The L’Oreal-owned beauty giant was responsible for 11% of the share of mass cosmetics sales on the site in 2018, according to figures from e-commerce data platform’s Edge by Ascential’s Market Share solution report. The news sees the brand maintain its hold on the number one spot for the second year in a row.

According to the report, mass cosmetics sales on Amazon increased by 20% in 2018, reaching a value of US$140 million.

Maybelline, which slipped 1% in overall market share from 2016, was followed by cosmetics behemoth L’Oréal, with 9% of the total sales. Skincare brand Neutrogena claimed third place with 7%, while brow brand Wunderbrow came in at fourth place with 5%. Color cosmetics sensation CoverGirl rounded out the top five, with 3%.

Makeup Removers were the biggest beauty seller on Amazon this year, with year-on-year sales almost tripling since last year, reaching a value of $17 million. Eye makeup and lip makeup came in second and third place. Neutrogena was the brand that saw the biggest growth on the platform, boosting its sales by more than 50% compared to last year.

Maybelline is focusing on revamping its image for 2019, and is reportedly launching a strategy to engage with Millennial shoppers by adopting a more modern approach to its campaign imagery for the new year. The initiative is being kicked off with the campaign for its new ‘Snapscara’ mascara, which launches globally in stores in January, and stars the brand’s ambassadors Gigi Hadid and Adriana Lima, as well as a racially diverse range of emerging models.