Seasonal Trends
Online Visibility
Offsite Presence & Links
Content Performance
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10 minutes
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100
Brands ranked
Updated January 2025
"I am massively grateful for this report and there aren't many other useful ones I have found for online flower services."
- Arena Flowers, Data Scientist, Aaron Grove
"Really impressed with the work done behind the research, really well done to the team and Salience"
- Funding Options, , Head of Organic, Sonia Morrison
"The report it was very interesting as has been the case in previous years."
- BOX, Marketing Manager, Mike Hart
Our Beauty Retailer Industry report offers an in-depth analysis of the beauty market, focusing on how brands have performed over the past year and where they stand in the ever-evolving digital landscape. This report examines key trends, growth areas, and challenges faced by beauty retailers, providing valuable insights into the strategies that are driving success. By highlighting the top-performing brands and identifying those in need of improvement, the report gives a comprehensive view of the industry’s current state and what to expect in the coming year. Whether you’re a retailer, brand, or industry professional, this report is designed to inform your strategy and help you stay ahead in a competitive market.
Traffic Score Wins & Losses
The beauty e-commerce landscape is as dynamic as ever, with winners setting benchmarks for digital excellence and losers providing cautionary tales. By analysing the strategies of top-performing brands and avoiding mistakes, beauty brands can position themselves for sustained growth in 2025 and beyond. Our data report offers valuable insights into the strategies that are working and those that aren’t. Here’s a closer look at the trends shaping the industry. Let's take a look at which brands have seen the biggest wins in terms of traffic score:
Traffic Score Winners:
1. Superdrug
2. QVC
3. E.l.f
4. NOTINO
5. Revolution Beauty
On the other hand, these brands have experienced the most significant declines in traffic scores, likely due to search algorithm updates or potential oversights in their strategies over the past year—highlighting areas where we can learn from their challenges
5 Biggest Traffic Score Drops:
1. LOOK FANTASTIC
2. Cult Beauty
3. Clinique
4. Feel Unique
5. Urban Decay
The beauty industry has seen a 3% drop in overall traffic scores over the past year. In a shrinking market, it's crucial to have a focused and targeted search strategy.
A great way to spot opportunities is by looking at visibility vs. authority. Authority means how well-regarded and trusted your website is, and search engines tend to favour sites with strong authority. Brands that have high authority but low traffic scores are worth paying attention to, as they could see big improvements by fixing technical and structural issues on their site. By identifying and tackling these issues in order of importance, they can make quick and noticeable gains.
Here are five brands with high authority but low traffic scores that could see big gains by improving their site:
• Benefit Beauty
• L'Occitane
• Glossier
• The Inkey List
• Huda Beauty
On the opposite side of this coin are the overachievers. These are the brands with high traffic scores but low authority, meaning they are only a few strategic steps away from big wins. Download our report now to find out who made this list!
Page Speed Superstar
Beauty Bay is setting the bar with their exceptional mobile site speed, ranking the highest in the industry and surpassing those typically rated as 'good.' Page speed is crucial for both user experience and search engine rankings. Slow-loading sites lead to higher bounce rates and frustrated customers, while faster sites keep users engaged and improve conversion rates. For mobile users, speed is even more important, as slow pages often result in abandonment. By prioritising page speed, Beauty Bay not only enhances user experience but also boosts their search rankings, driving more traffic and increasing sales.
Highest Reviewed Beauty Retailers
Reviews are a fantastic way for customers to hear what others think about products and help potential buyers decide if they trust your brand enough to make a purchase. Good reviews are key to building that trust. Our report highlights the top 5 brands with the highest reviews, based on both the number of reviews and average star rating:
1. All Beauty – 422,232 reviews – 4.7 stars
2. LOOK FANTASTIC – 320,807 reviews – 4.5 stars
3. QVC – 238,399 reviews – 4.5 stars
4. Superdrug – 83,348 reviews – 4.8 stars
5. Beauty Bay – 167,495 reviews – 4.2 stars
All Beauty tops the list with the most reviews, and while their 4.7-star rating is impressive, it's not the highest. That title goes to Superdrug with a 4.8-star rating, though they have far fewer reviews. This shows that both the quality and quantity of reviews matter when building trust with customers.
How do I get the report?
Intrigued by what you’ve seen so far? Access the full breakdown of all 100 supplement brands and their performances over the last 12 months, and did we mention it's completely free to download? Simply fill out the form at the top of this page to access the full report, dive in and discover more!
