By the Numbers: Here’s Where Readers Purchase Their Hair Care

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We know which brands NewBeauty readers trust most when it comes to their hair—click here for our list of the 10 hair-care brands used most—but where do they purchase them? Our recent survey of 1,500+ readers* revealed some pretty interesting shopping patterns. Let’s dive in.

No surprise here—Ulta Beauty dominates as the favorite destination, with 56.1 percent of readers heading there for their hair-care needs. The retailer’s winning combination of prestige and drugstore brands, coupled with their popular Gorgeous Hair Event—a three-week, semi-annual sale featuring daily beauty steals—makes it a natural choice for savvy shoppers looking to stock up on their favorite products at every price point.

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Sephora follows as a close second, drawing in 51.8 percent of shoppers polled, with its curated selection of luxury and professional-grade hair care brands and generous Beauty Insider rewards program keeping beauty enthusiasts coming back.

Amazon also has a solid grip on the market, with 39.9 percent of readers clicking ‘add to cart’ on the e-commerce giant. Many readers (34.4 percent) are also going straight to the source, buying directly from their favorite brands’ websites.

Target’s carved out its own space in the beauty game, attracting 33.4 percent of our readers, while spas and salons still pull in a respectable 29.4 percent Walmart and Nordstrom round out the list, drawing 17.4 percent and 14 percent of shoppers, respectively.

Did your favorite beauty destination make the list?

*Source: BeautyEngine Advanced Research, 2024

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