Amazon, the world’s most customer-centric company, is aiming to become the leader in personalized service for its 100 million unique monthly beauty customers in the U.S.

“We want to be the most trusted destination for beauty, health, and wellness,” said Melis del Rey, General Manager, Health & Beauty, Amazon U.S. Stores. At the forefront of Amazon’s next wave of innovation, del Rey is spearheading initiatives designed to help consumers shop more intentionally, with resources that inform, guide, and support their decisions from start to finish.

“Our vision is to empower customers to build highly personalized regimens that support their beauty, health, and wellness goals,” said del Rey. She points to a growing shift toward condition-based shopping, where consumers purchase across categories to address concerns ranging from acne to menopause to hair loss. In response, del Rey and her team are developing technologies and programs — from AI-powered tools to direct access to medical professionals — that bridge the gap between beauty, health, and wellness, transforming data-driven insights into genuinely humanized care.

Amazon is uniquely positioned to do this, noted del Rey, because of the efforts they take to understand their customers.

Amazon is experimenting with what del Rey called “bite-size surveys”: an interactive interface of brief, context-specific questions that pop up throughout a shopper’s search experience. For customers who choose to participate, these mini chats help Amazon gather insight into not just what customers are looking for, but who they are.

Understanding the unique needs of their customers led Amazon Beauty to collaborate with Amazon Health Services — the retailer’s expanding suite of services, including Amazon One Medical (customers can receive 24/7 virtual primary care with a One Medical membership or schedule one-time virtual visits with Amazon One Medical Pay-per-visit available to both Prime and non-Prime members) and Amazon Pharmacy.

Del Rey — whose role expanded earlier this year to include Health and Wellness — explained how the convergence of beauty and wellness, particularly since the pandemic, is creating unique opportunities for innovation and growth. “Beauty is no longer just about aesthetics,” she said. “Consumers are seeking products that not only make them look and feel good, but that actively support the health of their skin, hair, body, and overall well-being. It’s about more than just creating a sense of self-care — they want real, tangible wellness benefits along with the functional beauty benefits.”

And they want Amazon to make it easier for them to find the products that will deliver the all-encompassing goods. A recent poll conducted by the retailer found that nearly 65% of Amazon consumers are overwhelmed when navigating the health and wellness space. “Our job is to not simply point them to products, but to educate them and give them the resources to make informed decisions.”

One way the retailer is bringing this vision to life is through SkinCare+, which Amazon Beauty launched in April in collaboration with Amazon Health Services. The storefront combines two existing Amazon products — a selection of trusted skincare products recommended by dermatologists, and Amazon One Medical Pay-per-visit virtual visits for acne and anti-aging, including prescriptions when clinically appropriate. SkinCare+ was created to provide convenience for customers that could benefit from a more curated selection of products, and education on what is needed for their specific skin concerns, such as acne and anti-aging. It also offers a range of FSA and HSA eligible items in the storefront.

The selection of “dermatologist-recommended” products in the SkinCare+ storefront is informed by a ProVoice survey that each year collects unbiased feedback from thousands of board-certified dermatologists nationwide. The doctors evaluate and recommend products that they would advise their own patients to use. “The ProVoice survey is an independent, third-party voice of what dermatologists truly stand behind,” said del Rey. She added that Amazon rigorously monitors the sellers in SkinCare+ to ensure products sold in the storefront are genuine and come directly from brand-authorized sellers.

Taking curation to the next level, Amazon is also leaning into opportunities to develop beauty and wellness offerings with their key partner brands. They co-created the Amazon-exclusive Dove Women’s Wellness Range, a lineup of personal care products tailored to women in perimenopause and menopause that’s been successful since its launch in August. “The line was born out of what consumers in this stage of life told us they want from their personal care products,” said del Rey. Amazon is also doubling down on their Korean beauty business — which del Rey noted is growing three times faster than their overall beauty business — with a new dedicated K-Beauty storefront launched in October that debuted with more than 60 Amazon-exclusive products. “We leverage our consumer insights to collaborate with our strategic partner brands, identifying opportunities for co-creation — whether that’s developing new products or shaping marketing campaigns. There’s a multitude of ways brands can put our insights into action.”

Those insights have also shown that women aren’t the only ones seeking personalized product curation. “As men increasingly view grooming as part of their overall health and well-being, they want specialized products tailored to their unique personal care needs, like dedicated facial skin care,” said del Rey. Men’s grooming is one of the fastest-growing categories in Amazon beauty and wellness, prompting del Rey and her team to apply similar personalization strategies used for women to men’s shopping experiences. “By understanding what men need and want, we can guide them to trade up and choose something a little more special. This approach has been highly successful across different categories of men’s products.”

Del Rey added that not only are men seeking more premium, efficacious products, “they want to create regimens, which has them penetrating new categories like cleansers, fragrance, and anti-aging. Even in the basic categories they’ve always shopped, like deodorants, they’re gravitating to higher-end options with different scents and formats.”

And it’s not just Gen Z guys who want to look and smell great. “While Gen Z is heavily influenced by social media — we see a strong correlation between what’s trending in male grooming on TikTok and sales on Amazon, particularly in fragrance — millennial and Gen X men are more interested in regimens,” said del Rey. “They seem to have a better understanding of the benefits of using a series of products.”

In Amazon’s ongoing commitment to supporting men’s health and well-being, this month, the retailer is once again partnering with Movember, the global initiative to raise awareness and financial support for men’s physical and mental health services. In their third year of supporting the organization, Amazon is working with brands throughout the month of November — including in men’s grooming, sports, outdoors, fitness, and consumer electronics, to name a few — to raise donations for men’s health. For every product sold in November from the eligible selection, up to $2 (terms apply) will be donated to Movember.

As she looks ahead to creating more specialized experiences to guide and inspire Amazon’s beauty and health customers, del Rey said every initiative is rooted in one guiding principle. “Trust is the foundation of engaging with our customers, and with our brand partners,” she said. “If we can become the most trusted destination, then we can redefine how people discover beauty and wellness — making Amazon the place where confidence, credibility, and care come together.”