Sephora, Ulta and Amazon
The three dominating online retailers in the beauty industry, Sephora, Ulta, and Amazon, each offer consumers a unique shopping experience by catering to different needs. Sephora has a wide selection of mid-range to high-end products. Ulta, on the other hand, offers a diverse selection of affordable cosmetics that won't break the bank, while Amazon provides a wide variety of products from different vendors.In terms of e-commerce sales, Sephora is the leading online beauty retailer in the United States. Sephora’s online store generated nearly 2.6 billion U.S. dollars in sales in 2022. Ulta ranked second, reaching just over two billion U.S. dollars in e-commerce sales. As for Amazon, where third-party outperformed first-party beauty sales, the health and beauty product segment accounted for 6.4 percent of overall sales on the platform.