Amazon, Walmart and others are competing to enter the beauty and cosmetics market! The beauty and cosmetics market has become a new battlefield for e-commerce giants

It is learned that according to the NPD Group report, as the beauty and cosmetics craze returns in 2021, e-commerce giants such as Amazon and Walmart are scrambling to make arrangements. Affected by the 2020 epidemic, US beauty and skin care sales fell by 17%, but recovered about 11% of the loss in the first half of 2021.

The report pointed out that since the removal of the mask requirement, global lipstick sales have improved, and sales of skin care products and perfumes have also increased, and are mainly purchased online. In the United States alone, the beauty and cosmetics market has reached 42 billion US dollars, which has also attracted many e-commerce giants to compete.

Walmart

Walmart said it is investing heavily in the beauty and cosmetics market, recently adding more than 40 new labels to the category and further emphasizing the needs of consumers of color.

Musab Balbale, vice president of merchandising for Walmart's U.S. beauty department, said that sales of beauty products have increased in 2021, and the number of new beauty brands at Walmart has almost doubled in the past year. Walmart has also begun to get involved in businesses such as TikTok and live shopping, and held its first beauty shopping live event through TikTok in March, bringing more Generation Z (under 24 years old) consumers to Walmart.

Walmart also recently partnered with Uoma, a Black-owned, sustainable beauty brand founded by Sharon Chuter that’s inspired by Gen Z. Balbale said the brand embodies the way Walmart is driving our engagement in the beauty community through “diversity, inclusion, sustainability.”

Amazon

Amazon recently announced an event called "Holiday Beauty," which will run from October 4 to 25 for promotions on fragrances, men's grooming, winter skin care and makeup. Amazon said beauty is one of the fastest-growing categories and it hopes to use the event to drive traffic to its other holiday promotions later in the season.

Amazon has been selling beauty products since 2000, starting with mass-market products and gradually adding higher-priced branded products. In recent years, Amazon has added augmented reality technology to the beauty and beauty space, allowing consumers to try on lipstick before virtually buying it.

Target

In September, Target announced a partnership with beauty giant Ulta that will see more than 100 Ulta mini-stores open in select Target locations as well as on the retailer’s website. In August, the partners said they could see the business growing to 800 stores in the next few years.

Target CEO Brian Cornell said the partnership is great for Target customers as they will have access to more than 25,000 beauty products from 500 suppliers and deep experience and expertise from within the beauty industry.

Editor ✎ Xiao Zhu/

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