E-commerce websites where buyers start online beauty shopping in the U.S. 2023

In a 2023 survey, it was revealed that nearly 60 percent of online shoppers from the United States most often start their online beauty shopping journey on beauty retailer websites like Ulta or Sephora. Amazon was the second-most popular place for shoppers to look first when purchasing beauty products, with 17 percent.

The flourishing beauty market

The beauty market in the United States is estimated to grow steadily over the next few years. By 2026, beauty e-commerce sales in the States are forecast to reach over 94.5 billion U.S. dollars. Worldwide, the United States has the second-biggest beauty e-commerce market, which could be due to the country having the highest online traffic share in the global beauty and cosmetics industry. However, the beauty industry in Asian is booming. The region has the fastest-growing beauty markets in terms of online traffic growth.

Consumers’ choice

While Ulta is where beauty shoppers in the United States start their online shopping journey, Amazon is where most consumers complete their beauty purchases. Most online cosmetic shoppers state that they choose to use Amazon.com to get their preferred products for the lowest price. While Amazon might be their favorite online shopping site, most U.S. cosmetic consumers still prefer to purchase beauty products in-store.