The beauty and skincare e-commerce industry is undergoing a transformative boom, driven by shifting consumer preferences, innovative product offerings, and the rise of digital-first brands. As the global beauty market is projected to reach $784.6 billion by 2027, the competition among brands to capture market share has never been fiercer. Amid this growth, several standout brands have distinguished themselves through rapid expansion, cutting-edge technology, and a deep understanding of consumer needs.
These beauty and skincare brands leverage social media platforms, influencer partnerships, and direct-to-consumer (DTC) models to build loyal customer bases and disrupt traditional retail channels. According to Similarweb's Digital 100 Web & App report, these brands have experienced the fastest growth, with some achieving year-over-year growth rates exceeding 200%.
10 Fastest Growing Beauty Brands in 2025
| Rank | Domain | YoY % Change in Monthly Unique Visitors |
|---|---|---|
| 1 | scentdecant.com | 188% |
| 2 | ilmakiageskin.com | 181% |
| 3 | rhodeskin.com | 158% |
| 4 | wonderskin.com | 154% |
| 5 | lush.com | CO |
| 6 | ogee.com | 138% |
| 7 | theduabrand.com | 129% |
| 8 | prose.com | 126% |
| 9 | primeprometics.com | 105% |
| 10 | jonesroadbeauty.com | 99% |
1. Scent Decant
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Unique Selling Proposition: Extensive range of fragrance decants and sampling options.
Product Offerings: ScentDecant.com offers decants (small vials) of high-end fragrances, allowing customers to sample perfumes before committing to full-sized bottles. The website features an extensive catalog of women's and men's perfumes, unisex fragrances, bath and body products, and home scents.
Reasons for Growth: ScentDecant.com's growth can be attributed to its innovative sampling approach, which addresses the consumer need to test fragrances without the upfront investment in full bottles. The site’s user-friendly shopping experience and international shipping options further fuel its expansion.
2. IL Makiage
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Unique Selling Proposition: AI-powered shade-matching technology for the foundation.
Product Offerings: IlMakiageSkin.com is known for its AI-powered foundation matching tool, which ensures customers find their perfect shade. Additionally, the site offers a wide range of makeup products, including lipsticks, eyeshadows, and skincare essentials.
Reasons for Growth: This website's innovative technology, aggressive social media marketing campaigns, and customer-centric return policies have increased popularity and customer trust.
3. Rhode Skin
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Unique Selling Proposition: Celebrity-backed brand with clean ingredients.
Product Offerings: Founded by model Hailey Bieber, RhodeSkin.com offers clean, effective skincare products formulated with high-quality ingredients. The product line includes hydrating serums, rejuvenating cleansers, and nourishing moisturizers.
Reasons for Growth: Hailey Bieber's celebrity influence has significantly driven traffic and credibility for the brand. RhodeSkin’s focus on clean beauty resonates with the growing consumer demand for sustainable and ethical products.
4. Wonder Skin
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Unique Selling Proposition: Innovative color-changing lip kits.
Product Offerings: WonderSkin.com is renowned for its Wonder Blading peel-and-reveal lip color kits, which provide long-lasting, vibrant lip color. The product range extends to innovative cosmetics like peel-off eyeliner and brow gels.
Reasons for Growth: WonderSkin’s rapid growth has been propelled by its product technology's uniqueness, viral social media marketing, and high customer satisfaction rates.
5. Lush
Unique Selling Proposition: Fresh handmade cosmetics with an emphasis on sustainability.
Product Offerings: Lush.com offers a wide range of handmade bath and body products, skincare, and haircare items. Their catalog includes famous items like bath bombs, solid shampoos, and fresh face masks.
Reasons for Growth: Lush’s commitment to sustainability, cruelty-free products, and zero-waste packaging has resonated with environmentally conscious consumers, driving growth through product loyalty and word-of-mouth marketing.
6. Ogee
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Unique Selling Proposition: Certified organic luxury beauty products.
Product Offerings: Ogee.com specializes in certified organic cosmetics and skin care, including anti-aging serums, nourishing lip tints, and natural cleansers. Its formulations focus on plant-based, biodynamic ingredients.
Reasons for Growth: Ogee’s dedication to organic beauty, transparent ingredient sourcing, and eco-friendly packaging has garnered a loyal clientele prioritizing natural and sustainable products.
7. The Dua Brand
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Unique Selling Proposition: Affordable and high-quality fragrance interpretations.
Product Offerings: TheDuaBrand.com is known for creating high-quality fragrance interpretations at an affordable price. The site offers various scents for both men and women, alongside exclusive limited editions.
Reasons for Growth: TheDuaBrand’s ability to replicate high-end fragrances at a fraction of the cost has attracted a broad customer base, reinforced by positive reviews and word-of-mouth recommendations.
8. Prose
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Unique Selling Proposition: Personalized haircare solutions based on a quiz.
Product Offerings: Prose.com offers custom-formulated haircare products based on an online consultation quiz. Their product range includes personalized shampoos, conditioners, and hair masks tailored to individual hair needs.
Reasons for Growth: The personalized approach to haircare, combined with natural ingredients and transparent formulation processes, has led to high customer satisfaction and repeat purchases.
9. Prime Prometics
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Unique Selling Proposition: Innovative products targeted towards mature skin.
Product Offerings: PrimePrometics.com creates beauty products specifically designed for mature skin. Their line includes adaptive foundation sticks, hydrating lip color, and easy-to-use eye makeup.
Reasons for Growth: The brand's niche focus on mature skin and the lack of substantial competition in this segment have helped cultivate a dedicated customer base and strong community support.
10. Jones Road Beauty
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Unique Selling Proposition: No-makeup makeup products created by Bobbi Brown.
Product Offerings: Founded by makeup artist Bobbi Brown, JonesRoadBeauty.com offers makeup and skincare products to enhance natural beauty. The product line includes multi-purpose balms, no-makeup foundations, and luminous eye tints.
Reasons for Growth: Bobbi Brown's credibility and expertise, combined with a minimalist approach to beauty that aligns with current trends, have driven growth and consumer interest.
