Origins is the latest Estée Lauder Companies brand to launch on Amazon Premium Beauty, expanding the conglomerate’s growing presence on the platform.
The move follows previous rollouts from brands including Clinique, The Ordinary, and Too Faced, as part of a broader corporate strategy to meet consumers where they shop.
“Today’s consumers seek brands that reflect their values and deliver exceptional quality,” said Francesca Damato, global marketing VP at Origins.
“Launching in the US Amazon Premium Beauty store allows us to connect with a broader audience on a platform they know and trust, while also offering a more seamless and convenient gifting experience.”
Amazon’s Premium Beauty category is gaining ground, with its US market share in beauty expected to grow from 10% in 2024 to 15% by 2030, according to TD Cowen.
While still trailing Walmart, the e-commerce giant is investing heavily to promote the segment and attract legacy brands looking for new growth channels.
The expansion aligns with Estée Lauder’s “Beauty Reimagined” restructuring plan, introduced in February by president and CEO Stéphane de La Faverie.
In a company video, de La Faverie admitted Estée Lauder had been slow to adapt in some geographies and channels, and outlined a renewed push to prioritise agility and consumer reach.
“We didn’t move to new channels fast enough where the consumers were shopping,” he said. “Moving forward, I want us to be the first to capture where consumers are.”
The Amazon strategy arrives amid a broader shakeup at Estée Lauder. The company began a major reorganisation in 2024 following a slowdown in sales and earnings.
CEO Fabrizio Freda announced plans to step down last August, and the company has since made several leadership changes, including appointing Brian Franz as chief technology, data and analytics officer in April.
Estée Lauder also announced in February it would cut up to 11% of its global workforce, around 7,000 jobs, as part of cost-saving measures.
In its latest quarterly report, the company posted a 10% decline in net sales and a 53% drop in earnings to $159 million.
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