During the first half of 2025, consumers flocked to Ulta.com and Sephora .com to stock up on their beauty faves and several brands stood out, according to data from Navigo Marketing sourced from bestseller lists, ad data and more.

At both retailers, Sol de Janeiro was a significant winner, though the Brazil-inspired brand experienced stronger growth at Ulta Beauty . Several brands, including Kérastase and La Roche-Posay, experienced significant sales increases during the period, as well.

Additionally, consumers were interested in both retailers’ private label brands . At Sephora , Sephora Collection, though it dropped in sales during this time frame, maintained the number-one spot among shoppers. At Ulta Beauty , the Ulta Beauty Collection, which has also decreased in year-over

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