There is now a panic button for beautiful brows. UK brand Wunderbrow has an Amazon Dash button that lets users order brow product refills with a press of a button. Other beauty products – primarily lower-priced skincare items – are also available on Dash. L’Oréal Revitalift, Supergoop!, Batiste dry shampoo, and Burt’s Bees are sold via Amazon’s one-press-ordering button, but Wunderbrow appears to be the first cosmetic product to get the Dash treatment.

While most prestige cosmetics brands have dragged their feet in working with Amazon, brands known for their brow products have made Amazon a major component of their strategy. Anastasia Beverly Hills, sold on Ulta and Sephora, officially distributes on Amazon. Meanwhile budding independent brand Wonder2 has made it its primary sales channel in lieu of attempting to compete with more better known names like Anastasia and Benefit on beauty-specific retailers.  Wonder2 has gone as far as tailoring its search strategy to complement Amazon’s, wholly abstaining from purchasing pay-per-click search ads where Amazon pays more aggressively. It focuses instead on conversion optimized PLAs, an expensive format that Amazon avoids.

Beauty-specific retailers like Sephora and Ulta have unique assets for product discovery – stores, engaging content like how-to videos, loyalty programs, sample distribution, and email offers. They also curate, discover, and bring hidden brands (like Drunk Elephant) on consumers’ radars, which gives them an advantage as a destination where consumers discover products. However, Amazon has the potential to become the go-to place for refilling orders as more brands become official distributors.

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