In the UK, a substantial 41% of all beauty sales are made online.
As the online beauty industry becomes increasingly competitive, more and more brands are choosing Shopify as their preferred digital platform thanks to its seamless usability and flexibility. We’ve chosen our top 10 Shopify beauty, makeup and personal care websites that stand out from the crowd, leave a lasting impression and most importantly, drive conversions for these ecommerce brands.
1. Fenty Beauty
Fenty Beauty was founded back in 2017 by pop sensation, Rihanna. Since then, the iconic beauty brand has gone from strength to strength thanks to its diversity, extensive range of makeup shades to suit different skin tones and strong community spirit that keeps customers coming back for more. After joining Shopify Plus in 2021, the online store has been evolving and expanding and now boasts a number of advanced features including a foundation shade finder which provides a personalised shopping experience for users. Here are a few things we’re particularly fond of:
- Shade finder tool for a personalised shopping experience
- Virtual try-on feature
- Detailed, image-led navigational mega-menu
- UGC dotted throughout the site to show social proof
2. Topicals
Founded in Topicals is a bold, experimental and unique beauty website that offers an extensive range of makeup and skincare products. Their website does an exceptional job in reflecting their brand identity whilst showcasing their science-backed beauty products. Here are a few things we love:
- Strategic use of vibrant colours encourage users to convert
- Clever cross-telling tools
- Success stories & case studies
- Horizontal navigation is a bold twist on site navigation
- Dedicated educational area provides invaluable information for users
- Social-media inspired about page truly resonate with their Gen-Z audience
3. Elf Cosmetics
Elf cosmetics is a cult beauty brand offering show-stopping cosmetics so it’s only right that their website reflects that! The website offers a truly personalised experience for site visitors whilst creative product shots and a beautiful layout ensures that its UX is exceptional. These are a few of our favourite things:
- Personalised experience for new vs returning customers (dynamic menu bar that changes depending on history)
- Influencer marketing strategy to drive sales
- Bespoke iconography to highlight trust signals
- ‘About to go viral’ section captures their target audience and creates social proof
4. Morphe
Morphe is a truly artistic and creative beauty brand that puts creativity at the heart and soul of everything it does. And that remains the case with their ecommerce website! From eye-catching photography and graphics to streamlined navigation and a ‘clean beauty’ toggle, there are tons of unique features on this ecommerce site. Here are a few things we love:
- Star ratings on product cards within category pages
- Creative, artistic photography & graphics for high-impact
- ‘Shop the look’ UGC to drive purchases & create social proof
- ‘Clean Beauty’ toggle to switch the site to only vegan products
- Clean, minimal design with streamlined navigation
5. Kylie Cosmetics
Kylie Cosmetics is one of the best Shopify beauty websites around thanks to an abundance of advanced features, iconic photography and tasteful yet playful design. Since launching in Kylie Cosmetics, it has become one of the most successful brands in the industry and with a website like this, it’s no wonder why! Here are some of its best features:
- ‘Shop Our IG’ feature instantly engages their younger target audience
- Interactive product cards with additional information on hover
- Trust signals, ‘best seller’ ribbons and star ratings instil trust
- Intuitive and simple mega menu for a streamlined user journey
6. Briogeo
Brigeo is a haircare brand who specialise in creating solutions for all various different hair types. The website is clean and minimalistic in style but packs a punch behind the scenes with amazing features, superior navigation and exceptional branding that instantly reassures users that their hair is in safe hands. Here are just a few of our favourite features:
- ‘Shop by hair concern’ feature with bespoke iconography to showcase different hair types
- Unique ‘Bundle Builder’ feature allows users to add up to 4 products for a maximum 25% discount – increasing average order value and creating a unique user experience
- ‘About us’ interactive timeline feature
- Lightning-fast page speed
- Brand values at the forefront of the web design
7. Klur
Sophisticated, elegant and editorial. That’s how we’d describe the Klur website. Soft-focus photography instantly creates the mood when you land on the website and leaves users desperate to dig further into the site. Its minimalist style combined with neutral colours and old-school typography ensure it stands out in the beauty industry. Here are some of our favourite things about the Klur site:
- Editorial website layout
- Unique typography sets the scene
- Minimalist product imagery ensures there are no distractions from their premium formulations
- ‘Articles’ section houses in-depth research to build trust and loyalty
8. Bobbi Brown
Bobbi Brown is one of the greatest beauty brands around and its website doesn’t fail to impress either! The ecommerce site is bursting with advanced features from virtual try-ons to video-led categories and tons of UGC. It’s safe to say this is one of our absolute favourites and here’s why:
- ‘Virtual try-on’ feature allows users to upload a photo and test different shades of foundation, lipstick and more, before they make a decision
- Video-led ‘shop by category’ engages users
- Influencer collaboration sets utilises social media to drive sales
- An abundance of trust signals including star ratings, reviews and ribbons
9. MAC
MAC cosmetics is one of the biggest players in the UK beauty industry, so it’s no surprise that their ecommerce site is just the same! Creative photography, interactive features, trust signals and eye-catching limited-time offers drive conversions whilst creating an enjoyable customer journey. Here are a few of our favourite elements of the site:
- ‘Spin the wheel’ interactive feature engages users and gives them a chance to win discounts or prizes
- Christmas delivery countdown timer
- Image-led mega menu helps to streamline UX
- Klarna is promoted throughout to encourage split payment sales
- Products shown on the skin ‘on hover’
10. Mankind
Finally, we couldn’t choose our favourite Shopify beauty websites without mentioning Mankind. Aimed at men, the site is very different to anything else out there right now. The site showcases men’s grooming products, toiletries and more, and does so in a beautiful way. Here are few of our favourite things:
- Bold typography and minimalist website layout captures target audience
- Hierarchical mega menu is well-organised and offers a great UX
- Smart search feature enhances user journey further
And there we have it, our top 10 Shopify beauty ecommerce websites in 2024. If you need a helping hand with your own beauty website, don’t hesitate to get in touch!
