Beauty brands encompass cosmetics, hair, bath and body care, and there’s certainly no shortage of them in the marketplace today. But a successful beauty brand eCommerce needs to be more than beautiful, it also needs to keep visitors engaged with thoughtful information, intuitive site navigation and a seamless buying process. The entries on our list range from smaller startups to the most well-established brands in the industry — and all have in common these important qualities.
Now, let’s take a look at why there’s more to beauty (websites) than meets the eye!
The first website of our selection is Cap Beauty, a company dedicated to providing conscientious shoppers with natural beauty products. We love the site’s high-level functionality and how well it reflects the brand’s philosophy about the connection between beauty and whole-body and earth wellness.
This simple, user-friendly website captures the individuality of Herb Essntls and its products. A distinct feature of this eCommerce is the brand’s collaborations with popular influencers, which creates an interactive site that attracts customers.
This brand needs no introduction due and its popularity only continues to grow. We love this website because it truly captures the quality of its specialty products and its homepage ads are great for promoting new products.
The most distinctive feature of this brand is the usage of modern technologies which give a client possibilities to provide skin analysis and get recommendations on skincare products at home.
This popular beauty brand has an invitingly colored website with great UX design, functionality, and a convenient purchasing process.
100% Pure is another great example of a user-friendly and well-designed website. This company provides the purest, healthiest beauty products on the market and conveys its brand philosophy about the importance of environmental sustainability.
This iconic fashion and beauty brand easily facilitates the customer shopping experience as well as provides an opportunity to learn new information about makeup and how to apply it correctly with the help of video tutorials.
This young but rapidly growing company aims to produce cosmetics for a wide variety of skin types and tones. This site features great product presentation along with a video tutorial section to show customers how to use the brand’s products and be inspired for new looks and styles.
MAC cosmetics is one of the leading beauty companies in the industry and its popularity among both everyday people and world-class makeup artists only keeps growing. The website stands out for its carefully organized product line up, information, and ability to test products out virtually. This all in turn facilitates the buying process for customers of all stripes.
Maybe she’s born with it. Or maybe it’s Maybelline. This iconic, mega-beauty brand is popular for its cult classics like “Great Lash” mascara and other favorites. Despite its rich history and long-running product lineup, the company’s website is fresh, innovative and a joy for customers to browse and shop through. In addition to products, visitors can easily access tips, tutorials, and makeup trends from NY Fashion Week and beyond.
Urban Decay is another company on our list. This website is a pleasure to browse and shop through, with its variety of products, vibrant colors, and thoughtfully shared brand values. We love the company’s commitment to avoiding animal testing and its love of diversity.
This beauty brand has a cult following and its eCommerce site meets all the marks in terms of informational aspects, great product lineup and organization, and easy navigation. The UX is well-crafted and the interactive features allow shoppers t find trends and choose makeup via face charts, specific skin types and tones, and various guides.
Materiae’s minimalism allows customers to focus on products easily and succinctly. One more distinctive feature is this company’s blog section which focuses on beauty products as well as topics that encompass the brand’s philosophy.
The company, founded by influencer Kim Kardashian is replete with must-have lists, tutorials, and style secrets. The site is well designed and allows visitors to feel like VIP members from the first click.
Another company founded by the Kardashian-Jenner crew is Kylie. This website of one of the fastest-growing beauty brands in the world perfectly reflects its founder’s aesthetic. Fun, sexy, carefree yet focused on beauty products that truly work. Here, brand loyalists will be able to browse and shop for all the latest trends easily while newcomers will get a complete introduction to the beauty brand and its vast, high-quality product lineup.
Cosmetics giant Covergirl proves that even a household name can lend a personal touch to customer interaction via its thoughtful and well-constructed website. The site has incorporated a new, fresh look focusing on environmentally friendly products as well as a celebration of authenticity, diversity, and self-expression through makeup. The simplicity makes it easy for visitors to find what they’re looking for to make the buying process seamless for customers.
This bright, colorful website is in our selection for a good reason. Despite its eye-catching colors, there’s actually very little here to distract potential buyers from honing in on the information and products they need so that the buying process is targeted, straight forward, and easily facilitated.
NARS exudes luxury, style, and sophistication. And this renown beauty brand’s eye-catching website design distinguishes it from many other eCommerce beauty products websites out there. NARS presents an AR-powered virtual “try-out” tool that removes potential barriers from the purchasing process to better facilitate sales. The fun and engaging site ensures prospects linger just a bit longer, with NARS.
YNNY proves that minimalism can be attractive and engaging. We really love this site’s convenient scrolling menu and simplified website navigation as it seamlessly takes visitors along their buying journey.
Hudson Made believes that we live in balance with nature, that’s why these products are free from synthetic compounds or toxic chemicals. Caring not only about its products’ benefits for the skin and the body, this company also thinks about leaving a softer footprint on the planet. This inspires brand loyalty and a feel-good vibe that permeates this very user-friendly site.
What man doesn’t want to be handsome? And cool? And above all, have a painless shopping experience (because let’s face it, most men are not a fan of long, drawn out shopping experiences — either online or in person! This company’s quality hair and bath products attract the pickiest of shoppers, all while making the purchasing experience fun, seamless, and fast.
“A man without a mustache is like a cup of tea without sugar.” Beardbrand truly believes this old adage and its popular product lineup has a loyal following. We love the design and friendly UX features of this fun eCommerce as it certainly inspires visitors to make a purchase.
Jo Malone is a British lifestyle brand known for its unique fragrance portfolio and luxury products for bath, body, and home. Undoubtedly, the design of this website is fresh, attractive, and incredibly elegant while still being user-friendly.
Lush, the well-known soaps and cosmetics chain, prides itself on ethical practices. The website’s distinctive feature is its thoughtful branding, user-friendly interface, and informative features. This combined with information on its various humanitarian campaigns helps secure new customers while maintaining brand loyalty in those who already know and love the Lush brand and what it stands for.
Project Vanity differs from the other entries on the list as it’s not just a store but also a beauty magazine. The company’s well-organized and intuitive website allows customers to read different articles on beauty and body positivity while purchasing some of the best beauty products on the market. We think this is a very creative way of going about eCommerce!
Clinique is a well-known beauty brand that has a lot to offer its customers. Simple, intuitive, and easy to navigate, we like how this well-organized eCommerce takes customers through a buying journey, start to finish.
We live, breathe, eat and sleep eCommerce and beauty brands have tremendous potential to succeed, as long as they’re properly designed and supported. If you’re running a beauty brand and have any questions about improving your eCommerce’s revenue, reach out to us today. We’d love to chat about your business and even perform a full marketing audit, free of charge.
Ivan is Catapult Revenue’s co-founder and production director, spearheading all of the agency’s design, development and digital marketing efforts.
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