Digital 100 Beauty & Cosmetics Winner: Laura Geller

A DTC makeup brand targeting mature women made it to the top spot, followed by Tiktok-famous Hair Curling devices and a high-end makeup brand

In the Similarweb Digital 100 category for Beauty & Cosmetics, the top spot went to Laura Geller, a makeup brand founded by a makeup artist whose goal was formulas that don’t cake “with mature skin in mind”. Total traffic to lauregeller.com increased 164% between 2021 and 2022, according to Similarweb estimates, even faster than in 2021 compared to the year before (+57.2%). Women over 55 years old represent more than 34% of its total audience.

Beauty & Cosmetics is one of 10 key categories that make up the annual Similarweb Digital 100 ranking of the fastest-growing companies on the web. The ranking is based on desktop and mobile web traffic from the United States (see also the reports for the U.K., Germany, Franceand Japan, with one for Australia to follow.

The Fastest-Growing Beauty & Cosmetics Companies

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While the category winner focuses primarily on makeup, as does #3 seintofficial.com, others in the top 10 focused on skincare, whether in the pharma beauty segment (#6 skinceuticals.com, #8 larocheposay.us), Asian skincare (#4 stylevana.com), or on sunscreen (#10 soldejaneiro.com).

Fragrance was also quite popular among U.S. beauty consumers, but at a lower cost as consumers face the rising cost of living. For example, dossier.co (+94% YoY) fragrances are inspired by high-end brands’ iconic products (Gucci Bloom, YSL Black Opium), while scentsplit.com (+74%) offers its buyers the opportunity to buy sample sizes of their favorite smell for less than $10.

The Digital 100 Beauty & Cosmetics Top 10

In addition to showing who is winning, we look for clues as to why. Despite targeting older women, laurageller.com has made social its second biggest channel in traffic share, accounting for a quarter of its traffic (93% of that from Facebook), whereas other premium makeup brand seintofficial.com gets 21% of its social desktop traffic from Instagram. These Similarweb estimates are based on desktop web traffic.

More from the Digital 100

For more details, visit the Similarweb Insights blog for posts on individual categories. A series of infographics are also available for the media and use on social media.

Eligibility criteria: The rankings are based on industry categories Similarweb tracks on an ongoing basis, ranked based on year-over-year change in their total traffic for 2022 over 2021. To qualify for the U.S. ranking, a domain had to average at least 100,000 monthly views for 2022 and 50,000 for 2021. Domains that had no measurable traffic at the beginning of 2021 were also eliminated.

The Similarweb Insights & Communications team is available to pull additional or updated data on request for the news media (journalists are invited to write to press@similarweb.com). When citing our data, please reference Similarweb as the source and link back to the most relevant blog post or similarweb.com/blog/insights/.

Methodology

Disclaimer: All data, reports and other materials provided or made available by Similarweb are based on data obtained from third parties, including estimations and extrapolations based on such data. Similarweb shall not be responsible for the accuracy of the materials and shall have no liability for any decision by any third party based in whole or in part on the materials.

by Inès Durand

Inès provides market research insights in Retail, CPG, and Financial Services. Her work has appeared in Retail Today, CNBC, and AFP.