Under the leadership of Wendy Franks, who became general manager of health and beauty at Amazon US in January 2026, Amazon is evolving its beauty proposition from a replenishment-led model to a discovery-driven experience, with a strong focus on categories such as cosmetics, fragrance, and K-beauty.
Amazon is embedding itself in cultural moments to drive engagement. For the final season of "The Summer I Turned Pretty," which drew around 70 million viewers on Prime Video, Amazon launched a dedicated collection and storefront inspired by the show, featuring products from Supergoop!, Skylar Clean Perfume, and Moroccanoil. Viewers could purchase featured products via an "add to basket" function within the video interface.
The company is investing in immersive brand storefronts, detailed product pages, educational content, and tech innovation. For Charlotte Tilbury, Amazon created interactive "Shop the Look" videos with direct product links. For Clinique, it developed a skincare analysis tool—an interactive questionnaire that allows customers to custom-fit a skincare regimen with Clinique products available in Amazon Premium Beauty.
To support consultations, Amazon launched SkinCare+, combining a selection of dermatologist-recommended skincare products with Amazon One Medical’s pay-per-visit virtual visits for acne, anti-aging, and eczema, including prescriptions when clinically available.
Amazon also offers AI-powered buying guides within its US app and mobile website, covering hundreds of products across skincare items like face wash, serum, and moisturizer.
According to The State of Fashion: Beauty 2025 report by The Business of Fashion and McKinsey & Company, a quarter of global beauty sales occurred online in 2024, expected to reach 31 percent by 2030. The $441 billion global beauty industry shows signs of cooling, but beauty e-commerce continues to rise.
Amazon’s growth in mass and premium beauty is raising the bar for specialty retailers and department stores. Future success will depend on convenience and online shopping experience quality.
Gen Z and Millennials drive over 41 percent of wellness spending despite representing 36 percent of the US adult population, per McKinsey’s Future of Wellness 2025 report. The "maximalist optimiser" segment—25 percent of wellness consumers—accounts for over 40 percent of total market spend, prioritizing product quality, efficacy, and science-backed solutions.
Amazon’s AI assistant Rufus helps users navigate product selection based on specific needs. Immersive product pages and streamlined checkout aim to replicate in-store discovery online.
In an interview with BoF, Franks discussed how Amazon is converting inspiration into purchases. She highlighted the refreshed "New in Beauty" storefront, which spotlights thousands of new beauty and wellness products from the past year. The Summer Beauty Event, now in its fourth year, features thousands of offers, exclusive launches, and gift sets, including a Mother’s Day PDRN-themed set from Medicube, a Milk Makeup mini must-haves set, and an anti-humidity hair care duo from Amika.
Source: Read the original report | Published: April 29, 2026