As a TV host and beauty enthusiast, I’m always on the lookout for the best products to share with my audience. With the beauty industry evolving at lightning speed, it can be overwhelming to navigate through the countless online stores offering everything from luxurious skincare to must-have makeup essentials. That’s why I’ve taken the time to curate a list of the 10 Best Online Beauty Stores that not only offer high-quality products but also embody the latest trends in clean and inclusive beauty. In this article, I’ll take you on a journey through some of my favorite online beauty destinations, where you can discover innovative brands that prioritize sustainability, inclusivity, and self-expression. Whether you’re searching for that perfect foundation shade or a skincare routine that works wonders for your skin type, these stores have something for everyone. So grab your favorite beverage, sit back, and let’s explore the world of beauty together!

1. Fenty Beauty

Fenty Beauty, launched by music icon Rihanna in 2017, has revolutionized the beauty industry with its commitment to inclusivity and diversity. The brand gained immediate acclaim for its extensive range of foundation shades, catering to a variety of skin tones that were often overlooked by traditional beauty brands. This ethos of representation is not just a marketing strategy; it reflects Rihanna’s personal mission to create products that empower individuals to express their unique beauty. The product line features innovative formulations, from the iconic Pro Filt’r Soft Matte Longwear Foundation to the universally flattering Killawatt Freestyle Highlighter. Fenty Beauty is particularly known for its high-quality products that blend seamlessly into the skin, providing a natural finish while maintaining long-lasting wear. The brand emphasizes a “makeup for all” philosophy, ensuring that everyone can find products that suit their needs and preferences. In addition to makeup, Fenty Beauty has also made strides in skincare with its Fenty Skin line, which offers a range of products designed to prep and enhance the skin before makeup application. The brand’s commitment to clean beauty is evident in its formulations, which are free from harmful ingredients and designed to be gentle on all skin types. Overall, Fenty Beauty stands out not only for its high-performance products but also for its dedication to inclusivity and innovation in the beauty space.

2. Eternal Beauty Outlet

Eternal Beauty Outlet, founded by Olivia Grace in 2020, is an online beauty store dedicated to providing a diverse range of high-quality beauty products while promoting ethical practices. The brand was born from a vision to create a space where beauty enthusiasts could find everything they need in one convenient location. With a mission to celebrate the power of beauty and redefine beauty standards, Eternal Beauty Outlet aims to inspire individuals to embrace their unique beauty. The store offers an extensive selection of beauty products across various categories, including skincare, makeup, hair care, and body care. This variety ensures that customers can tailor their beauty routines according to their specific needs and preferences. Eternal Beauty Outlet emphasizes affordability without compromising quality, making it accessible for everyone looking to enhance their beauty regimen. Customers can find products from both well-known and emerging brands, all curated with care to meet high standards of safety and effectiveness. A key aspect of Eternal Beauty Outlet’s philosophy is its commitment to cruelty-free and eco-friendly practices. The brand actively avoids sourcing products from suppliers that engage in animal testing and prioritizes sustainable packaging solutions. Many of their offerings are designed to be solid or minimally packaged, addressing concerns about overpackaging in the cosmetics industry. This dedication to ethical practices resonates with environmentally conscious consumers who seek products that align with their values.

3. Dermstore

Dermstore is a leading online destination for skincare and beauty products, offering a wide selection of dermatologist-recommended brands. Founded in 1999, it has established itself as a trusted source for high-quality skincare solutions, making it a favorite among beauty enthusiasts and professionals alike. The platform features an extensive range of products, including skincare essentials, makeup, haircare, and wellness items. One of Dermstore’s unique selling points is its focus on professional-grade products that are often recommended by dermatologists. This ensures that customers have access to effective solutions tailored to various skin concerns such as acne, aging, and sensitivity. The site also provides valuable resources such as skincare consultations with licensed professionals, helping customers make informed decisions about their purchases. Dermstore frequently features exclusive promotions and offers free shipping on orders over a certain amount, making it an attractive option for those looking to stock up on their favorite products. Additionally, the site hosts a variety of educational content through blogs and guides that help consumers understand how to best care for their skin. With its commitment to quality and customer satisfaction, Dermstore continues to be a go-to resource for anyone serious about their skincare regimen.

4. Kosas Cosmetics

Kosas Cosmetics has emerged as a prominent player in the clean beauty movement since its inception in 2015. Founded by Sheena Yaitanes, Kosas aims to bridge the gap between makeup and skincare by creating products that not only enhance beauty but also improve skin health over time. The brand is celebrated for its innovative formulations that prioritize nourishing ingredients while delivering high pigment payoff. Kosas offers a diverse range of products including foundations, concealers, lipsticks, and eyeshadows, all designed with the philosophy of “comfy glam.” This approach emphasizes comfort without sacrificing performance or style. For instance, the Kosas Revealer Skin Improving Foundation combines makeup with skincare benefits, featuring ingredients like hyaluronic acid and peptides that hydrate and improve skin texture. The brand’s commitment to clean beauty is evident in its ingredient choices; Kosas avoids harmful chemicals commonly found in cosmetics while ensuring that all products are dermatologist-tested and suitable for sensitive skin. Their packaging is also thoughtfully designed with sustainability in mind. Kosas has garnered a loyal following among beauty enthusiasts who appreciate the blend of luxury aesthetics with health-focused formulations.

5. 100% Pure

100% Pure is a pioneering brand in the realm of clean beauty, founded with a mission to create natural cosmetics free from harmful chemicals and synthetic ingredients. Established by Susie Wang, the brand emphasizes the use of fruit and vegetable pigments in its makeup products, ensuring that each item is not only effective but also nourishing for the skin. This commitment to purity extends across their entire product line, which includes skincare, body care, and hair care items crafted from organic and cruelty-free ingredients. The brand’s philosophy revolves around sustainability and health, making it a favorite among eco-conscious consumers. 100% Pure’s formulations are rich in antioxidants and vitamins derived from natural sources, which help to protect and rejuvenate the skin. They have also made strides toward becoming entirely vegan, eliminating any animal-derived ingredients from their products. Furthermore, their packaging is designed to be environmentally friendly, utilizing recyclable materials and biodegradable formulas. In addition to their impressive product range, 100% Pure actively supports animal welfare initiatives and promotes awareness about the importance of clean beauty. By partnering with various charities and organizations, they aim to improve the lives of both humans and animals globally. Overall, 100% Pure stands out as a brand that not only prioritizes quality and effectiveness but also champions ethical practices in the beauty industry.

6. Kylie Cosmetics

Kylie Cosmetics was founded by reality television star Kylie Jenner in 2016 and has since become a cultural phenomenon in the beauty industry. The brand initially gained fame through its iconic lip kits, which feature liquid lipsticks paired with matching lip liners. This innovative approach quickly captured the attention of beauty enthusiasts worldwide, leading to a rapid expansion of the product line to include eyeshadows, blushes, highlighters, and more. Kylie Cosmetics prides itself on creating products that enhance natural beauty while being accessible to a broad audience. The brand emphasizes clean formulations that are cruelty-free and vegan, ensuring that consumers can enjoy high-quality makeup without compromising their values. Kylie’s dedication to quality is evident in her reformulated lip products, which boast long-lasting wear without sacrificing comfort or hydration. In addition to makeup, Kylie has expanded her brand into skincare with Kylie Skin, focusing on gentle yet effective formulations that cater to various skin types. This holistic approach to beauty reflects Kylie’s personal journey in makeup artistry and her desire to share her favorite products with fans. With a strong social media presence and a dedicated fanbase, Kylie Cosmetics continues to innovate and inspire within the beauty community.

7. Herbivore Botanicals

Herbivore Botanicals is a Seattle-based skincare brand founded by Julia Wills and Alexander Kummerow in 2011. The company began as a small soap-making project in their kitchen but has since evolved into a well-respected name in natural skincare. Herbivore is known for its commitment to using food-grade organic ingredients that are safe for both the skin and the environment. Each product is formulated with essential vitamins and minerals designed to nourish and restore the skin’s health. The brand’s offerings include a variety of skincare essentials such as face oils, masks, cleansers, and moisturizers—all crafted with an emphasis on purity and efficacy. Herbivore’s products are free from synthetic chemicals, artificial colors, and fragrances, making them suitable for sensitive skin types. Their unique formulations often feature botanical extracts like blue tansy and rosehip oil, which provide targeted benefits such as hydration and anti-aging properties. Herbivore Botanicals also places significant importance on sustainability; their packaging is recyclable or reusable, reflecting their commitment to reducing environmental impact. The brand has garnered a loyal following due to its minimalist aesthetic combined with effective results. By prioritizing both quality ingredients and ethical practices, Herbivore Botanicals has established itself as a leader in the clean beauty movement while appealing to consumers seeking luxurious yet responsible skincare solutions.

8. Glossier

Glossier, founded by Emily Weiss in 2014, has become a standout name in the beauty industry, known for its innovative approach to skincare and makeup. The brand originated from Weiss’s popular beauty blog, Into the Gloss, which fostered a community-driven dialogue about beauty. This direct-to-consumer model allows Glossier to engage with its customers intimately, gathering feedback that directly informs product development. The brand’s philosophy centers on “skin first, makeup second,” promoting a natural look that enhances rather than conceals. Glossier offers a curated selection of products that include skincare essentials like the Milky Jelly Cleanser and the Priming Moisturizer, as well as makeup items such as the Boy Brow and Cloud Paint. Their minimalist packaging and aesthetic appeal resonate particularly well with younger consumers, especially millennials and Gen Z. The brand has successfully leveraged social media for marketing, creating a strong online presence that encourages word-of-mouth promotion among its loyal customer base. In addition to its e-commerce success, Glossier has expanded into physical retail with locations in major cities like New York and Los Angeles. Their commitment to inclusivity is reflected in their diverse marketing campaigns featuring individuals of various backgrounds. Overall, Glossier represents a new wave of beauty brands that prioritize authenticity and community engagement while delivering high-quality products.

9. Rare Beauty

Founded by pop star Selena Gomez in 2020, Rare Beauty aims to redefine beauty standards through its inclusive philosophy and high-quality makeup products. The brand emphasizes self-acceptance and mental health awareness, with the tagline “We’re here to help you feel beautiful.” Rare Beauty stands out not only for its product offerings but also for its commitment to social impact; 1% of all sales are donated to mental health initiatives through the Rare Impact Fund. The product line includes an impressive array of items such as foundations available in 48 shades, liquid blushes, highlighters, and lip products. Each formulation is designed to enhance natural beauty rather than mask it, promoting a more authentic expression of individuality. For instance, the Liquid Touch Weightless Foundation provides buildable coverage while feeling lightweight on the skin. Rare Beauty also prioritizes sustainability and ethical practices; all products are vegan and cruelty-free. The brand’s packaging is thoughtfully designed with minimal waste in mind, further aligning with its values of transparency and responsibility. With a focus on empowering individuals to embrace their unique features, Rare Beauty has quickly gained a dedicated following and made significant strides in promoting a more inclusive narrative within the beauty industry.

10. Credo Beauty

Credo Beauty is recognized as a leading retailer in the clean beauty movement, offering a wide range of skincare, makeup, hair care, and body care products from various brands committed to ethical practices. Founded in 2015, Credo operates both online and through physical stores across the United States. The brand’s mission is to provide consumers with access to safe beauty products free from harmful ingredients. What sets Credo apart is its rigorous “Credo Clean Standard,” which prohibits over 2,700 potentially harmful ingredients commonly found in cosmetics. This ensures that every product sold meets high safety and sustainability criteria. Credo Beauty also emphasizes transparency in sourcing and manufacturing processes, allowing consumers to make informed choices about the products they use. In addition to curating clean beauty brands like Ilia and Tata Harper, Credo has recently launched its own skincare line focused on hydration and sustainability. This line features innovative formulations that incorporate upcycled ingredients while utilizing eco-friendly packaging solutions. By prioritizing both product efficacy and environmental responsibility, Credo Beauty continues to elevate clean beauty standards in the industry. With its commitment to ethical practices and customer education, Credo Beauty serves as a trusted resource for consumers seeking effective yet safe beauty solutions. The brand’s dedication to fostering a healthier planet resonates deeply with today’s environmentally conscious shoppers.