The winners of Amazon’s 12-day “Black November” holiday sales promotion have emerged.

K-beauty brand Medicube took the top spot, comprising 16.4 percent of beauty sales during the event, which ran from Nov. 20 to Dec. 1, data from Navigo Marketing shows.

The viral brand, known for sensorial products like its Collagen Jelly Cream and its Salmon DNA PDRN Pink Peptide Serum, held a sizable 11-point lead in share of beauty sales during the event versus the number-two brand, CeraVe.

Black Friday discounts were in some cases steeper on Amazon than at many other retailers, further catalyzing the performance of the platform, which according to NIQ is now the largest beauty retailer in the U.S.

For instance, Medicube’s Collagen Jelly Cream sold for $11.64 on Amazon during the sale versus $1

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