Dive Brief:
- Amazon is bringing back its annual summer beauty event, starting Monday and running through May 10. The sale features thousands of deals, up to 30% off, on skin care, makeup, hair care, personal care, wellness, fragrance and men’s grooming, according to a company press announcement.
- The two-week event features discounts on such brands as Charlotte Tilbury, Biodance, Dyson, Estée Lauder, Bobbi Brown, BareMinerals, Beauty of Joseon, La Roche-Posay, Goop, Nexxus, Drybar, Pattern Beauty, Harry’s, Ralph Lauren Fragrances, Maison Margiela and SolaWave.
- Flash deals during the period will offer up to 40% and 50% off on single categories. Amazon’s Ask Rufus AI shopping assistant is programmed to help consumers compare products and discover deals.
Dive Insight:
Amazon’s summer beauty sale is returning for its fourth year.
Individual categories take center stage during the summer event, with makeup, men’s grooming, fragrance, personal care and skin care being marked up to 50% off during 48-hour flash sales throughout the period.
Amazon has been building out its beauty offering recently; last year market share in the category was projected to reach 15% by 2030, up from 10% in 2024. And across the industry, U.S. beauty sales experienced positive performance in 2025, according to a year-end report from Circana released in February. Prestige beauty dollar sales grew by 4% in 2025, while mass market sales increased by 5% to almost $73 billion.
Previous Amazon sales events have produced “record results,” although that may have been due somewhat to the retailer offering a wider range of products over a longer period of time. Its Prime Day sales event in July ran for four days instead of two.
Amazon brought out its Prime Big Deal Day last October to help kick off the holiday season. It followed that with a 12-day early Black Friday event held in November that featured “millions” of discount deals on home, electronics, beauty and apparel.
Amazon’s fourth-quarter online store net sales grew 10% year over year to nearly $83 billion, while physical store sales rose 5% to $5.9 billion.
