Korean cosmetics companies solidified their standing at Amazon Prime Day, the world's largest e-commerce event held in the United States and Europe from June 23 to 26, posting top search rankings and record-high sales.
According to APR (278470), its flagship brand Medicube ranked No. 1 in overall search terms on Amazon in the United States during the event, beating global bestsellers such as the iPad, Lego and AirPods. The brand's search ranking, which stood at ninth last year, jumped to the top in just one year. Its signature product, the "Zero Pore Pad," took first place in the entire beauty and personal care category for the second consecutive year and maintained the top spot in the toner segment for the third straight year.
Established popular products including the "Collagen Gel Cream" and the "PDRN Pink Peptide Ampoule" sold evenly, placing a total of 11 products in the top 100 beauty bestsellers during the event. This marks the highest number of products from a single K-beauty brand to enter the rankings.
APR also delivered results at the European Prime Day, which it joined for the first time this year. On Amazon in the United Kingdom, Spain and Italy, Medicube ranked No. 1 in beauty search terms on the final day of the event, and an average of more than seven products entered the top 100 bestsellers in major countries.
Amorepacific (090430) also posted its highest sales among all Prime Day events. During the event, sales in the U.S. market rose 20 percent from a year earlier, while European market sales increased 22 percent.
By brand, Laneige's "Lip Glowy Balm" and "Lip Sleeping Mask" took first and second place in the U.S. lip balm category, while COSRX's "Snail Mucin Serum" ranked 26th in the overall beauty and personal care category. Illiyoon's U.S. sales grew 197 percent from a year earlier, and Aestura grew 128 percent. In Europe, COSRX's sunscreen ranked No. 1 in the suncare category, and sales of Illiyoon and Aestura rose 164 percent, leading the growth.
Mid-sized K-beauty brands also achieved positive results across the board. Zero To Seven's skincare brand Gung Jung Bi Chaek saw its U.S. Prime Day sales rise about 40 percent from a year earlier, achieving its best-ever performance for a June period. In particular, sales expanded from the existing suncare focus to kids' hair care products, diversifying its growth drivers.
Neopharm (092730) also saw its Prime Day sales increase 126 percent from a year earlier. Sales of all major brands, including Atopalm, Zeroid and Dermabee, more than doubled, and the company attributed the results to localized digital marketing tailored to the region using influencers.
