AllBeauty.com, which sells names such as Clinique and Clarins for about 20 per cent less than on the high street, came top in a poll of 10,000 shoppers.
The small British firm sells big name brands around the world and has been voted ‘best online shop’ Which?.
The organisation said:
AllBeauty.com at the top of our leaderboard this year. The site had great deals on cosmetics, a good selection of products, and a quick delivery service.
Deals include Clinique’s Happy Eau de Parfum Spray at £36.95 for 100ml, a saving of 34 per cent on its £56 shop price, Calvin Klein CK One Eau de Toilette at £22.95 for 200ml, which is a saving of 61 per cent.
There is also 55 per cent off Britney Spears Fantasy Eau de Parfum Spray at £17.95. Other brand names on the site include Chanel and Kim Kardashian. The company was founded as cheapsmells.com in 2004 by Guernsey-based entrepreneur Fidel Galliott and became AllBeauty.com in 2013.
The site achieved a score of 87 per cent for ease of use, price, range and delivery.
It was followed by last year’s joint winners AO.com and cosmetics brand LizEarle.com, which came second and third respectively with scores of 86 per and 85 per cent.
Toolstation.com was joint third with a score of 85 per cent, ahead of JohnLewis.com on 84 per cent, Feelunique.com on 83 per cent and Amazon on 81 per cent. Lush’s website trailed with 80 per cent.
Britain’s biggest mobile phone network, EE, came bottom of the table of 100 retailers for the second year running, with 56 per cent. Consumers criticised poor deliveries and its ‘hard to navigate’ website.
Others that let customers down included the websites of Homebase and B&Q, as well as Wickes. Sports Direct was also towards the bottom of the list.