Top Beauty & Cosmetics Websites in the United States

Key Insights on Top Beauty & Cosmetics Websites in the United States on January 2026

As of January 2026, ulta.com leads Beauty & Cosmetics in the United States with 38.13M monthly visits. Its audience skews mobile-first (19.61% desktop / 19.61% mobile), and traffic is down month over month -28.09% and up year over year 56.34%. sephora.com holds second with 32.47M visits and a mobile-leaning mix (23.81% desktop / 76.19% mobile), while ipsy.com ranks third with 22.87M visits.

Across the leaders, maelyscosmetics.com is the most mobile-first (98.69% of visits), whereas bluemercury.com is the most desktop-reliant (41.32%). Momentum favors dove.com in the latest month (140.74%), while dossier.co shows the steepest pullback. On a yearly view, dndgel.com posts the strongest expansion (559.84%), contrasted with lumedeodorant.com (-72.82%).

Acquisition patterns also differ: ulta.com is driven primarily by search, ulta.com by direct, and ulta.com by referral; overall, 94 of the top 100 sites are direct-led, 3 are search-led, and 2 lean on social.

These insights come from the Traffic & Market Toolkit, enriched with extensive clickstream data.

Our AI algorithms analyze petabytes of information from a blend of proprietary and external data pools, reflecting the online activities of over 200 million anonymized users.

For more detailed information on our data-gathering and analysis process, please visit our information page here.