The most trafficked beauty sites in the U.S. have been revealed by web analytics service, SimilarWeb, with Colourpop.com taking out the top spot.
As reported by WWD, the California-based beauty brand known for trendy yet affordable products accumulated 2.09 million total visits for April. Jeffreestarcosmetics.com followed closely behind with 2.06 million.
Researchers at SimilarWeb revealed that direct visits, followed by search, are the biggest sources of traffic to the top 10 beauty cosmetic sites. Social media was the next largest contributor of traffic.
In particular, research showed how brands used social media to drive traffic. Out of all social traffic sent to the category, Jeffree Star received 25.6 per cent, followed by Glossier at 21.8 per cent and ColourPop at 14.4 per cent. While Glossier gets the majority of its social traffic from Facebook, the top brands ColourPop and Jeffree Star receive most traffic from YouTube.
The company also noted there were prominent changes in social media sources year-over-year, for instance Jeffree Star decreased YouTube traffic by 10 per cent and increased Twitter traffic by 6 per cent.
The full list includes a range of brands, from the more traditional to independent, as shown below:
1. Colourpop.com, 2.09 million
2. Jeffreestarcosmetics.com, 2.06 million
3. Avon.com, 1.82 million
4. Youniqueproducts.com, 1.23 million.
5. Glossier.com, 1.16 million
6. Lorealparisusa.com, 1.11 million
7. Bhcosmetics.com, 1.05 million
8. Tartecosmetics.com, 1.01 million
9. Maccosmetics.com, 1 million
10. Elfcosmetics.com, 991,000
