Top 10 Beauty & Skincare Brands on Shopify Plus

Top 10 Skincare & Beauty Brands on Shopify Plus
5 min read
by: Ashley Kim12/14/2020

Quick Summary Kicking off our Top 10 series of the best Shopify stores is our compilation of the best skincare & beauty websites on Shopify Plus. We outline what they’re doing well and how you can improve your own.


To say the online cosmetics sector is hot would be a significant understatement. Industry experts project revenue of $675 billion by the end of 2020.

It’s no surprise, then, that cosmetic brands are stepping up their efforts in the online space. Consumers have endless choices for skin and beauty products. Several factors impact the effectiveness of a brand’s website.

In no particular order, below is our list of the top 10 skincare & beauty websites on Shopify Plus, outlining what they’re doing well, and how you can improve your own.

See how we launch & scale brands on Shopify Plus with a data-backed approach

What Makes a Skincare or Beauty Website Great?

  • A Focus on User Experience (UX): Websites should be aesthetically pleasing, easy to navigate, and well-organized. They should also load quickly and work well on mobile devices.

  • Compelling Content: Content is king! Great content includes not just high-quality imagery but also clear, on-brand copy. There should be no doubt in the consumer’s mind about the story the brand is telling. The strongest websites have a focus-grabbing hero banner that succinctly represents the brand. Product images are also equally important since it’s the main way for the consumer to see your products online before purchasing.

  • Usable Product Description Pages: Ideally, brands should make it easy for customers to quickly find the information they need on a product page. High-quality images that accurately represent the product, clear descriptions, and information like related products are all helpful. Filtered customer reviews are a huge plus.

  • User-Generated Content (UGC): Compelling websites often feature UGC like shoppable Instagram feeds, product reviews with photos, and social proof showcasing real customers using the products.

Below, these top skincare and beauty brands embody these qualities, making their websites among the best of the best on Shopify Plus.

1. Snif

Snif is breaking through the outdated ways of the fragrance industry and redefining the customer experience. As soon as you land on the Snif website, you'll understand the unconventional ways of the brand from their site layout to copy and animations.

A few things Snif does well:

  • Simplified navigation menu–Shop Scents (a singular PDP), Meet Snif, Questions.

  • Teaser of limited edition collaboration scent on the homepage with email waitlist sign-up form.

  • Near immediate information on how the "Try now, pay later" model works.

Snif screenshot 2021

2. Fenty Beauty

The Fenty Beauty website is as classy and refined as Rihanna, the mogul behind the brand. The website makes it simple to navigate through the brand’s extensive product line, which includes the brand’s newest focus, Fenty Skin.

A few things Fenty Beauty does well:

  • Easy to navigate between the Fenty Beauty and Fenty Skin with clear static tabs at the top of every page.

  • Shade Finder Quiz to help users confidently order products without having to shade match in-person.

  • UGC on PDPs with the option to upload your own from multiple sources.

Fenty screenshot 2021

3. Dr. Squatch

Dr. Squatch Soap Co. is one of those D2C skincare brands that has greatly benefitted from an explosion of word-of-mouth marketing on social media. The once relatively obscure men’s natural soap brand seemingly out of nowhere became a hot topic.

For “Squatchers,” branding is everything. The brand’s funny, intuitive website is an extension of their lumbersexual take on helping guys smell great.

A few things Dr. Squatch does well:

  • Simple navigation–bundles or products to reduce decision paralysis.

  • "Squatch Quiz" to help users find their perfect soaps.

  • Interactive video UGC on homepage to establish extra confidence and authority.

Dr Squatch screenshot 2021

4. Makeup Geek

Like the classic Makeup Geek YouTube channel, the website features an infinite supply of makeup look ideas and an empowering, encouraging atmosphere. It's clear that this brand truly believes that makeup is for everyone. This Shopify Plus brand is exceptionally affordable, but the site feels on-brand and sophisticated.

A few things Makeup Geek does well:

  • Vivid product images on homepage to provide definitive color visuals.

  • "VIP Pages" inform customers of Makeup Geek ambassadors and their favorite products.

  • A wealth of user-generated makeup tutorials, easily navigable from the navigation menu.

Makeup Geek screenshot 2021

5. theBalm

In a way, shopping on theBalm website is like hitting up your local drugstore to ogle the brightly lit beauty aisle. You can grab what you need and get in and out in a second or have fun digging through the youthful, kitschy makeup displays with your bestie. This site combines fun and usability—it’s practical, but always a good time.

A few things theBalm does well:

  • "Get the Look"–a shoppable Instagram feed on PDPs.

  • A community-oriented loyalty program.

  • "Clean & Green"–theBalm's clean beauty and green packaging initiative in accordance with the Environmental Working Group.

theBalm screenshot 2021

Sign up for our newsletter

Sign up to receive monthly insights about e-commerce, design, email marketing and more. Actionable insights to grow your business.

6. Lumin

Skincare specifically designed for men has been on the rise, and Lumin takes it to the next level. Offering "premium care for premium men", Lumin lets their A-Z skin management solutions shine through their minimalism branding.

Their sleek website design is packed with all the right details & guides to help every man find his perfect self-care routine, from his head right down to his toes.

A few things Lumin does well:

  • Very clear homepage content & product offering to first-time visitors.

  • Immediately establishes legitimacy and authority with press section & brand background.

  • Clear, organized, and to-the-point PDPs with accordion drop-downs.

Lumin screenshot 2021

7. Kopari Beauty

There’s something genius about Kopari. Somehow, this Shopify skincare brand has leveraged a singular focus — the humble coconut — into a powerhouse beauty brand with a fiercely loyal team of voluntary brand ambassadors who spread the good word all over social media.

The website is fresh, modern, and does an effective job of putting visitors in the mood for a piña colada on the side of their fragrant beauty haul.

A few things Kopari Beauty does well:

  • Immediate communication of what the brand is about–messaging sits as the second content block on the homepage.

  • Value propositions with clear icons to further establish brand values and legitimacy.

  • Image-supported products included in megamenu for easy navigation to PDPs.

kopari screenshot 2021

8. Kylie Cosmetics

No one was surprised when Kim Kardashian’s little sister burst onto the scene a few years ago. Still, it’s hard not to be blown away by the fact that she’s on course to become one of the world’s youngest billionaires.

The Kylie Cosmetics site feels like a natural extension of the Kylie Jenner Instagram experience. It’s lush, sweet, and all about anticipation.

A few things Kylie Cosmetics does well:

  • Teasers of upcoming releases, drawing customers in right from the homepage.

  • Clear images on homepage of what products look like once applied.

  • SMS marketing

Kylie cosmetics screenshot 2021

9. Morphe

As makeup tutorials become more popular on YouTube, so did Morphe. They create professional yet affordable makeup, specifically for beauty influencers and creators.

Morphe sells products from 29 different makeup brands via their Shopify Plus site, and currently has 10.8 million follows on Instagram.

A few things Morphe does well:

  • Clever, casual, and hip copy on the homepage that humanizes the brand.

  • Collabs section for customers to be able to shop their favorite influencer's line.

  • "Add your photo" button to share your own UGC to the homepage.

Morphe Screen Shot 2021

10. ColourPop

ColourPop is a social media sensation, racking up an impressive number of YouTube subscribers and Instagram followers who eagerly anticipate every new makeup release.

The ColourPop website captures this feeling of excitement in a bright, colorful website that draws customers in and helps them figure out where to go.

A few things ColourPop does well:

  • UGC integrated into images on PDPs.

  • Comprehensive information on products, including palette shadow descriptions, texture information, application tips, and ingredients lists.

Colourpop Screenshot 2021

Extraordinary E-commerce for Extraordinary Brands

Avex helps skincare and beauty brands accelerate growth with Shopify Plus eCommerce and Klaviyo Email Marketing. If you’re looking to take the next step in scaling your beauty brand, contact us for a consultation call

Learn how we can enhance your site's Creative Direction