As a young model constantly striving to look my best, I’ve become somewhat of an expert when it comes to online beauty shopping. Trust me, I’ve spent countless hours scrolling through product pages, comparing prices, and reading reviews to find the perfect additions to my beauty routine. Whether I’m prepping for a photoshoot or just want to feel extra glam for a night out, these online beauty stores have become my go-to sources for all things makeup, skincare, and hair care.
In this article, I’m excited to share my top 10 favorite online beauty destinations that never fail to help me achieve that picture-perfect look. From cult-favorite brands to hidden gems, these stores offer everything a beauty enthusiast could dream of – and often at prices that won’t break the bank.
1. Lookfantastic
Lookfantastic is a premier online beauty destination that offers an extensive range of skincare, haircare, and makeup products from over 660 brands. Founded in 1996, this UK-based retailer has grown to become one of Europe’s largest online beauty stores, serving customers in over 200 countries worldwide. Lookfantastic prides itself on providing a curated selection of high-end and affordable beauty products, including exclusive brands and cult favorites. The website features detailed product descriptions, customer reviews, and expert advice to help shoppers make informed decisions. With regular promotions, a loyalty program, and a subscription beauty box service, Lookfantastic offers a comprehensive and rewarding shopping experience for beauty enthusiasts.
2. Eternal Beauty Outlet
Eternal Beauty Outlet is an emerging online beauty store that aims to revolutionize the way consumers shop for beauty products. Founded in 2020 by Olivia Grace, this e-commerce platform offers a wide range of skincare, makeup, hair care, and body care products, as well as beauty tools and brushes. The store’s mission is to celebrate the power of beauty and redefine beauty standards through its products and campaigns.
Eternal Beauty Outlet stands out for its commitment to sourcing high-quality, eco-friendly, and cruelty-free products from around the world. The company prioritizes safety and sustainability, partnering with brands that align with their values of not testing on animals and minimizing packaging waste. This approach appeals to environmentally conscious consumers who seek effective beauty solutions without compromising their ethical standards.
The online store offers a user-friendly shopping experience, with products categorized into clear sections such as Body Care, Hair Care, Makeup & Nails, and Skin Care. Eternal Beauty Outlet prides itself on providing affordable options that cater to various skin types and concerns, including sensitive skin. The company’s commitment to transparency is evident in their approach to product descriptions and customer education.
3. Kylie Cosmetics
Kylie Cosmetics, founded by reality TV star and entrepreneur Kylie Jenner, has rapidly become a major player in the beauty industry since its launch in 2015. The brand is known for its high-quality, cruelty-free, and vegan makeup products, with a particular focus on lip products that helped catapult the company to fame. Kylie Cosmetics offers a wide range of makeup items, including their famous Lip Kits, eyeshadow palettes, blushes, and highlighters. The brand’s website provides a seamless shopping experience, featuring vibrant product imagery, detailed descriptions, and tutorials. Kylie Cosmetics frequently releases limited-edition collections and collaborations, keeping customers engaged and excited about new launches. With its strong social media presence and celebrity backing, the brand has cultivated a loyal following among younger consumers.
4. Kosas Cosmetics
Kosas Cosmetics is a clean beauty brand that has gained popularity for its innovative, skin-nourishing makeup formulas. Founded in 2015 by Sheena Yaitanes, Kosas focuses on creating “makeup for skincare freaks” by incorporating active skincare ingredients into their color cosmetics. The brand offers a range of products including foundations, concealers, lipsticks, and eyebrow products, all formulated without harmful ingredients and designed to improve skin health over time. Kosas’ online store provides a user-friendly interface with detailed product information, shade-matching tools, and educational content about their clean beauty philosophy. The brand’s commitment to creating makeup that feels comfortable and looks natural has resonated with consumers seeking high-performance products that also care for their skin. Kosas’ website also features helpful guides and tutorials to assist customers in achieving their desired looks.
5. Sephora
Sephora is a leading global beauty retailer that has revolutionized the way people shop for cosmetics, skincare, and fragrances. Founded in 1970 in France, Sephora has since expanded to become a powerhouse in the beauty industry, with a strong presence both online and in physical stores across the world. The company’s website offers an extensive range of products from over 340 brands, including both well-established names and emerging indie labels. Sephora’s online platform stands out for its user-friendly interface, detailed product descriptions, and innovative features such as virtual try-on tools and personalized recommendations. The retailer also offers a popular loyalty program, Beauty Insider, which rewards customers with points for purchases that can be redeemed for products or experiences. Sephora’s commitment to digital innovation is evident in its mobile app, which includes features like in-store beacons to enhance the shopping experience and augmented reality for virtual product testing.
6. YesStyle
YesStyle is an online retailer specializing in Asian beauty products, fashion, and lifestyle items. Founded in 2006, the platform has become a go-to destination for consumers seeking Korean, Japanese, and Taiwanese beauty brands that may not be readily available in their local markets. YesStyle’s beauty section offers a vast array of skincare, makeup, and beauty tools, catering to the growing global interest in Asian beauty trends and innovations. The website features an intuitive layout with detailed product categories, making it easy for customers to navigate through their extensive catalog. YesStyle is particularly known for its competitive pricing and frequent promotions, making high-quality Asian beauty products more accessible to international consumers. The platform also provides educational content about Asian beauty routines and product usage, helping customers make informed decisions about their purchases.
7. Rare Beauty
Rare Beauty is a relatively new player in the beauty industry, launched in 2020 by singer and actress Selena Gomez. The brand has quickly gained popularity for its inclusive approach to beauty and its mission to break down unrealistic standards of perfection. Rare Beauty’s online store offers a curated selection of makeup products designed to enhance natural beauty and promote self-acceptance. The brand is known for its user-friendly formulas and innovative packaging designed to be accessible for individuals with limited mobility. Popular products include their liquid blushes, concealers, and highlighters, which have received praise for their blendability and natural-looking finish. Rare Beauty’s website provides a seamless shopping experience with detailed product information, shade-matching tools, and tutorials. The brand also stands out for its commitment to mental health awareness, with 1% of all sales going to the Rare Impact Fund to support mental health services.
8. Dermstore
Dermstore is a premier online destination for skincare enthusiasts and those seeking professional-grade beauty products. Founded in 1999 by a dermatologist, the platform has established itself as a trusted source for high-quality skincare, haircare, and makeup items. Dermstore’s curated selection includes over 250 brands, ranging from well-known luxury names to niche, dermatologist-created lines. The website stands out for its emphasis on education, featuring detailed product descriptions, ingredient breakdowns, and expert advice from skincare professionals. Dermstore offers a rewards program that allows customers to earn points on purchases, and they frequently run promotions on popular brands. The platform’s user-friendly interface includes helpful features such as skin type and concern filters, making it easier for customers to find products tailored to their specific needs. With its focus on results-driven skincare and professional-grade products, Dermstore has become a go-to resource for those seeking effective solutions for their skin concerns.
9. Fenty Beauty
Fenty Beauty, launched in 2017 by music icon Rihanna, has quickly become a powerhouse in the beauty industry, known for its inclusive approach to makeup. The brand’s online store offers a wide range of cosmetics products, with a particular emphasis on complexion items that cater to a diverse array of skin tones. Fenty Beauty’s Pro Filt’r foundation, available in 50 shades, set a new standard for inclusivity in the beauty industry. The brand’s website provides a seamless shopping experience with high-quality product images, detailed descriptions, and shade-matching tools. Fenty Beauty is also known for its innovative product formulations and packaging, often introducing unique concepts like magnetic makeup brushes and multi-use sticks. The brand maintains a strong social media presence, regularly featuring user-generated content and tutorials that showcase the versatility of their products. With its commitment to diversity and high-performance formulas, Fenty Beauty has cultivated a loyal customer base that extends beyond traditional beauty consumers.
10. 100% Pure
100% Pure is an online beauty retailer that specializes in natural and organic cosmetics and skincare products. Founded in 2005, the brand has gained a dedicated following for its commitment to using fruit, vegetable, and plant pigments instead of synthetic dyes in their cosmetics. 100% Pure’s online store offers a wide range of products, including makeup, skincare, body care, and haircare items, all formulated without harsh chemicals, synthetic fragrances, or artificial preservatives. The website provides detailed information about each product’s ingredients and benefits, catering to consumers who prioritize clean beauty and transparency. 100% Pure stands out for its innovative use of natural ingredients, such as fruit-pigmented makeup and coffee bean eye creams. The brand’s online platform features helpful guides on natural beauty routines and ingredient education, assisting customers in making informed choices. With its focus on eco-friendly packaging and cruelty-free formulations, 100% Pure appeals to environmentally conscious consumers seeking effective, natural beauty solutions.