Kline unveils top-performing beauty brands in e-commerce

A Garnier leave-in conditioner, a Burt’s Bees Beeswax lip balm and an Ulta eyeshadow took the three top spots in consulting and research firm Kline’s top-10 best-performing personal-care items sold online in February 2018.

The top-10 lists (for beauty and personal care, make-up and skincare) were created by Kline’s new digital tool, Amalgam, which ranks beauty products based on best-selling product listings, customer ratings and reviews across leading retailer websites.

The company highlighted that the ranking of best-performing items sold online changes fast. For example, Urban Decay’s  24/7 Glide-on Eye Pencil dropped from a number-one rank in make-up in January to number 257 in February.

The best-seller lists give indications of key trends, which Kline reveals as gel formats in the facial skincare category, noting the success of Neutrogena’s Hydro Boost Water Gel and Dermalogica’s Special Cleansing Gel, and the ongoing success of micellar cleansing products.


Top 10 beauty and personal-care items February 2018

1. Garnier Sleek & Shine Intensely Smooth Leave-In Conditioning Cream (300ml)
2. Burt’s Bees Beeswax Lip Balm 4-Pack
3. Ulta Eyeshadow Single
4. Color Extend Conditioner (250ml)
5. philosophy Amazing Grace Perfumed Shampoo, Bath & Shower Gel (480ml)
6. it’s a 10 Miracle Leave-in Plus Keratin (120ml)
7. Urban Decay Eyeshadow single
8. IT Cosmetics Confidence in a Cream (60ml)
9. AmazingCosmetics AmazingConcealer
10. Urban Decay Eyeshadow Primer Potion – Anti-Aging


Top 10 lip make-up items, February 2018

1. Burt’s Bees Beeswax Lip Balm 4-Pack
2. ULTA Butter Balm Lip Gloss
3. Maybelline New York Baby Lips Moisturizing Lip Balm
4. L’Oréal Paris Colour Riche Matte Lipstick
5. Burt’s Bees Lip Shimmer
6. NYX Cosmetics Soft Matte Lip Cream
7. Jack Black Intense Therapy Lip Balm SPF 25 with Natural Mint & Shea Butter (7g)
8. Fresh Sugar Lip Treatment Sunscreen SPF 15
9. J.Cat Beauty Roll It Up Auto Lip Liner, All 12 Colors
10. Kat Von D Everlasting Lip Liner


Top 10 facial skincare items, February 2018

1. IT Cosmetics Confidence in a Cream (60ml)
2. Garnier SkinActive Micellar Cleansing Water All-in-1 (400ml)
3. Ole Henriksen Transforming Walnut Scrub (89ml)
4. Simple Micellar Makeup Remover Wipes
5. Differin Gel Adapalene Gel 0.1% Acne Treatment (15g)
6. Neutrogena Hydro Boost Water Gel (48g)
7. St. Ives Blemish Control Apricot Scrub (170g)
8. NeedCrystals Microdermabrasion Crystals (227g)
9. Clinique Take the Day Off Makeup Remover for Lids, Lashes & Lips (125ml)
10. Burt’s Bees Facial Cleansing Towelettes, Cucumber and Sage

Source: Kline