third iteration, which wrapped Nov. 5, was a beauty-devoted promotional period akin to Amazon’s Prime Deal Day. For Melis Del Rey, general manager, North America of beauty, baby and sweetness tech, she said it’s a key a part of garnering shoppers on the lookout for higher-end beauty products.

“These items play an important role in the best way we’re also engaging with our customers and driving more immersive engagement,” she said. “It gives us a fantastic opportunity into enabling higher discovery of this extensive range, and we would like to give you the option to assist customers experience newness from beauty. Discovery may be very essential.”

Since Amazon first introduced the event, which began in 2021, the marketplace has gained market share in beauty, now comprising 12 percent of the entire prestige market, as reported. “Beauty is certainly one of the fastest-growing categories across our North America stores, and we now have a really large and diverse consumer base,” Del Rey said. “Our customers are responding incredibly well to all of our efforts we’re driving to.”

To kick off the event, influencer Natalie Negrotti took to Amazon Live to share her favorite products. Participating brands range in scale, category and price from Dyson and skincare brand Le Domaine to brands akin to Cover Girl and Maybelline Latest York.

Mario Badescu, for one, saw an enormous return on the event, with an emphasis on gift sets and non-core products. “We were up 65 percent on Amazon, which is an enormous deal,” said brand co-owner Joseph Cabasso, noting that influencer marketing has played a key role in bolstering that channel. “It’s a very important a part of our business. The client wants the product the identical day, or the following day.”

Standouts included a bundle with the hero Drying Lotion and pimples patches, along with facial sprays and its lip mask. Cabasso added that the brand’s client on Amazon starts much younger, akin to for facial sprays, while the brand’s core customer is basically Millennial.

Holiday Beauty Haul differs from Prime Deal Day in scope and buy behavior, Del Rey said. “The shopping mission differs just a little bit.…That is so much more concerning the selection and curation,” she said, adding it’s more geared toward holiday essentials and gifting than simply value. “Prime Day focuses large category-defining brands that our customers love, like Lancôme, It Cosmetics and Urban Decay. For Holiday Haul, it’s a more extensive coverage of brands, all the best way all the way down to indie brands.”

Prior to the event, Amazon was bullish, projecting $11 million in savings for shoppers.