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Amazon’s hold over the beauty market is growing a minimum of 24% year over year in the U.S. in the top ten verticals. In Q1 2018, luxury cosmetics sales rose 57% and the company plans to capitalize on the growth with a series of new projects, including an Indie Beauty Shop. Though beauty retailers should take heed of Amazon’s increased concentration on beauty, the cosmetics market is growing as a whole—up 30% in Q1—and Ulta still has the largest share of the pie (plus an in-store experience that rivals that of most other cosmetics retailers, especially Amazon).

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