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-year sales, ranked at number three.

Predictably, the Ulta Beauty and Sephora consumer’s shopping habits differed when it came to price. At Sephora, peak performance happens at around $40, while Ulta Beauty experiences success across a range of prices with $30 spend being the average for its top customers. 

Here, a look at the top-selling brands on Ulta.com and Sephora.com during the first half of 2025. 

Ulta Beauty:

1. Clinique + .2 percent

2. La Roche-Posay +.7 percent

3. Ulta Beauty Collection -.1 percent

4. Redken +.2 percent

5. E.l.f Cosmetics +.2 percent

6. Sol de Janeiro +.7 percent

7. Tarte -.3 percent

8. OPI +.3 percent

9. Nyx +.1 percent

10. Mac Cosmetics +.1 percent

Sephora: 

1. Sephora Collection -.5 percent

2. Sol de Janeiro -.4 percent

3. The Ordinary +.1 percent

4. Amika -.1 percent

5. Kérastase +.6 percent

6. Rare Beauty +.1 percent

7. Moroccanoil -.1 percent

8. Glow Recipe -.4 percent

9. Fenty Beauty -.1 percent

10. Charlotte Tilbury -.3 percent