In Q3 2026, the leading beauty product on Amazon was Clean Skin Club Clean Towels XL, which surged from #13 to #1, marking its first time at the top after being #2 for four consecutive quarters. Medicube Toner Pads Zero Pore Pad 2.0 dropped to #2 following two quarters at the top, despite a 25% increase in reviews within three months. The Top 5 also included Eos Shea Better Body Lotion, Vanilla Cashmere at #3, Hero Cosmetics Mighty Patch Original Acne Pimple Patch at #4, and Amazon Essentials Cotton Swabs at #5.
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Amy Rudgard, Senior Vice President of Client Strategy at Market Defense, noted that Clean Skin Club’s rise coincided with increased consumer interest in cleansing products during the back-to-school season, which saw a lift of 10%-15% compared to Q2. She attributed this growth to both organic search interest and paid media strategies, highlighting the appeal of the product as a sustainable option for Gen Z shoppers.
Four products entered the Top 25 for the first time this quarter: Native Deodorant Stick Coconut & Vanilla at #16, La Roche-Posay Toleriane Purifying Foaming Facial Cleanser with Niacinamide at #17, Grace & Stella Eye Patches for Puffy Eyes at #19, and Dr. Althea 345 Relief Cream at #24. Notably, Native Deodorant led the newcomers with 119,329 reviews.
The average price of the top skincare products was $13.58, a slight increase of 0.5% from the previous quarter. In haircare, the average price dropped to $20.41, down 13.3%, while makeup products averaged $8.66, an increase of 2.3%.
This quarter saw a marked absence of summer-themed products, with 10 items exiting the list, including three patriotic glitter sticks and numerous sunscreen products that had previously benefited from seasonal demand.
A significant trend emerged, with eight out of the 25 products targeting specific issues like acne or dandruff, which is the highest since Market Defense began tracking these metrics in Q2 2021. This quarter marked the lowest representation for conventional personal care items like cotton swabs and body lotion, which accounted for only 14 of the 25 products.
Key problem-solving products included Medicube Toner Pads Zero Pore Pads, Hero Cosmetics Mighty Patch, and Nizoral Anti-Dandruff Shampoo. Jonathan Wilner, Senior Vice President of Commerce Media at Market Defense, emphasized the importance of understanding search behaviors that lead to purchases on Amazon.
Shoppers primarily searched for solutions to their problems rather than just the issues themselves. This behavior suggests that brands should focus on highlighting specific solutions and ingredients, as ingredient-based searches are increasingly popular among consumers.
In categories such as acne treatment and hair regrowth, searches for ingredients often outpace those for problems, indicating a shift in consumer behavior. Brands need to optimize for relevant search terms to capture consumer interest effectively.
Overall, brand-name searches are also on the rise, now accounting for over 20% of beauty purchases during Prime Day 2026, which demonstrates the increasing significance of brand recognition in consumer decision-making.
For brands seeking growth, understanding category dynamics and optimizing product listings based on search data is crucial. By engaging with customer needs and leveraging high-demand search terms, brands can capitalize on emerging trends in the beauty market.