Leading Beauty Retail Brands in the U.S. in Q1 2024: A Sensor Tower Analysis

Introduction

In the dynamic world of beauty retail, understanding digital engagement is crucial for brands to thrive. Sensor Tower’s comprehensive data provides unparalleled insights into the cross-platform behaviors of users across websites and apps in this industry. This article highlights the performance of three leading brands in the U.S. beauty retail sector: Ulta Beauty, Sephora, and Ipsy, focusing on the trends observed from Q4 2023 to Q1 2024.

Ulta Beauty

Ulta Beauty's digital presence is robust, with its website, ulta.com, and the Ulta Beauty: Makeup & Skincare app leading the charge.

• Audience Trends: From Q4 2023 to Q1 2024, ulta.com maintained a stable audience, with visits fluctuating between 145M to 259M. The monthly true audience consistently hovered above 21M, with a notable increase to over 25M in March 2024.

• App Engagement: The app saw steady monthly active users, starting at about 5.7M in October 2023 and reaching over 6.1M by March 2024.

• Ad Spend & Channels: Ulta’s monthly ad spend was significant, peaking at nearly $19M in November 2023. Facebook and Instagram were the dominant channels, delivering substantial impressions, particularly during the holiday season.

Sephora

Sephora's digital strategy includes its website, sephora.com, and the Sephora app.

• Audience Trends: The website saw a consistent audience with visits ranging from 128M to 221M. The monthly true audience remained above 20M, with a slight uptick in March 2024.

• App Engagement: The app witnessed stable activity, with monthly active users fluctuating around 4.7M to 5.8M.

• Ad Spend & Channels: Sephora’s monthly ad spend was highest in December 2023 at over $38M, with OTT and Instagram being key channels.

Ipsy

Ipsy’s digital footprint includes its website, ipsy.com, and the IPSY: Personalized Beauty app.

• Audience Trends: Ipsy.com experienced growth, with visits increasing from 10M to 15M. The monthly true audience saw a rise, surpassing 2M by March 2024.

• App Engagement: The app maintained steady engagement, with monthly active users around 450K to 525K.

• Ad Spend & Channels: Ipsy’s monthly ad spend peaked in January 2024 at over $2.5M, primarily leveraging Facebook and Instagram for significant reach.

Conclusion

The beauty retail landscape in the U.S. is vibrant and competitive, with Ulta, Sephora, and Ipsy leading in digital engagement. Sensor Tower’s data highlights these brands' strategic use of web and app platforms, providing critical insights into user behavior and advertising effectiveness. As the industry evolves, leveraging comprehensive data from Sensor Tower remains essential for brands aiming to optimize their digital strategies.

Sensor Tower's offerings, including Web Insights, App Performance Insights, and Pathmatics, provide unmatched insights, crucial for understanding and navigating the complex digital landscape.