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As of April 2026, sephora.com registered around million monthly visits in the United States. Ulta.com ranked second, with roughly million visits that month. Qvc.com followed with approximately million website visits.

Sephora- the U.S. favorite

Sephora is an omnichannel beauty retailer founded in Paris, France. The beauty retailer has achieved significant success in the United States, both on the high street and online. Sephora.com generates more than billion U.S. dollars in e-commerce net sales through its online store, representing a six-fold increase in only six years. When comparing its app’s popularity worldwide, the U.S. leads the ranking, even surpassing its origin country in terms of downloads. Sephora's app downloads in the U.S. have exploded since September 2022, going from ** to over * in November 2023.

The latest generation of beauty shoppers

Generation Z, or Gen Z, are young adults and the latest consumers of beauty online. In the United States, around of Gen Z consumers purchased make-up-related goods online in 2023. Their peers and social media especially influence this age group when it comes to online purchases of cosmetics. Most Gen Z shoppers in the U.S. read reviews and look at pictures and videos of other shoppers before deciding to buy beauty products. Social media sites such as TikTok and Instagram are also important online sources for these beauty connoisseurs. Nearly *** out of ten shoppers use TikTok to help with their beauty purchase decision, and around **** out of ten use Instagram. To complete their orders, specialty beauty retailers are Gen Z's favorite online shopping channels. These sites are, for example, sephora.com and ulta.com.