In 2025, science-based skincare brands emerged as the leading contenders on Ulta Beauty’s online platform, reflecting a clear consumer preference for efficacy and trusted formulations. Clinique, a brand under the umbrella of The Estée Lauder Companies, took the crown, garnering approximately 3.3 percent of Ulta’s online sales. Close behind was La Roche-Posay, a L’Oréal brand, which captured around 2.5 percent of the market share. This rise in popularity demonstrates a growing trend among shoppers who prioritize products backed by scientific research over traditional beauty trends, showcasing a shift towards informed choices in skincare.
The data compiled by Navigo Marketing reveals a diverse top ten list, showcasing various categories such as nail care, makeup, and body care, which resonate well with consumers. OPI, known for its vibrant nail lacquers, and Tarte Cosmetics, celebrated for its innovative makeup solutions, were among the prominent brands. Notably, Sol de Janeiro stood out as the fifth-best seller and achieved the highest year-over-year growth within this elite selection, suggesting its enticing product offerings and successful marketing strategies are resonating strongly with the Ulta audience.
Ulta Beauty’s online marketplace offers an impressive array of over 25,000 products, ranging from makeup and haircare to fragrances and skin treatments. This extensive inventory makes it easy for shoppers to explore various brands and products, catering to a broad spectrum of beauty needs and preferences. The sheer volume of options empowers consumers to make well-informed decisions, underscoring the necessity for brands to not only create quality products but also establish a strong presence in the online retail landscape.
Among the best-selling items featured in this robust online marketplace are Bio-Oil’s popular scar and stretch mark oil, It Cosmetics’ exceptional SPF 50+ CC cream, and Olaplex’s revered No. 7 Bonding Hair Oil. These products highlight a growing consumer consciousness towards skincare benefits, where users seek formulations that deliver tangible results rather than just superficial beauty. This trend signals a notable change in customer expectations, as consumers increasingly look for multifunctional products that refine both beauty and health.
As we examine the top ten brands based on share of sales on ulta.com, we see an interesting mix of established and emerging names. Clinique tops the list, followed by La Roche-Posay and the Ulta Beauty Collection. Other notable names include Redken, Sol de Janeiro, e.l.f. Cosmetics, Tarte Cosmetics, OPI, NYX Professional Makeup, and Tree Hut. Each of these brands reflects a unique aspect of consumers’ evolving beauty practices, from professional-grade haircare to trendy body scrubs, illustrating how diverse the modern beauty landscape has become.
The success of these brands and products on Ulta Beauty’s platform is indicative of a larger movement in the beauty industry where efficacy, innovation, and consumer education are paramount. With a keen focus on science-backed formulations and a vast selection available at just a click, Ulta continues to be a pivotal player in shaping beauty consumer trends. As we advance into a future where knowledge and quality will continue to dictate consumer choices, brands must stay agile and responsive to further captivate their audiences in the ever-evolving landscape of beauty.
