Insight: Monthly Beauty Data Matrix; Web Growth Solid, Social Decelerates

Research evidence excerpt

Insight: Monthly Beauty Data Matrix; Web Growth Solid, Social Decelerates

USA | Cosmetics, Household & Personal

Care EquityJuneResearch16, 2026

Exhibit 3 - Category Web Visit Y/Y GrowthInsight: Monthly Beauty Data Matrix; Web 40.0%

30.0%

20.0%Growth Solid, Social Decelerates 10.0%

0.0%

(10.0%)

(20.0%)We update our proprietary alt data index for beauty, including foot & web (30.0%)

traffic, app, earned media value, and social engagement. May-26 data showed Feb-24 Mar-24 Apr-24 May-24 Jun-24 ColorJul-24 Aug-24 Sep-24 Oct-24SkinNov-24 Dec-24 Jan-25HairFeb-25 Mar-25 Apr-25 FragranceMay-25 Jun-25 Jul-25 Aug-25 Sep-25FacialOct-25 Nov-25SkinDec-25 Jan-26 Feb-26 Mar-26 Apr-26 May-26

moderating beauty social growth, with all categories decelerating M/M ex-Hair; .Source: SimilarWeb; Jefferies

May web growth was strong Y/Y, with all categories improving M/M ex-Color & Exhibit 4 - Category Social Media Y/Y Growth

150.0%Facial Skin. ELF led our T3Mo composite index with strong growth across EMV,

100.0%

50.0%social, and web traffic.

(50.0%)

Data Highlights - May 2026 (100.0%)

Dec-24 Jan-25 Feb-25 Mar-25 Apr-25 May-25 Jun-25 Jul-25 Aug-25 Sep-25 Oct-25 Nov-25 Dec-25 Jan-26 Feb-26 Mar-26 Apr-26 May-26

T3Mo Composite: Using an index of T3Mo EMV, social media engagement, and web traffic, we .Source: ListenFirst;Color JefferiesSkin Hair Fragrance Facial Skin

monitor the effectiveness of company marketing initiatives, stability of social buzz, and overall

momentum. In May-26, ELF was the top performer, with web +39%, social engagement +33%, and

EMV +33%. BBWI improved M/M, with EMV +36% and web +23%, partially offset by social -21%.

ULTA continued to moderate from a strong Jan-Mar run, supported by web +27% and EMV +16%,

while social -29% declined.