If Amazon’s October Prime Big Deal Days event was any indication of the upcoming holiday season, consumers will keep spending on beauty products for themselves and others.

• Beauty/health was the top category shopped during the event, according to CivicScience.
• Consumers shopped the event for both personal or household use (51%) and holiday gifts (36%), while 42% say they shopped the event to save on essentials/regular purchases.

But beauty shoppers are also becoming more selective, price-conscious, and digitally savvy. To win the season, brands must stand out by building trust, delivering personalized experiences, and demonstrating clear value across every touchpoint.

Here are some key takeaways from October’s Big Deal Days to help brands succeed in Q4.

1. Trusted brands still win the basket

The top brands in skin care, hair care, makeup, and fragrance show the strength of recognizable science-backed brands, according to MarketDefense’s Amazon Prime Big Deal Days October 2025 Beauty Report.

• CeraVe led skincare (13.5% share of category sales), Nutrafol ruled hair care (23.2%), Maybelline topped makeup (13.1%), and Lattafa led fragrance (12.4%).

The takeaway: Brands should double down on trust and transparency.

• Inspire trust through partnerships with trusted medical professionals and user testimonials.
• But don’t forget to illustrate practical value to court cautious spenders.

2. TikTok drives discovery and conversion

With the launch of TikTok Shop, TikTok has transformed into a commerce-driven platform.

• TikTok Shop has become the eighth largest health and beauty retailer in the US, raking in $1 billion in beauty sales, according to NIQ.
• US skincare sales on TikTok Shop topped $309 million this year, outpacing both makeup and fragrance sales, cited the MarketDefense report.

In addition, MarketDefense found that TikTok-inspired hashtags like #koreanskincare and #skincareroutine have evolved beyond social media and are now appearing as searches across ecommerce sites like Amazon.

The takeaway: Marketers should identify their brand’s top-performing TikTok hashtags and align them with search keywords, product detail pages, and ads. Brands can encourage creators to use attribution links to measure social-driven conversions.

3. Search is changing the beauty lexicon

The way consumers talk about beauty is changing as they seek products that cater to their exact needs and desired outcomes.

• Hair care queries like “gray hair products” (up 253% on Amazon) and texturing products (up 897% on TikTok) reflect the rise of DIY treatments and male grooming, according to the report.
• In makeup, searches for “tattoo cover up makeup waterproof” (up 643% on Amazon) and “lip stain” (up 112% on Amazon) show how performance and longevity have become beauty’s new premium.

The takeaway: SEO and paid search strategies should reflect emerging beauty language. Brands can team up with creators on product tutorials and “get ready with me” videos that connect trends to real products authentically.

4. Skincare takes the spotlight

Eight of the top 10 beauty and personal care products were skincare, found MarketDefense.

• The top overall product was eos Shea Better Body Lotion Vanilla Cashmere, which despite not ranking in 2024, garnered 450,000 weekly TikTok views.
• Trending search terms like “bee venom cream” (up 256% on Amazon) and “microneedling serum” (up 508% on Amazon) prove brands must go beyond basics for keywords.

The takeaway: Marketers can capitalize on skincare’s momentum by launching new products or limited editions tied to viral ingredients or TikTok trends. Use social listening to identify trending terms and bring those products to market quickly.

5. Fragrance branches out

Many top fragrance brands purchased during Amazon’s October event, like Lattafa and BellaVita, offer scents for both men and women and feature more niche fragrances.

• Arabian perfumes performed strongly, securing four of the top 10 best-selling spots, while two of the top fragrances were designed for men, according to Market Defense.
• At the same time, hashtags like #menscologne, which has more than 60,000 posts on TikTok, are resonating with younger audiences, 37% of whom are between 18 and 24 years old, per the report.

The takeaway: Brands can tap into the growing fragrance movement by spotlighting unique scents and offering accessible price points for younger consumers. Position fragrance as both a self-indulgence and an easy, giftable product to attract new consumers and drive growth.

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