This RB report presents an in depth analysis of the top 10 beauty brands based on their website traffic as of December 2025. Leveraging data from SEMRush’s “Beauty & Cosmetics” category, this document provides insights into the digital landscape of the beauty industry, highlighting key players and their online presence. The report includes a detailed ranking, a visual representation of traffic data, comprehensive brand descriptions, and an analysis of market trends.
Top 10 Beauty Brands by Website Traffic
The following table outlines the top 10 beauty brands, ranked by their monthly website visits in December 2025. The data showcases a diverse range of brands, from major retailers to specialized fragrance and subscription services, indicating the varied nature of online consumer engagement in the beauty sector.
| Rank | Brand | Website | Monthly Visits (Millions) |
| 1 | Sephora | sephora.com | 56.84 |
| 2 | Ulta Beauty | ulta.com | 54.54 |
| 3 | Boots | boots.com | 44.77 |
| 4 | Fragrantica | fragrantica.com | 44.61 |
| 5 | QVC | qvc.com | 22.70 |
| 6 | FragranceNet | fragrancenet.com | 21.77 |
| 7 | Ipsy | ipsy.com | 21.21 |
| 8 | Scentbird | scentbird.com | 19.90 |
| 9 | YesStyle | yesstyle.com | 12.44 |
| 10 | LookFantastic | lookfantastic.com | 12.20 |
Source: SEMRush
Website Traffic Visualization
The bar chart below visually compares the website traffic for the top 10 beauty brands. Sephora and Ulta Beauty lead the pack with substantial traffic, demonstrating their strong online retail presence. The chart illustrates the competitive nature of the beauty e-commerce market, with a clear distinction between the top-tier brands and those further down the list.
Brand Descriptions
Here are brief descriptions of each of the top 10 beauty brands by website traffic:
1. Sephora
Sephora is a French multinational retailer of personal care and beauty products, founded in 1970 and owned by LVMH Moët Hennessy Louis Vuitton. It offers a wide range of cosmetics, skincare, fragrance, hair care, and beauty tools from various brands, as well as its own private label. Sephora is known for its extensive product selection and interactive in store and online experiences.
2. Ulta Beauty
Ulta Beauty, Inc., formerly known as Ulta Salon, Cosmetics & Fragrance Inc., is an American chain of beauty stores founded in 1990. It is the largest beauty retailer in the United States, offering cosmetics, fragrance, skincare, hair care products, and salon services. Ulta Beauty distinguishes itself by providing both high end and drugstore brands in one location.
3. Boots
Boots UK Limited is a British health and beauty retailer and pharmacy, founded in 1849. It offers a wide range of products, including cosmetics, skincare, fragrances, and healthcare items. Boots is a prominent high street retailer in the UK, known for its extensive network of stores and online presence.
4. Fragrantica
Fragrantica is an online encyclopedia of perfumes, a perfume magazine, and a community for fragrance enthusiasts, founded in 2007. It provides comprehensive information on perfumes, including notes, reviews, and news, serving as a global resource for individuals interested in the world of scents.
5. QVC
QVC (Quality Value Convenience) is an American free to air television network, and flagship shopping channel specializing in televised home shopping, founded in 1986. While not exclusively a beauty brand, QVC features a significant beauty segment, offering a variety of cosmetics, skincare, and hair care products through its broadcast and e-commerce platforms.
6. FragranceNet
FragranceNet.com is an online retailer specializing in discounted genuine brand name fragrances, skincare, haircare, and makeup products. Founded in 1997, it aims to provide a wide selection of beauty products at competitive prices, making luxury and designer items more accessible to consumers.
7. Ipsy
Ipsy is a beauty product subscription service founded in 2011 by beauty influencer Michelle Phan, Jennifer Goldfarb, and Marcelo Camberos. It offers personalized monthly Glam Bags filled with sample sized and full sized beauty products tailored to subscribers’ preferences, along with a strong community and content platform.
8. Scentbird
Scentbird is a fragrance subscription service founded in 2014. It allows subscribers to try designer and niche fragrances each month through a personalized sampling model. Scentbird aims to make discovering new scents easy and affordable, offering a wide selection of perfumes and colognes.
9. YesStyle
YesStyle is an online fashion and beauty retailer founded in 2006, based in Hong Kong. It specializes in offering a wide range of fashion, beauty, and lifestyle products from Asian brands, with a particular focus on K-beauty (Korean beauty) and J-beauty (Japanese beauty) products to a global audience.
10. LookFantastic
LookFantastic is a UK based online beauty retailer, founded in 1996 and part of THG Holdings plc. It is Europe’s number one online destination for premium and luxury beauty products, offering an extensive selection of skincare, haircare, fragrance, and cosmetics from various international brands.
Analysis and Insights
The analysis of website traffic data for beauty brands in December 2025 reveals several key trends. The dominance of major retailers like Sephora and Ulta Beauty underscores the importance of a broad product offering and a strong retail presence, both online and offline. These platforms serve as comprehensive destinations for consumers seeking a wide array of beauty products.
The significant traffic to Boots, a traditional pharmacy and beauty retailer, highlights the enduring trust and brand loyalty it commands, particularly in the UK market. The strong performance of Fragrantica, a specialized fragrance encyclopedia, indicates a robust interest in detailed product information and community engagement within the fragrance niche.
The inclusion of QVC, a home shopping network, suggests that traditional media channels can still drive substantial online traffic, especially when integrated with e-commerce. Furthermore, the success of subscription based services like Ipsy and Scentbird, along with specialized online retailers like FragranceNet, YesStyle and LookFantastic, demonstrates the growing consumer demand for personalized experiences, curated selections, and accessible pricing in the beauty sector. The global reach of brands like YesStyle, focusing on Asian beauty trends, also points to the increasing internationalization of beauty consumption.
Conclusion
In conclusion, the digital landscape of the beauty market in 2025 is dynamic and diverse, characterized by a blend of established retailers, specialized platforms, and innovative subscription services. Website traffic remains a crucial metric for gauging brand visibility and consumer interest. The top 10 brands in this report have effectively leveraged their online presence to capture significant market share, reflecting evolving consumer preferences for convenience, personalization, and access to a wide range of beauty products. As the beauty industry continues its digital transformation, a strong and adaptable online strategy will be paramount for sustained success.
