As one of the more fiercely competitive landscapes in the digital world, it’s good to see what some of the best beauty and skincare websites do when it comes to trying to convert customers.
I’ve curated some of the top sites I’ve seen over the few years working in eCommerce, and these are simply standouts. I’m a big fan of all of them.
I've chosen them based on best practices, programs they run (e.g. such as referral programs, quizzes, etc), and I have pointed out three things I like on each of their homepages.
Of course, there's only so much I can share, so I encourage you to check out each of them and form your own assessments and get some ideas that you can apply on your own.
You will learn a lot regardless of whether you’re an experienced marketer or just starting out fresh. I hope you enjoy this epic guide of examples because they are damn awesome.
Krave Beauty was founded by Liah Yoo, a famous skincare Youtuber who by 2017 was exhausted from trying and reviewing an endless array of products that seemed either ineffective or unnecessary. So, she decided to open her own brand and address the gaps that she was seeing in the skincare industry.
The whole idea of Krave Beauty is to #PressReset and encourage people to take a step back from the trendy 10-step skincare routine so that they only apply what is truly necessary and beneficial for them. It’s about being mindful and sustainable producers and consumers, advocacy that they communicated even through their website:
The fact that the website asks for their top concern from the get-go reassures the customers that the emails to be sent to them will be a valuable resource. On the business side, this immediately helps the company prop up specific products that the customer will want to buy.
This will help customers know who they’re purchasing from and help them understand their social advocacy. The question/invite at the end of the section is a good move, as it will make the customers feel like they’re becoming a part of something greater.
Krave actually only has 6 products in their product line-up, as they don’t want to come out with unnecessary items just to make more sales. By only including two products in their core series, they're showing their customers that they’re not needlessly pushing items on them. This would increase customer trust and loyalty.
Bali Body calls themselves the bronzed skin experts, as they are most known for their tanning products. The Australian founders were inspired on a trip to Bali, where they saw amazing beaches, endless sunshine, and gorgeous tans; hence, they named their brand accordingly. As they said, they “bottled summer and called it Bali Body.”
They eventually branched out to skincare, body care, and cosmetics, thereby becoming a full-blown beauty company. Here’s how they presented that on their website:
This is a great introduction for customers who are new to Bali Body, given that there are an array of items to choose from.
Goss is a shorter term for gossip in Australia, which is a subtle reference that reinforces the identity of the brand. But what I really love about this section is that it reminds users that it's founded on knowledge, and wanting to ensure they set themselves apart from other tanning brands that don't focus enough on providing enough value.
It’s great because clicking “view all” would redirect customers to their Instagram profile, thereby plugging their social media accounts in effect. Just a note though: Given this modern day of inclusivity, it may be a good idea to include other body types and races in the featured images.
Vegamour’s tagline is “not hair care, but hair wellness,” which is a great way to set itself apart from other brands. It takes natural ingredients usually reserved for skincare, and then uses them for scalp (which is technically still skin) and strands.
Vegamour values holistic care for healthy growth and function, and it does this by using bio-available, plant-based actives, enzymes, and proteins. It also made sure to partner with fair-trade communities to highlight their investment in sustainability.
Here’s how they communicate that through their website:
This is the first thing that site visitors will see, and it conveys to them that no matter what product they decide to purchase from the store, they can expect to see great results.
I like how they stated in the headline that the plant-based formulas are full of scientifically proven ingredients. Some people think of science and natural ingredients as separate from each other, so this helps speak to both those who prefer scientific formulas and those who like natural ingredients.
What better way to back up your testimonials than with photographic proof? This will solidify the efficacy of their products and urge people to purchase. The added statistics are a nice touch.
Frank Body was founded in Australia in 2013, when five friends just randomly had the idea to use coffee grounds as a scrub. They were drinking coffee at the time, so they just approached the cafe owner and asked if they could have some grounds that were leftover. With that and $5,000, they were able to grow the brand into a multi-million dollar business.
One of their main selling points is Frank, the persona that they built the brand around. He’s cheeky, fun, just a little naughty, and they made sure to use his voice as they marketed their products. Here’s how they did that one on the website:
This immediately provides site visitors with insight about what the brand is all about – it doesn’t take itself too seriously, but it is serious about the right thing. By embodying it through a fictional person, Frank Body makes itself even more appealing to the target demographic, especially with that last line.
This reinforces the tone and identity, all while reinforcing the product benefits and effects. The fact that they used a darker-skinned model is a nice touch.
“You have to try it to understand” is such a clever way of getting the site visitor to make a purchase, especially since this is followed by the CTA button, “shop it yourself.” The two complement each other well and will lead to a greater number of conversions.
The founders of Glow Recipe (Sarah Lee and Christine Changboth) worked for one of the biggest beauty brands in the world, L’Oreal. Then in 2014, they decided to leave their jobs, and with $50,000, they created a brand of their own. In honour of their heritage, they used Korean inspiration on their products – but not in the typical, simple way that other Korean brands do it.
Glow Recipe believes that using novel textures and effective formulas together will help sell their products, and they continue to see this idea work for them 8 years later. This also helped them win awards, as their products have received multiple accolades from Glamour Beauty, Nylon Korea, Allure, Byrdie Skincare, and more!
Here’s how their modern twist plays out on their website:
You don’t see it here, but the background is a video on loop, showing the product texture. It looks amazing, and it would certainly help sell the product.
Customers like getting their money’s worth, always. Showing them that there are multiple ways to use one product will help push them towards making a purchase.
Its constant visibility would subconsciously urge site visitors to press on it eventually, and what will appear is a sign up section to their email subscription and rewards.
Blume was created by two sisters who wanted to make self-care easier with the hopes of destigmatising “issues” like period care, sex ed, and acne. The heart of the brand is to make this generation feel more comfortable in who they are; hence, their highlight isn’t perfect skin but healthy skin.
Accordingly, they only use sustainable ingredients that would be healthy both for the body and the environment. They communicate this fairly well through their website:
Saying that they are “setting a new standard” and mentioning sex ed on a skincare website is enough to cause curiosity for site visitors. I also like that they mentioned “smashing taboos,” which will particularly resonate with audiences.
It shows the range of the business and communicates to customers that there’s something there for everyone depending on their needs.
These days, it’s no longer enough to highlight the standout ingredients in your product.The audience also needs to know whether or not there are harmful or allergy-inducing ingredients there. By highlighting these, Blume makes it easier for their customers who no longer need to go through the entire ingredient list.
The founder of Ule Beauty, who has been in the industry for over 20 years, saw a gap in the market for conscious products, and assembled a team of experts to help her curate her own styled skincare business.
The company focuses on using modern botany and plant bases to curate their formulas, which each product is made up of at least 96% pure, natural ingredients. They highlight this all over their website:
Really love the headline against a background video of flourishing, vibrant plants being cultivated helps reinforce the message.
The test tubes and petri dishes are a nice visual touch. I also like that they added reasonable statistics ranging from 28% to 35%, thereby showing the customers that they’re not inflating their claims.
How many brands offer free consultation for their customers? It's a good way for customers to get in touch. This is a great selling point that would help first-time users feel more confident about making a purchase and experiencing 'Ule'.
Rare Beauty is, first and foremost, a makeup brand founded by Selena Gomez. As a mental health advocate, she then made sure that the products will help customers feel good about themselves. The goal isn’t to hide the “flaws and imperfections” of the users, but to highlight and accentuate that which makes them beautiful. Their products are then named accordingly, with affirming words such as “Kind Words” and “Positive Light” being the title.
Here’s what we like about their website:
“What makes us rare” is a really good play on words - love the copy. I also like that they’re highlighting Selena Gomez as the face, because she is a strong selling point. Recognised influencers are great as trust and social proof signals.
The diversity in this one is amazing, and it helps reassure the different market segments that Rare Beauty can also be used by them. Given that these photos were posted and tagged in Instagram, it also encourages other customers to post their photo. It helps build the customer community and add to social proof.
Customers always like community and social advocacies, and this would help people to 'buy' into the company's mission.
Inde Wild is a skincare brand that mixes Ayuverdic remedies with modern science; a perfect blend of tradition and advancement. Founded by Diipa, who was born and raised in India, the brand introduces South Asian practices to the Western space.
Here’s how they convey their heritage and mission via their website:
Ayurvedistry is a completely new term trademarked by Indie, and it is used to refer to the mix of Ayurverdic rituals and modern dermatology. Given that it’s something that cannot be experienced with other competitors, visitors would be intrigued.
Remember: in this day and age, sustainability is the name of the game. It’s also great that they mentioned how it was made for all skin tones, as it will hit a customer selling point.
They only mentioned the percentage of actives, but that should be enough for the technical type of skincare aficionados. It’s also great that the model they used had hyperpigmentation.
Homecourt sells elevated home care products with skincare-grade ingredients. It’s just the kind of thing that Monica from Friends would love, which is apt because the company was founded by Courtney Cox.
They offer room perfumes, hand creams, washes, candles, and cleaning products, all created at a superior level of excellence. That’s likely why they call it beauty products for the home.
Here’s how they position themselves through their website:
Simply put: sustainable and luxurious. That will certainly appeal to their target market.
Again, the fact that they called this “the concierge” would appeal to their intended audience. This also helps make the brand feel more personable.
Wuli Grooming is an Australian-made grooming care company that uses natural and vegan ingredients. It started with one man who didn’t feel comfortable applying so many synthetic ingredients in his hair, so he decided to formulate his own product.
Each one is packed with at least eight active, all-natural ingredients, all working together in harmony to assure optimal performance. We’d say the elements of their website work well together, too:
This is a good attempt to get a person to sign up to the mailing list. Because who doesn’t love discount? And 15% is just the right amount of discount to entice.
I especially love how it opens with “Welcome to the Wuliverse,” which is a very relevant and catchy play on words.
GC? Style Icon? You know these logos, and most customers would too. This certainly helps increases trust and reputation.
Good Side produces silk products that are gentle for the skin, as they only use materials that free of toxins, harmful chemicals, and irritants. Silk is, after all, great for anti-aging and hydrating the skin.
The company also only works with a factory that is founded on the highest ethical standards, as they ensure fair pay and good working conditions. It wants to centre itself on good things, in all ways. That is evident even on their website:
Their use of pillow talk is particularly witty.
This gives the customers a good idea of what their product range is.
They have a good list of well-known companies, and this would definitely help elevate their reputation for new visitors.
Matter of Fact founder, Paul Baek, is a former K-pop soloist who became fascinated by how the industry put so much value on skincare. He then decided to pave his own path with his own company. It’s called matter of fact, because each claim and product they make is backed with numbers, research, and clinical formulas.
Here’s how that plays out on their website:
This highlights not just their selling points but also their capacity for science and innovation.
The brand approaches things on a clinical level, which is really what skincare is founded on. The focus is less on marketing gimmicks and more on facts; interestingly enough, this in many ways is marketing, without it feeling like marketing.
I especially like the header, “Fact check your skincare.”
Apparently a play on the word “euphoria,” Youth Foria is all about looking good, feeling good, and doing good. So, each product is made with biobased ingredients, follows Green Chemistry principles, and has been certified by the USDA BioPreferred Program.
The founder, Fiona Co Chan, made sure to sleep in each product they made to make sure that they are living up to expectations, and they did. She always woke up with better skin – after sleeping with make up.
Here’s how they reflect their innovative catalogue on their website:
The perk? A chance to win a $300 shopping spree. Everyone’s used to receiving offers of 10% they never get around to using, so this will definitely get more people to sign up.
The headline “makeup so good, you can sleep in it,” is a really great way to summarise what makes their products unique. If that’s not enough, there are four points detailing this.
The world’s first colour-changing blush oil is a really great product plug, and the fact that it also acts like a treatment is an even more enticing USP.
Oui the People was initially centred on making shaving a more luxurious experience for women. They have since branched out to body care, but they’re still focused on their mission to make people comfortable in their own skin.
Here’s a look at their website:
Love the headline, copy and and images of the lotion and razor. Tells me right away what the company specialises in. Gives that 'before' and 'after' effect which consumers resonate with.
Of course, having a good razor is not enough. You would also want to use products that would make all of your skin feel great. Oui the People banks on this.
This is probably the antithesis of brands like Matter of Fact, but it’s able to communicate well to a different audience who just want to keep things simple.
Pelegrims was created with the intention of providing support to the skin’s natural repair and rejuvenation process. The brainchild of a natural formulator, he decided to harness the power of grape extracts by partnering with a vineyard that doesn’t do much intervention.
Here’s how they communicate that through their website:
The way they phrased this makes people identify with their sustainable practices even more.
Taking two years to develop each product reassures the customers of the quality and scientific verity of each product.
Helps customers know what they can check out and learn more about (and hopefully make a purchase).
Zitsticka is aimed towards those with acne-prone skin, as they claim to be “unhealthily obsessed about melting acne.” This includes blackheads, whiteheads, hormonal pimples, and even butt acne. You read that right. That last option is what drove the founders to create this solution in the first place.
They mainly market pimple patches, but not just the typical hydrocolloid kind. Zitsticka’s patches have self-dissolving micro darts that literally help melt acne. Here’s what their homepage looks like.
They currently have a 30% off sale going on, with free gifts for a limited time. What customer would say no to that? The “as seen in” mention is an added push towards purchasing.
I like the header, “tools for every type of breakout.” It illustrates to the customer that there is a product they can use regardless of their skin type.
The fact that they have this for different products really spurs social proof. This sells the product themselves and talks to the motivations of visitors. Some customers only feel comfortable making purchases with tangible effects, so this will help them gauge that. I mean, they're looking for these products and wanting to get a result.
Minori Beauty anchors itself in minimalism, so much so that the founder became certified as a KonMari specialist (funny fact). They currently only sell three well-thought-out beauty products, as they intend to build upon mindful and conscious beauty.
What makes them truly stand out is the community they have built. Their customers really interact with each other, and makeup artists from their circle are constantly being highlighted. Here’s how all of that plays out on their site:
I like that they used 'M' for all the key points - a nice, added touch, because the brand name also starts with 'M'.
I know it seems strange at first because they only have three products, but this could help you choose your shade and even know which of the three products will be right for you. Again, a commitment to sustainability.
Articles on mindfulness and clean beauty help reinforce the company identity and values.
The name “8 Faces” is inspired by the different faces of the moon, as the brand believes that beauty and self-care is ever-changing and transformative. The idea is this: Self-care is sacred, and as the moon speaks to the feminine soul, so does the company strive to do the same for their customers.
Here are some of the cool things I like about their website/business:
There is something transcendent about the way they wrote this like although they are selling products that are for the skin, beauty is not just skin deep. Just one note though: The redirect link to their story does not work, which is something the developers should revisit.
This is divided into four sections: the USA, Canada, International, and online stores. This would help customers who want to first see the products for themselves or purchase from a local website.
Knowing that company reps are easily within reach helps increase trust among consumers.
Glossier started with makeup, then it went on to release skincare, fragrance, and body care products. It was founded in 2014 and quickly became famous on social media as people loved its aesthetic packaging and the fact that its products worked great for those aiming for a natural look.
What makes them really appeal to the market though is that they take the time to listen to what consumers want. They then create products and market accordingly. Here’s how they speak to their audience using their website:
The accompanying captions to these two sections flow seamlessly, as the thought pattern for “being okay with yourself” naturally translates to “essentials that are designed to make you look and feel your best.” This will lead to more purchases.
Skincare first, then makeup second. The homepage has control over the narrative of the site visitor, and it hooks the customers.
These quotes aren’t just meant to speak about how good Glossier is; they also hit the pain points of their intended audience.
The skin reacts differently under different weather, climate, and seasons. So, Garoa Skincare worked to create formulations with natural ingredients extracted from Scotland and the Amazon. The goal: To provide customers with products for their skin that work in every season.
Here’s how timelessness translates to their website:
This article was written in August, and it's the transition from summer to autumn. The website captures this accurately, and this makes it appeal to the present situation of the customer.
They offer a plethora of items, but just these three are the essentials for this season. This would help customers know that they are being treated honestly, and it’s not just a money grab by the company.
It’s an extensive list, which also identifies where the ingredients are sourced from. This reassures customers of the quality that they are receiving.
Probably one of my favourite categories when it comes to sharing examples of what great eCommerce websites should look like is skincare and beauty. Through the website I talked about in this guide, the best stores have these key elements and sections - beautiful header image or video above the fold with a simple CTA, USPs (unique selling propositions) section, social proof (reviews, testimonials, videos, etc), UGC content such as an Instagram feed, their most popular skincare products and bundles, loyalty program and referral program section, and a great looking blog. I encourage you to note down these sections and elements and use it as a baseline when going through these amazing examples.
It’s a tough one because all of the websites I mentioned in this guide are nailing the eCommerce beauty game. If I had to choose just three of my favs, they would have to be Krave Beauty, Frank Body, and Blume. Design is on point and the CRO tactics used is something I really appreciate with my marketing lens on. I’m a big fan of Frank body in particular.
This is something I get asked often by a lot of entrepreneurs in this beauty retailer space. I’ve advised a couple that were fairly early stage and have seen many top beauty brands use this extensively. Two major tactics I seen being used to drive more sales on the actual site(s) are incorporating a loyalty program, as well as focusing on selling bundles (or some call it ‘kits’). Having a loyalty program is great as it means you can incentivise visitors to at least exchange an email (if they’re new) and try get them to buy new skincare products. If they’re existing, it means you can try get them to buy more sooner. I saw this strategy work really well with one of the clients I worked with recently who were fairly new. As for bundles, this is a big strategy that you must do. It’s one of the top tactics to increase AOV. If you’re running ads, bundles are one of the main things I’d be pushing. Bundles are also great for new customers wanting to ‘experience’ what your company has to offer.
In all honesty, I think social proof and reviews is the most critical strategy you need to really nail if you’re in this space. You can have the most beautiful skincare products in the market, but with barely any social proof, you’re going to really struggle. If you’re fairly new or somewhat established, and you lack volume of reviews or UGC-based content, I’d be making this a top priority to get on top of. You just need to take a look at the examples I’ve shared to see the evidence yourself and why some of the best beauty brands focus on this.
Yes, it’s a smart tactic I’ve found this work quite well in this industry, although the economics need to work out. If you can find a way to either collect emails or contact information in exchange for a free sample, without it costing too much to produce or ship, then it’s a great acquisition strategy. However, if you’re low or tight on budget, this is probably not the right strategy for you yet until you have decent margins and are focused on growth. Another effective free sample strategy is actually giving away samples when a consumer purchases a paid product from your store, and you send out as part of the packaging. I’ve seen many beauty websites do this, and it’s quite smart.