Amazon Mexico Relaunches Beauty Store, Targets Young Consumers

Amazon Mexico announced the relaunch of its Premium Beauty store, a digital platform designed to strengthen its position in the beauty and personal care market.

The renewed store features a wide range of products from established brands such as Lancôme, Clinique, Kérastase, and Dyson, as well as emerging names including The Ordinary and Colorescience. The company stated that the goal is to ensure customers have access to authentic products, reinforcing trust in online shopping.

Pedro Huerta, Country Manager, Amazon Mexico, said the relaunch responds to growing demand for beauty and personal care products in the Mexican market. “The relaunch of the Premium Beauty store aims to expand the offering and enhance convenience, while transforming the shopping experience to meet consumer expectations,” Huerta said.

To improve the user experience, Amazon has integrated artificial intelligence tools into the store. These include personalized product recommendations, advanced search capabilities, and interactive features such as virtual makeup trials for lips and eyes. The platform also offers enriched content with detailed images and videos to support informed purchasing decisions.

Amazon reported that the beauty category in Mexico has experienced significant growth, driven by younger consumers and increasing demand for natural and premium products. This trend has been reflected in strong sales performance during major shopping events, including Hot Sale, Buen Fin, and Prime Day.