Top Websites
Based on data from the Semrush Traffic Analytics tool, this page reveals the most visited websites. We will be updating this list on a monthly basis, so you can keep track of all the market shifts and spot changes in user interest.
Most Visited Beauty and Cosmetics Websites in the United States, Updated March 2026
| Position | Website | Change | Visits | Pages / Visit | Bounce rate |
|---|---|---|---|---|---|
| 1 | ulta.com | – | 42,147,430 | 4.9 | 47.52% |
| 2 | sephora.com | – | 33,846,875 | 3.54 | 56.59% |
| 3 | ipsy.com | – | 21,936,722 | 4.13 | 61.78% |
| 4 | qvc.com | – | 18,723,443 | 4.4 | 53.47% |
| 5 | scentbird.com | – | 16,309,450 | 6.14 | 55.82% |
| 6 | fragrantica.com | 1 | 14,911,003 | 4.72 | 41.19% |
| 7 | fragrancenet.com | 1 | 13,203,229 | 5.82 | 45.4% |
| 8 | sallybeauty.com | – | 9,863,821 | 5.04 | 50.62% |
| 9 | forhers.com | 1 | 4,809,481 | 7.98 | 52.75% |
| 10 | maelyscosmetics.com | 4 | 4,364,950 | 2.0 | 71.79% |
| 11 | yesstyle.com | 1 | 4,114,729 | 6.07 | 44.36% |
| 12 | prose.com | 1 | 4,091,180 | 3.98 | 73.35% |
| 13 | ilmakiage.com | 4 | 3,223,340 | 3.34 | 57.37% |
| 14 | elfcosmetics.com | 1 | 3,145,176 | 3.42 | 56.34% |
| 15 | fentybeauty.com | 7 | 2,831,374 | 5.13 | 45.17% |
| 16 | dermstore.com | 4 | 2,687,790 | 4.0 | 57.26% |
| 17 | maccosmetics.com | 2 | 2,646,863 | 4.89 | 41.64% |
| 18 | ewg.org | 3 | 2,573,987 | 4.63 | 45.18% |
| 19 | avon.com | 7 | 2,559,259 | 3.52 | 54.97% |
| 20 | mykitsch.com | 1 | 2,461,148 | 4.4 | 57.22% |
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Key Insights on Top Beauty and Cosmetics Websites in the United States in March 2026
As of March 2026, ulta.com is the most visited Beauty and Cosmetics website in the United States, attracting 42.15M monthly visits. sephora.com follows with 33.85M visits, and ipsy.com records 21.94M visits.
In terms of user engagement, the average number of pages per visit across these sites is 4.6, with forhers.com leading at 7.98 pages per visit.
The average bounce rate is 53.49%, with prose.com having the highest at 73.35%.
And fragrantica.com leads the way with the lowest bounce rate at 41.19%.
These insights come from the .Trends platform, 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.
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Last updated: April 13, 2026
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