Science-based skin care brands came out on top via Ulta Beauty’s online channel in 2025.
Clinique, owned by The Estée Lauder Cos., and La Roche-Posay, owned by L’Oréal, were the top two brands by share of sales in 2025 on ulta.com, with data from Navigo Marketing showing Clinique made up roughly 3.3 percent of online sales, and La Roche-Posay, 2.5 percent.
Other top 10 brands spanned nail care (OPI), makeup (Tarte Cosmetics) and body care, with Sol de Janeiro ranking number-five and also being the number-one year-over-year share gainer within the top brands. In total, more than 25,000 products are available via ulta.com across makeup, hair, fragrance, skin and accessories.
Related Articles
From a top products perspective, Bio-Oil’s $13 scar and stretch mark oil; It Cosmetics’ SPF 50+ CC cream, and Olaplex’s No. 7 Bonding Hail Oil were all online bestsellers.
The top 10 brands by online share of sales on ulta.com in 2025, per Navigo Marketing.
*Excludes brick-and-mortar and Ulta app sales.
1. Clinique: 3.3%
2. La Roche-Posay: 2.5%
3. Ulta Beauty Collection: 2.4%
4. Redken: 2%
5. Sol de Janeiro: 1.5%
6. E.l.f. Cosmetics: 1.4%
7. Tarte Cosmetics: 1.3%
8. OPI: 1.2%
9. NYX Professional Makeup: 1.2%
10. Tree Hut: 1.1%
