Digitally native vertical brands, or DNVBs, that sell cosmetics have a median 59.6% share of younger shoppers aged 18-34, according to Digital Commerce 360 analysis of SimilarWeb traffic. This is the highest share of traffic among this age group compared with non-DNVBs and all cosmetics retailers combined.

This article contains insights from the 2020 Cosmetics Report, including charts and graphs. To view this content, you must be a Digital Commerce 360 Premium Member. If you’re already a member, please sign in now. Or, learn more about our memberships here.