Characteristics of a Sephora Bestseller
Analysing Sephora's 225 Bestsellers to Define the 'Bestseller Formula'
Sephora is the biggest retailer in the world’s largest beauty market—so what does it take for a product to become a bestseller?
Sephora’s Bestsellers page is the 11th highest traffic page on the site, trailing only behind navigation and sales pages. This makes it not only incredibly valuable for brands to feature on but also a crucial conversion page for Sephora’s e-commerce team to optimise. Understanding how they optimise it is essential knowledge for beauty professionals.
I built a web scraper to gather all the product details of Sephora’s 225 bestsellers, and in this report, we’ll break them down across categories, subcategories, price points, and like counts to uncover the ‘formula’ for making it onto Sephora’s bestsellers list.
We will take this one step further and compare trends in Sephora’s bestselling products to trends in Google searches using an unreleased Glimpse feature, Industry Atlas. This tool clusters related search terms to reveal macro trends across categories, helping us identify connections between consumer interest and product sales, as well as product opportunities.
The full analysis, graphs, and raw data are available behind the paywall.
Bestselling Brands
I decided to try something different this week. Instead of relying on static diagrams or raw spreadsheets, I built the data into interactive graphs.
Ordered by bestselling brands, you can filter by category—for example, in the video demo, I’ve filtered it to display only skincare—or view the full lineup at once. This allows you to explore Sephora’s top 225 bestselling products in a way that’s most relevant to you and access the raw data relevant to you.