Top Beauty & Cosmetics Websites in the United States

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

As of April 2026, sephora.com leads Beauty & Cosmetics in the United States with 39.07M monthly visits. Its audience skews mobile-first (25.01% desktop / 25.01% mobile), and traffic is up month over month 15.42% and up year over year 16.34%. ulta.com holds second with 28.12M visits and a mobile-leaning mix (20.07% desktop / 79.93% mobile), while scentbird.com ranks third with 14.22M visits.

Across the leaders, luminesscosmetics.com is the most mobile-first (99.43% of visits), whereas stylevana.com is the most desktop-reliant (50.33%). Momentum favors smartstyle.com in the latest month (85.55%), while prose.com shows the steepest pullback.

Acquisition patterns also differ: sephora.com is driven primarily by search, sephora.com by direct, and sephora.com by referral; overall, 89 of the top 100 sites are direct-led, 7 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.