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15 Best Shopify Beauty Stores in 2024 & Why They Stand Out

Vinh Jacker | 04-26-2024

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McKinsey & Company reported that in 2022, the beauty industry, encompassing skincare, fragrance, makeup, and haircare, generated around $430 billion in revenue. With a robust rebound past the peak of the COVID-19 crisis, it is anticipated that by 2027, the beauty market will ascend to roughly $580 billion, reflecting an annual growth rate of approximately 6 percent.

Global beauty market retail sales by category

Additionally, online sales are expected to make up 19.2% of the total revenue in the Beauty & Personal Care market by 2024.

Top 15 Best Shopify Beauty Stores to Learn From in 2024

Bobbi Brown Cosmetics

Bobbi Brown Cosmetics

Bobbi Brown, the renowned makeup artist, launched her own line of lipsticks in 1991 and has since expanded her cosmetics business to a global scale, with sales available worldwide through the Bobbi Brown Cosmetics website. Brown defines her ethos as emphasizing individuality over perfection, stating, “Beauty isn’t about achieving flawlessness but embracing your unique self.”

Launched year: 1991

Average monthly visits: 2.2 million

Why we love this brand?

  • It offers a “virtual try-on” feature, allowing users to test different shades before buying.

  • Video-led “shop by category” engages users effectively.

  • Collaborations with influencers drive sales through social media.

  • Trust signals like star ratings and reviews build customer confidence.

M.A.C Cosmetics

M.A.C Cosmetics

M·A·C Cosmetics, boasting over 50 new collections annually and a presence in over 100 countries, epitomizes the online beauty store challenge. Its array of features includes virtual try-on, live chat with professional makeup artists for personalized advice, and more, available worldwide.

Launched year: 1984

Average monthly visits: 2.6 million

Why we love this brand?

  • An engaging “spin the wheel” interactive feature offers users the chance to win discounts or prizes.

  • A Christmas delivery countdown timer adds excitement and urgency.

  • The image-led mega menu enhances the user experience by streamlining navigation.

  • Promotion of Klarna encourages split payment sales.

  • Products are showcased on the skin upon hovering, aiding decision-making.

Kylie Cosmetics

Kylie Cosmetics

When discussing “success,” this brand owner embodies it completely. Since its establishment in 2014, Kylie Cosmetics has soared to unprecedented heights, becoming one of the most renowned makeup brands globally.

While their lipsticks, eyeshadows, blushes, and skincare items are staples in U.S. retailers, the company also ships worldwide. Consequently, their online store attracts thousands of daily clicks, boasting an impressive layout that captivates visitors.

Launched year: 2014

Average monthly visits: more than 600,000

Why we love this brand?

  • A chic and contemporary design featuring neutral colors and sleek lowercase lettering.

  • Product swatches catering to various skin tones.

  • The Kylie’s Looks section, a paradise for makeup enthusiasts, offering all the essentials to recreate Kylie Jenner’s iconic looks.



A simple internet search for “Korean skincare brands” will undoubtedly lead you to Innisfree, a top contender in the field. Renowned among beauty enthusiasts worldwide, innisfree is a trusted name in skincare, particularly in Korea, the industry’s leading country. Their Shopify-hosted store serves as the ideal introduction to the brand.

Launched year: 2000

Average monthly visits: more than 170,000

Why we love this brand?

  • A user-centered design approach featuring simplified navigation, detailed product descriptions, instructional videos, and more.

  • Inni-Friend Rewards program incentivizes customer purchases with enticing rewards.

  • Engaging seasonal campaigns such as their Back to School Guide, keeping the experience fresh and exciting for customers.



Dossier illustrates the concept of “more is more” in the world of cosmetics. With nearly 100 perfumes and colognes in their inventory, this Shopify store is dedicated to helping every customer discover their perfect match. Marketed as “Perfumes for the 99%,” Dossier’s products are remarkably affordable, ensuring everyone can indulge without straining their budget.

Despite offering their fanciest product for just under $60, this online store exudes luxury and sophistication. Each item is elegantly showcased with transparent ratings and high-quality photographs.

Launched year: 2018

Average monthly visits: 1.3 million

Why we love this brand?

  • A countdown timer for deals prominently displayed on the top bar.

  • Each product includes an “Inspired by” note, simplifying the search for affordable alternatives to popular perfumes.

  • Smart product recommendations such as “Best paired with,” “You will also love,” and “More of that scent.”

  • A “Most asked questions” section on every product page, offering valuable insights for customers.

Elf Cosmetics

Elf Cosmetics

Elf Cosmetics is a renowned international Shopify store, catering to cosmetics enthusiasts across various countries such as the USA, Australia, Canada, France, and Spain. Their website boasts a diverse selection of certified cruelty-free beauty products for eyes, lips, face, and skincare. With a clean and minimalist design, navigating the site is a breeze, maintaining an elegant and sophisticated appearance throughout.

Launched year: 2004

Average monthly visits: 5.2 million

Why we love this brand?

  • Personalized experience for customers, with a dynamic menu bar adapting to their history.

  • Effective influencer marketing strategy to drive sales.

  • Bespoke iconography highlights trust signals.

  • “About to go viral” section creates social proof and engages the target audience.



Klur, a California-based beauty brand, offers a premier destination for professional and luxury skincare products on its website. Known for its intuitive and easy-to-navigate design, the brand embodies the values of clean, ethical, and inclusive beauty.

Launched year: 2010

Average monthly visits: more than 23,000

Why we love this brand?

  • Editorial website layout enhances the browsing experience.

  • Unique typography sets the brand’s tone effectively.

  • Minimalist product imagery emphasizes the premium quality of their formulations.

  • The “Articles” section provides in-depth research, fostering trust and loyalty among customers.



Morphe, a beauty brand known for its artistic flair, extends its creativity to its ecommerce website. With eye-catching photography, streamlined navigation, and a focus on ‘clean beauty’, it stands out in the online beauty space.

Launched year: 2008

Average monthly visits: more than 760,000

Why we love this brand?

  • Star ratings on product cards within category pages aid decision-making.

  • Creative photography and graphics create high-impact visuals.

  • ‘Shop the look’ user-generated content (UGC) feature drives purchases and provides social proof.

  • ‘Clean Beauty’ toggle allows users to filter for vegan products.

  • Clean, minimal design enhances the user experience with streamlined navigation.



Brigeo, a haircare brand catering to various hair types, boasts a clean and minimalistic website design that exudes confidence in its offerings. Behind the scenes, it incorporates exceptional features, superior navigation, and compelling branding.

Launched year: 2013

Average monthly visits: more than 290,000

Why we love this brand?

  • The ‘Shop by hair concern’ feature, accompanied by bespoke iconography, highlights different hair types.

  • The unique ‘Bundle Builder’ feature allows users to add up to 4 products for a maximum 25% discount, enhancing average order value and offering a distinctive user experience.

  • An interactive ‘About us’ timeline feature engages users with the brand’s story.

  • Lightning-fast page speed ensures a smooth browsing experience.

  • Brand values take center stage in the web design, reinforcing trust and connection with users.

Fenty Beauty

Fenty Beauty

Fenty Beauty, founded by Rihanna in 2017, has become an iconic beauty brand known for its diversity, extensive range of makeup shades, and strong community spirit. Since joining Shopify Plus in 2021, the online store has evolved and expanded, offering advanced features such as a foundation shade finder for personalized shopping experiences.

Launched year: 2017

Average monthly visits: 1.9 million

Why we love this brand?

  • Shade finder tool enhances the shopping experience by personalizing recommendations.

  • Virtual try-on feature allows users to experiment with products virtually.

  • Detailed, image-led navigational mega-menu streamlines navigation.

  • User-generated content (UGC) displayed throughout the site provides social proof and reinforces community engagement.



Mankind stands out in the realm of men’s cosmetics with its unwavering commitment and clear brand image. Its philosophy of empowering men to embrace their appearance shines through its minimalist website design and bold typography.

Launched year: 2015

Average monthly visits: more than 89,000

Why we love this brand?

  • Bold typography and minimalist layout resonate with the target audience, reflecting the brand’s ethos.

  • The hierarchical mega menu is well-organized, providing a seamless user experience.

  • The smart search feature further enhances the user journey, making it easy for customers to find what they need efficiently.

Dollar Shave Club

Dollar Shave Club

Dollar Shave Club is the go-to store for shaving satisfaction, offering affordable razors and shave cream right from their online store.

Launched year: 2011 Average monthly visits: more than 900,000

Why we love this brand?

  • Clear-cut price comparison on the homepage highlights product benefits.

  • Bold texts and clear call-to-action buttons streamline the shopping experience.

  • Product recommendations on product pages and in the cart enhance the shopping journey, ensuring customers find exactly what they need.



Boie sets the stage for a solid beauty routine with their USA-made, sustainable products designed to last. With a focused selection of four main items, customers can easily find what they need without overwhelming choices.

Launched year: 2015

Average monthly visits: more than 30,000

Why we love this brand?

  • Clean and organized layout across every page for a seamless browsing experience.

  • An exclusive recycling program underscores the brand’s commitment to sustainability.

  • Bundles and family pack options cater to customers’ needs, offering convenience and value.

OUI the People

OUI the People

At OUI the People, their mission is to create products that make customers feel great inside and out, embracing natural beauty without promoting anti-aging or flawless ideals. Each item targets specific body concerns, from body balm to serum and polish, encouraging self-love.

Launched year: 2014

Average monthly visits: more than 41,000

Why we love this brand?

  • The “In the News” segment showcases the brand’s credibility, as endorsed by reputable magazines.

  • Offering various payment options makes shopping more convenient for customers.

  • An extensive FAQ page provides answers to common queries, enhancing the customer experience.

Blu Atlas

Blu Atlas

Blu Atlas is revolutionizing men’s skincare with their advanced skin and hair care products, eschewing generic “10-in-1” shampoos and harsh soaps for versatile yet intensive solutions. Their belief that every man deserves self-care has propelled them to the top of the beauty eCommerce scene on Shopify.

Launched year: 2022

Average monthly visits: more than 174,000

Why we love this brand?

  • A unique navigation bar layout enhances user experience.

  • The website’s theme dynamically transforms as you scroll, creating an immersive shopping journey.

  • Trust badges, including customer and magazine reviews, a medical advisory board, and feedback photos, instill confidence in the brand.

  • A product comparison chart aids in decision-making, ensuring customers will find their perfect fit.

Which platforms can integrate with Shopify for enhanced selling capabilities?


Instagram stands out as a top social media platform for brands, with 70% of shoppers turning to it for their next purchase and over 200 million daily visits to business accounts. It continually introduces new digital marketing and sales tools, such as shoppable product tagging in feed posts and Stories, to enrich the ecommerce experience.


Facebook maintains its dominant position in the social media landscape, boasting the highest number of monthly users and offering a range of tools for content creation and audience interaction, including features like comments, reactions, and Messenger. The Meta Business Suite further streamlines interactions for businesses managing both Facebook and Instagram accounts.


TikTok, initially known as Douyin in China since 2017, has gained immense global popularity, particularly among millennial and Gen Z demographics, notably women under 35. Recognized for its algorithm and effectiveness in influencer marketing, TikTok efficiently connects niche audiences with engaging user-generated content.


YouTube boasts an extensive user base, reaching nearly 2.5 billion monthly active users as of October 2023. It serves as a key platform for influencer marketing, with creators playing a crucial role in educating viewers about products and aiding in informed purchasing decisions through various content formats such as haul videos and “shop with me” vlogs.


From unique product offerings to ethical practices and exceptional customer service, these 15 brands showcase a wide array of reasons for their success. Whether it’s pioneering industry-leading formulations or championing cruelty-free and natural ingredients, each store sets a high standard for excellence in the beauty e-commerce space.

As consumers continue to prioritize quality, value, and ethics in their purchasing decisions, these Shopify beauty stores stand ready to meet their needs and exceed their expectations.


Hello, I'm the Chief Technology Officer of Mageplaza, and I am thrilled to share my story with you. My deep love and passion for technology have fueled my journey as a professional coder and an ultra-marathon runner. Over the past decade, I have accumulated extensive experience and honed my expertise in PHP development.

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