Web sales of health and beauty products grew by 18% in 2016, as more consumers shop online for these products.. Ulta Beauty posted another big year in e-commerce with $345.3 million in sales—selling more online in the fourth quarter than it did in all of 2014 combined—and executives attributed this 56% jump for the fiscal year, in part, to a shift in mobile traffic. Ulta, among other big beauty players, has added virtual makeover features to its apps that allow shoppers to see how products look before they buy them.

See below for a snapshot of the U.S. online health and beauty industry. This includes data from merchants ranked in the Internet Retailer 2017 Top 1000, including those in the following segments:

    • Contacts/Eyewear
    • Fragrance
    • Skincare/Cosmetics/Haircare
    • Vitamins/Supplements

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