In 2025, no one product dominated Sephora’s online sales channel by a significant margin, but the one that did rise above the rest was Summer Fridays’ cult-favorite Lip Butter Balm.
Retailing for $24, the lip balm is available in 10 color variations on sephora.com and made up 0.3 percent of the website’s total sales in 2025, data from Navigo Marketing shows. The next nine most-purchased products each made up a respective 0.2 percent of sephora.com’s sales during the period.
Among those products were the $10 hand sanitizer mists by Touchland, which was acquired in 2025 by Hero Cosmetics owner Church & Dwight for up to $880 million. Roughly one year prior, Summer Fridays had been snapped up as well, with TSG Consumer Partners taking a majority stake in the business.
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Kayali’s Vanilla | 28 Eau de Parfum was another top product, while Kayali as a whole was the number-two brand by growth in share of sales on sephora.com, accounting for 1.2 percent of sales in 2025. Number-one by sales share gain was Kérastase, which made up 1.8 percent of online sales. Other top share gainers during the period included Josie Maran, Crown Affair and hair clip brand Chunks.
In all, roughly 364 brands and 16,662 products were available on Sephora’s website in 2025, up 7 percent and 45 percent versus 2025, respectively.
The top 10 products by online share of sales on sephora.com in 2025, per Navigo Marketing.
*Excludes Sephora app, Sephora at Kohl’s and Sephora store sales
1. Summer Fridays Lip Butter Balm: 0.3%
2. Touchland Power Mist Hydrating Hand Sanitizer: 0.2%
3. Tower 28 SOS Rescue Spray: 0.2%
4. Youth to the People Superfood Antioxidant Cleanser: 0.2%
5. Dae Cactus Fruit 3-in-1 Styling Cream + Taming Wand: 0.2%
6. Sephora Collection Nourishing Foot Mask in Coconut + Lavender: 0.2%
7. Kayali Vanilla | 28 Eau de Parfum: 0.2%
8. K18 Mini Leave-in Molecular Repair Hair Mask: 0.2%
9. Topicals High Roller Ingrown Hair Tonic: 0.2%
10. Paula’s Choice Skin Perfecting 2% BHA Liquid Exfoliant: 0.2%