Amazon’s premium beauty strategy for 2025 includes social commerce

3 months ago 26

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In March, Amazon scored a major coup in the world of premium beauty by bringing Clinique — the first of several Estée Lauder companies slated to join Amazon — onto the platform.

Melis del Rey, Amazon’s gm and director of North American stores for beauty, baby and beauty technology, was instrumental in making the partnership happen. In 2024, del Rey helped launch more than 300 brands on Amazon Premium Beauty. She said there’s a simple playbook for bringing high-end brands onto the platform: She shows them the data.

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