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 5th December, 2025

Summarize with ChatGPT ChatGPT Logo

Summarize with Perplexity Perplexity Logo

In 2025, beauty ecommerce stores are operating within a changing digital ecosystem.

Across the board, Instagram accounts in this sector recorded a weekly growth of 150.0 followers, with an average engagement rate of 1.85% — an indication that consumer interest stays robust on social media.

On the other hand, organic search performance dropped, with traffic declining by -28.3% across the industry. This reveals increased competition or reduced search visibility, which force SEO agencies to come up with fresh approaches to generating organic traffic, such as ranking on AI models.

Looking at paid channels, about 54.4% of stores have launched Meta ads at some point, and 48.1% have ran Meta ads recently. Paid search remains underused, with only 13.8% of stores leveraging it—leaving room for strategic stores to capitalize on underutilized advertising channels.

This dataset exposes the most critical trends for agencies and ecommerce professionals aiming to benchmark performance, uncover new opportunities, 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	Forte Series	forteseries.com	1250.6%	6,691,174	7,226,199
2	Fragrance One	fragrance.one	517.2%	731,492	872,935
3	Fragrance One	fragrance.one	517.2%	731,492	872,935
4	Fragrance One	fragrance.one	517.2%	731,492	872,935
5	BTArtbox Nails	btartboxnails.com	302.7%	1,322,031	1,758,776
6	BPerfect Cosmetics	bperfectcosmetics.com	287.9%	502,262	676,698
7	Kylie Cosmetics	kyliejennercosmetics.eu	283.2%	512,886	694,005
8	BPerfect Cosmetics (EUR)	bperfectcosmetics.com	276.6%	482,436	656,872
9	BPerfect Cosmetics (US)	bperfectcosmetics.com	250.0%	436,175	610,611
10	Pro Lash	prolash.com	229.5%	362,521	520,482

(Scroll horizontally to see all data)

Traffic Trends for beauty E-Commerce Stores

Traffic trends for beauty e-commerce stores show notable fluctuations over the past two years, with a significant peak in September 2024 at 8,247.51, followed by a steady flow around that mark until November. A sharp decline started thereafter, marked by a drop to 2,736.76 in November 2025. This period indicates a volatile market with significant variances in month-to-month traffic flow.

In analyzing traffic sources, SEO remains dominant, contributing 58.3% of the traffic, highlighting its critical role in driving site visits. Paid social channels significantly supplement this with 30.9%, reflecting growing investment and returns for retailers through targeted social campaigns. Despite minimal reliance on paid search at 0.6%, organic social efforts secure an additional 10.2% of the traffic, emphasizing well-rounded digital marketing strategies.

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 has shown fluctuations in recent years, with notable growth in early 2024. However, a sharp decline was observed in 2025, with traffic levels dropping to as low as 1594.88 by November 2025. This reflects a significant decrease in organic search traffic by -28.3% for the year, indicating challenges in maintaining strong search engine visibility.

There's also been a notable negative trend in organic SERPs growth, with a decrease of -5.9% in 2025. This suggests that beauty e-commerce stores are facing increased competition and potentially algorithm changes that affect their rankings. As of now, the majority of beauty e-commerce stores, 18925 to be precise, report SEO traffic below 50k visitors per month, highlighting the struggle for visibility.

Meanwhile, only a select few stores maintain higher traffic with 673 stores in the 100k-250k visitor range and 382 stores surpassing 250k visitors per month via SEO. These statistics underline the increasing difficulty for stores to achieve and sustain high organic search performance in the current landscape.

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 have seen significant shifts in 2025. There was a substantial +79% increase in Google Paid Cost while experiencing a -65.4% decrease in Google Paid Traffic Growth. This indicates that the cost of reaching audiences on Google has risen sharply, leading to fewer incoming customers from paid searches.

Despite this, the number of stores using Google Ads increased to 14.04% in 2025 from 4.86% last month, marking a growing interest in the platform among retailers. Similarly, Meta Ads saw an increase, with 48.05% of stores utilizing them in 2025, up from 44.36% last month. The trend suggests beauty e-commerce stores are increasingly reliant on paid platforms to capture market share.

In 2025, beauty e-commerce stores spent significantly more than the global average on paid media, with an expenditure of 7254.85, which is 160.8% higher than the global average. While spending on Meta Ads is 121.2% higher than average, spending on Google Ads remains below the global average at 94.5%. This disparity emphasizes the strategic focus on Meta Ads to capture a larger audience segment.

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

14%

Ran Google Ads this year

4.9%

Ran Google Ads last month

48.1%

Ran Meta Ads this year

44.4%

Ran Meta Ads last month

It's also interesting to analyze how exactly beauty e-commerce stores compare to the global average. Global Paid Media spend is $4,511, and examining each advertising platform, we find that beauty businesses invest 94.5% more through Google and 121.2% more through Meta monthly.

This comparison is valuable for Paid Media agencies developing their go-to-market strategy, since they can see how beauty ad spend levels stack up globally.

Organic Social Trends for beauty E-Commerce Stores

In the beauty e-commerce sector, Instagram continues to serve as a crucial platform. November 2025 data shows an average organic traffic of 925.44, a modest improvement from October. Despite this growth, the average number of posts has decreased by 0.60 compared to the previous month, aligning with an average engagement rate of 0.01855% for 2025.

TikTok has experienced more volatility, with a noticeable drop in average organic traffic to 519.72 in November, a decrease from the highs seen in July. Additionally, the average weekly uploads for TikTok fell by 1.26 posts compared to the previous month. This trend suggests a shift in content strategy or resource allocation.

The organic social footprint for beauty e-commerce stores highlights varied levels of Instagram traffic. A significant number of stores, 2520, experience under 10k visitors per month, whereas only 382 stores exceed 250k visitors. The average weekly Instagram audience growth of approximately 150 followers indicates robust interest, suggesting potential for heightened engagement with optimized content strategies.

Metric	Current	Previous	Change
Instagram Posts/Week	3.29	3.89	-0.60
TikTok Posts/Week	2.28	3.54	-1.26

% 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

Website performance for beauty e-commerce stores has shown mixed results. The Google Lighthouse Performance Score in 2025 is 52.43, reflecting a negative trend with a decrease of -4.0% compared to the previous month. Meanwhile, the SEO score remains largely stable at 91.31, with no significant change from last month.

In terms of SKU distribution, a considerable 18,772 e-commerce stores fall within the 0 to 250 SKU range, indicating a focus on streamlined product offerings. In contrast, stores with more extensive inventories, in the bracket of 2501 and above, account for 327 stores. Accessibility scores have improved slightly, current month standing at 86.80, up from last month's 86.67, indicating enhanced efforts in improving site access for all users.

As beauty e-commerce stores strive for optimization, attention to performance, SEO, and accessibility will remain crucial. While the SEO score holds steady, the decline in performance indicates room for speed improvements. Ensuring sites are fast and accessible could greatly enhance user experience and engagement.

Website Performance Benchmarks

Metric	Current	Previous	Change
Performance	48/100	52/100	-4.00
Accessibility	87/100	87/100	~0.00
SEO Score	91/100	91/100	~0.00

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

Get weekly reports of stores in your ICP losing traction

Read other reports

Fastest Growing U.S. E-Commerce Stores

Fastest Growing U.K. E-Commerce Stores

Fastest Growing Canada E-Commerce Stores