Online shopping has largely taken over as people’s primary way to shop. While Millennials make up the largest group of internet users, people in their 50s have also caught the online shopping bug. Merchant Machine dove into data from SimilarWeb to analyze how shopping preferences shift as we age. The data found that there’s one beauty website that’s most commonly visited among people in their 50s.
IT Cosmetics is the most visited beauty website for people in their 50s
The analysis is broken down into age groups, for example, ages 45 to 54 and 55 to 65. IT Cosmetics claimed the top spot as the most visited beauty website for both of these age groups, concreting its spot as a favorite of women in their 50s. The brand has both makeup and skin care as well as products that blur the lines between the two. IT Cosmetics’ variations of CC cream ($47) are widely popular, as is the Confidence in a Cream Anti-Aging Hydrating Moisturizer ($59).
Ages 45-54
For those ages 45 to 54, IPSY, a subscription service, was the runner-up. Bath and Body Works landed in third, which feels fitting with its iconic offerings of scented body and home products. OLAY, an anti-aging drugstore mainstay, came in fourth place, with Tarte following right behind it.
Ages 55-65
On the 55 to 65 front, OLAY rose to second place behind IT Cosmetics, showcasing its reputation as a trustworthy skin-care staple for aging women. Bobbi Brown Cosmetics found itself in third place. The brand is run by the 66-year-old professional makeup artist it’s named for and has continued to grow as she’s aged. Violet Grey claimed the fourth spot, unsurprisingly. The site has luxe, chic, expert-approved products across skin care, makeup, hair care, bath and body, which can help narrow down the search in an otherwise overwhelming space. Pacifica, a fun, colorful, accessible brand, nabbed the fifth spot in this age range.
