Top 10 Online Beauty Shops to Explore

As a busy mom of two energetic kids, finding time for self-care can feel like searching for a unicorn in a haystack. Between school runs, playdates, and the never-ending pile of laundry, my beauty routine often takes a backseat. But let’s be honest, we all deserve to feel pretty and pampered, even if our audience is mostly comprised of sticky-fingered toddlers and judgmental teenagers.

That’s where online beauty stores come to the rescue! They’re my secret weapon for snagging those must-have skincare products and makeup essentials without having to wrangle the kids into the car or navigate crowded mall aisles. With just a few clicks, I can transform from frazzled mom to glowing goddess (okay, maybe that’s a stretch, but a girl can dream, right?).

In my quest to reclaim my pre-mom glow and stay on top of beauty trends, I’ve become something of an expert in online beauty shopping. 

So, grab a cup of coffee (or wine, I won’t judge), and let’s dive into my top 10 picks for the best online beauty stores. These gems will help you rediscover your inner beauty queen, all while the kids are napping or glued to their tablets.

1. Credo Beauty

Credo Beauty has established itself as a pioneer in the clean beauty movement. Founded in 2014, this online marketplace focuses exclusively on products that meet rigorous standards for safety and sustainability. Credo’s commitment to transparency is evident in their “Dirty List” of banned ingredients, ensuring that all products sold are free from potentially harmful chemicals.

What sets Credo apart is its dedication to education. The platform doesn’t just sell products; it informs customers about the importance of clean beauty and helps them understand product ingredients. This approach has fostered a loyal community of eco-conscious beauty enthusiasts who appreciate the curated selection of makeup, skincare, and haircare products from both established and emerging brands.

2. Eternal Beauty Outlet

Eternal Beauty Outlet is an online beauty store that aims to provide customers with a comprehensive selection of skincare and beauty products at competitive prices. The company’s website showcases a wide range of offerings, from skincare essentials to makeup and nail products, catering to various beauty needs and preferences.

One of the key selling points of Eternal Beauty Outlet is its commitment to affordability without compromising on quality. The store claims to offer the lowest prices guaranteed, along with free shipping, making it an attractive option for budget-conscious beauty enthusiasts. This approach allows customers to explore and experiment with different products without breaking the bank.

Eternal Beauty Outlet prides itself on its customer-first approach and industry expertise. The company emphasizes its dedication to providing excellent customer service, which is reflected in some of the positive customer testimonials on their website. They position themselves as beauty industry experts, suggesting that customers can rely on their knowledge and product curation.

3. Fenty Beauty

Launched by pop icon Rihanna in 2017, Fenty Beauty has revolutionized the beauty industry with its focus on inclusivity. The brand’s mission statement, “so that people everywhere would be included,” reflects its commitment to offering products for all skin tones, types, and cultures.

Fenty Beauty made waves with its initial release of 40 foundation shades (later expanded to 50), catering to traditionally underserved skin tones. This approach has set a new standard in the industry, compelling other brands to expand their shade ranges. Beyond foundations, Fenty offers a wide range of cosmetics, all designed with the philosophy that makeup should be fun and experimental, breaking away from traditional beauty stereotypes.

4. Bluemercury

Bluemercury, founded in 1999 by Marla Malcolm Beck, began as a luxury beauty boutique and has since evolved into a successful omnichannel retailer. What distinguishes Bluemercury is its blend of high-end products with personalized service, even in its online format.

The platform offers a carefully curated selection of both established luxury brands and emerging natural beauty lines. Bluemercury’s recent “Show Us Your Bag” campaign reflects its commitment to authenticity and diversity, featuring real people of various ages and backgrounds. This approach, combined with initiatives like integrating buy-now, pay-later options, demonstrates Bluemercury’s efforts to appeal to a younger, more diverse customer base while maintaining its luxury appeal.

5. Cult Beauty

Cult Beauty has established itself as a leading online destination for beauty enthusiasts since its inception in 2008. Founded by Jessica DeLuca and Alexia Inge, the platform was created with the aim of simplifying the online beauty shopping experience. Cult Beauty specializes in curating a selection of independent and niche brands, often incubating developing brands before they become household names.

The company’s commitment to sustainable beauty and transparency in the industry has been a key factor in its success. Cult Beauty offers a carefully selected range of products, focusing on quality over quantity. Their expert panel provides unbiased recommendations, helping customers navigate the vast world of beauty products.

In 2021, Cult Beauty was acquired by THG plc for £291.3 million, marking a significant milestone in its growth trajectory. Despite being based in the UK, the majority of Cult Beauty’s business comes from international sources, reflecting its global appeal.

6. Beauty Bay

Beauty Bay, originally launched in 1999 as FragranceBay.com, has evolved into a comprehensive online beauty retailer. The company started by selling luxury fragrances but has since expanded its product range to include skincare, makeup, and haircare products.

Based in Manchester, Beauty Bay now offers over 10,000 products from both UK and international brands. The company prides itself on being responsive to customer demands and new trends, continuously introducing new brands to its portfolio.

As a purely e-commerce business, Beauty Bay relies heavily on robust connectivity and infrastructure. The company has invested significantly in its technological capabilities, implementing solutions such as a fully managed MPLS system across its sites and colocation within a data center to support its growing operations.

7. Drunk Elephant

Drunk Elephant, founded by Tiffany Masterson, takes a unique approach to skincare with its “ingredient-elimination philosophy”. The brand focuses on using only biocompatible ingredients that directly benefit skin health or support the integrity of their formulations.

A key aspect of Drunk Elephant’s philosophy is the avoidance of what they call the “Suspicious 6” – essential oils, drying alcohols, silicones, chemical sunscreens, fragrances/dyes, and SLS. The brand believes that removing these ingredients allows the skin to reset and return to a healthy, balanced state.

Drunk Elephant products are formulated with pH levels between 2.5 and 6.8, which the brand considers the “sweet spot” for maintaining skin’s natural acidity. The company encourages customers to mix their products together, likening skincare routines to customizable smoothies.

The brand’s name is inspired by a myth about elephants getting drunk from fermented marula fruit, though this doesn’t actually happen. Virgin marula oil, derived from the marula fruit, is a key ingredient found throughout the Drunk Elephant product line.

8. Herbivore Botanicals

Herbivore Botanicals has established itself as a pioneer in the natural skincare movement since its founding in 2011. This Seattle-based company, started by husband-and-wife duo Julia Wills and Alexander Kummerow, began as a homemade soap project in their kitchen and has grown into a respected beauty brand.

What sets Herbivore apart is its commitment to using food-grade organic ingredients that combine essential vitamins and minerals to restore and treat the skin. Their product range includes everything from deep cleansing face soaps to nourishing beard tonics, face oils, and body oils.

Herbivore’s philosophy balances an all-natural approach with a strong focus on efficacy. They’ve gained recognition for their stylish packaging and neat pastel shades, which complement their understated yet indulgent formulations. The brand has also expanded its offerings to include innovative products like their Blue Tansy resurfacing mask and Coco Rose lip collection.

9. Ulta Beauty

Ulta Beauty has become a dominant force in the beauty retail space, recently surpassing $10 billion in annual sales. The company’s success can be attributed to its innovative approach to beauty retail and its ability to adapt to changing consumer preferences.

One of Ulta’s key strengths is its robust loyalty program, Ultamate Rewards, which boasts over 42 million members. This program allows Ulta to connect almost every sale to an individual customer, providing valuable insights into consumer behavior.

Ulta continually refreshes its product assortment with new brands and leverages technology to enhance the shopping experience. The company has implemented innovations such as an automated sampling program and is piloting robotic manicure capabilities. Ulta also utilizes AI for chat capabilities and personalized customer communication.

The retailer offers a wide range of products across various price points, from drugstore brands to high-end luxury items. Ulta also provides in-store salon services, creating a comprehensive beauty destination for its customers.

10. Beautylish

Beautylish has carved out a niche in the online beauty retail space by focusing on curated global brands and exceptional customer service. The company, headquartered in San Francisco, prides itself on sourcing unique products from around the world and providing expert advice to its customers.

One of Beautylish’s standout features is its commitment to personal service. The company employs makeup artists to help customers find products that work best for them, and they take great care in packaging orders.

Beautylish has gained a reputation for offering hard-to-find and cult-favorite brands, making it a go-to destination for beauty enthusiasts seeking unique products. The company also places a strong emphasis on education, providing detailed product information and expert tips to help customers make informed choices.

Customers have reported positive experiences with Beautylish’s international shipping, noting fast delivery times and transparent pricing that includes VAT charges at checkout. The company’s attention to detail extends to its packaging, with orders arriving in sleek, gift-like boxes that enhance the unboxing experience.