The beauty community is a super competitive space and every brand has its own corner of cult followers. From die-hard indie brand lovers to drugstore beauty queens, there's always a brand and price point that owns their hearts. This is why it seems so hard to really imagine which brands are actually leading in the industry. They all seem to be thriving in their respective lanes. 

Even companies with images that have been ridden with scandal (i.e. Jeffree Star Cosmetics, Kat Von D Beauty, Tarte Cosmetics, etc...) always manage to keep their die-hards close and their dollars closer. So which beauty brands are really on top? SimilarWeb, a data website that provides information on digital behavior, has shared its findings on which beauty sites are scoring the most traffic, as reported by WWD. The results are really interesting with Jeffree Star Cosmetics sitting at number two! Ahead, you'll find the top 10 beauty brands on the internet with a new or popular product to try from each. 

Did your fave make the list? 


e.l.f. Cosmetics

E.l.f. Cosmetics shut down all of its physical stores to focus solely on web sales and clearly, the brand made a smart move. At almost one million site visits, e.l.f. made the tenth spot on the list of top ten most searched beauty sites. The brand has continued to release new makeup while also ramping up its skin-care offerings.

Product to try: The brand recently launched its Supers Regimen Collection ($38, e.l.f. Cosmetics) which includes a cleanser, mask, toner, and moisturizer which can all be purchased separately.


MAC Cosmetics

MAC Cosmetics is probably the least surprising brand on the list with one million site visits. It's an OG beauty brand that's managed to not only maintain relevancy with consistent new makeup releases but to also reach niche audiences with collections for Selena, Aaliyah, and most recently Disney.

Products to try: Try the Powder Blush ($35, Ulta)  from the Disney Aladdin Collection By MAC.


Tarte Cosmetics

Tarte Cosmetics literally never stops. The brand may have had a rough time with its foundation launches but it keeps barreling forward with new eye shadow palettes, skincare, and even a new sister brand called Sugar Rush. Tarte Cosmetics earned 1.01 million site visits.

Product to try: For a taste of Tarte's skincare, try the brand's new Youth or Dare Multi-Acid & C-Serum ($42, Sephora).


BH Cosmetics 

One scroll through the BH Cosmetics page and you'll totally get why it's the seventh most visited beauty site with 1.05 million. The brand offers wildly affordable eye shadow palettes and beauty tools and there are always new products being added to the site. It also doesn't hurt that BH Cosmetics is always hosting flash sales, further lowering the already-low prices. 

Product to try: BH Cosmetics literally just announced its second collaboration with the influencer, Marvyn Macnificent, so you may want to snag the new warm-toned Marvyn Macnificent Palette ($18, BH Cosmetics).


L'Oréal Paris Makeup

L'Oréal Paris made the list as the sixth most visited beauty website with 1.11 site visits. The brand has stepped up its red carpet placement and also pulled in tons of A-list celebrities and supermodels to front its campaigns. 

Product to try: The Rouge Signature Lightweight Matte Colored Ink Lipstick ($12, Ulta) is one of the most beloved lip products from L'Oréal Paris.



Glossier is the beauty brand with the millennial pink aesthetic that has taken over Instagram with its skin-care and makeup options. The brand has a slew of creams, shadows, cleansers, and more. It's number five on the list of most visited beauty sites with 1.16 million visits.

Products to try: The brand just dropped its Bubblewrap Eye + Lip Cream ($26, Glossier) which provides moisture to eyes while plumping the lips. 



Not familiar with Younique? It's like Avon and Mary Kay, but not. According to the brand, it's "the first direct sales company to market and sell almost exclusively through the use of social media." That means you probably follow a Younique salesperson already or live next to one. 

Product to try: Ask your local Younique plug about the YOUology Cleansing Stick ($24, Younique) and take the YOUology skin-care quiz for products tailored to your skin needs.



Younique isn't the only direct selling beauty company people are super interested in. The OG Avon brand snagged the number THREE spot on the most visited beauty sites list with 1.82 million visits. If you thought the beauty community left Avon behind in high school, then think again.

Product to try: The True Color Glimmersticks ($3, Avon) are number two on Avon's own top products list. They're also marked down to $3 from the original $7 price tag for a limited amount of time.


Jeffree Star Cosmetics

Beauty influencer Jeffree Star has a major feat here as his namesake cosmetics brand is number two on the most visited beauty websites list! That makes him the ONLY beauty influencer-owned brand to make it which is pretty impressive. It's also understandable that his website gets so much traffic (2.06 million views in one month!) due to his celebrity status and the dramatic headlines he regularly accrues. Beyond the drama, Star's indie status also affords him the ability to be sold in very limited places. Jeffree Star Cosmetics isn't at Sephora or Ulta which works to his advantage saleswise. Unless you shop from Beautylish, Morphe, or the distributors on the official Jeffree Star Cosmetics list provided on the website, then you have to go straight to the source. 

Additionally, Jeffree Star Cosmetics' most recent Blue Blood Collection is his bestseller to date, according to statements he made on Twitter and his YouTube channel. 

Products to try: Yeah, we know the Blue Blood Collection is all the rage right now but a huge majority of Jeffree Star fanatics rave over his signature Velour Liquid Lipsticks ($18, Jeffree Star Cosmetics).


ColourPop Cosmetics

Ummm... Is anyone VERY surprised that ColourPop Cosmetics was the most visited beauty website in April? The brand snagged the number one spot with 2.09 million views during that month which was just a hair above Jeffree Star. We suspect that high traffic was due to its Disney Villains collection which launched at the end of March. Anytime a beauty brand holds hands with Disney, it's guaranteed to be a slam dunk in sales and web traffic. 

And still, without a gigantic collab with Disney or collabs with anyone, Jeffree Star Cosmetics is right behind it. Going forward, can ColourPop hold onto its wig or will Jeffree Star Cosmetics snatch it off during another whirlwind of bestselling product releases, drama, and social media genius? 

We'll all have to wait and see.