shopping for cosmetics and toiletries online is now big business. JO HAYWOOD goes surfing for bargains.

FORGET having to trawl the shops for your favourite brand; forget having to queue at the checkout; and forget having to lock horns with the scary-faced women behind the cosmetics counter.

The online beauty business is booming, with women spending more than ever before on their favourite fragrances, lippies and lotions.

Niky Keane, who set up Pure 'Nuff Stuff in the basement kitchen of her Harrogate home, admits she wouldn't be where she is now without the internet.

She now runs her business, creating handmade, natural toiletries, from Penzance, supplying 15 stores around the country. But at least half of her orders come from her website, www.purenuffstuff.co.uk

"I'm seeing a massive percentage growth every year on internet sales," she said. "I certainly wouldn't have been able to get my business off the ground without website orders. I would have still been slaving away in my kitchen."

In her experience, people spend more online. The average spend of her customers on the internet is £25-£30. If they buy in-store, it's £10-£15.

"I think people like buying online because it's easy and because they like to get parcels through the post," said Niky. "It's a childish thing, but I think we all like receiving presents, even if we have bought them ourselves."

Keith Mason, owner of Avena Herbal Products, which has a shop in Skipton and sells cosmetics, toiletries and gifts online at avena.co.uk agrees that the "surprise parcel" element plays a part.

If, that is, the parcel reaches its destination in one piece.

"The biggest drawback to selling online is Royal Mail," he said. "If they are not losing stuff, they are breaking it."

Avena was originally set up by a North Yorkshire farmer who diversified into homeopathic products. Keith took up the reins after the foot and mouth epidemic, with the aim of refreshing the business and exploring new lines.

"I knew nothing about computers, but I knew that setting up a website was key," he said. "It was a steep learning curve, but our site has been running for a year and I think we've got it about right."

Avena would survive without its internet sales, but only just. Selling online is now a major part of the business. So much so that the company is launching a second site in the New Year concentrating on natural beauty products.

"It's not just about individual customers, it's good for wholesaling too," said Keith. "We used to sell into shops around the Dales, now we sell in Florida and Hong Kong. It's amazing!"

Great sites at a glance...

...top of the well-stocked shops

www.boots.com: Like shopping at the high street store because everything is under one roof. The Brand Boutique includes Chanel, Elizabeth Arden and Dior.

www.garden.co.uk: The UK's largest and longest-established online health and beauty site. It carries all the leading brands including Clarins, Lancome, Clinique and Guerlain. It also has hard-to-find scents like Annick Goutal and Michael Kors.

www.missgroovy.co.uk: Cult goodies like DuWop Lip Venom, Blax Snag-Free hair bands and Frownies wrinkle patches. There are also gadgets galore, from GHD ceramic hair straighteners to Tweezerman tweezers. Free delivery if you spend over £50.

...bagging a bargain

www.directcosmetics.com: Has been selling branded cosmetics and fragrances direct to the public since 1977, at prices up to 90 per cent off UK RRP. Brands on offer include Elizabeth Arden, Estee Lauder, Urban Decay and Clarins.

www.makeupdirect.net: Leading brand cosmetics from Revlon, Max Factor, L'Oreal, Elizabeth Arden and Maybelline. Prices are up to 50 per cent cheaper than most stores with free postage if you spend over £15 and free returns if you change your mind. They also source products direct from the US, so if you're lucky, you'll find something that hasn't arrived on British shores yet.

www.cheapsmells.com: Up to 70 per cent off RRP on popular fragrances and new scents like Sarah Jessica Parker's Lovely and Cacharel's Promesse.

www.slapiton.co.uk: Free UK postage and packaging on top-selling products like Biotherm, Lancome, Fudge and Kerastase.

...stuff you won't find on the high street

www.beautyexpert.co.uk: Some of the most innovative products in the industry, along with expert advice. Brands stocked include Phytomer, Germaine de Capuccini, REN and Molton Brown.

www.henrysbrownboxes.com: Has some of the most elusive brands around, such as Jessica Simpson's Dessert range, Clean fragrances, Voluspa candles and Pharmacopia skincare.

www.myvanitycase.com: Delicious, otherwise unavailable offerings such as Hawaiian Malie Kaua'i and South Pacific Pure Fiji bath ranges, Kenya's Nyakio fragrances and Japanese Shizen face-care line.

Updated: 09:01 Tuesday, November 08, 2005