UK’s Ffern Leads the Pack in Beauty Traffic Growth for 2025
British slow fragrance brand Ffern has secured the top spot as the leading beauty brand in terms of direct-to-consumer traffic growth in 2025. This is according to fresh data from Similarweb, as published by WWD. The Somerset-based company witnessed an astounding 378 percent traffic surge last year, attracting approximately 409,000 unique monthly visitors, a significant leap from just 86,000 monthly visitors in 2024.
What sets Ffern apart is its unique business model that revolves around seasonal, limited-batch fragrance releases. These are unveiled quarterly to coincide with solstices or equinoxes. The brand has successfully built a waitlist of over half a million people, with roughly 20,000 new customers signing up each week. Ffern is renowned for its artisanal approach and commitment to sustainability, as evidenced by its plastic-free, compostable packaging. The brand introduces a new organic, vegan fragrance four times a year, using natural extractions and collaborating with perfumers trained in Grasse.
As per Daniel Reid, a senior insights analyst at Similarweb, skincare continues to be the largest and most consistent traffic generator in the beauty sector. However, fragrance has emerged as a standout category, showing seasonal spikes. The data suggests a shift in consumer interest towards wellness and skincare, with digitally native brands witnessing significant growth in the direct-to-consumer channel.