Many of beauty’s buzziest brands are seeing fast growth on Amazon , data from Navigo Marketing shows.

Take Medicube, which rose to prominence on TikTok in 2023, became a top-five beauty brand on TikTok Shop by the end of 2024 and is entering brick-and-mortar U.S. retail via Ulta this month. On Amazon, the K-beauty brand went from comprising 0.1 percent of the platform’s beauty sales in December 2024 to 4.2 percent of its sales during the first half of 2025.

The brand, originally known for its multitasking Age-R Booster skin care device, has recently become more widely known for its skin care formulas, including viral toner pads and PDRN products generally priced under $30.

The brand was the single fastest-growing beauty company on Amazon during the first half of this year, followed

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