As a young beauty blogger who’s always on the hunt for the latest and greatest in skincare and makeup, I’ve spent countless hours (and way too much money) exploring the vast world of online beauty stores. Trust me, I know the struggle of wanting to look fabulous without breaking the bank or leaving your cozy bed.
Whether you’re a seasoned beauty guru or just starting your journey to slay, finding the right products can be overwhelming. That’s why I’ve put together this list of the 10 best online beauty stores that have stolen my heart (and my paycheck).
From cult favorites to hidden gems, these stores have everything you need to get that glow-up you’ve been dreaming of.
1. Fenty Beauty
Fenty Beauty, founded by global superstar Rihanna in 2017, has quickly become a game-changing force in the beauty industry. The brand is renowned for its inclusive approach, offering a wide range of products that cater to all skin tones and types. Fenty Beauty’s Pro Filt’r foundation, available in 50 shades, set a new standard for inclusivity in the makeup world. The brand’s product line extends beyond foundation, including popular items like the Gloss Bomb lip luminizer and Match Stix contouring sticks. Fenty Beauty has garnered widespread acclaim, with a rating of 4.4 stars from 37 reviews on Sitejabber. Customers particularly praise the brand’s foundation for its lightweight feel, seamless blending, and natural finish.
2. Eternal Beauty Outlet
Eternal Beauty Outlet is an innovative online beauty store that aims to revolutionize the way people shop for beauty products. Founded in 2020 by Olivia Grace, this e-commerce platform offers a wide range of skincare, makeup, and beauty tools designed to cater to diverse customer needs and preferences. The company’s mission goes beyond mere retail, as it seeks to celebrate the power of beauty and redefine industry standards through its products and campaigns.
At the heart of Eternal Beauty Outlet’s philosophy is a commitment to ethical and sustainable beauty practices. The company prioritizes safety, cruelty-free products, and eco-friendliness when selecting brands to partner with. This commitment extends to their packaging practices, with many products designed to be solid and sold without excessive packaging, addressing the issue of overpackaging in the cosmetic industry.
Eternal Beauty Outlet’s product range is extensive, covering categories such as body care, hair care, makeup and nails, skincare, and tools and brushes. The company prides itself on sourcing high-quality products from around the world, ensuring that customers can find everything they need for their beauty routines in one place. What sets Eternal Beauty Outlet apart is its focus on transparency and authenticity, avoiding the promotion of products with fake benefits and instead connecting customers with appropriate products for their specific needs.
3. YesStyle
YesStyle is an online retailer specializing in Asian fashion and beauty products, offering a vast selection of items from Korean, Japanese, and other Asian brands. The platform is known for its affordable prices and wide range of products, including makeup, skincare, and fashion items. YesStyle offers worldwide free shipping to over 200 countries and supports transactions in 26 currencies, making it accessible to a global customer base. The YesStyle mobile app has been downloaded over 4 million times and offers features like daily flash deals and free gifts. However, customer experiences vary, with the platform receiving a rating of 2.8 stars from 613 reviews on Sitejabber. Some customers praise the variety and affordability, while others report issues with product quality and customer service.
4. Dermstore
Dermstore, founded in 1999 by a dermatologist, focuses on providing high-quality skincare products typically found in dermatologists’ offices. The platform offers a curated selection of professional-strength formulas from top skincare brands, as well as hard-to-find spa care products, natural beauty brands, and specialty items from around the world. Dermstore aims to be a comprehensive resource for skincare, combining product offerings with expert information to guide customers through their skincare journey. However, recent customer reviews suggest some challenges with the platform. Dermstore has received a rating of 1.6 stars based on 54 customer reviews on PissedConsumer.com. Customers have reported issues with customer service, order fulfillment, and refund policies. Despite these concerns, Dermstore remains a significant player in the online beauty retail space, with a focus on professional-grade skincare products.
5. Credo Beauty
Credo Beauty has established itself as a leader in clean beauty retail. The company represents 130 hand-selected skincare and makeup brands, all of which must meet the rigorous Credo Clean Standard to be sold on their platform. This standard ensures that all products are free from harmful ingredients and are sustainably sourced. Credo Beauty’s commitment to clean beauty extends beyond just product ingredients; they also focus on sustainable packaging and ethical business practices. The retailer offers a wide range of products, from skincare and makeup to haircare and wellness items, all adhering to their strict clean beauty guidelines. Credo Beauty’s online store provides detailed information about each product’s ingredients and benefits, helping customers make informed decisions about their beauty purchases.
6. Rare Beauty
Founded by singer and actress Selena Gomez in 2020, Rare Beauty has quickly become a major player in the beauty industry. The brand’s mission goes beyond selling makeup; it aims to challenge beauty myths and promote self-acceptance. Rare Beauty offers a wide range of products, including foundations in 48 shades, primers, lipsticks, blushes, and more, all designed to enhance natural beauty rather than mask it. The brand’s products are vegan and cruelty-free, appealing to conscious consumers. Rare Beauty also stands out for its social impact initiatives, with 1% of all sales going to the Rare Impact Fund, which supports mental health services in educational settings. The brand’s rapid success is evident in its $350 million annual revenue in 2023 and its $2 billion valuation.
7. Kylie Cosmetics
Kylie Cosmetics, founded by reality TV star and entrepreneur Kylie Jenner, has been a disruptive force in the beauty industry since its launch in 2015. The brand started with the iconic Kylie Lip Kits and has since expanded to offer a full range of cosmetics products. Kylie Cosmetics’ success can be attributed to its savvy use of social media marketing, leveraging Jenner’s massive online following. The brand has shown remarkable adaptability, responding quickly to beauty trends such as the ‘no-makeup’ makeup look and the demand for inclusive shade ranges. In 2019, Kylie Cosmetics expanded into skincare with the launch of Kylie Skin. The brand has also made efforts to become more socially conscious, relaunching in 2020 with a commitment to vegan, cruelty-free, and gluten-free formulations. Kylie Cosmetics’ direct-to-consumer model and strategic partnerships have allowed it to maintain a strong position in the competitive beauty market.
8. Sephora
Sephora is a global beauty retail powerhouse, offering a vast selection of makeup, skincare, haircare, and fragrance products from both well-known and emerging brands. Founded in France in 1970, Sephora has since expanded to become one of the world’s leading beauty retailers, with a strong presence both online and in physical stores across numerous countries. The company is known for its innovative approach to beauty retail, offering interactive experiences like virtual try-ons and personalized product recommendations. Sephora’s online platform provides detailed product information, customer reviews, and tutorial videos to help shoppers make informed decisions. The retailer’s Beauty Insider loyalty program is particularly popular, offering points on purchases that can be redeemed for products or experiences.
9. Kosas Cosmetics
Kosas Cosmetics is a clean beauty brand that has gained significant popularity in recent years. Founded in 2015 by Sheena Yaitanes, Kosas focuses on creating makeup that is both effective and good for the skin. The brand is known for its minimalist aesthetic and “makeup that feels like skincare” approach. Kosas products are formulated without harmful ingredients like parabens, phthalates, and sulfates, appealing to health-conscious consumers. Their online store offers a curated selection of makeup products, including their popular Tinted Face Oil foundation and Cloud Set setting powder. Kosas also provides detailed information about their ingredients and formulation philosophy, helping customers understand the benefits of their clean beauty approach.
10. Lookfantastic
Lookfantastic is a leading online beauty retailer based in the UK, offering a wide range of premium beauty products from over 1,300 brands. The platform caters to customers in 195 territories worldwide, with a strong presence in the UK, US, and Europe. Lookfantastic is known for its extensive selection of skincare, haircare, cosmetics, and fragrance products from both well-established and niche brands. The online store provides detailed product descriptions, customer reviews, and beauty advice to help shoppers make informed decisions. However, recent customer feedback suggests some challenges with the platform. Lookfantastic has received a rating of 1.7 stars based on 381 customer reviews on PissedConsumer.com. Customers have reported issues with order fulfillment, customer service, and refund policies. Despite these concerns, only 10% of users would recommend Lookfantastic to a friend or colleague. The company acknowledges these issues and has been working on improving its customer service and delivery processes.
