Magic

Magic Market Overview

Grips Intelligence in-store data tracking Amazon, lowes.com and menards.com from January 1 to July 31, 2026 shows Magic, a brand under L'Oréal (Euronext Paris: OR), concentrating the vast majority of its sales in a single channel, with Amazon accounting for 90.4% of year-to-date revenue. Lowes.com contributes a secondary 7.6% share, while menards.com rounds out the mix at just 1.4%. The average product price sits at $20.98 across the tracked period, though pricing has softened, falling 8.4% overall and slipping 5.9% month-over-month to $19.90. Revenue has followed a similar downward path, declining 10.7% across the timeseries window despite a 5.5% month-over-month rebound in the most recent period. Taken together, the data points to a brand facing pricing pressure and channel concentration risk, with recent monthly gains offering only a partial offset to the broader decline.