The U.K. Beauty market is becoming increasingly good at digital. Here’s a list of the best.

 1. Benefit Cosmetics

Benefit has a sophisticated site, where product pages lead to a rich ecosystem of connected content including videos and User Generated Content.

The site also offers solid Direct To Consumer e-commerce. Last but not least, Benefit displays the strongest social media performance across platforms among all EU beauty brands.

2. MAC

MAC’s strengths lie in mobile. The brand’s app offers a visual selection finder and filter to help users narrow in on the perfect shade and finish, and its mobile site offers live chat and e-commerce capabilities as well as collapsible FAQs. MAC is also a clear leader in SEO, appearing in 63% of organic searches for Colour Cosmetics terms.

3. Rimmel London

Rimmel maintains strong merchandising and search visibility on Amazon and Boots, as well as a branded storefront on FeelUnique.com. The brand also thrives on social platforms, launching unique campaigns such as a competition for vloggers to become Rimmel brand ambassadors.

4. Bobbi Brown

Bobbi Brown boasts one of the strongest mobile sites in the category. The brand’s mobile-optimized tutorials and videos are broken into short segments, making them easy to watch on the go, and shoppers can get personalized, relevant content by selecting models of different skin tones.

But it’s the surrounding content that really sets these tutorials apart: step-by-step instructions are located below the video, and relevant products that can be directly added to the viewer’s cart accompany each step.

5. L’Oréal Paris

This brand focuses on e-commerce. An aggressive paid social strategy ensures visibility for L’Oréal Paris across platforms.

5. The Body Shop

Failure to distribute on local e-tailers and a significant grey market problem on Amazon pushed The Body Shop down in the chart. However, best-in-class SEO keeps the brand in contention.

7. Maybelline New York

Official distribution on Amazon and investments on Boots and FeelUnique ensure high performance and visibility across e-tailers.

Maybelline benefits from being part of L’Oréal’s Consumer Products Division, which brings with it strong content integration and a focused distribution strategy – qualities that helped the brand crack the top ten.

8. Clarins

Navigating the Clarins site rarely poses challenges thanks to a suite of features including advanced filters for gallery pages and product reviews, as well as strong user accounts.

The brand’s loyalty program is also well coordinated, sending emails to notify members when products are back in stock and offering reward points with purchase.

8. Estée Lauder

On Facebook, Estée Lauder emphasizes product-focused posts, maintaining a strong link between content and commerce. Organic search results link to a store locator, ensuring that those interested in products will move through to purchase.

10. Clinique

The brand site features an extensive array of content, including advanced diagnostic tools and strong product page features.

Clinique is also one of the top 10 brands in terms of search visibility on Boots.com, where almost two-thirds of brands – in both the mass and prestige categories – distribute their products.

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