DTC Traffic Is Still Growing in Beauty — It Just Depends Where

Direct-to-consumer may no longer be the booming beauty channel of yore, but it is, in fact, still growing.

Data from Similarweb indicates that beauty and health websites saw a 14.6 percent total increase in visitors in 2025, on the heels of another year of traffic growth in 2024.

But while brands like Glossier and Dollar Shave Club dominated beauty’s mid-2010s DTC heydey, today’s top-growing brands indicate different areas of consumer interest — specifically, skin care and wellness.

“Skin care remained the largest and most stable driver of traffic, while fragrance emerged as a standout, showing seasonal spikes,” said Daniel Reid, senior insights analyst at Similarweb. “Makeup and hair care saw flatter performance.”

The number-one beauty brand by DTC traffic growth in 2025 was the slow fragrance brand Ffern, known for its seasonal, limited-batch drop model. Traffic for the U.K.-based brand grew 378 percent last year to roughly 409,000 monthly unique visitors, up from 86,000 monthly uniques in 2024.

At number two was PeptideSciences, a producer of high-purity peptides available in liquid and capsule forms, intended solely for research purposes. The company was simultaneously the number-one brand by overall traffic within the top 10, netting 569,000 monthly unique visitors.

Other top-growers included digitally native supplement brands like Black Girl Vitamins, launched in 2021; ColonBroom, launched in 2022, and women’s health brand Happy Mammoth, which debuted in 2017.

Deodorant was another hot category, with sustainable deodorant brand Wild — acquired by Unilever last April — growing 217 percent, while Carpe, which is known for its full-body antiperspirants including some clinical-grade offering, also grew.

On the service side, membership-based health testing platform Function Health saw a 246 percent spike to 568,000 monthly visitors.

The company counts popular wellness heads like podcaster Andrew Huberman and physician-podcaster Mark Hyman (also a cofounder) among its advisory board, and allows members to get 160-plus lab tests tracking different biomarkers — from electrolytes to biological age and beyond — for an annual base cost of $365.

The top 10 beauty and health companies by U.S. direct-to-consumer traffic growth in 2025 plus their respective average monthly unique visitors (MUV), per Similarweb.

1. Ffern: +378%

2. PeptideSciences: +361%

3. ColonBroom: +258%

4. Function Health: +246%

5. Swissklip: +228%

6. Buoy: +222%

7. Wild: +217%

8. Happy Mammoth: +192%

9. Black Girl Vitamins: +180%

10. Carpe: +179%