While total online beauty sales are down as consumers return to brick-and-mortar shopping, many brands have still managed to see recent growth in online sales volumes.

Notably, Olaplex is just not only the most important clean beauty brand in total online beauty sales, but additionally the top-growing, posting 39 percent year-over-year growth in online sales within the 12 months ending July 2022, versus the 12 months prior. 

Trailing behind Olaplex are Not Your Mother’s Hair Care and Supergoop, which saw respective increases of 23 percent and 21 percent throughout the same period. The highest decliners in online sales were Fresh, BareMinerals and Drunk Elephant, which saw decreases of 40 percent, 31 percent and 18 percent, respectively. 

In its evaluation, 1010data defined “clean” beauty brands as those which can be cruelty-, sulfate- and paraben-free. While the platform identified a 14 percent decline in total online beauty sales in the primary half of 2022, it noted that among the many leading beauty retailers, Goal saw a slight gain in online beauty sales throughout the 12 months ending July 2022, while Ulta remained flat and Sephora saw a double-digit decline. 

The highest beauty brands by way of growth in online sales from July 2021 through July 2022, per 1010data.