Selling Beauty Products On Amazon: The Basic Guide & Pro Tips

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Selling Beauty Products On Amazon

The beauty industry is popping off more than ever. With new and better products coming out to the market, more and more people are opting to buy cosmetics, and that includes men. But how to sell beauty products online?

Amazon is one of the top online platforms for selling products to the point that it’s one of the first names that comes to mind when it comes to shopping. This is mainly due to convenience, but Amazon has also built its credibility for both sellers and buyers.

So how do you go about selling beauty products on Amazon?

Why Sell Beauty Products on Amazon?

First of all, why is Amazon a great platform for selling your beauty products?

Statista projects that the beauty industry is on the road to generating a revenue of US$646.20 billion by 2024, and it’s expected to grow at an annual rate of 3.33%.

beauty industry revenue chart

A large contributor to this growth is Personal Care which is equivalent to more than US$280 billion in 2024. Personal Care consists of skin care products and, more so, those with sun protection and anti-aging properties. This is because people are becoming more aware of the dangers of sun exposure. 

Amazon is one of the top beauty sellers in the industry, with roughly 75% of online beauty products being sold on the platform. Even more so, DIY beauty has been making more of an impact, with more consumers opting for home beauty products rather than luxury beauty products.

Is it profitable to sell beauty products on Amazon?

One of the most profitable categories for sellers on Amazon worldwide this year, 2024, is Beauty and personal care, along with Home and kitchen. 

beauty products on amazon revenue percentage

Almost a third of the sellers in that category have profited from selling products with a net margin of at least 21%. For context, the average net margin of products is 10%; some go as low as 5%, while those reaching 20% are already considered high margin. 

On top of that, Beauty and personal care was the second most popular category among sellers on Amazon back in 2023. 26% of sellers opt to sell products under beauty and personal care mainly because of the profitability but for several other factors as well.

A few of the top sellers in the Beauty and personal care category also fall under the skincare subcategory. So is the skincare business profitable on Amazon? Just like the other products, it has the potential to be as long as you do your research.

What Products fall under the Beauty Products Category?

The Beauty and Personal Care category is still quite broad. There are several subcategories in the category that can better encompass your product:

  1. Makeup
  2. Skincare
  3. Hair Care
  4. Fragrance
  5. Foot, Hand & Nail Care
  6. Tools & Accessories
  7. Shave & Hair Removal
  8. Personal Care
  9. Salon & Spa Equipment

This includes non-consumable products like brushes, scissors, razors, curling irons, and anything that could be used for beauty and personal care.

On top of that, there’s also another categorization being used: premium beauty and professional beauty. However, these two are controlled by Amazon and should be avoided by start-ups or new businesses. 

Premium beauty consists of luxury or high-end products which are also higher-priced, typically of the cosmetics and skincare type of products. These usually have higher quality compared to their drugstore brand counterparts. Examples of premium brands are Clinique, Dyson, and Shiseido.

amazon premium beauty catagory

Professional beauty, on the other hand, consists of professionally created products. These are typically designed by beauty professionals like stylists and makeup artists. Naturally, since these products are used by professionals, they’re also of higher quality and sold in larger quantities.

amazon professional beauty catagory

Instead of trying to keep up with these categories, you’ll find more success building your brand in the previous categories.

Amazon offers a lot of different subcategories under Beauty and Personal Care, so you have a lot of options when deciding what sort of products you want to sell.

How to sell beauty products on Amazon?

There are two ways to sell beauty products on Amazon:

  1. Launching your own private label brand.
  2. Reselling existing products from other brands through retail arbitrage, online arbitrage, or wholesale.

Launching your own private label

For inexperienced sellers, launching a new brand may be difficult, so before deciding to start your own skincare line, you need to know what it entails and what it might cost you, not just financially but also time-wise.

Building your own brand could take a bit of time, especially in the planning phase, so if you want to launch your products on Amazon, it’s best to take note of the requirements and make sure your products comply with Amazon’s checklist.

Reselling with Retail Arbitrage

The first step to reselling other products is choosing them. Download the Amazon Seller App to make your life easier when choosing which products to resell. Using the Amazon Seller app, check which products are restricted or prohibited and avoid those. 

amazon seller app download

Once you find the products that you want to resell, purchase at least 10 units and save the invoice. Make sure all the products are in brand-new condition before making the purchase. 

The next step is to decide how you’ll be distributing your products. You can choose either Fulfillment by Amazon (FBA) or Fulfillment by Merchant (FBM).

FBA means Amazon will take charge of storing, handling, and shipping all your orders. This is what most sellers opt for as it makes it more convenient and is less work for the seller. It also helps that Amazon has Prime shipping and has built its credibility. Using FBA also means Amazon handles the customer after-care: customer service, returns, and exchanges.

However, this service comes with a cost and limits. You’ll need to pay the FBA fees on top of the storage fees and deal with inventory capacity limits. Since Amazon offers free returns, the return rates of FBA are also higher.

On the other hand, FBM means you will be in charge of storing, handling, and shipping all your orders. If you’re just starting out, this might be what you opt for. As long as you have enough storage and know how to ship your products securely, then you should be good, although it would take a lot more work, especially when more orders start coming in.

Reselling with Wholesale

Similar to retail arbitrage, you’ll need to choose a product that you wanna buy a large quantity of. The best way to guarantee success when reselling wholesale is to ensure that the product is in high demand. We have prepared three different brands for your wholesale options if interested, one of them is a men’s brand featured with GQ, Vogue and The Wired, all of they are top quality products with large percentage of lots of return customers.

How to get approval to sell beauty products on Amazon?

Go back a few years, and you might need the answer to this question, but now Amazon changed its policy. Most beauty products don’t need approval to sell under the beauty category. However, there are still some that would need approval, depending on their ingredients or brand.

If you’re reselling other brands, whether through retail arbitrage or wholesale, you will most likely need approval from both the brand and Amazon. 

Some brands are restricted unless you have the necessary documents. In these cases, you need to purchase from an authorized distributor of that brand and purchase at least 10 units. Amazon will then ask for the invoice, which should contain all the necessary information:

  1. Date of Issue which must be within 365 days.
  2. Unique Invoice Number, which will be used for tracking and reference.
  3. Tracking Information
  4. Supplier Information like company name, contact information, and company website. Amazon might contact them directly to verify your status.
  5. Buyer Information, either your or your company’s name, address, and contact information, which should also be visible on your Amazon seller profile. 
  6. Specific Identification of the product, which should contain the brand name and description. This has to match the listing you’ll be putting up on Amazon.
  7. Quantity and price. You need at least 10 products to resell products from another brand and it has to be listed on that invoice. In the event that you purchased them in two batches (i.e. five per purchase), you would need to indicate beforehand to Amazon to make sure they know there are two invoices uploaded. However, take note that this has a lower chance of getting approved.
  8. Total Amount Paid
  9. VAT, the value-added tax, needs to be present on the invoice as well so Amazon knows whether the goods were taxed or not. 

If you’re launching your own private label, you won’t need approval on your account to list products under the beauty and personal care category. You will, however, still need Amazon’s approval before the product itself can be sold. 

Why do I need approval to sell beauty products on Amazon?

By approval, this means Amazon clears your products for sale. Although there’s no approval needed for listing your products under the Beauty and Personal Care category, Amazon still checks to make sure that your products are safe and of high quality.

Since beauty products can affect the health and well-being of customers, Amazon takes extra measures to make sure that they’re approved by law and compliant with their standards before they allow you to sell in that category.

List Accurate Product and Safety Information

Beauty products can contain a lot of different ingredients, including chemicals and possibly harmful compounds that, when unregulated, can cause harm to the skin, eyes, and even other body parts. 

selling beauty products on amazon: checking product safety

Amazon avoids this by checking the product’s safety data and product information to make sure that it checks all the marks for compliance. This means that the product is safe for use in humans.

Amazon also cross-checks your products and your listed information to make sure they match and are accurately listed. This is to avoid scams or counterfeit items and maintain their credibility as a platform.

Basically, Amazon makes sure what you’re putting out on their platform is what you say it is and is safe and of high quality. This will encourage the customers to buy more, not just from your store but from the platform itself.

Requirements For Selling Beauty Products on Amazon

Amazon has a compliance checklist that applies to beauty products, so if you want to sell under that category, you need to make sure your products comply with it.

First, you need to really understand what cosmetics are and what falls under this category. Products that are rubbed, poured, sprinkled, or sprayed on your body for cleansing, beautifying, or changing the appearance of the body. 

These include skin creams, perfumes, lipsticks, nail polishes, temporary tattoos, makeup, shampoos, hair dyes, toothpastes, and deodorants.

different beauty products on amazon

The compliance checklist is as follows (taken directly from Amazon Seller Central):

Compliance Checklist

Packaging

  • Cosmetics must be sealed in the original manufacturer’s packaging.
  • Cosmetics must be new and unused.
  • Cosmetics must clearly display identifying codes placed on the packaging by the manufacturer or distributor, such as matrix codes, lot numbers, or serial numbers.

Labeling and product detail pages

Cosmetics labels and detail pages must be labeled in English with the following information:

  • The name of the product
  • The purpose or use of the product (such as cleansing the body, reducing the appearance of wrinkles, moisturizing the skin)
  • The amount of content of the cosmetic, in terms of weight, measure, count or a combination (such as 30 oz, 5 mL, 10 pills, 5 lb)
  • The ingredient list
  • The name and address of the manufacturer, packer, or distributor (this is not required on detail pages)
  • Any necessary label warnings

Cosmetic labels and detail pages must not:

  • State that the products cure, mitigate, treat, or prevent a disease in humans, unless that statement is approved by the FDA and the product is properly labeled as both a cosmetic and a drug
  • State that the cosmetics are “FDA approved” if they are not FDA approved
  • Use the FDA logo
  • State “tester,” “not for retail sale,” or “not intended for resale” as such items may not be sold on Amazon

For more information, go to the US Food and Drug Administration’s resources:

Products and ingredients

  • Cosmetics must not be named in an FDA recall or safety alert (for more information, go to: Recalls, Market Withdrawals, & Safety Alerts)
  • Cosmetics must not contain prohibited ingredients (for more information, go to: Prohibited & Restricted Ingredients)
  • Cosmetics must be safe for use and must not be a product that the Food and Drug Administration (FDA) has determined presents an unreasonable risk of injury or illness, such as:
  • Cosmetics must not require a prescription or a medical professional’s supervision or direction for their use
  • Cosmetics must not contain controlled substances, such as:
    • Anything listed in Schedules I, II, III, IV or V of the Controlled Substances Act (for more information, go to: Schedules of Controlled Substances)
    • “List I” chemicals or their derivatives as designated by the Drug Enforcement Administration (DEA) (for more information, go to: List I and List II Chemicals)
  • Cosmetics must not contain plastic microbeads (for more information, go to: The Microbead-Free Waters Act: FAQ)
  • In order to be sold into California and New York, antiperspirants, deodorants, and hairsprays must not contain toxic air contaminants (for more information, go to: California Air Resources Board Consumer Products Enforcement and New York Department of Environmental Conservation)
  • Cosmetics must comply with Amazon policies, including:
    • Cosmetics that contain ingredients derived from sharks, whales, dolphins, or porpoises are prohibited from sale.
    • Cosmetics that contain more than 12% hydrogen peroxide are prohibited from sale.
    • Cosmetics that contain acetone, such as nail polish remover, cannot be sold in volumes more than 16 oz in total.
    • InStyler rotating irons are prohibited from sale.
    • Claire’s brand cosmetics are prohibited from sale.

It’s important that if you want to sell on Amazon, you must comply with all federal, state, and local laws that apply in your area. But on top of that, Amazon policies should also be taken into account as, in the end, it is at the discretion of Amazon whether or not they approve of your product selling.

If you’re looking to launch your own private-label skincare line, for example, there are private-label manufacturers that can help you formulate products that comply with the requirements.

Like here in Rixin Cosmetics, our top priority is the quality and safety of the products we manufacture. With 25 years of expertise in skincare private label manufacturing, we combine top-notch Original Equipment Manufacturing and Original Design Manufacturing which gives you freedom to formulate your own products. 

We also have a low minimum order quantity (MOQ) for wholesale which starts at a mere 500 pieces.

skin care private label products
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With lower MOQs, you can test out the market and see how your product will be received while minimizing your losses. On average, MOQs start from 5,000 units to 10,000 or more, according to packaging. With our lower MOQ, you will be able to test out your product’s performance in the market before you start producing it in bulk for selling.

Furthermore, we have the experience to sell skincare products on Amazon US & CA market, focus on serums and moisturizers, here are some pro tips about how to get approve from amazon if you would like to sell product contains skin brightening and whitening:

Pro Tips For Brightening & Whitening Products

If you try to include your listing with the feature ‘Brightening’ or ‘Whitening’, Amazon will scan the listing after you publish the products, the time varies, but generally within one week, your listing that contains the word brightening or whitening for advertising will be suspended, amazon will ask you to provide a product certification to prove the safety of the product.

By that time, you will need to provide an FDA certificated factory certification and the product test result for Lead(Pb) and Mercury (Hg), because those two heavy metals used to be include in the cosmetics products, they can brighten the skin, but it is toxic for human body. Therefore the product test result can vouch for the safety of the product, and the factory FDA certification can support the product safety further. 

How Much Will It Cost to Sell Beauty Products on Amazon?

Before you start selling, you’ll have to pay Amazon to sell your products. 

One, there’s a referral fee that’s 15% to 20% of your selling price for beauty products. This is for each item you sell.

Two, there’s also a closing fee which is USD$1.99 per item for beauty products. On top of that, there’s a variable closing fee which is calculated using the size and weight of the item. A product that weighs 0.1 oz would incur a variable closing fee of $0.20.

Three, shipping, return, and other services will be covered by you as well. While returns or exchanges are usually free, there are special cases that this incurs a small fee. On the other hand, shipping depends on the product size and weight, with bigger or heavier items being more expensive to ship.

Finally, Amazon Prime would also incur additional fees should you choose to avail it. 

These fees should help you balance out your prices so that you stay competitive while still getting a good profit margin. Being aware of these fees also helps you plan out your expenses and how much capital you’ll be spending to start selling on Amazon. Make sure to plan these out in advance so that you won’t have to face surprise charges you might not be able to cover while preparing.

How to Choose What Beauty Products to Sell?

choose product to sell on amazon

Choosing what beauty products you want to sell isn’t just about what you like. It’s about looking for the product that sells the most at the time. Trends come and go, while some products stay steadfast and profitable. Stay on your toes by keeping up with your research.

Look Into Your Target Audience

First of all, you need to know who you want to sell to. Look into what demographic you’d want to target since, especially for beauty products, the products you sell will differ depending on the demographic. 

Try to look into which demographic uses the most beauty products and search deeper into what types of products they like to buy.

Choose a sub-category

With Amazon’s broad product base and categories, you need to narrow down and set your sights on the right sub-category. 

This is mostly up to your discretion, but you can also do a little research to see which subcategories are growing and which ones your target audience will most likely get. Although this might not be long-lasting or consistent.

The best option in this case is to research which sub-categories are the most steadily selling ones.

Keep Track of Customer Demand

The key to determining what product would sell well is to look at the current demand in the market. Check which products customers are buying more of on Amazon.

The best way to find it is through Amazon’s top-selling beauty products page and other trends in the same category so you can find patterns and possibly predict the trajectory of the market. When investing in a product, you have to be sure that the products themselves are worth buying and are stable in terms of market demand.

Try checking out the top-selling skin care products on Amazon, and you’ll see a lot of them you’ll also hear about on social media and other platforms. Make sure to expand your search area as customers can also be influenced through other means.

Besides, check the latest trends and use that as your basis as to what product’s selling a lot. This needs a bit of research and making sure that you stay up to date on what to buy and what to avoid. There are the latest skincare trends for 2024 & 2025.

Pro Tips For Choosing Potential Beauty Products

You can also check the new Amazon Movers & Shakers and new release beauty products for the trending skincare products on Amazon.

amazon beauty new release catagory
amazon beauty movers & shakers catagory

Analyze the Competition

Like in all business endeavors, there will always be competition. Especially on a platform like Amazon, where selling is more accessible, you need to know whoever you’re competing with. Besides all the established brands on Amazon, there are also others building their brands. Regardless of whether you’re reselling or launching, you need to make sure your product stands out among the crowd.

To do that, you need a unique selling point and a strong online presence. This could come in the form of advertisements, campaigns, content marketing, social media, and influencer marketing. Put your product listing out there as much as you can to increase the chances of people clicking on your product and choosing it over other competitors.

Prohibited Beauty Products and Restrictions on Amazon

Amazon has its own list of prohibited cosmetic products for various reasons mainly consisting of disqualification from the compliance checklist. Some of these are:

  1. Corrective and cosmetic contact lenses
  2. Latisse
  3. Obagi Nu-Derm Sunfader
  4. Obagi Nu-Derm Clear
  5. Obagi Nu-Derm Blender
  6. Obagi Elastiderm Decolletage Skin Lightening Complex
  7. Obagi C-Therapy Nightcream
  8. Obagi RX System Clarifying Serum
  9. Products that contain minoxidil in excess of 5%
  10. Bithionol
  11. Brazilian Blowout Acai Professional Smoothing Solution
  12. Chloroform
  13. Halogenated salicylanilides
  14. Methylene chloride
  15. Vinyl chloride in aerosol products
  16. Zirconium-containing complexes in aerosol products
  17. Synthol, Synthrol, or Swethol posing oil
  18. Trichloroacetic Acid

Quick Summary

Selling beauty products on Amazon is more accessible than ever, with Amazon allowing any seller account to list products in the Beauty and Personal Care category. 

However, you still need to do your fair share of research before you’re ready to start selling products since Amazon still needs to check whether or not your product is up to their standards. 

Make sure you have all your documents filed and ready: invoices, product information, safety data, and your Amazon seller information on top of the FDA approval. Since Amazon is based in the U.S., the products will more than likely be filtered through the FDA before being allowed to be sold.

In short, launching a single product is a lot of work in itself, so make sure to do all the necessary research on what products will most likely give you the most profit. 

In the beauty industry, products and trends are always changing, and you always want to keep up to date with these and make sure when you’re ordering or manufacturing new products, that your data is still relevant.

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