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 February, 2026

Summarize with ChatGPT ChatGPT Logo

Summarize with Perplexity Perplexity Logo

In 2025, beauty ecommerce stores are operating within a dynamic online marketplace.

Across the board, Instagram accounts in this industry saw a weekly growth of 151.5 followers, with an average engagement rate of 1.95% — a sign that consumer interest persists on social media.

Meanwhile, organic search performance declined, with traffic falling by -1.4% across the industry. This indicates increased competition or reduced search visibility, which force SEO agencies to come up with novel techniques for organic traffic acquisition, such as ranking on AI models.

When it comes to paid channels, around 8.8% of stores have ran Meta ads in the past, and 8.8% have executed Meta ads recently. Paid search is still underutilized, with only 14.7% of stores leveraging it—creating opportunities for ambitious retailers to leverage less crowded advertising space.

These insights exposes 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	Highland Style Co.	highland.style	-24.0%	-28,523	90,129
2	Forte Series	forteseries.com	-28.7%	-1,413,202	3,509,673
3	Sweetie Nail Supply	sweetienailsupply.com	-69.0%	-78,775	35,385
4	NAGAIA	thenagaia.com	-75.9%	-92,115	29,270
5	Neighborhood Barre	neighborhoodbarre.com	-76.9%	-131,159	39,408
6	Veralab	veralab.it	-76.9%	-154,851	46,420
7	Fitness Direct	fitdir.com	-77.5%	-111,326	32,247
8	MIKOLO	gym-mikolo.com	-79.4%	-291,752	75,921
9	indē wild US	indewild.com	-79.9%	-124,743	31,461
10	indē wild UK	indewild.com	-79.9%	-124,743	31,461

(Scroll horizontally to see all data)

Traffic Trends for beauty E-Commerce Stores

The beauty e-commerce sector observed notable fluctuations in traffic over the past two years, with a peak average traffic of 8,361.72 in November 2024, followed by a significant decline to 2,266.62 in January 2026. Traffic trends indicated a strong reliance on SEO, which contributed to 87.1% of traffic, affirming the importance of organic search strategies for these stores. Meanwhile, traffic from paid search and paid social remained minimal at 0.5% and 0.6%, respectively, highlighting the industry's preference for organic growth over paid methods.

Despite overall traffic dropping significantly, organic social channels reported a steady contribution of 11.7%, suggesting that social media platforms remain a significant driver for engagement and visibility. The dramatic initial rise in traffic up to October 2024 suggests aggressive digital marketing efforts, potentially including SEO and social media campaigns. However, the subsequent decline in traffic underscores the challenges faced by beauty e-commerce stores in maintaining consistent growth amidst shifting digital landscapes.

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 Trends for beauty E-Commerce Stores

The beauty e-commerce sector saw fluctuating SEO traffic throughout 2024, peaking at 8111.99 in November, followed by a notable decline in 2025, reaching a low of 1975.23 by January 2026. Despite a -1.4% dip in organic search traffic in 2025, organic SERPs showed remarkable growth at +21.4%. This divergence highlights the increasing importance of visibility and ranking in search engine results over mere traffic volume.

In terms of store performance, a significant number of beauty e-commerce stores, specifically 28776, reported SEO traffic under 50k visitors per month. Conversely, only 437 stores enjoyed SEO traffic above 250k visitors. This distribution indicates a highly competitive landscape where a few players dominate while numerous smaller entities strive for visibility.

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 reveal a dynamic landscape shaped by spending patterns and advertising channel choices. In 2025, Google paid traffic grew by +12.5%, but spending fluctuated, with a noticeable peak in July ($452.33). Interestingly, stores spent 109.5% above the global average on total paid media, yet only 72.5% of the global average on Google Ads.

The allocation of funds shows a keen interest in Meta Ads, where spending was 107.1% of the global average. The number of stores using Google Ads slightly decreased from 4.38% in 2025 to 3.50% last month. Meanwhile, Meta Ads engagement had a modest rise in activity, going from 1.49% to 1.64% last month.

The evolution of paid search traffic saw significant shifts, with numbers dropping from 2024, marked by high points such as 983.92 in April 2024, to just 170.17 by January 2026. These trends indicate an adaptation process as beauty e-commerce stores reassess their paid media strategies to optimize returns across different advertising platforms.

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

4.4%

Ran Google Ads this year

3.5%

Ran Google Ads last month

1.5%

Ran Meta Ads this year

1.6%

Ran Meta Ads last month

It's worth examining how beauty e-commerce stores compare to the global average. Worldwide, stores spend an average of $1,690, and when analyzing by platform, it becomes clear that beauty businesses invest 72.5% more through Google and 107.1% more on Meta per month.

This comparison is valuable for Paid Media agencies targeting their sales efforts, since they can see how beauty marketing budgets compare to other industries.

Organic Social Trends for beauty E-Commerce Stores

Organic social trends for beauty e-commerce stores show a decline in Instagram traffic from 862.97 to 753.34, marking a decrease of -12.69% in January 2026. TikTok traffic also saw a decrease from 503.31 to 408.02, a drop of -18.93%. The average weekly Instagram growth in 2025 was 151.45 followers, while the engagement rate stood at 0.0195%.

In terms of content, the average posts per week for Instagram decreased from 3.31 to 2.87, representing a decline of -0.44 posts. A similar trend was observed on TikTok, where average weekly uploads fell from 2.87 to 2.19, indicating a reduction of -0.67 uploads. Most stores have Instagram traffic under 10k visitors, with few exceeding the 250k visitor mark.

Metric	Current	Previous	Change
Instagram Posts/Week	2.87	3.31	-0.44
TikTok Posts/Week	2.19	2.87	-0.67

% 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 indicates a modest improvement in the Google Lighthouse Performance Scores for beauty e-commerce stores, with the score increasing to 0.56 from last month's 0.53 (+3%). This suggests that these stores are making efforts in improving their site speed and overall performance. While the SEO score remains steady at 0.92, it highlights the consistent focus of these stores on search engine optimization to maintain visibility and reach.

Accessibility scores for beauty e-commerce stores have shown stability, with the current month registering 0.87, a slight increase from the previous month's score. This indicates a commitment to ensuring all users, regardless of their abilities, can access and navigate these stores effectively.

The SKU distribution among beauty e-commerce stores reveals that the majority maintain smaller inventories, with the highest concentration of stores having up to 250 SKUs. This reflects a strategic approach to product offerings, allowing stores to focus on curated selections rather than broad, expansive inventories.

Website Performance Benchmarks

Metric	Current	Previous	Change
Performance	56/100	53/100	+3.00
Accessibility	87/100	87/100	~0.00
SEO Score	92/100	92/100	~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