Digital transformation has changed the buying experiences for users globally, and the beauty industry is no exception. This is a clear sign that top online beauty eCommerce stores are ramping up their digital presence and are leaving no stone unturned to attract and retain customers. 

With that in mind, we've put together a list to give you an idea of how top eCommerce companies selling beauty and personal care products are leveraging trends and growing their businesses. 

1. Nu Skin

Founder: Blake M. Roney, Steven J. Lund, Sandie N. Tillotson
Founded in: 1984
Location: Provo, Utah, United States
Monthly Unique Visitors: 304,553
Monthly Order Volume: 10,000-50,000
Web Sales: $100M-$250M

Nu Skin is an American beauty and wellness company known for its game-changing products. It was ranked the world's first at-home beauty device system brand in 2017 and 2018, focusing on creating products to help customers live their lives to the fullest. 
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2. Yami

Founder: Alex Zhou
Founded in: 2013
Location: California, United States
Monthly Unique Visitors: 420,607
Web Sales: $250 - $500M

Yami is a one-stop destination for all Asian beauty and wellness products. With the growing demand for Asia-centric beauty and personal care products, Yami has become a top online beauty store for consumers globally.
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3. Aesop

Founder: Dennis Paphitis
Founded in: 1987
Location: Australia
Monthly Unique Visitors: 268,775
Monthly Order Volume: >50,000
Web Sales: $100M - $250M

Aesop is an Australian luxury skincare and wellness brand having more than 230 physical stores and a bustling online business. The company takes pride in formulating products with essential oils and natural extracts that are vegan and based on extensive research. 
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4. Dr. Squatch

Founder: Jack Haldrup
Founded in: 2013
Location: United States of America
Monthly Unique Visitors: 231,648
Monthly Order Volume: >50000
Web Sales: $50M-$100M

Creating its niche amongst female-centric beauty brands, Dr. Squatch was one of the first brands to cater to male personal care needs. It claims that its products are between 98% and 100% natural with no harmful ingredients. The company follows its motto 'Changing the Way Men Approach Personal Care' quite religiously.
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5. Keeps

Founders: Steve Gutentag and Demetri Karagas
Founded in: 2018
Location: United States of America
Monthly Unique Visitors: 233,349
Web Sales: $50M-$100M

Another top online eCommerce brand focused on male wellness is Keeps. The innovative company offers clinically designed treatments and products to tackle hair loss. All the products from the brand are affordable, FDA approved, and users even have access to personalized support offered by specialists. 
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6. Usana

Founder: Myron W. Wentz
Founded in: 1992
Location: United States of America
Monthly Unique Visitors: 279,744
Web Sales: $100M - $250M

The internationally recognized Usana brand offers multiple products, ranging from nutritional supplements to everyday skincare serums, keeping users healthy and recharged in a fast-paced world.
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7. Color Street

Founder: Fa Park
Founded in: 1988
Location: United States of America
Monthly Unique Visitors: 257,885
Monthly Order Volume: 50,000+
Web Sales: $50M - $100M

Offering salon-quality manicures at home, Color Street is a company that has a large variety of nail stickers made from 100% nail polish. They offer the service of simply peeling the adhesive, sticking it on the nails, and removing any excess streaks. Being a prominent online beauty product store, Color Street has made manicures more affordable and less time-consuming.
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8. BoxyCharm

Founder: Yosef Martin
Founded in: 2013
Location: United States of America
‍Monthly Unique Visitors: 199,861
Monthly Order Volume: >50,000
Web Sales: $100M - $250M

The idea behind BoxyCharm is to ensure that your makeup routine is fresh and unique. The top online beauty eCommerce store offers affordable and convenient beauty boxes on a subscription basis.
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9. SCENTBIRD

Founders: Mariya Nurislamova, Sergey Gusev, and Andrei Rebrov
Founded in: 2013
Location: United States of America
Monthly Unique Visitors: 46,384
Monthly Order Volume: 10,000 - 50,000
Web Sales: $50M - $100M

Another subscription service making headlines in the beauty eCommerce industry is SCENTBIRD. With SCENTBIRD, consumers can experiment with different luxury fragrances, making fragrance shopping easy and indulgent for consumers. 
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10. Sephora

Founder: Dominique Mandonnaud
Founded in: 1970
Location: France
Monthly Unique Visitors: 443,836
Monthly Order Volume: 10,000 - 50,000
Web Sales: $250M - $500M

As part of the French luxury conglomerate LVMH Group, Sephora is a top online beauty store having nearly 250 brands. Sephora's innovation and creative excellence have made it one of the fastest-growing beauty retailers in the world.
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11. Estée Lauder

Founder: Estée Lauder, Joseph Lauder
Founded in: 1946
Location: United States of America 
Monthly Unique Visitors: 46,489
Monthly Order Volume: 10,000-50,000
Web Sales: $100M-$250M

Estée Lauder, a luxury American skincare and makeup brand, is known for its rejuvenating skincare formulae. This company celebrates women who are both feminine and tough.
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12. Space NK

Founder: Nicky Kinnaird
Founded in: 1991 (opened store in 1993)
Location: United Kingdom
Monthly Unique Visitors: 264,488
Monthly Order Volume: 10,000-50,000
Web Sales: $50M-$100M

Being the ultimate destination for beauty discovery, Space NK offers a fine selection of innovative beauty products. It is a top online personal care brand, offering customers a bespoke shopping experience.
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13. StyleKorean

CEO: Sung Woon Kim
Founded in: 2002
Location: London, United Kingdom
Monthly Unique Visitors: 57,498
Monthly Order Volume: 50,000+
Web Sales: >50,000

Korean beauty (K-beauty) regimes and treatments are widely popular in the skincare industry and among enthusiasts. Bringing the best and the latest K-beauty products to your shelf, StyleKorean is a one-stop destination that has made K-beauty accessible to consumers.
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14. Carol's Daughter

Founder: Lisa Price
Founded in: 1993
Location: United States of America
Monthly Unique Visitors: 7,800
Monthly Order Volume: 10,000-50,000
Web Sales: $10M-$25M

Carol's Daughter is deeply committed to bringing quality skincare and haircare products made from natural ingredients. Since its inception, the company has grown by leaps and bounds and today is one of the leading names in the hair care industry.
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Conclusion

The beauty and personal care industry has been booming recently, and the 14 companies mentioned above reflect the same. Entrepreneurs are working to make their personal and beauty care products digitally accessible, particularly in this post-pandemic world, when people are ready to step out of their homes and be their best selves again.