Colourpop.com has come out top in terms of US web traffic according to a roundup compiled by SimilarWeb as reported by WWD.
The cosmetics brand racked up some 2.09 million visits to its site in April, followed by Jefreestarcosmetics.com with 2.06 million, Avon with 1.82 million and Youniqueproducts.com with 1.23 million. Glossier.com was rated fifth with 1.16 million, ahead of lorealparisusa.com with 1.11 million, Bhcosmetics with 1.05 million and Tartecosmetics with 1.01 million. In ninth was Maccosmetics.com with a million visits and rounding off the top 10 was Elfcosmetics.com with 991,000.
Search was the biggest source of traffic to the beauty category, accounting for 35 percent of all traffic, followed by social media – with Colourpop receiving the majority of its social media-driven traffic from YouTube.