In the battle of the beauty retailers, Ulta vs. Sephora are cheek to cheek for first place in the U.S., winning nearly 4.6% (33.6M monthly visitors) and 4.2% (32M monthly visitors) of industry traffic, respectively for February-April 2021. This tight race makes it very challenging for CPG brands to assess which retailer(s) to use to distribute their beauty products. To help decide, we'll look at trends behind the top brands leading organic search (first makeup, then skincare) for Sephora's and Ulta's websites using traffic and engagement data from Similarweb's Research Intelligence to evaluate differences in consumer behavior.