Online, Beauty Brands hasn't arrived at the right recipe either. Industry sources estimate its e-commerce sales constitute 5% to 7% of total revenues. Beauty Brands' social media is equally weak. Sephora's Instagram audience exceeds 16 million, Ulta's tops 5 million, Bluemercury's surpasses 49,000, and Beauty Brands' languishes at 26,300. Its feeble social media is a byproduct of and a contributor to a mature clientele that isn't as charmed by Insta-famous brands as Ulta and Sephora customers.