Best online stores for cosmetics and personal care in the US
35 buying questions · the United States · 2 assistants
| # | Store | Named | Recommended |
|---|---|---|---|
| 1 |
Dermstore dermstore.com |
18 / 35 +18 | 9 |
| 2 |
Ulta ulta.com |
12 / 35 +12 | 4 |
| 3 |
Beautylish beautylish.com |
6 / 35 +6 | 4 |
| 4 |
Sally Beauty sallybeauty.com |
6 / 35 +6 | 3 |
| 5 |
Credo Beauty credobeauty.com |
10 / 35 +10 | 2 |
| 6 |
LovelySkin lovelyskin.com |
4 / 35 +4 | 2 |
| 7 |
Camera Ready Cosmetics camerareadycosmetics.com |
3 / 35 +3 | 2 |
| 8 |
Bluemercury bluemercury.com |
8 / 35 +8 | 1 |
| 9 |
The Detox Market thedetoxmarket.com |
6 / 35 +6 | 1 |
| 10 |
Soko Glam sokoglam.com |
5 / 35 +5 | 1 |
| 11 |
FragranceX fragrancex.com |
3 / 35 +3 | 1 |
| 12 |
SkinStore skinstore.com |
3 / 35 +3 | 1 |
| 13 |
Luckyscent luckyscent.com |
2 / 35 +2 | 1 |
| 14 |
Beauty Heroes beauty-heroes.com |
1 / 35 +1 | 1 |
| 15 |
Scent Split scentsplit.com |
1 / 35 +1 | 1 |
| 16 |
Shop Miss A shopmissa.com |
1 / 35 +1 | 1 |
| 17 |
Marshalls marshalls.com |
6 / 35 +6 | 0 |
| 18 |
Saks Fifth Avenue saksfifthavenue.com |
4 / 35 +4 | 0 |
| 19 |
Integrity Botanicals integritybotanicals.com |
2 / 35 +2 | 0 |
| 20 |
Neiman Marcus neimanmarcus.com |
2 / 35 +2 | 0 |
| 21 |
Beautyhabit beautyhabit.com |
1 / 35 +1 | 0 |
| 22 |
CAP Beauty capbeauty.com |
1 / 35 +1 | 0 |
| 23 |
DecantX decantx.com |
1 / 35 +1 | 0 |
| 24 |
MicroPerfumes microperfumes.com |
1 / 35 +1 | 0 |
| 25 |
SalonCentric saloncentric.com |
1 / 35 +1 | 0 |
| 26 |
Scent Bar scentbar.com |
1 / 35 +1 | 0 |
| 27 |
The Perfumed Court theperfumedcourt.com |
1 / 35 +1 | 0 |
| 28 |
Violet Grey violetgrey.com |
1 / 35 +1 | 0 |
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Category median: named in 0 of 35 questions (the middle store of all 75 stores we measured; +n is how many questions a store is above it).
Named means the store appeared in the answer. Recommended means the assistant clearly advised it. Being in a list is not the same as being advised, so we count them separately. The other 47 stores were named in none of these questions.
This ranking covers the 75 stores we measure in this category. That is not every store in the market.
The top 10, real questions with who AI named, the sites AI cites and how it describes #1. Free, by email.
Named is not recommended
Each dot is a store. Further right: named in more buying questions. Higher: recommended more often. Stores low on the right are known to AI but rarely the tip. That gap is what most stores can close.
Where AI sends shoppers
Review sites, comparison sites, marketplaces and communities that ChatGPT and Gemini mention in their answers in this category. Stores that are present and well reviewed there are easier for AI to recommend.
| Amazon Marketplace |
42 of 70 | AI sends shoppers there. Selling there too, or being clearly better on your own site, both help. |
| eBay Platform |
9 of 70 | AI sends shoppers there. Check whether you can be listed. |
| Walmart Marketplace Platform |
5 of 70 | AI sends shoppers there. Check whether you can be listed. |
| TikTok Community |
4 of 70 | Be present there with useful posts or answers; AI repeats what people say. |
| DoorDash Platform |
2 of 70 | AI sends shoppers there. Check whether you can be listed. |
| Instacart Platform |
2 of 70 | AI sends shoppers there. Check whether you can be listed. |
| Mercari Platform |
2 of 70 | AI sends shoppers there. Check whether you can be listed. |
| Shipt Platform |
2 of 70 | AI sends shoppers there. Check whether you can be listed. |
The questions we asked
Only the questions that could really name a store, because only those count. They are in the language of the market, because that is how shoppers there ask them.
- are there any smaller or independent US online stores where I can buy skincare products instead of going to a big retailer?
AI named: Beautyhabit, Integrity Botanicals, Aillea - where can I buy affordable makeup online in the US without sacrificing quality?
AI named: Ulta Beauty, Target, Walmart - where can I buy high-quality makeup online in the United States?
AI named: Sephora, Ulta Beauty, Nordstrom Beauty - where can I shop online for personal care and grooming products in the US?
AI named: Amazon, Target, Walmart - where is a good place to buy perfume and fragrance online in America?
AI named: Sephora, Ulta Beauty, Nordstrom - where is the best place to buy skincare products online in the US?
AI named: Sephora, Ulta Beauty, Dermstore - where should I shop online for hair care products in the US?
AI named: Ulta Beauty, Sephora, Target - which American beauty store caters specifically to people with sensitive skin?
AI named: Dermstore, Credo Beauty, Sephora - which American beauty store offers same-day or next-day delivery on skincare?
AI named: Ulta Beauty, Sephora, Bluemercury - which American online store runs the best discounts on cosmetics and personal care?
AI named: Ulta Beauty, Sephora, Target - which American online store sells a wide range of nail care products?
AI named: Sally Beauty, Beyond Polish, Trans Design - which American online store ships makeup the most reliably?
AI named: Sephora, Ulta Beauty, MAC - which American online store specializes in beauty products for professional makeup artists?
AI named: Camera Ready Cosmetics, Frends Beauty, Alcone Company - which American webshop has a good selection of organic and natural beauty products?
AI named: The Detox Market, Credo Beauty, Beauty Heroes - which American webshop has the best deals on perfume and body spray?
AI named: FragranceNet, Jomashop, FragranceX - which American webshop has the cheapest prices on everyday skincare products?
AI named: Walmart.com, Target.com, Amazon - which American webshop has the easiest return policy for skincare products?
AI named: Costco, Nordstrom, Sephora - which American webshop should I use to buy hair masks and conditioners?
AI named: Ulta Beauty, Sephora, Sally Beauty - which American webshop specializes in beauty products instead of selling everything like a department store?
AI named: Ulta Beauty, Dermstore, Bluemercury - which American website is best for buying skincare products?
AI named: Sephora, Dermstore, Ulta - which American website should I use to buy sunscreen and SPF products?
AI named: Ulta Beauty, Dermstore, Sephora - which US beauty webshop always has hair care products in stock?
AI named: Ulta Beauty, Sally Beauty, Sephora - which US beauty website has the lowest prices on sunscreen?
AI named: iHerb, Target, Walmart - which US online store delivers cosmetics the fastest?
AI named: Ulta Beauty, Sephora, Target - which US online store gives you the most value for money on hair care products?
AI named: Target, Costco, Ulta Beauty - which US online store has the most hassle-free returns for beauty and personal care items?
AI named: Sephora, Nordstrom, Ulta Beauty - which US online store is best for men looking for grooming and skincare products?
AI named: The Grooming Lounge, Dermstore, Sephora - which US online store is reliable for buying body lotions and moisturizers?
AI named: Target, Ulta, Sephora - which US online store is reliable for ordering foundation and concealer?
AI named: Sephora, Ulta Beauty, Nordstrom - which US online store sells cosmetics other than the big general retailers?
AI named: Beautylish, Dermstore, Credo Beauty - which US webshop is best for beginners who are just starting to build a skincare routine?
AI named: Ulta Beauty, Target, Dermstore - which US webshop is best for buying safe and gentle cosmetics for kids?
AI named: Klee Naturals, Pipette, Maisonette - which US webshop is known for selling authentic perfumes and colognes?
AI named: FragranceNet.com, FragranceX, Jomashop - which US webshop offers the best customer service when something goes wrong with a cosmetics order?
AI named: Nordstrom, Sephora, Ulta Beauty - which US website can I trust to buy genuine anti-aging creams?
AI named: Dermstore, LovelySkin, SkinStore
How to read this
This is a snapshot
AI assistants change their answers. This list is what came out on the date measured, not a judgement about the stores. We measure again every month.
What is not in it
No paid positions. A store cannot buy its way in, and the order follows from the answers alone.
Why not every question counts
If someone asks about a brand or for general information, no store appears in the answer, not even the best one. Those questions are left out of the count. How we measure.
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