Sephora eCommerce Revenues Are Surging — Which Domains Take the Lead

Sephora’s eCommerce journey is rewriting personal care history. The French personal care and beauty products retailer has stayed relevant by combining tradition with a modern strategy.

Part of the luxury conglomerate LVMH, Sephora’s online presence is perfectly suited for today's age of social media virality and style blueprints. ECDB tracked Sephora's evolution across its online domains to follow the retailer's path to success.

Sephora.com Defines Sephora’s Overall Success

Sephora has soared in the past years, increasing its eCommerce revenues by 117% since 2020. Along with its growth, Sephora has become synonymous with social media virality and influencer marketing. It illustrates how personal care products are particularly suited for eCommerce success.

Sephora.com is by far Sephora’s most important domain. It primarily serves the United States (84.6% of sephora.com revenues are generated in the U.S.), in addition to Canada, the UK, Germany, Norway, the Netherlands, Japan and South Korea.

The revenue share of sephora.com compared to all online domains has been fairly consistent at between 65% and 70%. While the exact share has fluctuated, it has been growing continuously in absolute terms as total revenue has increased. In 2020, sephora.com generated US$1.8 billion, surpassing US$2.0 billion in 2023, and reaching a projected US$3.7 billion in 2025.

High Concentration of Revenues of Top 5 Domains

Sephora’s domains are quite concentrated. The domains ranked second to fifth are not the same ones every year, but there are some consistencies: Since its inception in 2017, sephora.fr has been a steady second, with revenues reaching hundreds of millions of dollars.

This trend can be seen across multiple Sephora domains. In 2023, an overall increase in Sephora revenues meant that all top 5 domains exceeded US$100.0 million. In 2025, the 2nd through 5th positions include sephora.fr, sephora.co.uk, sephora.com.br and sephora.it.

Sephora.com.au is another important market with several hundred million in revenue and a top 5 position until 2023. Together with the overall increase in eCommerce sales, the top 5 domains are becoming increasingly important to Sephora's overall revenue.

Personal Care as an Online Category With Many Benefits

It's clear, then, that Sephora has seen a surge in its key domains, especially since 2023. One of the biggest reasons is Sephora's continued relevance to global online audiences, especially when it comes to one content format: short-form video.

Platforms like TikTok are ideal for personal care marketing, as evidenced by ByteDance’s fast growth to the second spot in Personal Care eCommerce. ByteDance operates both TikTok and Douyin, for which Personal Care is one of the most important categories for revenues.

Douyin and TikTok are a great fit for promoting grooming products because audiences are on the platform for entertainment. Content features products without necessarily turning the whole video into a sales pitch. Think of someone doing their makeup while chatting about something totally unrelated, or wearing a face mask while telling a personal story — the products are just part of the scene, which makes the promotion feel relaxed and genuine.

Sephora has become a trendy store for consumers of all ages. Here, the online channel makes shopping easy, immediate and satisfying - more products available, brand and price comparisons, all from the comfort of home. It is a recipe for success that is a blueprint for similar retailers in the game.n Online Category With Many Benefits.