50 best Shopify beauty store examples (2025)

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The best Shopify beauty stores offer unique value through products or services and create customer-centric experiences that encourage sales and loyalty.

For instance, Rihanna’s store, Fenty Beauty, sells luxury makeup and helps customers find their perfect foundation shade with the AI-powered Fenty Beauty Shade Finder.

You could follow suit with that tool, but all you really need to create a fantastic customer experience is a stylish theme, cohesive branding, professional photography, logical navigation, fast load times, and email marketing integration.

Join us below to explore 50 thriving Shopify beauty stores, uncover strategic insights, and master your cosmetics brand launch.

50 Shopify beauty stores for your inspiration

The Shopify stores we’ve listed below span multiple beauty categories, global markets, and revenue levels to give you a glimpse into what’s possible.

Let’s check them out:

1. Fenty Beauty 

Location: California, USA

Estimated revenue: $600 million

Luxury makeup brand Fenty Beauty by Rihanna uses professional photography, product grids, sliders, and collections to immerse customers in its offerings. 

A top banner offers free delivery in return for creating an account to capture subscribers, and the site anchors its premium positioning with clean black text product boxes, modern sans-serif typography, and consistent star ratings across all categories.

Rihanna features in images and product demonstrations to reinforce trust, and customers can use several virtual services, such as try-ons and foundation finders, to find the perfect products.

What you can learn

• Use free delivery to capture emails
• Add virtual tools to reduce purchase anxiety
• Show detailed reviews and ratings to build trust

2. MCoBeauty

Location: Sydney, Australia

Estimated revenue: $60 million

MCoBeauty creates an approachable shopping experience with clear product education and strategic conversion elements, such as its “SALE” menu item.

The site uses customer video testimonials in its skincare category, with “We asked our customers for their feedback” reels that turn real experiences into persuasive content.

Product pages combine FOMO-inducing elements like stock alerts with clear value propositions divided into “WHAT IS IT?” “WHAT IT DOES” and “WHY YOU’LL LOVE IT” sections.

The site pushes conversions with multiple CTAs, including a prominent “GET 15% OFF YOUR FIRST ORDER” popup and free shipping threshold alerts.

What you can learn

• Create urgency with real-time stock and cart notifications
• Use customer video content to build authentic social proof
• Break down product benefits into scannable sections

3. Arctic Fox

Location: California, USA

Estimated revenue: $16 million

Arctic Fox’s store transforms hair dye shopping into a community experience through its “Fox Fam” rewards program. 

It gamifies customer engagement by offering points for social media followers, reviews with photos/videos, and purchases. Loyalty is rewarded with “Silver Fox,” “Gold Fox,” and “Platinum Fox” status levels, creating aspiration and encouraging customers to buy more.

The brand harnesses pop culture with limited-edition collections like Arcane collaboration, featuring character-inspired shades. Product pages emphasize vegan positioning, with “Dye for a Cause” messaging highlighting its 15% profit donation to charitable causes.

What you can learn

• Create a community with gamified rewards programs
• Partner with relevant entertainment properties
• Align products with social causes

4. Pixi Beauty

Location: California, USA

Estimated revenue: $30 million

Pixi Beauty showcases skincare and makeup products with a clean, green-accented design. To encourage sales, it promotes three tiers of offers — Free Deluxe Samples with every purchase, FREE Tonic To-Go on orders $65+, and Free Shipping on orders over $35.

The navigation makes shopping easy, with Best Sellers, New, Skincare, Makeup, Bundles, Discover, and a Skin Quiz tool for personalization.

Customers can “Subscribe & Save” with 10% off every order, flexible delivery cycles (starting at 30 days), and the ability to change, skip, or cancel anytime.

What you can learn

• Layer multiple offers to increase basket size
• Offer a subscribe and save option for recurring revenue
• Provide a quiz tool to help customers find the right products

5. Young Nails

Location: California, USA

Estimated revenue: $11 million

Young Nails’ Shopify store uses a clean white background and professional product photography to create a clinical aesthetic.

The store drives engagement through its multi-tiered rewards program and virtual education platform. Zoom classes transform traditional product research into accessible online learning, while the points-based loyalty system rewards purchases and social engagement.

Customers can “Quick Add” products to their cart while browsing, create an account, and build wish lists for an immersive experience.

What you can learn

• Reduce the steps it takes to add products to cart
• Combine ecommerce with education to build expertise and loyalty
• Use rewards programs that incentivize purchases and social engagement

6. Kosas Cosmetics

Location: Los Angeles, USA

Estimated revenue: $25 million

Kosas showcases its beauty products using a minimalist full-width design with a white background. The menu has a Shade Finder Quiz, and product pages feature “See it in action” video reels to help customers make confident purchase decisions.

Customers can select the “Build-Your-Own Kit” option for a fun bundle configuration experience. The configuration page displays “Explore fav looks” shoppable videos.

The site excels at product education with detailed pages that combine benefits, ingredients, and FAQs. Each product page includes a “Pairs best with” section for cross-selling. There’s a clear strategy to collect contact information with a sitewide “10% off first purchase” footer form.

What you can learn

• Use interactive tools like shade finders and video demos
• Create detailed product pages that educate on ingredients and benefits
• Let your customers build unique bundles for a more personal experience

7. Kylie Cosmetics

Location: California, USA

Estimated revenue: $30 million

Kylie Cosmetics has several neat features that drive sales, including TikTok integration to show its influencer collaborations, pre-built product bundles, a “build a routine” bundle option, and “pair it with” recommendations on product pages.

Reviews feature on all product pages to demonstrate quality, and the cart page upsells with a gift if you meet a spending threshold.

Light pink, white, and gray colors make its Shopify beauty store luxurious, while professional photography and bold header images capture the brand’s lifestyle feel.

What you can learn

• Create product bundles to increase average order value
• Integrate social media content and influencer collaborations for social proof
• Use incentive-based upselling like gifts and product page recommendations

8. Cocokind

Location: San Francisco, USA

Estimated revenue: $13 million

Cocokind drives conversion with multiple purchasing incentives, including 8% off subscriptions with free shipping, “Save on Sets” bundles at 15-25% off, and a routine builder quiz for personalized recommendations. 

Product pages use strategic upselling, including “Make it a Set” bundle options, “After applying…” next-step product recommendations, and related product pairings. 

The tiered loyalty program (Rose, Turmeric, Matcha) increases engagement with point multipliers (1x-1.5x), early access, and bonus points for reviews and social follows, with points redeemable for free products or discounts.

What you can learn

• Layer multiple purchase options (subscriptions, sets, routines) to capture different customer preferences
• Use product recommendations to guide customers through complete routines
• Create tiered rewards combining points, exclusive access, and increasing benefits to drive retention

9. Glossier

Location: New York, USA

Estimated revenue: $180 million

Glossier’s minimalist beauty store balances educational content with a fast, elegant shopping experience. The site has detailed product pages with clinical studies and ingredient breakdowns while maintaining a clean, approachable aesthetic with soft pastels and modern typography.

Its “Skin First. Makeup Second.” branding transforms beauty purchases into sensible self-care investments, making customers feel justified rather than indulgent.

The checkout process includes thoughtful touches, such as a free Pink Pouch option and seasonal stickers with every order, to make customers feel like they’re getting a good deal.

What you can learn

• Include detailed product information with clinical backing
• Offer a gift during checkout to demonstrate value
• Create value-driven sets with meaningful discounts

10. Morphe

Location: California, USA

Estimated revenue: $250 million

Morphe uses AI technology with a Lightform Shade Finder and interactive features like virtual try-ons to reduce purchase anxiety.

Its product pages combine detailed application tips, ingredient information, verified reviews, and user photos to build trust.

Shopping features include a low free shipping threshold ($35), Afterpay integration for orders over $35, and a generous 30-day return policy displayed as “30 days to fall in love.”

The site maintains consistent branding with a white background, carousel displays of products and user-generated content, and professional photography.

What you can learn

• Use AI tools to help customers find their perfect shade match
• Provide detailed application tips from professional artists
• Offer flexible payment options to increase conversion

11. Tubby Todd Bath Co.

Location: California, USA

Estimated revenue: $5 million

Tubby Todd uses family-focused product bundles and routines to drive sales for its children’s bath products, positioning its signature “The Regulars Bundle” as a complete three-step skincare solution with 10% savings.

Its warm lifestyle photography of happy babies and children using products creates a sense of satisfaction, while an ingredient story and “free-from” badges reassure parents about safety.

Sales strategies include Subscribe & Save (5% off), the Club Tub rewards program, and bundle recommendations. Product pages have “Frequently Bought Together” sections, “Works Great With” pairings, and prominent social proof with customer testimonials and imagery.

What you can learn

• Use lifestyle imagery and testimonials to build trust in sensitive categories
• Create bundled routines by age group to simplify purchasing decisions
• Layer multiple savings options (subscriptions, bundles, rewards) to appeal to all customers

12. RevAir

Location: Ohio, USA

Estimated revenue: $4 million

RevAir positions its core technology as a complete hair care system, integrating its signature reverse-air dryer with specially formulated product lines.

The site’s educational content focuses on scientific demonstrations, using temperature gauges and airflow diagrams to validate its “no heat damage” claims.

Unlike traditional beauty retailers focused on individual products, RevAir’s strategy centers on complete hair transformation. Its rewards program encourages spending, text message signups, reviews, and social media likes to collect redeemable points.

What you can learn

• Lead with validation to justify premium pricing in the crowded beauty market
• Use scientific demonstrations and clinical results to build credibility
• Create payment and education programs that support high-ticket core products

13. Juice Beauty

Location: California, USA

Estimated revenue: $50 million

Juice Beauty combines clinical skincare with organic ingredients with its proprietary SuperJuice Complex. It drives sales with “Perfect Pairs” promotions (buy one bestseller, get its match free) and targeted solution categories (Lines & Wrinkles, Brightening).

A skincare quiz drives personalized recommendations, while clinical validation supports premium pricing. Product pages feature clinical results, user reviews, and complementary product recommendations.

The brand uses its unique ingredient story to justify higher prices, showcasing its concentrated fruit-based formulations versus “watered-down” competitors.

What you can learn

• Position unique ingredient technology to justify premium pricing
• Use targeted promotions and product pairings to increase basket size
• Combine clinical validation with natural positioning to build credibility

14. Sunday Riley

Location: Houston, Texas

Estimated revenue: $30 million

Sunday Riley drives engagement with personalized virtual consultations (30-minute sessions with skincare specialists), offering 15% off for first-time clients. Its site uses ingredient education and intuitive “Shop by Ingredient” navigation to help customers find products.

Multiple conversion tactics are used here, including free samples with every order, bundled routines at a discount, and flexible payment options via Afterpay.

The Facebook loyalty program drives retention with member-exclusive sales and early access perks, while The Sunday Edit lifestyle magazine provides educational content beyond products.

What you can learn

• Use virtual consultations to provide personalized guidance and drive first purchases
• Create educational content that extends beyond product to build long-term engagement
• Layer multiple value-adds (samples, payment plans, loyalty perks) to justify premium pricing

15. Soko Glam

Location: New York, USA

Estimated revenue: $16 million

Soko Glam simplifies multi-step skincare with bundled routines and matching starter sets with built-in savings. The site’s navigation splits products by skin type, concern, and routine step while offering pre-built five-step and 10-step kits at 15-20% off.

Live chat skincare consultations and The Klog content hub provide routine guidance to support conversion. The rewards program drives engagement with instant gratification — 200 points ($10) at signup and points for social follows.

Strategic promotions layer gifts with purchase thresholds, point redemptions for full-size products, and a refer-a-friend program offering mutual benefits (20% off for friends, $20 in points for referrers).

What you can learn

• Simplify complex product categories with bundled starter sets and guided navigation
• Create rewards programs that combine instant benefits with increasing VIP perks
• Use multiple promotional tactics (gifts, points, referrals) to drive both acquisition and retention

16. Lashify

Location: California, USA

Estimated revenue: $5 million

Lashify uses tiered subscription savings (10-25% off when ordering four+ lashes every 30 days) and a Build Your Kit bundle option to demonstrate value and make customers part of the experience.

Its “Inventor of the DIY Lash” positioning and proprietary features like GripTex and Underlash Technology demonstrate unique value.

Product recommendations, mystery bags (valued at $200-500), starter kits, and multi-product bundles are some of its strategies to increase average order value. Education is central to conversion, with an extensive learning section featuring video tutorials and live streaming.

What you can learn

• Use proprietary technology and patents to differentiate in a crowded market
• Create multiple subscription entry points to encourage recurring purchases
• Build a community with education and exclusive access (app, pro program) to drive retention

17. Hismile

Location: Queensland, Australia

Estimated revenue: $300 million

Hismile combines clinical validation and flavor-driven product collections to build credibility in the teeth whitening space.

The “Flavour Build A Bundle” program encourages multi-product purchases with customizable three-pack options. It also offers flexible payment options (four payments via Afterpay on orders over $35) and strategic entry points like the $11 flavored toothpaste.

Product bundles combine function and taste, bundling electric toothbrushes with flavored products. Customers can also become members for $19.99/month to unlock freebies.

What you can learn

• Use clinical validation to build trust in sensitive product categories
• Create multiple product formats at different price points to increase accessibility
• Combine functional benefits with enjoyable experiences (flavors) to drive repeat purchases

18. Beauty Heroes

Location: California, USA

Estimated revenue: $5 million

Beauty Heroes has a subscription model that rewards commitment length — from $58.95/month to $39.95/month for annual subscribers. Each monthly “Discovery” includes a Hero product plus “Sidekicks,” valued at $120+. 

Subscribers get 15% off store purchases, encouraging them to explore beyond their monthly box. Non-subscribers can save with everyday shopping with gift thresholds ($39 gift at $125+) and first-order discounts (10% off).

The company’s blog, “The Hero Edit,” goes beyond basic product reviews to share founder expertise and detailed routines, strengthening trust with its subscription base.

What you can learn

• Structure subscription tiers to reward longer commitments
• Support premium pricing with clear standards and third-party validation
• Establish authority with a blog that shares advice and tips

19. The Skin Nerd

Location: Dublin, Ireland

Estimated revenue: $4 million

The Skin Nerd transforms digital skincare with a highly personalized, education-first approach centered on its online consultation service.

The membership-based “Nerd Network” provides ongoing skincare guidance and a comprehensive consultation service, including follow-ups and teen consultations, creating a customer experience beyond transactions.

Shoppers are encouraged to purchase and spend more with curated product bundles, discounts, low-stock alerts on product pages, and a free shipping threshold notification on cart pages.

What you can learn

• Transform customer service into a premium, ongoing relationship
• Use tiered discounting to drive larger basket sizes
• Create multiple revenue streams with expert-led content and consultations

20. Beard & Blade

Location: Victoria, Australia

Estimated revenue: $5 million

Beard & Blade’s Shopify beauty store breaks down its offerings into actionable collections like Shaving, Beard & Mo, Hair, and Face & Body, letting customers easily navigate and find grooming solutions.

Conversion strategies include tiered product kits ranging from $89 to $199, which provide clear value progression and cater to different customer budgets. The store’s “Academy” section offers educational content, transforming shopping from a transaction to a learning experience.

Promotional tactics include free delivery over $20, newsletter signup discounts (10%), and a prominent display of 15,000+ customer reviews.

What you can learn

• Create product categories that simplify customer choice
• Use educational content to add value beyond product sales
• Add tangible offers to make subscribing to your email list worthwhile

No	Store	Location
21	Barry M	London, England
22	Milani Cosmetics	California, USA
23	Truly Beauty	California, USA
24	Pacifica Beauty	California, USA
25	Dr Dennis Gross Skincare	New York, USA
26	Rare Beauty	California, USA
27	Winky Lux	New York, USA
28	Miss A	Texas, USA
29	ColourPop Cosmetics	California, USA
30	Credo Beauty	California, USA
31	Jeffree Star Cosmetics	California, USA
32	Bae Body	Illinois, USA
33	Derma E	California, USA
34	Makeup By Mario	New York, USA
35	Satin Naturel	Bochum, Germany
36	8 Faces Beauty	Toronto, Canada
37	Derma Clara	California, USA
38	Besame Cosmetics	California, USA
39	Dose of Colors	California, USA
40	It’s a 10 Haircare	Florida, USA
41	Stila Cosmetics	California, USA
42	WOW Skin Science	Bengaluru, India
43	Beauty Bakerie	California, USA
44	Josie Maran Cosmetics	California, USA
45	Tiege Hanley	Illinois, USA
46	INH Hair	California, USA
47	Lisa Eldridge	London, England
48	Beautyblender	Pennsylvania, USA
49	Tropic Skincare	Croydon, England
50	Lume Deodorant	New York, USA

How Omnisend can support your Shopify beauty store

Omnisend integrates and syncs with your Shopify store to create a cohesive email and SMS marketing experience. It handles list building, contact management, segmentation, automations, campaigns, and marketing analytics under one app.

Here’s how it will support and enhance your Shopify beauty store:

Seamless Shopify integration

Connect Omnisend to your Shopify beauty store in one click. Once integrated, your store’s products, customer data, and order history sync automatically.

For instance, you can use the Product Picker to select items from your catalog to feature in emails. When you update prices or stock in Shopify, your active email campaigns automatically reflect those changes.

You can grab the Omnisend Shopify app here. The page looks like this:

Beautiful email templates

Choose from 250+ pre-built email templates and customize them to match your branding. Omnisend’s intuitive Email Builder offers various drag-and-drop items to craft compelling email campaigns:

From foundational elements like text and buttons to dynamic components such as product recommenders and social media icons, each item can be customized, dragged, and dropped, letting you build visually appealing and functionally rich emails.

Strategic list-building

Transform browsers into subscribers with targeted offers. Create popups offering beauty perks like free samples, skincare consultations, or first-purchase discounts:

Test different timing and triggers to optimize your list-building strategy, such as displaying them on exit intent when someone’s about to leave. Use landing pages for social media promos and turn your checkout into a list-building opportunity with Shopify SMS capture forms.

Segmentation and personalization

Use Omnisend’s pre-built segments to send the right messages to the right people. For example, you can target window shoppers and people who abandon their carts:

Build segments based on demographics, customer preferences, purchase history, and browsing behavior to create targeted messaging.

Make every message feel personal. Address customers by name, reference their favorite products, and include dynamic recommendations based on what they’ve bought or browsed.

Send automated emails, including product recommendations and win-back campaigns, to inactive and unengaged subscribers and clean your list based on who doesn’t respond. Make segments a core part of your email marketing strategy to increase ROI.

Performance tracking

The Omnisend dashboard shows your campaign revenue, email metrics, and automation performance. It allows you to see which messages drive sales, when customers engage, and how your list grows:

You can track SMS and email stats in one place. The reporting lets you analyze open rates, clicks, and sales by channel, helping you understand which marketing efforts resonate with your beauty customers. 

How to create a beauty store like these examples

Follow these tips to create a Shopify beauty store your customers love:

Beauty market positioning

Stand out by identifying an underserved customer base, such as organic, melanin-rich skin, and plastic-free beauty consumers.

Here’s how to find your perfect beauty niche:

• Read beauty conversations in Facebook groups, Instagram comments, and subreddits like r/MakeUpAddiction to spot repeated customer frustrations:

• Visit local beauty retailers and talk to salon professionals about underserved categories and client needs
• Monitor beauty TikTok hashtags to find the platform’s most popular products — plus check out Omnisend’s research into TikTok product trends
• Search for the products you’re thinking about selling on Amazon and eBay to see which ones have the most sales and reviews
• Validate your findings with a simple landing page, pre-orders, or targeted ads

Manufacturing partnerships

Decide what kind of beauty brand you want to build first. A custom skincare line needs different suppliers than a makeup brush collection or bath accessories range. Review your budget and storage capabilities to choose between holding inventory or dropshipping.

Research potential partners on beauty industry directories and wholesale marketplaces. Check their minimum order quantities, lead times, and whether they’ll work with new brands. Request samples to evaluate quality and compare pricing across multiple suppliers.

Site architecture

Start your Shopify store with a theme that prioritizes product photography and swatches. You can edit any theme, but premium ones are usually worth the extra money due to their richer features. For instance, Sleek has gift wrapping, slide-out cart, and sticky cart features built-in:

Dawn (free) works well for minimalist beauty brands, while Prestige, Studio, and Symmetry include features helpful for cosmetics, like lookbooks and quick-view product details.

Discovery optimization

Your mobile navigation should have a search function (ideally with instant results) and let customers filter by skin or other consumer concerns, ingredient preferences, and product types to create an intuitive shopping experience.

Create collection pages that match how customers shop. Beyond categories like “skincare” or “makeup,” add solution-based collections like “brightening,” “anti-aging,” or “sensitive skin.” Tag products thoroughly so they appear in all relevant collections.

Product and search

Build your product pages around skin concerns and results. Include detailed descriptions of active ingredients, concentration percentages, and pH levels — these technical details help customers and search engines understand your products.

Add recipes, ingredients, specifications, and certifications to your product pages so customers don’t have to search for crucial information. Create product bundles, add personalization options, and let customers try your products virtually using Shopify apps. 

Social proof strategy

Build trust with user-generated content. Before/after galleries with real customer photos and reviews with images on product pages are good strategies:

Add star ratings, verified buyer badges, and certifications to your site. Embed your most engaging Instagram reels and TikTok tutorials directly on product pages.

Integrate trusted review platforms like Trustpilot or REVIEWS.io to collect photos and feedback after purchase automatically. Prominently display review highlights like “95% would recommend” or “Best for oily skin” on product pages.

Multi-channel promotion

Take a multi-channel approach to your beauty marketing with social media, influencers, email, and paid ads to generate sales in different areas.

Create compelling tutorials with micro-influencers that show how to use your products. Turn these into short-form videos for Instagram and TikTok, collecting user comments to refine your messaging. When a tutorial performs well, amplify it through paid social ads to boost traffic.

Use email to convert viewers into buyers. Add discount popups to your site to build your list and encourage shopping sessions. Follow up abandoned carts with targeted reminders and alert subscribers about restocks, new launches, and guides.

For instance, the skincare brand MCoBeauty uses email marketing to share beauty tips:

Connect with your community with live events and user content. Include customer reviews in your marketing, run competitions, and create a referral and loyalty program. Your best marketing often comes from happy customers sharing their experiences.

Shopify beauty stores FAQs