This list of the best beauty e-commerce websites came out of my own work as a web designer. I’ve looked at hundreds of beauty and skincare sites, and honestly, a lot of the big names are either painfully basic or just plain boring. On the flip side, I also see so many indie brands with huge potential stuck with clunky, outdated sites that are clearly holding them back.
So I decided to put together a list that shows, with real examples, what makes a beauty e-commerce site actually work—and how you can borrow those ideas for your own brand. To make the cut, each site had to:
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Be creative and stand out
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Use branding that’s consistent and visually strong
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Apply smart online sales practices and conversion techniques
I’ve skipped the obvious names you already know – Charlotte Tilbury and Kylie Cosmetics, for example. Their sites are excellent and worth learning from, but I wanted to highlight brands you might not have seen yet.
Some of these examples are surprisingly simple, the kind of thing you can achieve just by customising a good Shopify theme. Others are much more advanced and would need a headless Shopify setup connected to something like Webflow. The point is, whether you’re working with a small or big budget, it’s possible to create a beauty e-commerce site that’s both stunning and built to convert.
Hopefully this list gives you a little inspiration and a clear idea of what makes a beauty website actually good.
1. Vacation
It could be the 80’s child in me but I’m just obsessed with this brand’s aesthetic and the commitment to carry it through to every element of the website!
PROS:
1. Good use of a scroll bar at the top of the website
2. Stunning visuals, engaging video in the hero section
3. Good call to action in the header, encourages purchase from the start
4. There are some really cool scroll effects here that you unfortunately can’t see in the picture.
5. Everything is on brand, full of 80’s nostalgia
6. Logo carousel for building trust
7. Listing product benefits
8. How cool is this members exclusive sign up?
9. I just love this footer and the ‘coupons’ above
Koba’s website is simple but so elegant and smart with their use of user generated content to build trust and drive sales!
CONS:
1. There is a slider in the hero section, which is distracting and proven to hurt conversions.
PROS:
1. It’s very clever to embed the product on top of the lifestyle photo in the header.
2. Logo carousel
3. Featured products, with tabs for different categories and stickers to feature PR mentions
4. User generated video content is probably the most highly converting type of visual you can incorporate in your marketing, especially if it’s high quality. Another bonus for product overlay here leading directly to the product page.
5. A little section for customer education here, very nicely done.
6. Talk about the brand and brand values, all nicely designed
3. Boom Beauty
Built on Be Yours theme, which can be yours for as little as $320, this website is pretty simple in terms of design but it sneaks in some pretty cool devices to improve conversions. Check out the live site to see how, as you scroll down on a product page, a bar appears at the top to remind you the product image and its price, along with an add to cart button.
PROS:
1. What a great idea to place product categories, as images up in the header. I would maybe try to make them spread out with equal spacing but I’m sure it still performs well to help site users find what they’re looking for faster.
2. I like the idea of mixing branded product shots with UGC and a discount in the hero section.
3. This ia good place to display the best selling products. I don’t understand why you’d leave it at 3 instead of 4 products to fill in the columns but I’m sure there was a reason.
CONS:
1. These Add to Cart and View Product buttons are ugly and misaligned. It’s strange the other buttons are pink and rectangular and these are black and curved.
PROS:
4. BOOM beauty clearly has a large product catalogue, as they bring them up again here
5. Showing your skincare used by real women is always a good idea, it’s brought to life here on an autoplayed video.
Strong branding and user generated content make this website a joy to use!
PROS:
1. Great use of real- life models with beautiful skin
2. Clean, white background product photos for featured products, includes tabs for different categories
3. User generated videos, directly linked to the products 👏
4. Featured product category
5. Customer testimonials
6. Some customer education
7. Meet the founder with a cute photo – notice how the lab coat in the background is on brand pink!
5. Cay Skin by Winnie Harlow
This website is wonderfully designed from top to finish but special mention goes to the product page! Each product has a detailed and stunning page – which in Shopify is not as easy to do!
PROS:
1. Beautiful fonts and branding, the colour scheme is gorgeous and unique
2. This product page doesn’t waste a single opportunity to up – and cross – sell. We have the option to bundle to 2 or 3 packs for a discount, to subscribe and save and to bundle with complimentary cosmetics.
3. Customer reviews with video right on the product page – chef’s kiss!
4. Scroll down the page and you’ll find a lot more information if you need it. From how to use it to a detailed ingredients’ breakdown
5. But it doesn’t end there, we also have before and after photos!
6. … And a FAQ section and reviews to convince anyone who somehow still hasn’t added it to cart
PROS:
1. The colours and images on this website instantly give the imprsession of a luxury brand.
CONS:
1. Shop All isn’t a great CTA for the hero section. It would work better to focus on a particular product here and ideally tie it in somehow with the hero image.
2. I I would place the logo carousel, showing the brand’s credentials and building trust here, directly underneath the hero section
7. Tower 28
I love everything about Tower 28’s website – they only make good choices in their e-commerce design. Selling makeup online is extremely difficult, without the possibility of trying the product on, choosing the right shade. Tower 28 does a great job of making the decision process as easy as shopping for makup in Sephora.
Their product page is a masterclass in e-commerce web design for a makeup brand. Watch and learn!
PROS:
1. Large, vivid product photography which perfectly captures the product benefits
2. The option to select product variants using a highly visual selection
3. Mention free shipping and Afterpay options directly under the Add to Cart button to eliminate friction
4. I love the use of emojis here as it’s so on brand for them and such a simple way to list product benefits
5. Cross-sells on the product page, without having to click through
6. These photos perfectly show the product variants and give a great idea of the product features (shiny, not sticky)
7. Great use of PR, namedropping an endorsement from Glamour magazine
8. FAQ’s for handling any objections
8. Reviews with photos or videos convert so much better than just text!
This website is custom coded on Shopify but I actually had to double check to make sure because it really doesn’t look like a Shopify store. It comes across more like an interest-based website for sport fanatics, which I’m guessing must be their target market.
PROS:
1. I like the big announcement bar at the top, clearly the sun stick must have been highly anticipated
2. We have a good image of the product being used
3. There are 2 buttons in the hero section, one for the featured product and one for bundles
4. It’s a little unusual to place press reviews here but I like it and it lends immediate credibility to the brand
5. Featured products section, I’m not sure if I would leave the mini product description here, maybe would be better to show up on hover?
6. State brand values
7. Promote cross-sells and bundles
8. Some product education, emphasises focus on science based cosmetic formulations and their green credentials
9. Customer reviews and user generated videos, including some influencer endorsements
I love the homepage but I can’t add it to my Best Of list because the photo used in the hero section looks too much like something created by a neighbourhood hairdresser in the 1960’s Poland. So I will focus on the product page instead, which achieves some pretty cool conversion and design tricks.
PROS:
1. Points are due for an impressive level of brand consistency in all product photos
2. It’s always hard to decide what information should go into the prime real estate above the Add To Bag button. It needs to be enough to describe the product and make a sale but not to overload the consumer with information if they’re not looking for it.
The balance was struck here, with further, extremely detailed product info, including user’s guide, available below.
3. Adding a before and after using a slider is a nice idea here
3. This is a great place to add brand endorsements and a review
5. This product page gives more information than the back of the box of most medications. There’s a video, written usage instructions and then FAQ’s on top of it.
That’s my roundup of beauty and cosmetics websites worth paying attention to right now. Each one proves that smart design isn’t about copying trends but about knowing your audience and making it easy for them to say yes to your brand.
If you’re planning a redesign, start by looking at what these sites do well and think about how you can adapt those ideas to fit your own brand. Great e-commerce isn’t reserved for giants with endless budgets. With the right theme, smart tweaks, and a clear strategy, even a smaller brand can create a site that feels high-end, builds trust, and sells.
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