Elorea Tops Digital 100 Ranking of Fastest Growing Beauty & Personal Care Sites

HiSmile, Agency Skincare, Bubble, Lilac St., Lush, Mooncat, Triple Traders, Blu Atlas, and Oakcha also recognized in Similarweb’s annual Digital 100 report on the fastest growing digital businesses.

Elorea, a Korean fragrance brand that sells direct to consumers, captured the #1 spot for Beauty & Personal Care in Similarweb’s annual Digital 100 ranking of the online businesses with the most impressive growth. The average monthly visits to elorea.com increased more than 1,000%, year-over-year, between 2022 and 2023.

This finding is based on Similarweb’s Digital 100 report for the US, published today at similarweb.com/corp/digital-100/ with top 10 rankings for 10 industries: Apparel & Accessories, Automotive, Beauty & Cosmetics, Consumer Electronics, Food & Drinks, Home & Garden, News & Media, Personal Finance, Pet Care, and Travel & Tourism.

Each of the winners was already operating a substantial online business in 2022, but significantly increased its reach in 2023. For Beauty & Cosmetics, the Top 10 in are:

These results suggest a few themes:

Economy and luxury coexist

While beauty consumers are pursuing cost savings strategies such as subscription models and dupes of famous brands, high end luxury brands that connect with the right audience also demonstrate success, with Elorea (+1,156% YoY) as the prime example.

Consumers show a preference for direct-to-consumer sales by manufacturers, showing the importance of brand nurturing customer relationships.

Nevertheless, fragrance dupes are here to stay nevertheless, with Oakcha growing significantly (+152% YoY).

Personalization and subscriptions

Skincare personalisation is reaching the US, as shown by Agency Skincare (withagency.com) in the #3 spot on our list (+401%). Using a subscription sales model, which we also see with lilacs.com, allows a brand to offer a combination of higher savings and a more intimate, personalized relationship. DTC male beauty brand Blu Atlas also offer a subscribe-save and bundle model, allowing recurring customers to save up to 30% on the asking price for a moisturizer.

In addition to convenience, these offerings help consumers budget for their online purchases, while not having to compromise on the quality of the products purchased. We’ve noticed similar trends in other product categories, including automotive  (mechanic.expert) and pet care (askaveterinarianonline.com) where consumers are looking for ongoing access to products and services for a predictable monthly price.

Learn more

These are just a few highlights from the full Digital 100 report for the US. Today Similarweb also published rankings for the United Kingdom, France (in French and English), Germany (in German and English), India, Japan, Brazil, and Australia.

Digital 100 Methodology

Building on Similarweb’s general methodology for creating a comprehensive model of the digital world, the Digital 100 project reveals the fastest growing web domains from pre-defined industry categories. Growth is measured as a percentage increase in average monthly traffic volume from 2022 to 2023. To qualify for inclusion, each domain had to meet a minimum average monthly traffic in both years. For the US, the minimum was 100,000 monthly visits in 2023 and 50,000 in 2022. A lower threshold was used for specific categories in other countries. Similarweb analysts then manually filtered the results to discover the most meaningful examples of digital business growth.

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/.

Contact: For more information, please write to press@similarweb.com.

Report By: Inès Durand, Senior Insights Manager

Methodology

Disclaimer: All names, brands, trademarks, and registered trademarks are the property of their respective owners. The data, reports, and other materials provided or made available by Similarweb consist of or include estimated metrics and digital insights generated by Similarweb using its proprietary algorithms, based on information collected by Similarweb from multiple sources using its advanced data methodologies. Similarweb shall not be responsible for the accuracy of such data, reports, and materials and shall have no liability for any decision by any third party based in whole or in part on such data, reports, and 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.