Beauty is the hardest category to run well on Amazon and the easiest to get suppressed in. Every brand we have grown to a serious number — GUAM, Renora, Milva, Vis Plantis, Men’s Master — is a beauty or personal care brand. That is not a coincidence, it is the whole business.
Book a Free Strategy Call30 minutes, your catalogue on screen, and a straight answer about what is holding it back.
GUAM, skin care
Renora, skin care
Milva, hair care
Men’s Master, skincare
Why beauty is a different job on Amazon
Most agencies treat a serum like a phone case. It is not. Four things make this category its own discipline, and all four can take a listing down rather than merely slow it.
Every word is a claim
“Clinically proven”, “repairs”, “anti-ageing” — ordinary marketing language on a US label reads as a drug claim in the EU and suppresses the listing without warning.
Half the catalogue is a dangerous good
Aerosols, alcohol-based toners, nail products, perfumes. Get the classification wrong and inbound shipments stop, not just listings.
Shades and sizes multiply fast
A twelve-shade foundation is one product commercially and twelve ASINs operationally. Variation structure decides whether reviews and ranking accumulate or scatter.
The buyer decides on the image
Texture, finish, before and after — beauty converts visually. Weak images do not just lower conversion, they raise returns, and returns hit the account.
What we do
Claims-safe listings and Amazon SEO
Titles, bullets and backend terms that rank without crossing a claim line — checked per marketplace, because the rules differ.
A+ content and Brand Story
Ingredients, routine, texture and results told in a way that answers the objection a beauty buyer actually has before adding to basket.
PPC and DSP
Campaign structure per SKU family, weekly negatives, and bids driven by TACoS and margin rather than a vanity ACoS number.
Compliance handled, not flagged
GPSR, EPR, VAT, cosmetics regulations and dangerous goods — managed as part of the account, not sent back to you as a problem.
How we work
Claims and compliance sweep first
Before anything else we check what could take your listings down: claim wording, dangerous goods classification, EPR and labelling. Fixing this after a launch is far more expensive.
Rebuild the listings
Copy, images and A+ content built for how a beauty buyer reads a page — and for the search language of each marketplace, not a translation of the English.
Restructure the advertising
New campaign architecture per product family, keyword harvesting, negatives on a weekly routine, and spend measured against margin.
Defend the brand
Brand Registry in active use, unauthorised sellers dealt with, pricing protected. See our full process →
Beauty brands we have grown
GUAM — skin care, Amazon UK
Premium Italian brand held back by weak translations, thin reviews and compliance interruptions. +149% revenue in seven months at 16.83% ACoS.
Renora Cosmetics — skin care, Amazon DE
Weak titles, generic copy, near-zero sales. A full relaunch of listings, images, A+ content and ads reached 1000% growth in 90 days.
Milva — hair care, Amazon UK
A niche problem-solver turned into a category staple at 5,000 units a month, built on listing work, reviews and a focused PPC structure.
Men’s Master — men’s skincare, UK & Spain
One face cream, two marketplaces, 20,000+ units a year and 3,531 reviews at 4.5 stars, at 18% ACoS and 6% TACoS.
Vis Plantis — natural hair and body care
From an unknown brand to €50,000 a year, built on organic rankings and listing optimisation rather than ad spend.
What our clients say
“Working with Amazon Experts has honestly felt like discovering a hidden growth engine for our brand. If you want serious Amazon growth, these guys are pure magic.”
Paolo ConriSEO Manager, Lacote Group“Great people. Great results. Zero drama. It feels like having an in-house Amazon team that truly cares about your brand’s success.”
HristoOwner, Milva Products“We actually started working together almost as a small test — just to see what happens. Professional, transparent, and very effective.”
Wojciech SzeligaOwner, Vis PlantisFrequently asked questions
My listing was suppressed for a claim. Can you get it back?
Usually, yes. Most beauty suppressions come from claim wording that crosses into drug territory, missing compliance documentation, or ingredient and labelling issues. The fix is rewriting to an approved claim set and supplying what Amazon is actually asking for, rather than reopening the same case repeatedly.
Do you work with brands already selling, or only new launches?
Mostly brands already selling. The ones we help most already have products, reviews and revenue, and are underperforming for a findable reason — claim problems, weak images, a broken campaign structure, or unauthorised sellers on their own listings.
Which marketplaces do you cover?
UK, US, Germany, France, Italy, Spain, the Netherlands and Sweden. For beauty the sequencing matters more than in most categories, because each market has its own claim rules and registration requirements.
Can you handle the compliance side as well?
Yes, and in beauty it is not optional. GPSR, EPR, cosmetics regulations, dangerous goods classification and VAT are part of running the account, not a separate project. Our EU compliance guide covers what a European launch actually triggers.
Do you do the creative, or do we supply it?
Either. We write the copy and brief or produce the images and A+ content, and we work with brand assets you already have. What we will not do is publish creative that puts a claim at risk, however good it looks.
What is the difference between working with you as an agency and as a distributor?
As an agency we run your account and you keep the P&L. As an authorised distributor we buy your stock, control the listings and protect your pricing, running Amazon as our own P&L. Brands that want Amazon handled end to end and their pricing defended usually want the second.
Let us look at your catalogue
Thirty minutes. We will tell you which of your listings are at claim risk, where the advertising is leaking, and what we would fix first — whether or not you work with us.