As a woman in her fabulous 50s, I’ve learned that age is just a number, especially when it comes to beauty. Sure, my skin might need a little more TLC these days, and I’ve swapped some of my shimmery eyeshadows for more subtle shades, but that doesn’t mean I’m ready to give up on looking and feeling my best. In fact, I’m more passionate about beauty than ever!
The problem is, walking into a brick-and-mortar beauty store can sometimes feel like stepping onto an alien planet. Between the pulsing music, the impossibly young sales associates, and the overwhelming array of products seemingly designed for 20-somethings, it’s enough to make a gal feel… well, old.
That’s why I’ve become a huge fan of online beauty shopping. It allows me to browse at my own pace, research products thoroughly, and find items that are perfect for my evolving needs – all without feeling out of place or pressured. Plus, there’s something thrilling about that package arriving at your doorstep, filled with new goodies to try.
In my quest to stay fabulous and keep that youthful glow (inside and out!), I’ve explored countless online beauty retailers.
Today, I’m excited to share my top 9 picks for the best online beauty stores. These shops understand that beauty isn’t about age – it’s about feeling confident and expressing yourself, whether you’re 25 or 75.
1. Beautylish
Beautylish is an online beauty retailer founded in 2010 that offers a curated selection of high-end and luxury beauty brands. They carry makeup, skincare, haircare, and beauty tools from popular brands like Charlotte Tilbury, Natasha Denona, and Wayne Goss. Beautylish is known for their excellent customer service, detailed product information, and exclusive brand partnerships.
Pros
- Wide selection of luxury and professional-grade beauty products
- Detailed product descriptions, photos, and reviews
- Excellent customer service and responsive support team
- Flexible payment options available
- Free shipping on orders over $35
- Exclusive brand partnerships and product launches
- Educational content like tutorials and articles
Cons
- Higher price point for many products
- Limited sales and discounts compared to other retailers
- Some customers report slow shipping times for international orders
- Not all major beauty brands are carried
2. Eternal Beauty Outlet
Eternal Beauty Outlet is an online beauty retailer founded in 2020 by Olivia Grace. The company aims to provide a wide range of cosmetic and beauty products while challenging industry norms. Eternal Beauty Outlet focuses on offering clean, cruelty-free, and eco-friendly products from various brands. Their mission is to celebrate beauty diversity and redefine beauty standards through their product selection and campaigns.
Pros
- Wide selection of skincare, makeup, and beauty products
- Focus on clean, cruelty-free, and eco-friendly brands
- Competitive pricing, with some high-end products available at discounted rates
- Free shipping on orders over a certain amount
- Emphasis on inclusivity and diverse beauty standards
- Educational content about beauty ingredients and practices
- Offers travel-sized versions of many products
Cons
- Relatively new company with less established reputation
- Limited physical store presence
- Some customers report inconsistent product quality across different brands
- Mixed reviews on customer service responsiveness
- Limited international shipping options
- Some concerns raised about the authenticity of certain products
3. Milk Makeup
Milk Makeup is a cruelty-free and vegan beauty brand founded in 2016. They offer innovative, multi-use makeup and skincare products with clean formulas. Milk is known for their minimalist aesthetic, stick-format products, and focus on easy, low-maintenance beauty routines.
Pros
- Clean, vegan, and cruelty-free formulas
- Innovative multi-use products
- Inclusive shade ranges
- Fun, youthful brand aesthetic
- Stick format products are travel-friendly
- Offers mini sizes of many products to try
- Free shipping on orders over $40
Cons
- Limited product range compared to full-line beauty brands
- Higher price point for some items
- Some products may not work well for all skin types
- Minimal skincare offerings compared to makeup
- No physical retail stores outside of New York City
- Mixed reviews on longevity/staying power of some products
4. Glossier
Glossier is a direct-to-consumer beauty brand founded by Emily Weiss in 2014. The company started as an online-only retailer, building on the popularity of Weiss’s beauty blog “Into the Gloss”. Glossier’s philosophy centers on enhancing natural beauty with a “skin first, makeup second” approach. The brand offers a curated line of skincare, makeup, and body care products designed to be simple, effective, and universally flattering.
Pros
- Minimalist, user-friendly product range
- Emphasis on enhancing natural beauty
- Strong brand identity and aesthetic
- Direct-to-consumer model allows for customer feedback integration
- Inclusive marketing campaigns featuring diverse models
- Cruelty-free products
- User-generated content strategy builds community
Cons
- Limited product range compared to traditional beauty retailers
- Higher price point for some items
- Not all products may work for all skin types
- Limited availability in physical retail locations
- Some customers report inconsistent product quality
5. Rare Beauty
Rare Beauty is a makeup and cosmetics company founded by singer and actress Selena Gomez in 2020. The brand aims to challenge unrealistic beauty standards and promote self-acceptance. Rare Beauty offers a wide range of makeup products, including foundations, concealers, blushes, and lip products. The company is committed to mental health awareness, donating 1% of all sales to the Rare Impact Fund.
Pros
- Inclusive shade range with 48 foundation options
- Products designed to be easy to use, even for makeup beginners
- Strong focus on mental health awareness and social impact
- Vegan and cruelty-free formulas
- Disability-friendly packaging design
- Rapidly growing social media presence and engagement
- Positive customer reviews for product quality and performance
Cons
- Relatively new brand with a still-developing product range
- Limited skincare offerings compared to makeup products
- Some products may emphasize skin texture issues for certain users
- Higher price point compared to drugstore brands
- Limited international availability in some regions
6. Credo Beauty
Credo Beauty is an online retailer specializing in clean beauty products. Founded in 2014, Credo has become a leader in the clean beauty movement, offering a curated selection of makeup, skincare, haircare, and wellness products that meet their strict standards for safety and sustainability. Credo carries over 130 brands, all of which adhere to their “Dirty List” of banned ingredients and their Clean Standard guidelines.
Pros
- Extensive selection of clean beauty products from multiple brands
- Strict standards for ingredient safety and sustainability
- Offers in-store consultations and services at physical locations
- Free shipping on orders over $50
- Educational content about clean beauty ingredients and practices
- Flexible payment options available
Cons
- Higher price point for many products compared to conventional beauty retailers
- Limited availability of some popular mainstream brands
- Some customers report inconsistent product quality across different brands
- Physical store locations are limited to a few major cities
7. Kosas Cosmetics
Kosas is a clean beauty brand founded in 2015 by Sheena Yaitanes. While not primarily an online retailer like Credo, Kosas has a strong e-commerce presence through its own website and other beauty retailers. The brand focuses on creating makeup and skincare products that are both clean and high-performance, with a particular emphasis on complexion products and lip colors.
Pros
- Clean, vegan, and cruelty-free formulations
- Known for innovative, multi-tasking products (e.g., tinted face oil foundation)
- Focus on skin-nourishing ingredients in makeup products
- Inclusive shade ranges for complexion products
- Sleek, minimalist packaging design
- Offers mini sizes of many products to try before committing to full size
Cons
- More limited product range compared to full-line beauty brands
- Higher price point for some items compared to drugstore brands
- Some users report issues with longevity or wear time of certain products
- Not all products may work well for all skin types or concerns
- Limited international availability in some regions
8. Fenty Beauty
Fenty Beauty is a cosmetics brand launched in 2017 by singer Rihanna. The brand is known for its inclusive approach, offering a wide range of products for all skin tones and types. Fenty Beauty’s mission is “Beauty for All,” focusing on providing makeup options for traditionally underserved skin tones. The brand initially launched with 40 foundation shades and has since expanded to 50 shades. Fenty Beauty is available online through its website and select retailers.
Pros
- Inclusive shade range for all skin tones
- High-quality, innovative products
- Gender-neutral approach to beauty
- Cruelty-free formulations
- Positive brand image associated with diversity and inclusion
- Competitive pricing for a luxury brand
Cons
- Limited skincare offerings compared to makeup products
- Some products may emphasize skin texture for certain users
- Not as widely available as some other beauty brands
- No physical retail stores of their own
9. Ulta Beauty
Ulta Beauty is the largest beauty retailer in the United States, offering a wide range of cosmetics, skincare, haircare, and fragrance products. The company operates both physical stores and an e-commerce platform. Ulta Beauty’s mission is to use the power of beauty to bring to life the possibilities that lie within each person. The retailer carries both prestige and mass-market brands, providing a one-stop shopping experience for beauty enthusiasts.
Pros
- Extensive product selection from multiple brands
- Combination of high-end and drugstore products
- Ulta Beauty Rewards program with attractive benefits
- In-store salon services available
- Frequent sales and promotions
- Convenient online shopping with in-store pickup options
Cons
- Customer service issues reported by some consumers
- Inconsistent product quality across different brands carried
- Some customers report problems with online ordering
- Limited international shipping options
- Physical stores can be overwhelming due to large product selection
