As a makeup artist with over a decade of experience, I’ve had my fair share of adventures in the world of beauty products. From scouring local boutiques to exploring international brands, I’ve always been on the hunt for the perfect additions to my kit. But let’s face it, in today’s digital age, online shopping has become a game-changer for beauty enthusiasts like us.
That’s why I’ve compiled this list of the 10 best online beauty stores that have consistently impressed me with their product selection, customer service, and overall shopping experience. Whether you’re a fellow makeup artist looking to expand your professional kit, a skincare junkie searching for the latest miracle serum, or simply someone who loves to experiment with new beauty trends, these online stores have got you covered.
I’ve personally ordered from each of these retailers multiple times, and I’m excited to share my insights with you.
So, grab your favorite beverage, get comfy, and let’s dive into the world of online beauty shopping. Trust me, your vanity (and your clients) will thank you!
1. Dermstore
Dermstore is a dermatologist-founded beauty marketplace that offers a curated selection of high-quality skincare, haircare, and makeup products. Founded in 1999, the company aims to provide customers with professional-strength formulas typically only available at dermatologist offices, along with hard-to-find spa care and natural beauty brands. Dermstore’s website features expert reviews, how-to videos, and beginner guides to help customers make informed decisions about their skincare routines. The platform also offers a rewards program where customers can earn points through purchases, sharing blog posts, or writing product reviews.
2. Eternal Beauty Outlet
Eternal Beauty Outlet is an online beauty store founded in 2020 by Olivia Grace, with a mission to redefine beauty standards and provide customers with a comprehensive selection of beauty products. The company offers a wide range of skincare, makeup, nails, body care, and hair care products, all carefully curated to meet diverse customer needs.
At the core of Eternal Beauty Outlet’s philosophy is a commitment to eco-friendliness, cruelty-free practices, and customer satisfaction. The company prioritizes partnering with brands that align with their values of safety and sustainability. This dedication extends to their fight against overpackaging in the cosmetic industry, with many of their products designed to be solid and sold without excessive packaging.
Eternal Beauty Outlet prides itself on offering affordable, high-quality products that cater to various skin types and beauty preferences. The company’s website features an easy-to-navigate interface, allowing customers to shop by category or explore curated collections. They also provide free shipping and guarantee the lowest prices, making luxury beauty products more accessible to a wider audience.
Customer service is a key focus for Eternal Beauty Outlet, with the company striving to guide customers towards products that best suit their individual needs. This personalized approach, combined with their commitment to transparency and avoiding “fake benefits,” has garnered positive feedback from customers who appreciate the store’s honesty and expertise.
3. The Detox Market
The Detox Market is a clean beauty retailer that has been curating the best green beauty products since 2010. The company’s mission is to provide customers with safe and effective beauty products that are free from harmful ingredients. The Detox Market carefully vets thousands of products to ensure they meet their strict standards for clean and sustainable beauty. In addition to their online presence, The Detox Market has opened physical stores in Toronto, New York, and California. The retailer offers a wide range of premium, organic, and vegan skincare, makeup, and cosmetics, making it a go-to destination for those seeking natural and eco-friendly beauty options.
4. Ulta Beauty
Ulta Beauty is a major player in the beauty retail industry, offering a vast selection of makeup, skincare, fragrance, and haircare products both online and in-store. The company has experienced significant growth, with net sales increasing from $2.22 billion in 2012 to $11.2 billion in 2023. Ulta Beauty’s online presence is particularly strong, with their website receiving almost 22 million monthly visits in the United States as of October 2023, making it the leading beauty retailer website in the country. The company also offers beauty services through their in-store salons, providing customers with a comprehensive beauty shopping experience. Ulta Beauty has gained popularity among Gen Z consumers, ranking as their second favorite destination for in-store shopping in 2023.
5. Beautylish
Beautylish is a curated online beauty retailer that offers a unique shopping experience focused on exceptional products and personalized service. Founded with the goal of making customers feel special, Beautylish sources high-quality beauty products from around the world. The company prides itself on providing expert advice from makeup artists to help customers find the best products for their needs. Beautylish’s commitment to personal service extends to their careful packaging and prompt resolution of any issues. The company’s team, headquartered in San Francisco, works collaboratively to deliver a signature experience for each customer, combining artistry, technology, and an understanding of individual needs.
6. Lookfantastic
Lookfantastic is a leading online beauty retailer offering a wide range of skincare, haircare, and cosmetic products from both well-known and niche brands. The company has established itself as a go-to destination for beauty enthusiasts seeking a diverse selection of products. Lookfantastic is known for its competitive pricing, regular promotions, and loyalty program, which rewards customers for their purchases. The website also features beauty tips, tutorials, and product reviews to help customers make informed decisions. With its user-friendly interface and international shipping options, Lookfantastic has become a popular choice for beauty shoppers worldwide.
7. Kylie Cosmetics
Kylie Cosmetics, founded by reality TV star and social media influencer Kylie Jenner, has become a major player in the beauty industry since its launch in 2015. The brand started with the iconic Kylie Lip Kits and has since expanded to include a wide range of makeup products. Kylie Cosmetics is known for its bold pigments, long-wear formulas, and trendsetting shades that often sell out quickly upon release. In 2019, beauty conglomerate Coty acquired a 51% stake in the company, valuing it at $1.2 billion. The brand has faced some controversy regarding product quality and marketing tactics, but it remains popular among Jenner’s massive social media following. Kylie Cosmetics has also expanded into skincare with Kylie Skin and baby products with Kylie Baby, further solidifying Jenner’s position as a beauty mogul.
8. Kosas Cosmetics
Kosas is a clean beauty brand founded in 2015 by Sheena Yaitanes, who started the company with just four lipstick shades. The brand has since expanded to offer a full range of makeup products infused with skincare ingredients. Kosas’ philosophy centers on “freeing, active beauty” that’s both clean and clinically proven to improve skin quality over time. Their products are formulated without over 2,700 potentially harmful ingredients, adhering to EU, Sephora, and Credo Beauty clean standards. Kosas is known for its innovative formulations, such as the Tinted Face Oil and 10 Second Eyeshadow, which have gained popularity for their ease of use and skin-loving properties. The brand’s aesthetic is described as “comfy glam,” offering wearable makeup that enhances natural beauty while providing skincare benefits.
9. Cult Beauty
Cult Beauty is a UK-based online cosmetics retailer specializing in independent and niche beauty brands. Founded in 2008 by Jessica DeLuca and Alexia Inge, the company aimed to simplify online beauty retail by offering a curated selection of products recommended by a panel of unaffiliated experts. Cult Beauty has gained a reputation for its focus on sustainable beauty and transparency within the industry. The platform offers a carefully selected range of around 250 products, catering to consumers seeking high-quality, lesser-known brands. In August 2021, Cult Beauty was acquired by THG plc for £275 million, marking a significant milestone in the company’s growth. The retailer has experienced substantial success, particularly during the COVID-19 pandemic, with sales reaching £123.4 million in 2020.
10. Fenty Beauty
Fenty Beauty, launched in 2017 by global music and fashion icon Rihanna, has quickly become a major player in the beauty industry. The brand’s mission is to provide inclusive makeup for all skin tones, with a particular focus on traditionally underserved deeper skin tones. Fenty Beauty’s initial foundation launch included 40 shades, which has since expanded to 50, setting a new standard for inclusivity in the beauty industry. The brand is known for its innovative products, such as the Pro Filt’R foundation and Gloss Bomb lip gloss, which have gained cult followings. Fenty Beauty is a partnership between Rihanna and luxury goods conglomerate LVMH, and is available in over 1,600 points of sale across 17 countries. The brand’s success has led to expansions into skincare (Fenty Skin) and fragrance, solidifying Rihanna’s position as a beauty mogul.
