Amazon's Prime Day arrived earlier than usual this year, running from June 23 through June 26, and the beauty category saw a surprising mix of established leaders and rising challengers. Data from Navigo Marketing reveals that Nutrafol, best known for its hair growth supplements, captured the top spot among beauty brands, while fragrance quietly dominated product-level sales. Main Developments Nutrafol accounted for an estimated 3.6 percent of all beauty sales during Prime Day, driven primarily by its $88 Women's Balance Hair Growth Supplement. The brand narrowly edged out Medicube, a Korean skincare line that has been steadily gaining ground on Nutrafol's top shareholder rank over the past year. Medicube contributed roughly 3 percent of beauty sales, with its 70-pack of Zero Pore Pads—priced at about $20—selling over 100,000 units in the last month alone. Armani Beauty, a relatively newer entrant on Amazon, also cracked the top 10, fueled by its Acqua di Giò men's eau de toilette, which became the highest-selling fragrance during the event. Read also: Why JLo's Braided Sandals at Wimbledon Were a Deliberate Style Pivot Background Fragrance emerged as the quiet winner of Prime Day, according to Meredith Matthes, director of operations at Navigo. Four of the top 10 beauty brands were fragrance houses, with growth coming from accessible players like Lattafa, Bella Vita Luxury, Sol de Janeiro, and Phlur. Within fragrance specifically, five of the top 10 products were men's scents, while two others were unisex. Men's fragrances included Salt & Stone's santal and vetiver body mist, Dolce & Gabbana's Light Blue Pour Homme Eau de Toilette, and a Dior Sauvage EDT sold by a reseller—since Dior's parent company LVMH has not yet launched any brands directly on Amazon. Hair care also made a strong showing, with Color Wow and Shark Beauty in the top 10 overall, driven by their Dream Coat anti-frizz spray and FlexStyle Multi-Styler tool, respectively. Why It Matters The shift in category performance marks a notable departure from Amazon's 12-day Black Friday sales event, during which Navigo reported seven of the top 10 beauty brands were predominantly skincare players, and none were hair care brands. The rise of fragrance and hair care suggests evolving consumer priorities, with shoppers gravitating toward sensory and functional products over traditional skincare routines. For brands like Nutrafol and Medicube, the results underscore the growing importance of Amazon as a sales channel for health-and-beauty products. The emergence of resellers for luxury brands like Dior also highlights the gap between high-end labels and the e-commerce giant, a dynamic that may influence future distribution strategies. What's Next LVMH's continued absence from direct Amazon sales leaves room for third-party resellers to capture demand for luxury fragrances, a pattern that could persist unless the conglomerate changes its stance. Brands that performed well during Prime Day will likely double down on Amazon-specific promotions, while competitors may adjust their digital strategies to capture similar momentum. Navigo's data suggests that accessible fragrance brands and hair care tools are gaining traction, potentially reshaping how beauty companies allocate marketing and inventory for future Amazon sales events. The early timing of Prime Day this year may also prompt brands to reevaluate their product launch calendars and promotional cycles.