Beauty E-commerce Industry Trends in 2025

In 2025, $target ecommerce stores are navigating a shifting digital landscape. On average, Instagram accounts in this sector saw a weekly growth of " . number_format($tableData['industryTrends']['avgWeeklyIgGrowth'], 1) . " followers, with an average engagement rate of " . number_format($tableData['industryTrends']['avgEngagementRate'] * 100, 2) . "% — a sign that consumer interest remains strong on social media. However, organic search performance declined, with traffic dropping by " . number_format($tableData['industryTrends']['organicSearchTrafficGrowth'], 1) . "% across the industry. This suggests increased competition or reduced search visibility, which force SEO agencies to come up with new methods of bringing in Organic Traffic, such as ranking on AI models. When it comes to paid channels, approximately " . number_format($tableData['industryTrends']['storesWithTotalAds'], 1) . "% of stores have ran Meta ads at some point, and " . number_format($tableData['industryTrends']['storesWithActiveAds'], 1) . "% have ran Meta ads this year. Paid search is still underutilized, with only " . number_format($tableData['industryTrends']['storesWithPaidSearch'], 1) . "% of stores leveraging it—leaving room for growth-savvy brands to capitalize on less competitive ad space. This dataset reveals the patterns that matter most for agencies and ecommerce professionals looking to benchmark performance, spot untapped channels, and track industry-wide shifts.

Reports › Fastest Growing Beauty E-Commerce Stores

Fastest Growing Beauty E-Commerce Stores

Written by Diogo Matos | Last updated on 13th November, 2025

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In 2025, beauty ecommerce stores are dealing with a shifting digital landscape.

On average, Instagram accounts in this niche recorded a weekly growth of 150.3 followers, with an average engagement rate of 1.83% — a sign that consumer interest remains strong on social media.

On the other hand, organic search performance fell, with traffic dropping by -26.7% industry-wide. This indicates increased competition or reduced search visibility, pushing SEO agencies to develop innovative strategies for organic traffic growth, such as ranking on AI models.

Looking at paid channels, roughly 52.9% of stores have launched Meta ads in the past, and 45.4% have run Meta ads recently. Paid search remains underused, with only 15.1% of stores leveraging it—creating opportunities for growth-savvy brands to take advantage of lower-competition paid opportunities.

This information shows the essential metrics for agencies and ecommerce professionals seeking to benchmark performance, spot untapped channels, and track industry-wide shifts.

How was this data collected?

This report was created by analyzing over 400,000 ecommerce stores across the U.S., Canada, Europe, Australia, and New Zealand. We use a combination of web scraping and APIs to collect data from various sources.

We analyze these and other metric evolutions in order to bring you the most accurate and up-to-date information. This data then powers our salels intelligence platform, Ecommerce Leads.

All data is publicly available and collected in accordance with each platform's terms of service.

Who are the fastest growing beauty E-Commerce Stores?

This list shows the top 10 fastest growing beauty E-Commerce Stores by total traffic increase this year, compared to last year, for beauty stores. You can use this to breakdown best practices and improve your marketing strategies. Use the Chart button to view the traffic trends over time for each store.

#	Name	URL	% Increase	Total Increase	Current Organic Search Traffic
1	Gee Beauty	geebeauty.ca	957.6%	1,312,615	1,449,685
2	Monster Piercing	monsterpiercing.com	880.1%	1,163,656	1,295,880
3	Fresh Jagua ®	freshjagua.com	775.0%	1,441,843	1,627,894
4	Peacocks Tattoo	peacockstattoo.com	634.2%	2,695,139	3,120,080
5	Sarah Wragge Wellness	sarahwragge.com	497.7%	853,663	1,025,172
6	Based Bodyworks	basedbodyworks.com	452.6%	2,274,380	2,776,909
7	Sensa Beauty	sensabeauty.com	437.5%	540,429	663,958
8	Jo Milano Paris	jomilanoparis.com	430.2%	2,248,679	2,771,397
9	Jagua Henna	jaguahenna.com	428.1%	760,972	938,732
10	FORM	joinform.com	415.2%	1,840,418	2,283,722

(Scroll horizontally to see all data)

Traffic Trends for beauty E-Commerce Stores

The beauty e-commerce sector has experienced fluctuating traffic trends over recent years. In early 2023, traffic averages were relatively stable, beginning at around 47,557 in January before peaking in February with an increase of +24.22% compared to the previous month. After consistent growth throughout 2023, traffic reached an impressive 106,474 in October 2024, marking a significant upward trend.

However, this upward trajectory faced a sharp decline in 2025, with traffic plummeting to 35,924 by October. This decrease signifies a substantial negative trend, highlighting a critical shift in consumer behavior or market conditions. Such volatility necessitates that beauty e-commerce stores adapt rapidly to changing dynamics to maintain growth and relevance.

A key insight from the traffic source analysis shows a dominant 95.5% of traffic coming from SEO, underscoring its importance. Paid search and social channels played a minimal role, contributing just 0.1% and 2.9%, respectively, while organic social accounted for 1.4%. These statistics emphasize the continued reliance on organic search and the potential underutilization of paid channels.

Average Traffic Evolution

Monthly average total traffic across all beauty stores

Current Traffic Distribution

Percentage breakdown of traffic sources for beauty stores

SEO Trends for beauty E-Commerce Stores

SEO traffic for beauty e-commerce stores saw notable fluctuations between 2023 and 2025, with the most dramatic shift happening in 2025, reflecting a -26.7% decline in organic search traffic. The period from early 2024 to late 2024 had promising growth, reaching a peak in September 2024. However, starting from January 2025, there was a downward trend that persisted throughout the year.

In 2025, the organic search engine results pages (SERPs) faced a modest decline of -2.8%, impacting store visibility considerably. The year closed with far fewer stores attaining high visit volumes, resulting in 15432 stores with less than 50k monthly visitors and only 667 stores achieving between 100k and 250k visitors. Noticeably, just 374 stores managed to maintain SEO traffic of over 250k visitors per month.

This varying landscape highlights the necessity for beauty e-commerce stores to adapt and enhance their SEO strategies. Leveraging emerging trends and continuously optimizing their online presence is crucial for maintaining and boosting organic traffic amidst these challenging dynamics.

Traffic from SEO Over Time

Monthly average organic search traffic (Google + Bing) for beauty stores

Paid Media Trends for beauty E-Commerce Stores

Paid Media Trends for beauty E-Commerce Stores

In 2025, beauty e-commerce stores saw a significant decrease in Google paid traffic growth, with a drop of -58.3%. Despite this, there was a sharp increase in Google paid cost growth at +458.1%. The number of stores running Google Ads rose by 15.33% over the year, compared to last month's figure of 5.33%. Meanwhile, Meta Ads saw a steady increase with 45.45% of stores running ads in 2025, a rise from 34.62% the previous month.

Paid search spending for beauty e-commerce stores varied throughout the year, peaking in February with an average spend of $945.20 before dropping significantly to $94.43 in April. By October, the average spend was $428.57, reflecting a fluctuating but generally decreasing trend. In comparison, their spend on Google Ads slightly surpassed the global average, accounting for 101.4%. On Meta Ads, their expenditure was substantially higher than the average at 121%.

Beauty e-commerce stores' investment in paid media is considerably higher than the global average, with a total spend of $7699.10 against a global average of $6318.86. Paid search traffic also demonstrated variability, particularly increasing in July to 526.50, before decreasing to 404.28 in October 2025. The trend suggests ongoing optimization and adjustment strategies by beauty e-commerce businesses to manage rising ad costs and traffic fluctuations effectively.

Paid Search Traffic Over Time

Average monthly paid search traffic (Google + Bing) across beauty stores

% of Traffic from Paid Search Over Time

Percentage of total traffic from paid search (Google Ads + Bing Ads) over time

15.3%

Ran Google Ads this year

5.3%

Ran Google Ads last month

45.4%

Ran Meta Ads this year

34.6%

Ran Meta Ads last month

It's worth examining the way beauty e-commerce stores stack up against worldwide averages. Worldwide, stores spend an average of $6,319, and when analyzing by platform, we find that beauty businesses invest 101.4% more on Google and 121% more on Meta on average.

These insights is valuable for Paid Media agencies targeting their sales efforts, as they can see how beauty ad spend levels measure against global benchmarks.

Organic Social Trends for beauty E-Commerce Stores

Organic Social Trends for beauty E-Commerce Stores

In the beauty e-commerce landscape, Instagram remains a significant platform, although organic traffic has seen some fluctuations. The highest traffic was observed in July 2025 with 1090.93, but recent months saw a slight dip to 884.25 in October. Beauty e-commerce stores are posting less frequently, with an average of 3.28 posts per week this month, marking a -0.36 change compared to last month.

TikTok is proving to be a rapidly growing platform for beauty e-commerce stores, with organic traffic peaking in July at 899.23 before stabilizing at 615.49 in October. Despite its fluctuating traffic figures, there is a notable decrease in content output, with an average of just over 2 posts per week, a significant -1.51 change from the previous month. As more stores tap into TikTok's potential, its organic traffic continues to play a vital role in social strategies.

Metric	Current	Previous	Change
Instagram Posts/Week	3.28	3.64	-0.36
TikTok Posts/Week	2.09	3.60	-1.51

% of Traffic from Organic Instagram Over Time

Percentage of total traffic coming from organic Instagram posts and stories

% of Traffic from Organic TikTok Over Time

Percentage of total traffic coming from organic TikTok videos

Website Performance for beauty E-Commerce Stores

The latest data for beauty e-commerce stores indicates a slight upward trend in their Google Lighthouse Performance Score, now standing at 51.55, compared to the previous month's 50.19. Meanwhile, the SEO Score has shown a marginal increase to 91.21 from 90.65, demonstrating an improvement in optimization efforts. The Accessibility Score remains stable, highlighting consistent attention to user accessibility features.

In terms of SKU distribution, most beauty e-commerce stores offer between 0 and 250 products, with 19,152 stores in this category. Categories with more extensive product selections, like 501-1000 SKUs (1,048 stores) and over 2,501 SKUs (337 stores), are less common but significant in presence. This distribution highlights a focus on streamlined offerings among the majority, while still catering to niche markets with larger inventories.

Overall, the steady increase in performance and SEO scores points towards gradual progress in website function and optimization in the beauty e-commerce sector. While accessibility has maintained its level, continued efforts in SEO and performance enhancement reflect a dedication to boosting site responsiveness and search engine friendliness.

Website Performance Benchmarks

Metric	Current	Previous	Change
Performance	52/100	50/100	+1.00
Accessibility	87/100	86/100	~0.00
SEO Score	91/100	91/100	+1.00

Product Catalog Size Distribution

Distribution of beauty stores by number of products in their catalog

Frequently Asked Questions

How can I use this data?

How was this data collected?

How do you measure growth?

How accurate is this list?

How often is this data updated?

What regions are covered in this dataset?

Can I download or export this data?

What other metrics do you track beyond traffic?

How can I use this data?

This list of fastest growing beauty ecommerce stores provides valuable insights for agency owners and marketers. Use this data to analyze each store and identify emerging trends in the ecommerce sector, benchmark growth rates against competitors, and discover successful business models. Whether you're an agency looking to partner with high-growth brands or a store owner seeking competitive intelligence, this curated list offers actionable market intelligence.

How was this data collected?

This report was created by analyzing over 400,000 ecommerce stores across the U.S., Canada, Europe, Australia, and New Zealand. We use a combination of web scraping and APIs to collect data from various sources. We analyze these and other metric evolutions in order to bring you the most accurate and up-to-date information. This data then powers our lead generation algorithm. All data is publicly available and collected in accordance with each platform's terms of service.

How do you measure growth?

For this report, we're calculating their total traffic in 2025 so far, and comparing it to their traffic in the same period of 2024.

How accurate is this list?

I've personally tested the data against other tools and against live websites and it's accurate. This data drives decisions for agencies and service providers, meaning accuracy is critical.

How often is this data updated?

We update our database monthly with fresh data from all tracked stores. Traffic data, social metrics, and paid advertising information are refreshed on a rolling basis to ensure you always have access to the most current insights. Major industry reports like this one are regenerated monthly to reflect the latest trends.

What regions are covered in this dataset?

Our analysis covers ecommerce stores primarily operating in the United States, Canada, United Kingdom, Europe (EU countries), Australia, and New Zealand. These English-speaking markets represent the most comprehensive data availability and are the primary markets for most agencies and service providers.

Can I download or export this data?

While the report data shown on this page is not directly downloadable, you can access reports of stores losing traction in your ICP through our core service. Take a look here to filter stores by dozens of criteria and export contact information, traffic data, and growth metrics for your outreach campaigns.

What other metrics do you track beyond traffic?

Beyond organic traffic growth, we track over 50 data points including paid advertising spend (Google Ads, Meta Ads), social media performance (Instagram, TikTok, Facebook engagement), website performance metrics (PageSpeed scores, SEO scores), email marketing activity, technology stack, product catalog size, and more. This comprehensive approach helps agencies identify the best-fit prospects.

Fastest Growing Beauty E-Commerce Stores

Table of Contents

How was this data collected?

Who are the fastest growing beauty E-Commerce Stores?

Traffic Trends for beauty E-Commerce Stores

Average Traffic Evolution

Current Traffic Distribution

SEO Trends for beauty E-Commerce Stores

Traffic from SEO Over Time

Paid Media Trends for beauty E-Commerce Stores

Paid Search Traffic Over Time

% of Traffic from Paid Search Over Time

Website Performance for beauty E-Commerce Stores

Website Performance Benchmarks

Product Catalog Size Distribution

Frequently Asked Questions

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