Purchasing a unique shade of foundation or matching  eye shadow with skin tone was once a task that shoppers only trusted with the most well-trained cosmetologists at a department store makeup counter. But the latest data in online cosmetics sales suggest consumers are feeling more confident to buy before they try—or, at least the growth of ecommerce sales of beauty products indicates as much.

The 25 cosmetic and beauty retailers ranked in Internet Retailer’s 2019 Top 1000 sold a combined $210.39 billion in stores, catalogs and online, compared with $194.49 billion in 2017. Of 2018 sales, 4.9%—$10.26 billion—were sales made exclusively on the web.

The median growth rate of ecommerce sales for all 25 ecommerce retailers was 22.0% for 2018. Of these merchants, men’s personal care retailer Hims had the most web sales growth at 6100%. However, this particular retailer opened shop in 2017 and skyrocketed to the Top 1000 shortly after, significantly skewing its growth rate for 2018.

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