Top Beauty & Cosmetics Websites in the United States

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

As of February 2026, ulta.com leads Beauty & Cosmetics in the United States with 28.59M monthly visits. Its audience skews mobile-first (20.43% desktop / 20.43% mobile), and traffic is down month over month -25.02% and up year over year 54.98%. sephora.com holds second with 27.58M visits and a mobile-leaning mix (25.6% desktop / 74.4% mobile), while ipsy.com ranks third with 26.55M visits.

Across the leaders, luminesscosmetics.com is the most mobile-first (99.48% of visits), whereas stylevana.com is the most desktop-reliant (49.36%). Momentum favors luminesscosmetics.com in the latest month (214.99%), while vibriance.com shows the steepest pullback.

Acquisition patterns also differ: ulta.com is driven primarily by search, ulta.com by direct, and ulta.com by referral; overall, 93 of the top 100 sites are direct-led, 4 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.