Best online stores for makeup in the US
35 buying questions · the United States · 2 assistants
| # | Store | Named | Recommended |
|---|---|---|---|
| 1 |
Camera Ready Cosmetics camerareadycosmetics.com |
7 / 35 +6 | 6 |
| 2 |
Beautylish beautylish.com |
13 / 35 +12 | 5 |
| 3 |
Shop Miss A shopmissa.com |
7 / 35 +6 | 4 |
| 4 |
Ulta ulta.com |
8 / 35 +7 | 2 |
| 5 |
Blend Bunny Cosmetics blendbunnycosmetics.com |
3 / 35 +2 | 2 |
| 6 |
TJ Maxx tjmaxx.tjx.com |
3 / 35 +2 | 1 |
| 7 |
Sydney Grace sydneygraceco.com |
2 / 35 +1 | 1 |
| 8 |
Maybelline maybelline.com |
5 / 35 +4 | 0 |
| 9 |
Saks saks.com |
4 / 35 +3 | 0 |
| 10 |
IT Cosmetics itcosmetics.com |
2 / 35 +1 | 0 |
| 11 |
morphe.com morphe.com |
2 / 35 +1 | 0 |
| 12 |
Benefit Cosmetics benefitcosmetics.com |
1 / 35 | 0 |
| 13 |
CoverGirl covergirl.com |
1 / 35 | 0 |
| 14 |
Haus Labs hauslabs.com |
1 / 35 | 0 |
| 15 |
J.Cat Beauty jcatbeauty.com |
1 / 35 | 0 |
| 16 |
Laneige laneige.com |
1 / 35 | 0 |
| 17 |
NARS narscosmetics.com |
1 / 35 | 0 |
| 18 |
Nomad Cosmetics nomadcosmetics.com |
1 / 35 | 0 |
| 19 |
Sol de Janeiro soldejaneiro.com |
1 / 35 | 0 |
| 20 |
Thrive Causemetics thrivecausemetics.com |
1 / 35 | 0 |
| 21 |
Tom Ford tomford.com |
1 / 35 | 0 |
| 22 |
toofaced.com toofaced.com |
1 / 35 | 0 |
| 23 |
urbandecay.com urbandecay.com |
1 / 35 | 0 |
| 24 |
Viseart Paris viseartparis.com |
1 / 35 | 0 |
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Category median: named in 1 of 35 questions (the middle store of all 43 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 19 stores were named in none of these questions.
This ranking covers the 43 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 |
39 of 70 | AI sends shoppers there. Selling there too, or being clearly better on your own site, both help. |
| DoorDash Platform |
4 of 70 | AI sends shoppers there. Check whether you can be listed. |
| Instacart Platform |
4 of 70 | AI sends shoppers there. Check whether you can be listed. |
| Uber Eats Platform |
3 of 70 | AI sends shoppers there. Check whether you can be listed. |
| eBay Platform |
3 of 70 | AI sends shoppers there. Check whether you can be listed. |
| Amazon Beauty 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. |
| Walmart 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.
- What is the best American online store to buy cosmetics from?
AI named: Sephora, Ulta Beauty, Nordstrom Beauty - Where can I buy blush and bronzer online in the US?
AI named: Sephora, Ulta Beauty, Target - Where can I buy drugstore-priced makeup online in the United States?
AI named: Target, Walmart, Ulta Beauty - Where can I buy foundation online in the US?
AI named: Sephora, Ulta Beauty, Target - Where can I buy makeup online in America and get it delivered next day?
AI named: Amazon, Sephora, Ulta Beauty - Where can I buy makeup online in the US and be sure it won't be out of stock?
AI named: Sephora, Ulta Beauty, MAC - Where can I buy makeup online in the US besides the big well-known retailers?
AI named: Sephora, Ulta, Target - Where can I buy makeup online in the US with free and easy returns?
AI named: Sephora, Nordstrom, Target - Where can I find budget-friendly lipsticks online in America?
AI named: Ulta Beauty, Target, Walmart - Where can I get the most affordable foundation online in the US?
AI named: ShopMissA, Walmart, Ulta - Where can I order mascara online in the United States?
AI named: Sephora, Ulta Beauty, Target - Where can I shop for full face makeup online in the United States?
AI named: Ulta Beauty, Sephora, Target - Where can older women buy makeup online in the US that is suited for mature skin?
AI named: Sephora, Ulta Beauty, Nordstrom - Where do I go online to buy eyeliner in the US?
AI named: Sephora, Ulta Beauty, Target - Where do most Americans shop for makeup online?
AI named: Ulta Beauty, Sephora, Walmart - Where is the best place to buy makeup online in the US?
AI named: Sephora, Ulta Beauty, Target - Where should a professional makeup artist buy supplies online in the US?
AI named: Camera Ready Cosmetics, Alcone Company, Frends Beauty Supply - Which American makeup store online delivers the fastest?
AI named: Sephora, Ulta Beauty, Target - Which American makeup webshop is a good alternative to large department store websites?
AI named: Beautylish, Nordstrom, Macy's - Which American online store gives you the most value for money on makeup?
AI named: Ulta Beauty, Target, Walmart - Which American webshop is best for buying stage and theatrical makeup?
AI named: Camera Ready Cosmetics, Mehron, Ben Nye - Which American webshop is reliable for buying lipstick online?
AI named: Sephora, Ulta Beauty, Nordstrom - Which American website has the easiest return policy for cosmetics?
AI named: Nordstrom, Sephora, Ulta - Which American website is trustworthy for buying concealer online?
AI named: Sephora, Ulta, Nordstrom - Which American website sells cheap makeup without sacrificing quality?
AI named: e.l.f. Cosmetics, ColourPop, Shop Miss A - Which American website should I use to buy beauty products online?
AI named: Ulta Beauty, Sephora, Target - Which US online store has a good selection of setting sprays and primers?
AI named: Ulta Beauty, Sephora, Target - Which US online store has the most makeup products in stock at all times?
AI named: Ulta Beauty, Sephora, Walmart - Which US online store specializes in makeup for darker skin tones?
AI named: Mented Cosmetics, Marjani Beauty, Ami Colé - Which US webshop has the best deals on eyeshadow palettes?
AI named: ColourPop, Ulta Beauty, Juvia's Place - Which US webshop has the best range of highlighters and contour products?
AI named: Ulta Beauty, Sephora, Camera Ready Cosmetics - Which US webshop ships makeup the quickest to my door?
AI named: Amazon, Sephora, Ulta Beauty - Which US website is best for buying makeup if you are a complete beginner?
AI named: Ulta Beauty, Sephora, Target - Which US website sells good quality eyeshadow palettes?
AI named: Sephora, Ulta Beauty, ColourPop - Which specialized US website sells indie or niche makeup brands that you won't find at mainstream stores?
AI named: Camera Ready Cosmetics, Beautylish, Beautyhabit
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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