Online traffic stastistics from SimilarWeb has shown the top 10 beauty brands that thrive the strongest online in the United States. As reported by WWD, the website of Colourpop Cosmetics gained the top spot as most-visited beauty site with 2.09 million hits in April, followed closely by Jeffree Star Cosmetics with 2.06 million. Both brands were only founded in 2014.
Direct selling company websites Avon and Younique came in third and fourth, with 1.82 million and 1.23 total visits respectively. In fifth to seventh places were Glossier (1.16 million), L'Oreal (1.11 million), and BH Cosmetics (1.05 million). Mid-range brands Tarte (1.01 million) and MAC Cosmetics (1 million) were eighth and ninth, followed by the now online-only affordable brand E.L.F. with 991,000 total hits.
According to the data, the brands listed get majority of its pageviews from direct visits, search engines and social media. When it comes to socials, it states that Colourpop and Jeffree Star Cosmetics receive the majority of social traffic through YouTube, while Glossier and Younique's main traffic driver is Facebook. "Colourpop and Glossier have a more dispersed strategy, while Jeffree Star and Younique have a top-heavy one, with the biggest contributors driving over 70 percent of traffic," SimilarWeb adds.
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