9 Top-Rated Online Beauty Stores

As a young retail sales associate who’s always on the hunt for the perfect beauty products to keep me looking fresh and fabulous during those long shifts, I’ve become quite the expert at navigating the world of online beauty shopping. Trust me, when you’re constantly interacting with customers and want to look your best, you need reliable sources for all your beauty needs!

I’ve spent countless hours exploring various online beauty stores, comparing products, reading reviews, and of course, indulging in a fair share of impulse purchases (oops!). Through this beauty journey, I’ve discovered some absolute gems in the world of online beauty retail. Whether you’re a makeup newbie or a seasoned beauty guru, these stores offer something for everyone.

In this article, I’m thrilled to share my top 9 picks for the best online beauty stores. From clean beauty havens to luxury department store offerings, and from celebrity-founded brands to curated marketplaces, I’ve got you covered.

1. Credo Beauty

Credo Beauty is a leading clean beauty retailer founded in 2014 with a mission to create a cleaner, more sustainable, and more ethical beauty industry. The company offers a curated selection of over 130 clean beauty brands, with 90% of them led by women. Credo Beauty has both an online presence and brick-and-mortar stores across the United States.

Credo Beauty is known for its strict standards, adhering to a “Dirty List” of 2,700 potentially harmful ingredients that are banned from all products they sell. They offer a wide range of products including skincare, makeup, hair care, and body care from popular clean beauty brands like Goop, Moon Juice, Exa, and Osea.

Pros

1. Extensive clean beauty selection: Credo Beauty offers a wide range of products from over 130 clean beauty brands.
2. Strict ingredient standards: All products are free from ingredients on their “Dirty List” and are cruelty-free.
3. Sustainability focus: The company prioritizes sustainable and eco-friendly packaging.
4. Knowledgeable staff: Many customers praise the helpful and knowledgeable in-store staff.
5. Transparency: Credo Beauty provides detailed ingredient information for all products.
6. Rewards program: Customers can earn points and access free products through their loyalty program.

Cons

1. Higher price point: Clean beauty products often come with a premium price tag.
2. Limited availability: While they have an online store, their physical locations are limited to select cities.
3. Occasional customer service issues: Some customers have reported difficulties with customer service responsiveness.
4. Product efficacy concerns: A few customers have mentioned that some skincare products weren’t as effective as expected.

2. Eternal Beauty Outlet

Eternal Beauty Outlet is an online beauty store founded in 2020 by Olivia Grace. The company aims to provide a wide range of beauty products for skin, hair, and body at affordable prices. Their mission is to celebrate the power of beauty and redefine beauty standards through their products and campaigns. Eternal Beauty Outlet focuses on sourcing high-quality, eco-friendly, and cruelty-free products from various brands worldwide.

Pros

1. Wide product selection: Offers a variety of beauty products for skin, hair, and body care.
2. Eco-friendly focus: Prioritizes partnering with brands that are environmentally conscious and cruelty-free.
3. Affordable pricing: Aims to provide quality products at competitive prices.
4. Inclusive approach: Strives to cater to diverse customer needs and skin types.
5. Transparency: Claims to be open about product ingredients and benefits.
6. Customer-centric: Emphasizes putting customers first and providing personalized product recommendations.

Cons

1. Limited brand recognition: As a relatively new company founded in 2020, it may not have widespread brand awareness.
2. Potential trust issues: Some online resources suggest the website might have a low trust score, indicating potential concerns about its legitimacy.
3. Limited customer reviews: There appears to be a lack of extensive customer feedback available online, making it difficult to gauge overall customer satisfaction.
4. Possible shipping delays: Some customers have reported issues with shipping and delivery times.
5. Young company: Being a relatively new business, it may still be establishing its reputation and refining its operations.
6. Online-only presence: Lacks physical stores, which may be a drawback for customers who prefer to test products in person before purchasing.

3. Verishop

Verishop is an e-commerce marketplace that offers a curated selection of men’s and women’s fashion, home decor, and beauty brands. While not exclusively a beauty retailer, Verishop has gained popularity for its unique approach to online shopping, focusing on verified, high-quality products from both established and up-and-coming brands.

The platform stands out for its commitment to fast shipping, free returns, and price matching. Verishop aims to provide a frictionless shopping experience with a focus on customer satisfaction.

Pros

1. Curated selection: Verishop offers a carefully selected range of products from various brands.
2. Fast and free shipping: The company prioritizes quick delivery.
3. Price matching: Verishop matches prices to ensure competitive pricing.
4. Free returns: Easy return policy for customer convenience.
5. User-friendly platform: Customers appreciate the smooth e-commerce experience.
6. Unique brand discovery: Verishop showcases up-and-coming “indie” brands.

Cons

1. Limited focus on beauty: While they offer beauty products, it’s not their sole focus like Credo Beauty.
2. Newer platform: As a relatively new marketplace, it may have a smaller selection compared to more established retailers.
3. Less specialized expertise: Unlike Credo Beauty, Verishop’s staff may not have as in-depth knowledge about beauty products specifically.
4. No physical stores: Verishop operates solely as an online platform, which may be a drawback for customers who prefer in-store experiences.

4. Nordstrom

Nordstrom is a well-established American luxury department store chain that offers a wide range of products, including a extensive beauty section. Their online beauty store features a curated selection of high-end and popular brands, covering skincare, makeup, fragrance, and haircare. Nordstrom is known for its excellent customer service and generous return policy, which extends to its online operations.

Pros

1. Wide selection: Nordstrom offers a vast array of beauty brands and products, from luxury to more affordable options.
2. Quality assurance: The store is known for carrying reputable and high-quality beauty brands.
3. Excellent customer service: Nordstrom has a reputation for outstanding customer care.
4. Generous return policy: The store’s flexible return policy allows customers to shop with confidence.
5. Rewards program: Nordstrom’s loyalty program offers points on purchases and exclusive perks.
6. Free shipping and returns: Often available on beauty purchases, making online shopping more convenient.

Cons

1. Higher price point: Many products are in the luxury category, which may not suit all budgets.
2. Overwhelming selection: The vast number of products can be intimidating for some shoppers.
3. Inconsistent in-store experience: Some customers report varying levels of service quality in physical stores.
4. Limited exclusive products: Compared to beauty-specific retailers, Nordstrom may have fewer exclusive items or collections.

5. Fenty Beauty

Fenty Beauty, founded by pop star Rihanna in 2017, is a relatively new but highly influential online beauty store. The brand is renowned for its inclusive approach to beauty, offering a wide range of shades to suit all skin tones. Fenty Beauty focuses on makeup products but has expanded to include skincare and body care lines. The brand is known for its innovative formulas and trendsetting products.

Pros

1. Inclusive shade range: Fenty Beauty is celebrated for its extensive foundation shade options, catering to a diverse customer base.
2. High-quality products: Many of their items receive critical acclaim and beauty awards.
3. Innovative formulas: The brand is known for creating unique, effective products.
4. User-friendly website: Fenty Beauty’s online store is well-designed and easy to navigate.
5. Cruelty-free: All Fenty Beauty products are cruelty-free.
6. Celebrity appeal: Rihanna’s involvement adds to the brand’s popularity and credibility.

Cons

1. Limited product range: While expanding, Fenty Beauty’s selection is still more focused compared to larger beauty retailers.
2. Higher price point: Some products may be considered expensive for budget-conscious shoppers.
3. Occasional stock issues: Popular items can sell out quickly, leading to frustration for some customers.
4. Shipping restrictions: International shipping may not be available for all countries.
5. Fewer promotions: Compared to some other beauty retailers, Fenty Beauty may offer fewer sales or discounts.

6. Glossier

Glossier is a direct-to-consumer beauty brand founded in 2014 by Emily Weiss. The company is known for its minimalist aesthetic, “skin first, makeup second” philosophy, and products that enhance natural beauty rather than covering it up. Glossier offers a curated line of skincare, makeup, body care, and fragrance products. The brand has gained a cult following, especially among millennials and Gen Z consumers, for its Instagram-friendly packaging and focus on achieving a dewy, natural look.

Pros

1. Minimalist, user-friendly products: Glossier’s items are designed to be easy to use and blend seamlessly.
2. Inclusive shade ranges: Many products come in a wide variety of shades to suit different skin tones.
3. Cruelty-free formulations: All Glossier products are cruelty-free.
4. Affordable pricing: Most items are reasonably priced compared to high-end beauty brands.
5. Strong brand identity: The millennial pink packaging and cohesive aesthetic are instantly recognizable.
6. Community-driven approach: Glossier often incorporates customer feedback into product development.

Cons

1. Limited product range: The brand offers a curated selection, which may not cater to all preferences.
2. Inconsistent product quality: Some items receive mixed reviews from customers.
3. Online-focused shopping experience: Limited in-store availability may deter customers who prefer to test products before purchasing.
4. Not suitable for all skin types: Some products may not work well for those with very oily or acne-prone skin.
5. Minimal coverage: Many makeup items provide sheer coverage, which may not suit those seeking full-coverage options.

7. Kosas Cosmetics

Kosas is a clean beauty brand founded in 2015 by Sheena Yaitanes. The company focuses on creating makeup and skincare products that are both effective and clean, using nourishing ingredients that benefit the skin. Kosas is known for its innovative formulas that bridge the gap between makeup and skincare, offering products that not only enhance appearance but also improve skin health over time.

Pros

1. Clean formulations: Kosas products are free from potentially harmful ingredients and are cruelty-free.
2. Skincare-infused makeup: Many products contain beneficial skincare ingredients.
3. Inclusive shade ranges: Kosas offers a wide range of shades to suit diverse skin tones.
4. High-performance products: Many items receive praise for their effectiveness and long-wearing formulas.
5. Sustainable packaging efforts: The brand is working towards more eco-friendly packaging options.
6. Suitable for sensitive skin: Many products are designed to be gentle and non-irritating.

Cons

1. Higher price point: Kosas products are generally more expensive than drugstore options.
2. Limited availability: While expanding, Kosas is not as widely available as some other beauty brands.
3. Shorter shelf life: Due to the clean formulations, some products may expire more quickly than conventional makeup.
4. Learning curve: Some products, like the Tinted Face Oil, may require practice to apply effectively.
5. Limited skincare range: While expanding, the skincare line is not as extensive as the makeup offerings.

8. Milk Makeup

Milk Makeup is a cruelty-free, vegan beauty brand founded in 2016. Known for its innovative, multi-use products and clean formulations, Milk Makeup has gained popularity among millennials and Gen Z consumers. The brand focuses on easy-to-use, minimalist makeup and skincare products that often come in stick form for convenient application. Milk Makeup emphasizes inclusivity and sustainability in its product offerings and brand ethos.

Pros

1. Clean formulations: Products are free from parabens, sulfates, and other potentially harmful ingredients.
2. Innovative products: Offers unique items like cooling water sticks and cannabis-infused mascara4.
3. Multi-use products: Many items can be used for multiple purposes, streamlining beauty routines.
4. Vegan and cruelty-free: All products are 100% vegan and not tested on animals.
5. Inclusive shade ranges: Offers a wide variety of shades to suit different skin tones.
6. User-friendly packaging: Many products come in stick form for easy application.

Cons

1. Higher price point: Products are generally more expensive than drugstore options.
2. Limited product range: While expanding, the selection is not as extensive as some larger beauty retailers.
3. Some products may have a learning curve: Certain items, like stick formulations, may require practice to apply effectively.
4. Inconsistent product quality: Some items receive mixed reviews from customers.

9. Cult Beauty

Cult Beauty is an online beauty retailer founded in 2008 that curates a selection of high-quality skincare, makeup, and haircare products from various brands. The company focuses on sourcing effective and ethical beauty products, often featuring indie and niche brands alongside well-known names. Cult Beauty has gained a reputation for its carefully curated selection and commitment to transparency in the beauty industry.

Pros

1. Wide product selection: Offers a vast array of beauty brands and products.
2. Curated offerings: Each brand is tested for effectiveness and ethical practices.
3. Exclusive products: Often carries hard-to-find or niche beauty items.
4. International shipping: Delivers to many countries worldwide.
5. Free luxury samples: Offers complimentary samples on orders over a certain amount.
6. Informative content: Provides detailed product information and beauty advice.

Cons

1. Customer service issues: Some customers report problems with responsiveness and issue resolution.
2. Shipping delays: Occasional complaints about delayed or lost packages.
3. Higher price point: Many products are in the luxury or premium category.
4. Limited physical presence: Primarily an online retailer with no brick-and-mortar stores.
5. Overwhelming selection: The vast number of products can be intimidating for some shoppers.
6. Mixed customer reviews: While some customers are very satisfied, others report negative experiences.