The beauty industry has seen a seismic shift in recent years, with online sales skyrocketing as consumers increasingly shop for cosmetics, skincare, haircare and other beauty products from the comfort of their homes. With so many options available at the click of a button, it can be overwhelming to navigate the vast world of online beauty retailers.
To help guide you through this landscape, we’ve curated a list of the 11 best online beauty stores that are leading the way in e-commerce.
From industry giants like Sephora and Ulta Beauty to cult-favorite brands and niche retailers, these top beauty destinations offer an unparalleled shopping experience.
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1. Eternal Beauty Outlet
Eternal Beauty Outlet is an online beauty store offering a diverse range of carefully curated beauty products, including cosmetics, skincare, haircare, and fragrances. Founded in 2020 by Olivia Grace, the beauty store emphasizes eco-friendliness, cruelty-free practices, and inclusivity.
With a mission to celebrate the power of beauty and cater to individual skincare needs, Eternal Beauty Outlet sources the best beauty products from around the world.
The store’s commitment to sustainability is evident in its efforts to minimize overpackaging and waste. By prioritizing quality ingredients and transparency, Eternal Beauty Outlet aims to provide customers with exceptional value and personalized beauty solutions.
2. Sephora
Sephora is a global beauty retailer known for its extensive range of cosmetics, skincare, fragrance, and hair care products. Founded in France in 1969, Sephora has grown to become a leading beauty destination with over 2,600 stores worldwide. The brand offers products from more than 300 brands, including its own private label, Sephora Collection. Sephora is renowned for its innovative retail concept, which allows customers to test and try products in-store.
Additionally, Sephora’s Beauty Insider loyalty program offers exclusive benefits and rewards to its members. The company also excels in e-commerce, providing a seamless online shopping experience with features like virtual try-ons and personalized recommendations.
3. Ulta Beauty
Ulta Beauty is a prominent beauty retailer in the United States, offering a wide range of products including cosmetics, skincare, hair care, and fragrances. Founded in 1990, Ulta has over 1,200 stores across the country. What sets Ulta apart is its unique combination of high-end and drugstore beauty products, catering to a diverse customer base. Ulta also features in-store salons offering various beauty services.
The company’s loyalty program, Ultamate Rewards, is highly popular, providing members with points on every purchase that can be redeemed for discounts. Ulta’s online store is equally robust, featuring a vast selection of products and exclusive online deals.
4. Glossier
Glossier is a direct-to-consumer beauty brand that has gained a cult following since its launch in 2014. Founded by Emily Weiss, Glossier focuses on skincare and makeup products that emphasize natural beauty. The brand is known for its minimalist packaging and user-friendly products. Glossier’s online store offers a curated selection of products, including its best-selling Boy Brow and Milky Jelly Cleanser.
The company also engages with its community through social media, encouraging customers to share their Glossier experiences. Glossier’s physical stores, like the one in Seattle, provide an immersive shopping experience that mirrors its online presence.
5. ILIA Beauty
ILIA Beauty is a clean beauty brand that focuses on creating products that enhance natural beauty while protecting the skin. Founded in 2011, ILIA is known for its high-performance formulas that are free from harmful ingredients. The brand’s online store features a range of products, including its popular Super Serum Skin Tint and Limitless Lash Mascara.
ILIA’s website offers tools like the Skin Tint Shade Finder, which helps customers find their perfect match by uploading a selfie or taking a quiz. This focus on personalization has helped ILIA build a loyal customer base and achieve significant e-commerce success.
6. Kylie Cosmetics
Kylie Cosmetics, founded by Kylie Jenner in 2015, quickly became a sensation in the beauty industry. Known for its lip kits, the brand has expanded to include a wide range of makeup products. Kylie Cosmetics is celebrated for its trendy and high-quality products, often selling out within minutes of new launches. The brand’s online store is the primary sales channel, featuring detailed product descriptions, tutorials, and customer reviews.
Kylie Cosmetics also leverages social media and influencer marketing to engage with its audience and drive sales. The brand’s success has made it a staple in the online beauty retail space.
7. Aesop
Aesop is an Australian skincare brand established in 1987, known for its high-quality products and minimalist aesthetic. The brand offers a range of skin, hair, and body care formulations created with meticulous attention to detail. Aesop’s online store reflects its commitment to quality and sustainability, featuring products made from plant-based and laboratory-made ingredients sourced from reputable suppliers.
The website also provides detailed information about each product, including ingredients and usage instructions. Aesop’s physical stores are designed to offer a sensory experience, and this philosophy extends to its online presence, making it a favorite among beauty enthusiasts.
8. Moon Valley Organics
Moon Valley Organics is a brand dedicated to creating organic and sustainable beauty products. Founded in 1998, the company operates from a certified organic, biodynamic farm. Moon Valley Organics offers a range of products, including skincare, body care, and honey. The brand’s online store emphasizes its commitment to sustainability, featuring products packaged in BPA-free, recyclable materials.
Moon Valley Organics also highlights the stories of its founders and the positive impact of its products on customers’ lives. This focus on ethical practices and high-quality ingredients has earned the brand a loyal following.
9. Le Labo
Le Labo is a luxury fragrance and beauty brand known for its artisanal approach to perfumery. Founded in 2006 in New York, Le Labo offers a range of hand-blended fragrances, candles, and body care products. Each product is personalized with a label featuring the customer’s name and the date of creation.
Le Labo’s online store provides an immersive shopping experience, allowing customers to explore the brand’s unique scents and learn about the craftsmanship behind each product. The brand’s commitment to quality and personalization has made it a favorite among fragrance connoisseurs.
10. Adore Beauty
Adore Beauty is Australia’s leading online beauty retailer, offering over 260 brands and more than 11,000 products. Founded in 2000, Adore Beauty provides a comprehensive range of skincare, haircare, makeup, and fragrance products. The online store is known for its user-friendly interface, detailed product descriptions, and customer reviews.
Adore Beauty also offers free express shipping on orders over $65 and includes complimentary samples with every purchase. The company’s commitment to customer satisfaction and extensive product selection has made it a go-to destination for beauty enthusiasts in Australia.
11. Beauty Heroes
Beauty Heroes is a subscription-based beauty retailer that focuses on clean and healthy beauty products. Founded by Jeannie Jarnot, Beauty Heroes offers a monthly membership that delivers curated products from a specific brand, valued at over $100. The online store features a wide range of skincare, makeup, hair care, and lifestyle products, all meeting strict ingredient standards.
Beauty Heroes also operates a brick-and-mortar store in Northern California, providing a seamless omnichannel experience for its customers. The brand’s emphasis on quality and transparency has earned it a dedicated following
