10 Great Beauty Ecommerce Websites And What You Can Learn From Them

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Beauty ecommerce is on the rise. Take a look at the numbers:
In the United States, beauty ecommerce accounted for 7.4% of total ecommerce sales in 2020, and it’s rising at a 4.75% annual growth rate globally.
For beauty brands—skincare, haircare, grooming, fragrances, period care, and more—there are many opportunities up for grabs. If you don’t know what to focus on next, we’re diving into 10 examples of successful beauty ecommerce websites. You’ll find the tools, strategies, missions, and products they use to hit huge milestones.
Jump in:
Hismile: Influencer-fueled global ecommerce powerhouse
ILIA Beauty: Tools that make online beauty shopping easy
Beauty Heroes: Putting customers first online and offline
100% PURE: Leaning on customer feedback and rewards
The Skin Nerd: Education first, products second
Beard & Blade: Free returns as the ultimate quality promise
Boie: Minimal product range with strong branding
Soft Services: A resource that helps people feel good in their skin
Blume: Challenging the status quo with a bold mission
Skin Dope: Resources that break down barriers and doubts
Stay on top of fashion ecommerce trends and best practices
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1. Hismile: Influencer-fueled global ecommerce powerhouse
Hismile is known for home tooth-whitening kits that have taken the world by storm. The brand launched in 2014 with its two founders’ $20,000 investment; in 2020, it saw an estimated $250 million revenue.
In its early days, Hismile grew by working with micro-influencers in Australia and worked its way up to household names like Kylie and Kendall Jenner.
“You must have all the other stuff in your business churning at 100% before even thinking about reaching out to one of these big names,” Nik Mirkovic, co-founder of Hismile, told Collabstr.
As Hismile rose through the ranks, it had 2,000 brand ambassadors promoting its product at any one time. When you consider its paid ads on Instagram and Snapchat on top of that, it’s easy to see why Hismile’s website had to work smoothly for everyone.
That’s not just about withstanding heavy traffic, but also about looking great no matter which channel and country the visitor came from. Over time, Hismile implemented a global ecommerce approach that supports different currencies and shipping details through six storefronts.
The shipping information page removes clutter and information overload and instead detects the visitor’s country to serve only the relevant pricing and delivery estimate.
Hismile has shipped products to more than 90% of the countries on Earth and grown its key market sales stronger.
“We initially went global on one website, but our sales multiplied by 10 in each market as soon as we sold our products in Australian dollars, US dollars, the euro, and British pounds,” says Nik.
2. ILIA Beauty: Tools that make online beauty shopping easy
ILIA Beauty is a clean beauty brand known for products that enhance natural beauty and protect the skin. Its skincare and makeup products generated $22 million in sales in 2017, and are on track to exceed $100 million in sales in 2021.
ILIA’s products are sold through retailers like Sephora and Nordstrom. Lynda Berkowitz, ILIA’s CEO, told Glossy that direct-to-consumer sales through its website account for close to 50% of total sales.
This is a result of an intentional effort to create an enjoyable online shopping experience. ILIA allows customers to find their ideal shade using the Skin Tint Shade Finder. They can upload a selfie to get matched by ILIA’s team or complete a shade match quiz.
The shade finder is easy to access through the menu at the top from any page, as well as from relevant product pages. Product pages also feature a “see it in real life” section, with photos and reviews uploaded by verified buyers:
ILIA’s customers can rest assured they’ve picked the right product for their skin type, ton...