Major beauty players share online sales stats

Thanks to stores being closed in much of the quarter ended June 30 due to COVID-19, it comes as no shock that beauty companies have experienced sharp losses in brick-and-motar sales.

However, thankfully e-commerce sales are telling a different story. In fact, it seems many consumers have shopped online for the very first time, resulting in a rapid acceleration in the e-corrmerce channel, which is expected to stick around – even post pandemic.

“[E-commerce] increase[s], particularly brand dot-com and the platforms, is increasing our direct-to-consumer business, which means increasing our data…and our ability to market [to] these consumers,” Estée Lauder president and chief executive officer, Fabrizio Freda, said.

According to WWD, below are the most recent e-commerce upticks from some of the world’s leading beauty players. 


+64.6% for the six months ended June 30, to 25% of total sales, or almost 3.3 billion euros.


13% of total sales are e-commerce, with a goal to get to 25% by 2023.

E.l.f. Beauty

Online sales made up 17% of total sales, or about $11 million for the quarter ended June 30.

Procter & Gamble

+40% year-over-year for the fiscal year, to 10% of the overall business – $7 billion in sales.

The Estée Lauder Cos.

+Seven per cent year-over-year for the fiscal year, to 22% of total sales – $3.1 billion in sales.

Sally Beauty

+278% for the quarter, year-over-year, to $137 million.

Ulta Beauty

Online sales were up 200%.