EXCLUSIVE: Here are the 15 fastest-growing DTC and mainstream beauty brands, according to growth in digital traffic

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Summary List Placement

With e-commerce businesses soaring during the pandemic, some online brands are witnessing web traffic catapult to new levels.

SimilarWeb, which provides global digital traffic insights about websites and apps, shared an exclusive report of the 15 fastest-growing online beauty brands during the pandemic with Business Insider. The data specifically ranks the 15 highest performing beauty brands by year-over-year average monthly traffic growth from March 1 through the end of July. 

Brands on the list represent a mix of popular and lesser known direct-to-consumer brands as well as larger companies within the beauty industry. Altogether, the top 15 beauty sites increased 202.4% in terms of traffic compared to the same period last year.

Cosmetics brand Morphe nabbed the top spot on the list, with traffic growth of 424.9%. According to SimilarWeb marketing insights analyst Ilana Marks, this growth can be largely attributed to the brand’s partnerships with influencers like James Charles and Jeffree Star.

“This is exemplary of the power of influencer collaborations on growing consumer interest,” Marks said.

All brands represented on the list have seen at least 30,000 monthly visits to their sites.

From Olay to Morphe, here are the 15 fastest-growing beauty brands, according to SimilarWeb data.

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15. oVertone

Average monthly visits to site: 1.1 million

Year over year growth: 90.5%

Founders: Maegan Scarlett and Liora Dudar 

Total funding: $20.5 million according to Crunchbase

oVertone carries hair dye products for a variety of different hair textures. 

14. City Beauty

Average monthly visits to site: 2.3 million

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Year over year growth:  91.0%

Founder: Victoria Renee

City Beauty specializes in skin care products and is known for its best-selling limp-plumping formula.

 

13. Fenty Beauty

Average monthly visits to site: 1.1 million

Year over year growth: 103.7%

Founder: Robyn Rihanna Fenty

Rihanna’s beauty line Fenty Beauty is a cosmetics brand known for carrying a variety of skin tone shades.

12. Ogee

Average monthly visits to site: 30,000

Year over year growth: 108.4%

Founders: Abbott Stark, Alex Stark, and Mark Peter Rice

Total funding: $1.2 million according to Crunchbase

Ogee is a personal care brand whose products are vegan, gluten free, and cruelty free.

11. Olay

Average monthly visits to site: 1.2 million

Year over year growth: 128.7%

Founder: Graham Wulff

Owned by Procter & Gamble, Olay is a skin care company that specializes in regenerative products.

10. L’ange Hair

Average monthly visits to site: 1.7 million

Year over year growth: 190.4%

Founder: Dalia Lange

L’ange Hair sells hair care products such as curling irons and gummies that support hair growth.

9. Function of Beauty

Average monthly visits to site: 1.7 million

Year over year growth: 215.4%

Founders: Zahir Dossa,  Josh Maciejewski, Hien Nguyen

Total funding: $110 million as of 2017

Function of Beauty creates custom hair care products designed uniquely for each customer.

8. Billie

Average monthly visits to site: 914,000

Year over year growth: 219.6%

Founder: Georgina Gooley

Total funding: $35 …read more

Source:: Business Insider

      

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