---
title: "Beauty retailers in the United States: Which are searched most?"
description: "Compare the stores people in the US buy makeup, skincare and hair products from. Share of Search among Ulta Beauty, Sephora, Bath & Body Works, Sally Beauty and Bluemercury, the beauty retailers Brandwave compares in the United States, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time."
canonical: "https://gobrandwave.com/demand/us/categories/us-beauty-retailers"
publisher: "Brandwave"
---

# Beauty retailers in the United States: Which are searched most?

Compare the stores people in the US buy makeup, skincare and hair products from. Share of Search among Ulta Beauty, Sephora, Bath & Body Works, Sally Beauty and Bluemercury, the beauty retailers Brandwave compares in the United States, using the same methodology, market, and reporting period. Branded searches tell you how often people look for a brand by name or related terms. Comparing these searches across competitors helps you see how popular each brand is over time.

## Key facts

- **Competitive set**: Beauty retailers
- **Market**: United States
- **Brands compared**: 5
- **Month measured**: Sep 2026
- **Highest Share of Search**: Ulta Beauty, 40.8%

## Which brand is most popular in search among beauty retailers in the United States?

- In September 2026, Ulta Beauty was the most searched among beauty retailers in the United States, with an estimated 8.2M branded searches, 40.8% of all searches for the five we track.
- Sephora is in 2nd place, 10.3 percentage points behind at 30.5%.
- Across the 12 months ending September 2026, Ulta Beauty’s share of searches among beauty retailers in the United States increased from 39.4% to 40.8%.
- Across the 12 months ending September 2026, Sephora’s share of searches among beauty retailers in the United States increased from 29.5% to 30.5%.
- Across the 12 months ending September 2026, Bath & Body Works’ share of searches among beauty retailers in the United States decreased from 19.7% to 16.7%.
- Across the 12 months ending September 2026, Ulta Beauty’s share of searches among beauty retailers in the United States peaked at 41.6% in January 2026 and was lowest at 34.9% in November 2025.
- Across the 12 months ending September 2026, Sephora’s share of searches among beauty retailers in the United States peaked at 38.1% in April 2026 and was lowest at 27.5% in June 2026.
- Across the 12 months ending September 2026, Bath & Body Works’ share of searches among beauty retailers in the United States peaked at 29% in December 2025 and was lowest at 14% in April 2026.
- Across the 12 months ending September 2026, Sally Beauty’s share of searches among beauty retailers in the United States peaked at 12.3% in June 2026 and was lowest at 5.9% in December 2025.
- Across the 12 months ending September 2026, Sally Beauty and Bluemercury held steady: their share of searches among beauty retailers in the United States each moved less than 0.5 percentage points.

## Top beauty retailers in ChatGPT and Google AI Overviews

In Brandwave's three ChatGPT questions, Ulta Beauty and Sephora appeared every time. Sephora was recommended most often, coming first in two out of three answers. Ulta Beauty was second, and Bluemercury was third.

Brands get a higher AI rank if they are mentioned earlier in the answers that list options.

| Brand | AI rank | ChatGPT answers that named it | All answers that named it |
| --- | --- | --- | --- |
| Sephora | 1st | 3 of 3 | 3 of 3 |
| Ulta Beauty | 2nd | 3 of 3 | 3 of 3 |
| Bluemercury | 3rd | 1 of 3 | 1 of 3 |
| Bath & Body Works | 4th | 2 of 3 | 2 of 3 |
| Sally Beauty | 5th | 1 of 3 | 1 of 3 |

## Every AI answer about beauty retailers

- Asked ChatGPT "Where should I buy makeup and skincare in the US?": 1. Sephora, 2. Ulta Beauty
- Asked ChatGPT "What are the best beauty stores in the US?": 1. Sephora, 2. Ulta Beauty, 3. Bluemercury, 4. Sally Beauty, 5. Bath & Body Works
- Asked ChatGPT "Which beauty store in the US has the best rewards program?": 1. Ulta Beauty, 2. Sephora, 3. Bath & Body Works

Brands are listed in the order each answer named them. The answers were collected in United States on October 22, 2026.

## Compare search popularity between leading brands

- [Ulta Beauty vs Sephora: compare search popularity](/demand/us/compare/sephora-vs-ulta-beauty): 40.8% against 30.5% Share of Search.
- [Ulta Beauty vs Bath & Body Works: compare search popularity](/demand/us/compare/bath-body-works-vs-ulta-beauty): 40.8% against 16.7% Share of Search.
- [Ulta Beauty vs Sally Beauty: compare search popularity](/demand/us/compare/sally-beauty-vs-ulta-beauty): 40.8% against 11.2% Share of Search.
- [Sephora vs Bath & Body Works: compare search popularity](/demand/us/compare/bath-body-works-vs-sephora): 30.5% against 16.7% Share of Search.
- [Sephora vs Sally Beauty: compare search popularity](/demand/us/compare/sally-beauty-vs-sephora): 30.5% against 11.2% Share of Search.
- [Bath & Body Works vs Sally Beauty: compare search popularity](/demand/us/compare/bath-body-works-vs-sally-beauty): 16.7% against 11.2% Share of Search.

## How did search popularity change for United States beauty retailers in September 2026?

- In September 2026, Ulta Beauty gained share of searches among beauty retailers in the United States, from 39.4% to 40.8%.
- In September 2026, Sephora gained share of searches among beauty retailers in the United States, from 29.5% to 30.5%.
- In September 2026, Bath & Body Works lost share of searches among beauty retailers in the United States, from 19.7% to 16.7%.
- Estimated monthly branded searches for Bluemercury in the United States rose 22.2% over 12 measured months, from 135K to 165K in September 2026.

## Share of Search ranking

| Rank | Brand | Share of Search | Estimated monthly branded searches | Change vs prior month | Owned by |
| --- | --- | --- | --- | --- | --- |
| 1 | Ulta Beauty | 40.8% | 8.2M | 0.0% | Ulta Beauty |
| 2 | Sephora | 30.5% | 6.1M | 0.0% | Sephora |
| 3 | Bath & Body Works | 16.7% | 3.4M | -18.1% | Bath & Body Works |
| 4 | Sally Beauty | 11.2% | 2.2M | 0.0% | Sally Beauty |
| 5 | Bluemercury | 0.82% | 165K | +22.2% | Bluemercury |

## Historical estimated branded-search demand

| Month | Brand | Estimated monthly branded searches | Share of Search | Rank |
| --- | --- | --- | --- | --- |
| Oct 2025 | Ulta Beauty | 8.2M | 39.4% | 1 |
| Oct 2025 | Sephora | 6.1M | 29.5% | 2 |
| Oct 2025 | Bath & Body Works | 4.1M | 19.7% | 3 |
| Oct 2025 | Sally Beauty | 2.2M | 10.8% | 4 |
| Oct 2025 | Bluemercury | 135K | 0.65% | 5 |
| Nov 2025 | Ulta Beauty | 10.2M | 34.9% | 1 |
| Nov 2025 | Sephora | 9.1M | 31.2% | 2 |
| Nov 2025 | Bath & Body Works | 7.5M | 25.6% | 3 |
| Nov 2025 | Sally Beauty | 2.2M | 7.7% | 4 |
| Nov 2025 | Bluemercury | 201K | 0.69% | 5 |
| Dec 2025 | Ulta Beauty | 13.6M | 35.6% | 1 |
| Dec 2025 | Bath & Body Works | 11.1M | 29% | 2 |
| Dec 2025 | Sephora | 11.1M | 29% | 3 |
| Dec 2025 | Sally Beauty | 2.2M | 5.9% | 4 |
| Dec 2025 | Bluemercury | 201K | 0.53% | 5 |
| Jan 2026 | Ulta Beauty | 8.2M | 41.6% | 1 |
| Jan 2026 | Sephora | 6.1M | 31.2% | 2 |
| Jan 2026 | Bath & Body Works | 3.4M | 17.1% | 3 |
| Jan 2026 | Sally Beauty | 1.8M | 9.3% | 4 |
| Jan 2026 | Bluemercury | 165K | 0.84% | 5 |
| Feb 2026 | Ulta Beauty | 6.7M | 39.4% | 1 |
| Feb 2026 | Sephora | 5M | 29.4% | 2 |
| Feb 2026 | Bath & Body Works | 3.4M | 19.7% | 3 |
| Feb 2026 | Sally Beauty | 1.8M | 10.8% | 4 |
| Feb 2026 | Bluemercury | 135K | 0.79% | 5 |
| Mar 2026 | Ulta Beauty | 8.2M | 40.8% | 1 |
| Mar 2026 | Sephora | 6.1M | 30.5% | 2 |
| Mar 2026 | Bath & Body Works | 3.4M | 16.7% | 3 |
| Mar 2026 | Sally Beauty | 2.2M | 11.2% | 4 |
| Mar 2026 | Bluemercury | 165K | 0.82% | 5 |
| Apr 2026 | Sephora | 7.5M | 38.1% | 1 |
| Apr 2026 | Ulta Beauty | 7.4M | 37.9% | 2 |
| Apr 2026 | Bath & Body Works | 2.7M | 14% | 3 |
| Apr 2026 | Sally Beauty | 1.8M | 9.3% | 4 |
| Apr 2026 | Bluemercury | 135K | 0.69% | 5 |
| May 2026 | Ulta Beauty | 8.2M | 40.8% | 1 |
| May 2026 | Sephora | 6.1M | 30.5% | 2 |
| May 2026 | Bath & Body Works | 3.4M | 16.7% | 3 |
| May 2026 | Sally Beauty | 2.2M | 11.2% | 4 |
| May 2026 | Bluemercury | 165K | 0.82% | 5 |
| Jun 2026 | Ulta Beauty | 6.7M | 36.8% | 1 |
| Jun 2026 | Sephora | 5M | 27.5% | 2 |
| Jun 2026 | Bath & Body Works | 4.1M | 22.5% | 3 |
| Jun 2026 | Sally Beauty | 2.2M | 12.3% | 4 |
| Jun 2026 | Bluemercury | 165K | 0.91% | 5 |
| Jul 2026 | Ulta Beauty | 7.4M | 38.6% | 1 |
| Jul 2026 | Sephora | 6.1M | 31.7% | 2 |
| Jul 2026 | Bath & Body Works | 3.4M | 17.4% | 3 |
| Jul 2026 | Sally Beauty | 2.2M | 11.6% | 4 |
| Jul 2026 | Bluemercury | 135K | 0.7% | 5 |
| Aug 2026 | Ulta Beauty | 8.2M | 39.4% | 1 |
| Aug 2026 | Sephora | 6.1M | 29.5% | 2 |
| Aug 2026 | Bath & Body Works | 4.1M | 19.7% | 3 |
| Aug 2026 | Sally Beauty | 2.2M | 10.8% | 4 |
| Aug 2026 | Bluemercury | 135K | 0.65% | 5 |
| Sep 2026 | Ulta Beauty | 8.2M | 40.8% | 1 |
| Sep 2026 | Sephora | 6.1M | 30.5% | 2 |
| Sep 2026 | Bath & Body Works | 3.4M | 16.7% | 3 |
| Sep 2026 | Sally Beauty | 2.2M | 11.2% | 4 |
| Sep 2026 | Bluemercury | 165K | 0.82% | 5 |

## What is being compared

- **Bath & Body Works**: Measured on the search term “bath and body works”.
- **Bluemercury**: Measured on the search term “bluemercury”.
- **Sally Beauty**: Measured on the search term “sally beauty”.
- **Sephora**: Measured on the search term “sephora”.
- **Ulta Beauty**: Measured on the search terms “ulta” and “ulta beauty”, summed into one figure.

- [Bath & Body Works](/demand/us/brands/bath-body-works)
- [Bluemercury](/demand/us/brands/bluemercury)
- [Sally Beauty](/demand/us/brands/sally-beauty)
- [Sephora](/demand/us/brands/sephora)
- [Ulta Beauty](/demand/us/brands/ulta-beauty)

## Methodology

- [How is the Brand Demand Index measured?](/demand/methodology): Where the figures come from, what they compare, and how they may be reused.

## Frequently asked questions

### Which brand is most popular in search among beauty retailers in the United States?

In September 2026, Ulta Beauty was the most searched among beauty retailers in the United States, with an estimated 8.2M branded searches, 40.8% of all searches for the five we track.

## Cite this page

Brandwave. "Beauty retailers in the United States: Which are searched most?". https://gobrandwave.com/demand/us/categories/us-beauty-retailers

This page is also available as HTML at https://gobrandwave.com/demand/us/categories/us-beauty-retailers. Brandwave publishes an index of its Markdown pages at https://gobrandwave.com/llms.txt.