Most visited beauty and cosmetics websites in the U.S. 2024
As of March 2024, ulta.com registered around 30 million monthly visits in the United States. Qvc.com ranked second, with roughly 24.64 million visits that month. Sephora.com followed with approximately 24.57 million website visits.
Sephora- the U.S. favorite
Sephora is an omnichannel beauty retailer founded in Paris, France. The beauty retailer has achieved significant success in the United States, both on the high street and online. Sephora.com generates more than three billion U.S. dollars in e-commerce net sales through its online store, representing a six-fold increase in only six years. When comparing its app’s popularity worldwide, the U.S. leads the ranking, even surpassing its origin country in terms of downloads. Sephora's app downloads in the U.S. have exploded since September 2022, going from 215,000 to over 570,00 in November 2023.
The latest generation of beauty shoppers
Generation Z, or Gen Z, are young adults and the latest consumers of beauty online. In the United States, around two-fifths of Gen Z consumers purchased make-up-related goods online in 2023. Their peers and social media especially influence this age group when it comes to online purchases of cosmetics. Most Gen Z shoppers in the U.S. read reviews and look at pictures and videos of other shoppers before deciding to buy beauty products. Social media sites such as TikTok and Instagram are also important online sources for these beauty connoisseurs. Nearly six out of ten shoppers use TikTok to help with their beauty purchase decision, and around four out of ten use Instagram. To complete their orders, specialty beauty retailers are Gen Z's favorite online shopping channels. These sites are, for example, sephora.com and ulta.com.
