Top Beauty & Cosmetics Websites in the United States

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

As of March 2026, ulta.com leads Beauty & Cosmetics in the United States with 42.15M monthly visits. Its audience skews mobile-first (17.79% desktop / 17.79% mobile), and traffic is up month over month 47.4% and up year over year 45.88%. sephora.com holds second with 33.85M visits and a mobile-leaning mix (22.33% desktop / 77.67% mobile), while ipsy.com ranks third with 21.94M visits.

Across the leaders, luminesscosmetics.com is the most mobile-first (99.64% of visits), whereas madison-reed.com is the most desktop-reliant (45.07%). Momentum favors makeupbymario.com in the latest month (382.44%), while ilmakiage.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, 91 of the top 100 sites are direct-led, 5 are search-led, and 3 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.