The bestselling beauty product on Amazon depends entirely on which Amazon you open. In the United States it is a jar of Korean toner pads. In the United Kingdom and Germany it is the same mascara. In India it is a bar of sandalwood soap, and in the Gulf it is hand wash.
This report compares Amazon’s beauty bestseller lists in seven countries: the United States, United Kingdom, Germany, India, the United Arab Emirates, Saudi Arabia and Australia. For each one you will find the ten leading products, the brands that hold the most places, and price data. The comparisons between countries, including the currency conversions, the Korean beauty counts and the concentration scores, were calculated for this article.
- Key Statistics
- How This Data Was Compiled
- All Seven Countries at a Glance
- Most Popular Beauty Products on Amazon in the United States
- Most Popular Beauty Products on Amazon in the United Kingdom
- Most Popular Beauty Products on Amazon in Germany
- Most Popular Beauty Products on Amazon in India
- Most Popular Beauty Products on Amazon in the United Arab Emirates
- Most Popular Beauty Products on Amazon in Saudi Arabia
- Most Popular Beauty Products on Amazon in Australia
- Products That Sell Across Borders
- Korean Beauty by Country
- What People Buy: Product Type by Country
- Price Statistics by Country
- Brand Concentration by Country
- Review Statistics by Country
- Amazon Beauty in the United States: Market Statistics
- What the Numbers Say
- Frequently Asked Questions
- What Is the Most Popular Beauty Product on Amazon?
- Which Beauty Brand Sells the Most on Amazon?
- What Is the Bestselling Beauty Product on Amazon UK?
- What Beauty Products Sell Best on Amazon India?
- How Big Is Amazon’s Beauty Business?
- How Popular Is Korean Beauty on Amazon?
- What Is the Average Price of a Bestselling Beauty Product on Amazon?
- Which Beauty Category Is Biggest on Amazon?
Key Statistics
- Two products appear in the top 10 of four of the seven countries: Medicube Zero Pore Pad 2.0 and the Biodance Bio-Collagen Real Deep Mask.
- Korean brands hold 7 of the top 10 places in the UAE and 5 of 10 in Australia, against none in India or Saudi Arabia.
- The average beauty bestseller costs $15.01 in Germany and $3.58 in India, a gap of 4.2 times.
- Medicube is the brand with the most bestsellers in three countries (US, UK and UAE), with exactly 15 products on each list.
- Maybelline Lash Sensational Sky High mascara is the number one beauty product in both the UK and Germany.
- Facial skincare fills 8 of the top 10 places in the UAE and only 2 in neighbouring Saudi Arabia.
- No makeup product appears in the top 10 in the US, India, the UAE or Saudi Arabia.
- The most-reviewed product in any top 10 is the Mighty Patch acne patch in the US, with about 185,000 ratings. In Saudi Arabia the most-reviewed top 10 product has 7,292.
- Amazon’s US beauty category generated $8.1 billion in the first quarter of 2026, up 13% on the year before.
- Amazon’s own-label basics (cotton swabs and cotton rounds) hold two of the ten top places in the US.
How This Data Was Compiled
The product and brand figures come from MetricsCart’s monthly Amazon bestseller reports for August 2026, which track each marketplace’s Beauty bestseller list across the month. “Average rank” is a product’s mean position on the list during that month, so a lower number means a stronger seller. Local prices were converted to US dollars at approximate October 2026 rates: £1 = $1.33, €1 = $1.16, ₹1 = $0.0115, AED 1 = $0.27, SAR 1 = $0.27 and A$1 = $0.65. Products were sorted into four groups (facial skincare, makeup and nails, hair, and body, hygiene and basics) for the comparison charts. US market-size figures come from Front Row and Market Defense reports published in 2026.
All Seven Countries at a Glance
| Country | Number One Product | Brand With Most Bestsellers | Average Price (Local) | Average Price (USD) | Products on List | Brands on List |
|---|---|---|---|---|---|---|
| United States | Medicube Zero Pore Pad 2.0 Toner Pads | Medicube (15 products, 8.7%) | $14.03 | $14.03 | 173 | 90 |
| United Kingdom | Maybelline Lash Sensational Sky High Mascara | Medicube (15 products, 8.6%) | £7.71 | $10.25 | 174 | 72 |
| Germany | Maybelline Lash Sensational Sky High Mascara | Wella Professionals (19 products, 8.3%) | €12.94 | $15.01 | 229 | 97 |
| India | Ghar Soaps Sandalwood & Saffron Magic Bath Bar | L’Oréal Paris (13 products, 5.7%) | ₹311 | $3.58 | 230 | 85 |
| United Arab Emirates | Himalaya Purehands Hand Wash, Tulsi & Aloe Vera | Medicube (15 products, 6.6%) | AED 34.24 | $9.32 | 227 | 74 |
| Saudi Arabia | Dermoviva Age Renewal Handwash, 3 x 200ml | Dove (20 products, 9.0%) | SAR 23.18 | $6.18 | 222 | 63 |
| Australia | Biodance Bio-Collagen Real Deep Mask | SKIN1004 (9 products, 4.0%) | A$19.72 | $12.82 | 223 | 95 |
Most Popular Beauty Products on Amazon in the United States
| # | Product | Brand | Avg. Rank | Price | Rating | Reviews |
|---|---|---|---|---|---|---|
| 1 | Medicube Zero Pore Pad 2.0 Toner Pads | Medicube | 1.8 | $20.97 | 4.6 | 31,000 |
| 2 | Amazon Basics Double-Tipped Cotton Swabs, 500 Count | Amazon Basics | 2.4 | $2.59 | 4.7 | 80,000 |
| 3 | eos Shea Better Body Lotion | eos | 2.8 | $9.97 | 4.7 | 74,000 |
| 4 | Mighty Patch Original Acne Patches, 36 Count | Hero Cosmetics | 4.6 | $12.99 | 4.6 | 185,000 |
| 5 | The Ordinary Glycolic Acid 7% Exfoliating Toner | The Ordinary | 5.5 | $13.50 | 4.7 | 62,000 |
| 6 | Amazon Essentials Cotton Rounds, 100 Count | Amazon Essentials | 6.5 | $3.07 | 4.7 | 54,000 |
| 7 | Neutrogena Makeup Remover Wipes, 2-Pack | Neutrogena | 6.7 | $9.97 | 4.8 | 121,000 |
| 8 | Biodance Bio-Collagen Real Deep Mask | Biodance | 7.3 | $18.37 | 4.5 | 46,000 |
| 9 | Clean Skin Club Clean Towels XL, 50 Count | Clean Skin Club | 9.6 | $17.95 | 4.7 | 51,000 |
| 10 | PanOxyl 10% Benzoyl Peroxide Acne Wash | PanOxyl | 9.6 | $10.43 | 4.6 | 83,000 |
The US list is the most practical of the seven. Half of it is everyday supplies: cotton swabs, cotton rounds, face towels, makeup wipes and body lotion. The other half is treatment skincare aimed at specific problems, mostly pores and acne. Two Korean products made the top 10, led by Medicube’s toner pads at number one. Amazon’s own labels take two places with products priced under $3.10.
| Statistic | Value |
|---|---|
| Bestselling products tracked | 173 |
| Brands on the list | 90 |
| Average price | $14.03 ($14.03) |
| Price range | $2.00 to $88.00 |
| Average rating of the top 10 | 4.66 stars |
| Average reviews per top 10 product | 78,700 |
| Most-reviewed top 10 product | Mighty Patch Original Acne Patches, 36 Count (185,000) |
| Korean products in the top 10 | 2 |
Brands with the most bestsellers:
| Brand | Bestselling Products | Share of List | Average Price |
|---|---|---|---|
| Medicube | 15 | 8.7% | $18.42 |
| CeraVe | 10 | 5.8% | $14.90 |
| eos | 8 | 4.6% | $10.71 |
| The Ordinary | 6 | 3.5% | $10.53 |
| Amazon Basics | 3 | 1.7% | $2.85 |
Most Popular Beauty Products on Amazon in the United Kingdom
| # | Product | Brand | Avg. Rank | Price | Rating | Reviews |
|---|---|---|---|---|---|---|
| 1 | Maybelline Lash Sensational Sky High Mascara | Maybelline | 1.3 | £7.42 | 4.3 | 36,931 |
| 2 | Medicube Zero Pore Pad 2.0 Toner Pads | Medicube | 1.7 | £14.44 | 4.6 | 30,485 |
| 3 | Rimmel 60 Seconds Super Shine Nail Polish | Rimmel | 5.0 | £3.80 | 4.4 | 79,704 |
| 4 | Garnier Micellar Water, 700ml | Garnier | 6.4 | £5.94 | 4.7 | 22,041 |
| 5 | Medicube Salmon DNA PDRN Jelly Gel Mask | Medicube | 8.2 | £9.26 | 4.5 | 12,428 |
| 6 | CeraVe Hydrating Cleanser | CeraVe | 9.4 | £8.88 | 4.6 | 57,539 |
| 7 | Nivea Sun Protect & Moisture Spray SPF 50+ | Nivea | 10.0 | £6.02 | 4.6 | 9,360 |
| 8 | Eylure Dybrow Eyebrow Dye Kit | Eylure | 10.5 | £7.49 | 4.4 | 57,398 |
| 9 | Schwarzkopf Live Intense Colour Hair Dye | Schwarzkopf | 11.6 | £6.50 | 4.7 | 171 |
| 10 | Medicube Collagen Niacinamide Jelly Cream | Medicube | 14.1 | £10.88 | 4.3 | 15,799 |
Britain is the only country where makeup and nails take three of the top ten places, led by the Maybelline mascara that also tops the German list. Prices are the lowest of the Western markets: the average UK bestseller costs about a quarter less in dollar terms than the US average. Medicube holds three of the top ten places on its own. A new Schwarzkopf hair dye reached the top 10 with only 171 reviews, a sign that review counts matter less than they used to.
| Statistic | Value |
|---|---|
| Bestselling products tracked | 174 |
| Brands on the list | 72 |
| Average price | £7.71 ($10.25) |
| Price range | £1.00 to £45.45 |
| Average rating of the top 10 | 4.51 stars |
| Average reviews per top 10 product | 32,186 |
| Most-reviewed top 10 product | Rimmel 60 Seconds Super Shine Nail Polish (79,704) |
| Korean products in the top 10 | 3 |
Brands with the most bestsellers:
| Brand | Bestselling Products | Share of List | Average Price |
|---|---|---|---|
| Medicube | 15 | 8.6% | £12.34 |
| Nivea | 9 | 5.2% | £3.52 |
| CeraVe | 8 | 4.6% | £10.70 |
| Rimmel | 7 | 4.0% | £4.31 |
| Garnier | 7 | 4.0% | £6.50 |
Most Popular Beauty Products on Amazon in Germany
| # | Product | Brand | Avg. Rank | Price | Rating | Reviews |
|---|---|---|---|---|---|---|
| 1 | Maybelline Lash Sensational Sky High Mascara | Maybelline | 1.7 | €9.12 | 4.4 | 37,353 |
| 2 | Biodance Bio-Collagen Real Deep Mask, Pack of 4 | Biodance | 2.3 | €10.08 | 4.4 | 43,659 |
| 3 | Celimax The Vita A Retinal Shot Tightening Booster | Celimax | 5.6 | €14.58 | 4.4 | 23,671 |
| 4 | The Ordinary Glycolic Acid 7% Exfoliating Toner | The Ordinary | 6.6 | €13.85 | 4.6 | 60,468 |
| 5 | The Ordinary Niacinamide 10% + Zinc 1%, 30ml | The Ordinary | 6.9 | €5.13 | 4.6 | 62,383 |
| 6 | Medicube Zero Pore Pad 2.0 Toner Pads | Medicube | 7.3 | €16.32 | 4.6 | 30,302 |
| 7 | Bionoble Organic Rosemary Hair Oil, 50ml | Bionoble | 9.1 | €13.14 | 4.4 | 64,547 |
| 8 | Ninabella Detangling Hair Brush | Ninabella | 9.8 | €9.99 | 4.8 | 57,026 |
| 9 | Golecha Natural Henna Paste Cones | Golecha | 10.3 | €5.55 | 3.9 | 4,208 |
| 10 | CeraVe Deep Pore Cleansing Face Wash Gel, 236ml | CeraVe | 12.2 | €10.66 | 4.5 | 34,703 |
Germany has the highest average price of the seven, and hair care runs through its list. Wella Professionals has 19 bestsellers, more than any brand in any Western market, which reflects how many Germans buy salon hair colour online. Three Korean skincare products sit in the top six. The Ordinary is the only brand with two separate products in the top five.
| Statistic | Value |
|---|---|
| Bestselling products tracked | 229 |
| Brands on the list | 97 |
| Average price | €12.94 ($15.01) |
| Price range | €0.95 to €77.35 |
| Average rating of the top 10 | 4.46 stars |
| Average reviews per top 10 product | 41,832 |
| Most-reviewed top 10 product | Bionoble Organic Rosemary Hair Oil, 50ml (64,547) |
| Korean products in the top 10 | 3 |
Brands with the most bestsellers:
| Brand | Bestselling Products | Share of List | Average Price |
|---|---|---|---|
| Wella Professionals | 19 | 8.3% | €10.19 |
| Medicube | 10 | 4.4% | €14.64 |
| L’Oréal Men Expert | 9 | 3.9% | €7.39 |
| By Amazon | 8 | 3.5% | €2.48 |
| CeraVe | 6 | 2.6% | €12.82 |
Most Popular Beauty Products on Amazon in India
| # | Product | Brand | Price | Rating | Reviews |
|---|---|---|---|---|---|
| 1 | Ghar Soaps Sandalwood & Saffron Magic Bath Bar | Ghar Soaps | ₹372 | 3.8 | 40,219 |
| 2 | Cetaphil Gentle Skin Hydrating Face Wash, 118ml | Cetaphil | ₹361 | 4.3 | 72,188 |
| 3 | Simple Kind To Skin Refreshing Facial Wash, 150ml | Simple | ₹257 | 4.3 | 35,658 |
| 4 | Scalpe Pro Daily Anti-Dandruff Shampoo, 100ml | Scalpe Pro | ₹172 | 4.1 | 30,590 |
| 5 | Be Bodywise 6% AHA BHA Underarm Roll-On | Be Bodywise | ₹399 | 4.3 | 16,330 |
| 6 | Dettol Liquid Handwash Refill, Skincare, 1350ml | Dettol | ₹170 | 4.5 | 57,638 |
| 7 | Ghar Soaps De-Tan Face Wash, 100ml | Ghar Soaps | ₹285 | 4.1 | 1,350 |
| 8 | The Derma Co Sali-Cinamide Anti-Acne Face Wash | The Derma Co | ₹196 | 4.2 | 13,849 |
| 9 | Minimalist Salicylic Acid 2% Anti-Acne Face Wash | Minimalist | ₹280 | 4.2 | 28,374 |
| 10 | Dettol Liquid Handwash Refill, Original, 1350ml | Dettol | ₹175 | 4.5 | 91,827 |
India’s list looks nothing like the others. Five of the ten products are face washes, three are soap or hand wash, and none is a serum, mask or makeup item. Home-grown direct-to-consumer brands hold five of the ten places: Ghar Soaps, Be Bodywise, The Derma Co and Minimalist. The average bestseller costs about ₹311, or $3.58. Amazon reports that premium beauty in India is growing 50% a year, with more than half of that demand coming from smaller cities, so this list is likely to look different within two years.
| Statistic | Value |
|---|---|
| Bestselling products tracked | 230 |
| Brands on the list | 85 |
| Average price | ₹311 ($3.58) |
| Price range | ₹55 to ₹2,699 |
| Average rating of the top 10 | 4.23 stars |
| Average reviews per top 10 product | 38,802 |
| Most-reviewed top 10 product | Dettol Liquid Handwash Refill, Original, 1350ml (91,827) |
| Korean products in the top 10 | 0 |
Brands with the most bestsellers:
| Brand | Bestselling Products | Share of List | Average Price |
|---|---|---|---|
| L’Oréal Paris | 13 | 5.7% | ₹394 |
| Dettol | 10 | 4.3% | ₹174 |
| Minimalist | 10 | 4.3% | ₹295 |
| Cetaphil | 6 | 2.6% | ₹509 |
| The Derma Co | 5 | 2.2% | ₹215 |
Most Popular Beauty Products on Amazon in the United Arab Emirates
| # | Product | Brand | Avg. Rank | Price | Rating | Reviews |
|---|---|---|---|---|---|---|
| 1 | Himalaya Purehands Hand Wash, Tulsi & Aloe Vera | Himalaya | 2.7 | AED 13.63 | 4.4 | 2,399 |
| 2 | Garnier Micellar Cleansing Water | Garnier | 3.4 | AED 18.95 | 4.6 | 6,345 |
| 3 | Medicube Zero Pore Pad 2.0 Toner Pads | Medicube | 5.2 | AED 50.00 | 4.6 | 30,122 |
| 4 | Medicube PDRN Pink Peptide Serum | Medicube | 7.0 | AED 42.88 | 4.4 | 21,123 |
| 5 | Nizoral Anti-Dandruff Shampoo 2%, 100ml | Nizoral | 7.2 | AED 33.01 | 4.4 | 1,288 |
| 6 | Arencia Vitamin C Booster Shot Serum | Arencia | 7.4 | AED 39.00 | 4.3 | 3,558 |
| 7 | Biodance Bio-Collagen Real Deep Mask, 4 Pack | Biodance | 7.7 | AED 33.97 | 4.2 | 43,539 |
| 8 | Medicube Salmon DNA PDRN Jelly Gel Mask | Medicube | 8.3 | AED 37.09 | 4.5 | 12,397 |
| 9 | Celimax The Vita A Retinal Shot Tightening Booster | Celimax | 8.5 | AED 37.01 | 4.1 | 22,651 |
| 10 | Medicube Deep Vitamin C Capsule Cream | Medicube | 10.6 | AED 35.64 | 4.4 | 14,477 |
The UAE has the highest share of Korean beauty in the world’s Amazon top tens: seven of ten places, four of them Medicube. Take out the hand wash at number one and the dandruff shampoo, and every remaining product is facial skincare. Shoppers here also pay more for it. The median top 10 product costs about $9.89, against $4.32 in Saudi Arabia next door.
| Statistic | Value |
|---|---|
| Bestselling products tracked | 227 |
| Brands on the list | 74 |
| Average price | AED 34.24 ($9.32) |
| Price range | AED 1.53 to AED 256.00 |
| Average rating of the top 10 | 4.39 stars |
| Average reviews per top 10 product | 15,790 |
| Most-reviewed top 10 product | Biodance Bio-Collagen Real Deep Mask, 4 Pack (43,539) |
| Korean products in the top 10 | 7 |
Brands with the most bestsellers:
| Brand | Bestselling Products | Share of List | Average Price |
|---|---|---|---|
| Medicube | 15 | 6.6% | AED 36.95 |
| Garnier | 8 | 3.5% | AED 15.68 |
| CeraVe | 6 | 2.6% | AED 47.70 |
| Beauty of Joseon | 5 | 2.2% | AED 44.78 |
| Dr.Althea | 4 | 1.8% | AED 49.70 |
Most Popular Beauty Products on Amazon in Saudi Arabia
| # | Product | Brand | Avg. Rank | Price | Rating | Reviews |
|---|---|---|---|---|---|---|
| 1 | Dermoviva Age Renewal Handwash, 3 x 200ml | Dermoviva | 2.6 | SAR 10.00 | 4.4 | 524 |
| 2 | Garnier SkinActive Micellar Cleansing Water, 400ml | Garnier | 4.3 | SAR 18.17 | 4.6 | 6,520 |
| 3 | Uriage Thermale Power 3 Deodorant Roll-On, 50ml | Uriage | 6.7 | SAR 38.54 | 4.5 | 4,810 |
| 4 | Lux Perfumed Liquid Hand Wash, Velvet Jasmine | Lux | 7.4 | SAR 7.57 | 4.6 | 1,787 |
| 5 | Dove Moisturising Soap Bar, Pack of 4 | Dove | 8.3 | SAR 17.99 | 4.5 | 2,486 |
| 6 | Dove Antiperspirant Deodorant Stick, 40g | Dove | 9.2 | SAR 13.76 | 4.5 | 3,060 |
| 7 | Vaseline Petroleum Jelly, 450ml | Vaseline | 9.8 | SAR 18.04 | 4.6 | 7,292 |
| 8 | Nizoral Anti-Dandruff Shampoo, 100ml | Nizoral | 12.2 | SAR 23.25 | 4.5 | 2,343 |
| 9 | Garnier Ultra Doux Rice Water Shampoo, 400ml | Garnier | 13.5 | SAR 8.73 | 4.4 | 1,072 |
| 10 | Johnson’s Makeup Remover Pads, 3 x 80 | Johnson’s | 15.5 | SAR 14.38 | 4.7 | 3,831 |
Saudi Arabia’s list is dominated by household-name toiletries. Dove, Garnier, Nivea and Lux together hold 69 of the 222 bestseller places, which makes this the most concentrated list of the seven. Hand wash, soap, deodorant and petroleum jelly fill six of the top ten places. There is no serum, no mask and no Korean brand in the top 10. Review counts are low across the board, which shows a younger marketplace.
| Statistic | Value |
|---|---|
| Bestselling products tracked | 222 |
| Brands on the list | 63 |
| Average price | SAR 23.18 ($6.18) |
| Price range | SAR 3.60 to SAR 164.00 |
| Average rating of the top 10 | 4.53 stars |
| Average reviews per top 10 product | 3,372 |
| Most-reviewed top 10 product | Vaseline Petroleum Jelly, 450ml (7,292) |
| Korean products in the top 10 | 0 |
Brands with the most bestsellers:
| Brand | Bestselling Products | Share of List | Average Price |
|---|---|---|---|
| Dove | 20 | 9.0% | SAR 17.23 |
| Garnier | 19 | 8.6% | SAR 15.12 |
| Nivea | 16 | 7.2% | SAR 23.09 |
| Lux | 14 | 6.3% | SAR 15.37 |
| L’Oréal Paris | 10 | 4.5% | SAR 23.55 |
Most Popular Beauty Products on Amazon in Australia
| # | Product | Brand | Avg. Rank | Price | Rating | Reviews |
|---|---|---|---|---|---|---|
| 1 | Biodance Bio-Collagen Real Deep Mask | Biodance | 1.2 | A$22.29 | 4.6 | 43,533 |
| 2 | D’Alba Italian White Truffle First Spray Serum | D’Alba | 3.1 | A$27.28 | 4.6 | 44,768 |
| 3 | Celimax The Vita A Retinal Shot Tightening Booster | Celimax | 4.2 | A$27.32 | 4.4 | 22,649 |
| 4 | SKIN1004 Madagascar Centella Ampoule | SKIN1004 | 4.6 | A$18.01 | 4.5 | 12,973 |
| 5 | The Ordinary Glycolic Acid 7% Exfoliating Toner | The Ordinary | 5.3 | A$21.30 | 4.6 | 60,352 |
| 6 | La Roche-Posay Anthelios Invisible Fluid SPF50+ | La Roche-Posay | 6.0 | A$29.44 | 4.6 | 3,777 |
| 7 | Johnson’s Pure Cotton Buds, 150 Pack | Johnson’s | 7.2 | A$3.49 | 4.5 | 2,506 |
| 8 | AVD Organics Rosemary Oil for Hair | AVD Organics | 7.5 | A$18.55 | 4.5 | 2,311 |
| 9 | SKIN1004 Hyalu-Cica Moisture Cream | SKIN1004 | 8.3 | A$22.19 | 4.5 | 10,717 |
| 10 | Veyesbeauty Manga Lash Clusters | Veyesbeauty | 11.2 | A$28.19 | 4.6 | 545 |
Australia is the second most Korean list after the UAE, with five of the top ten places, and the only country where a Korean product is number one outright. It is also the most skincare-led Western market, with seven facial skincare products in the top ten, including the only sunscreen to make any country’s top six. SKIN1004 leads the brand table with nine bestsellers.
| Statistic | Value |
|---|---|
| Bestselling products tracked | 223 |
| Brands on the list | 95 |
| Average price | A$19.72 ($12.82) |
| Price range | A$1.98 to A$139.99 |
| Average rating of the top 10 | 4.54 stars |
| Average reviews per top 10 product | 20,413 |
| Most-reviewed top 10 product | The Ordinary Glycolic Acid 7% Exfoliating Toner (60,352) |
| Korean products in the top 10 | 5 |
Brands with the most bestsellers:
| Brand | Bestselling Products | Share of List | Average Price |
|---|---|---|---|
| SKIN1004 | 9 | 4.0% | A$17.97 |
| CeraVe | 8 | 3.6% | A$19.74 |
| Anua | 7 | 3.1% | A$30.87 |
| The Ordinary | 5 | 2.2% | A$18.61 |
| Biodance | 5 | 2.2% | A$28.78 |
Products That Sell Across Borders
Most bestsellers are local. A small group of products shows up in several countries at once, and nearly all of them were launched in the last three years.
| Product | Countries Where It Is in the Top 10 | Count |
|---|---|---|
| Medicube Zero Pore Pad 2.0 | US, UK, Germany, UAE | 4 |
| Biodance Bio-Collagen Real Deep Mask | US, Germany, UAE, Australia | 4 |
| The Ordinary Glycolic Acid 7% Toner | US, Germany, Australia | 3 |
| Celimax The Vita A Retinal Shot | Germany, UAE, Australia | 3 |
| Garnier Micellar Cleansing Water | UK, UAE, Saudi Arabia | 3 |
| Maybelline Lash Sensational Sky High | UK, Germany | 2 |
| Medicube Salmon DNA PDRN Jelly Gel Mask | UK, UAE | 2 |
| Nizoral Anti-Dandruff Shampoo | UAE, Saudi Arabia | 2 |
Of the eight products that cross borders, four come from Korean brands. India is the only country that shares no top 10 product with any other. Much of this cross-border demand starts on short video, where a product can go viral in several countries in the same week, a pattern covered in our social media marketing statistics.
Korean Beauty by Country
| Country | Korean Products in Top 10 | Brands |
|---|---|---|
| United Arab Emirates | 7 | Medicube (4), Arencia, Biodance, Celimax |
| Australia | 5 | SKIN1004 (2), Biodance, D’Alba, Celimax |
| United Kingdom | 3 | Medicube (3) |
| Germany | 3 | Biodance, Celimax, Medicube |
| United States | 2 | Medicube, Biodance |
| India | 0 | None |
| Saudi Arabia | 0 | None |
Across all seven top tens, 20 of 70 places (29%) belong to Korean brands. In the US, Korean beauty terms made up 10.5% of all beauty searches during Prime Day 2026, up from 6.5% a year earlier.
What People Buy: Product Type by Country
| Country | Facial Skincare | Makeup and Nails | Hair | Body, Hygiene and Basics |
|---|---|---|---|---|
| United Arab Emirates | 8 | 0 | 1 | 1 |
| Australia | 7 | 1 | 1 | 1 |
| United States | 6 | 0 | 0 | 4 |
| Germany | 6 | 1 | 2 | 1 |
| United Kingdom | 5 | 3 | 1 | 1 |
| India | 5 | 0 | 1 | 4 |
| Saudi Arabia | 2 | 0 | 2 | 6 |
Added together, facial skincare takes 39 of the 70 top places (56%), body, hygiene and basics 18, hair 8 and makeup and nails just 5. Makeup is the surprise. It is a large category in shops and a small one at the top of Amazon, where shoppers favour products they do not need to colour-match.
Price Statistics by Country
| Country | Average Bestseller (USD) | Median Top 10 Product (USD) | Number One Product (USD) | Dearest vs Cheapest Bestseller |
|---|---|---|---|---|
| Germany | $15.01 | $12.03 | $10.58 | 81x |
| United States | $14.03 | $11.71 | $20.97 | 44x |
| Australia | $12.82 | $14.46 | $14.49 | 71x |
| United Kingdom | $10.25 | $9.92 | $9.87 | 45x |
| United Arab Emirates | $9.32 | $9.89 | $3.71 | 167x |
| Saudi Arabia | $6.18 | $4.32 | $2.67 | 46x |
| India | $3.58 | $3.09 | $4.28 | 49x |
Only in the UAE and Australia does the median top 10 product cost more than the list average, which means shoppers there are paying up for the leaders. Everywhere else it is the reverse: cheaper staples sit at the top and pull the top 10 below the wider average.
Brand Concentration by Country
| Country | Products per Brand | Leading Brand | Leading Brand’s Share |
|---|---|---|---|
| Saudi Arabia | 3.52 | Dove | 9.0% |
| United Arab Emirates | 3.07 | Medicube | 6.6% |
| India | 2.71 | L’Oréal Paris | 5.7% |
| United Kingdom | 2.42 | Medicube | 8.6% |
| Germany | 2.36 | Wella Professionals | 8.3% |
| Australia | 2.35 | SKIN1004 | 4.0% |
| United States | 1.92 | Medicube | 8.7% |
Saudi Arabia’s list has 3.5 bestsellers for every brand, nearly double the US figure of 1.9. A concentrated list is harder for a new brand to enter. The US, with the most brands for its list size, is the most open market for newcomers.
Review Statistics by Country
| Country | Average Reviews per Top 10 Product | Average Rating | Lowest Review Count in Top 10 |
|---|---|---|---|
| United States | 78,700 | 4.66 | 31,000 |
| Germany | 41,832 | 4.46 | 4,208 |
| India | 38,802 | 4.23 | 1,350 |
| United Kingdom | 32,186 | 4.51 | 171 |
| Australia | 20,413 | 4.54 | 545 |
| United Arab Emirates | 15,790 | 4.39 | 1,288 |
| Saudi Arabia | 3,372 | 4.53 | 524 |
A top 10 product in the US carries about 23 times as many reviews as one in Saudi Arabia. Ratings barely differ, sitting between 4.23 and 4.66 stars everywhere. Products with a few hundred reviews reached the top 10 in the UK, Saudi Arabia and Australia, so a small review count does not keep a product off the list.
Amazon Beauty in the United States: Market Statistics
| Statistic | Figure |
|---|---|
| Amazon US beauty sales, Q1 2026 | $8.1 billion |
| Year-on-year growth | 13% |
| Skincare sales, Q1 2026 | $2.7 billion (34% of the category), up 18% |
| Hair care sales, Q1 2026 | $2.4 billion, up 10% |
| Makeup share of the category | 9%, up 18% |
| Fragrance growth | 3% |
| Top brand by estimated sales, Q1 2026 | Nutrafol, $119 million |
| Second brand | Medicube, $108 million, up 217% |
| Medicube’s share of beauty sales during Prime Day 2026 | 13.23% |
| Shoppers who bought beauty during Prime Day 2026 | 1 in 4 |
| Suncare growth | 33.4%, to more than $870 million a year |
| Average price, skincare | $13.52 |
| Average price, hair care | $23.54 |
| Average price, makeup | $8.46 |
Top 5 Beauty and Personal Care Products on Amazon US, Q2 2026
| Rank | Product |
|---|---|
| 1 | Medicube Zero Pore Pad 2.0, 70 Pads |
| 2 | Mysense Patriotic Face, Hair and Body Glitter Stick |
| 3 | Biodance Bio-Collagen Real Deep Mask, 4 Count |
| 4 | Amazon Basics Double-Tipped Cotton Swabs, 500 Count |
| 5 | Hero Cosmetics Mighty Patch Original, 36 Count |
Four of those five were still in the top 10 in August. The glitter stick, a Fourth of July purchase, was gone, which shows how sharply seasonal products rise and fall.
What the Numbers Say
- Problem-solvers beat glamour. Toner pads, acne patches, dandruff shampoo and face wash outsell lipstick and perfume almost everywhere.
- Korean skincare is the only truly global trend. It leads in the UAE and Australia, is established in the US, UK and Germany, and has yet to arrive at the top in India and Saudi Arabia.
- Low prices win the top spots in mature markets. In the US and UK, the cheapest staples rank highest.
- Each country has one local habit. Salon hair colour in Germany, face wash in India, hand wash in the Gulf, nail polish in Britain, sunscreen in Australia.
- Review counts no longer guard the top 10. New products with a few hundred reviews now reach it.
Frequently Asked Questions
What Is the Most Popular Beauty Product on Amazon?
In the United States it is Medicube Zero Pore Pad 2.0, which held an average rank of 1.8 on the Beauty and Personal Care bestseller list in August 2026. It is also in the top 10 in the UK, Germany and the UAE.
Which Beauty Brand Sells the Most on Amazon?
By estimated US sales, Nutrafol led in the first quarter of 2026 with $119 million, followed by Medicube with $108 million. By number of bestselling products, Medicube leads in the US, UK and UAE with 15 each.
What Is the Bestselling Beauty Product on Amazon UK?
Maybelline Lash Sensational Sky High mascara, with an average rank of 1.3 in August 2026. The same product is number one in Germany.
What Beauty Products Sell Best on Amazon India?
Face washes and soaps. The leading product in August 2026 was the Ghar Soaps Sandalwood and Saffron bath bar, and five of the top ten were face washes.
How Big Is Amazon’s Beauty Business?
In the US alone, Amazon’s beauty category generated $8.1 billion in the first quarter of 2026, growing 13% year on year.
How Popular Is Korean Beauty on Amazon?
Korean brands hold 20 of the 70 top 10 places across the seven countries in this report, ranging from seven of ten in the UAE to none in India and Saudi Arabia.
What Is the Average Price of a Bestselling Beauty Product on Amazon?
About $14.03 in the US, $15.01 in Germany, $12.82 in Australia, $10.25 in the UK, $9.32 in the UAE, $6.18 in Saudi Arabia and $3.58 in India.
Which Beauty Category Is Biggest on Amazon?
Skincare. It made up 34% of US beauty sales on Amazon in early 2026 and takes 39 of the 70 top 10 places across the seven countries studied.
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