60 Shopify Beauty Stores to Inspire Merchants (with Experts' POV)

Shopify has become the creative engine behind today’s most admired beauty brands. Its flexibility allows founders to craft experiences where design meets emotion and storytelling drives sales. From mobile-first design to fast checkout and AR try-ons, Shopify beauty stores redefine how consumers discover and connect with beauty online.

This article reveals 60 standout Shopify beauty stores across categories:

• Makeup & color cosmetics: Fenty Beauty, Rare Beauty, ColourPop
  
• Skincare & clean beauty: The Ordinary, Glow Recipe, Tropic Skincare
  
• Influencer & luxury brands: Rhode Skin, Goop
  

Together, they illustrate how design, technology, and authenticity shape the future of beauty eCommerce.

60 Standout Shopify Beauty Stores You Should Refer to

Makeup and Cosmetics

• Kylie Cosmetics: Celebrity brand by Kylie Jenner; strong limited drops and conversion design.
  
• Rare Beauty: Inclusivity-first makeup line by Selena Gomez; emotional brand storytelling.
  
• Fenty Beauty: Tech-powered shopping experience with shade finder and clean UI.
  
• ColourPop: Trend-led, fast-turnover cosmetics; strong TikTok and influencer marketing.
  
• e.l.f. Cosmetics: Affordable, vegan, cruelty-free; exceptional DTC growth via Shopify.
  
• ILIA Beauty: Clean beauty leader blending skincare and color; elegant, minimalist site.
  
• Kosas: Skin-benefiting makeup; strong aesthetic and storytelling.
  
• Winky Lux: Vibrant, playful makeup line with creative packaging and strong UX.
  
• The Beauty Crop: Natural, vegan products; colorful and inclusive branding.
  
• Jones Road Beauty: Founded by Bobbi Brown; clean and authentic aesthetic with simple UX.

Skincare Brands

• The Ordinary: Transparent, ingredient-focused skincare; affordable and science-based.
  
• Tatcha: Luxury Japanese-inspired skincare with emotional storytelling.
  
• Herbivore Botanicals: Clean, natural skincare with pastel branding and minimalist packaging.
  
• Glow Recipe: K-beauty-inspired, fruit-based skincare; playful and educational site.
  
• Youth To The People: Superfood-powered skincare; strong social proof and values.
  
• OSEA Malibu: Seaweed-based organic skincare; calm design, sustainable packaging.
  
• True Botanicals: Clean luxury skincare with transparent ingredients and sleek visuals.
  
• Minimalist: Indian skincare brand promoting ingredient transparency.
  
• Drunk Elephant: Iconic clean skincare brand; strong DTC and education-first layout.
  
• La Rosée: French skincare brand focused on purity, simplicity, and eco values.

Clean / Sustainable Beauty

• Tropic Skincare: Certified sustainable skincare; B Corp transparency and bright design.
  
• Respire: French clean-beauty startup using refillable packaging and conscious tone.
  
• F.Miller: Botanical, minimalist beauty line blending skincare and fragrance.
  
• Oquist: Clay-packaged sustainable skincare; design award winner.
  
• Wild Science Lab: Clean beauty backed by science; effective homepage storytelling.
  
• 100% Pure: Fruit-pigmented cosmetics and skincare; eco imagery.
  
• Salt & Stone: Natural skincare and deodorant line with premium aesthetic.

Haircare & Hair-Color

• Arctic Fox: Vegan hair color brand with cult community “Fox Fam.”
  
• Function of Beauty: Personalized shampoo/conditioner flow; customization quizzes.
  
• OUAI: Celebrity-founded; sleek UX, bundles, refill system.
  
• Gisou: Honey-infused haircare brand by influencer Negin Mirsalehi.
  
• OPI: Nailcare + color hybrid with modern Shopify DTC shop.
  
• Bread Beauty Supply: Haircare for textured hair; inclusive design.

Nailcare & Accessories

• Holo Taco: Influencer-founded nail polish brand with limited drops.
  
• Manucurist: French vegan nailcare; clean branding and easy UX.
  
• GITTI: Berlin-based natural nail brand; gender-inclusive, minimalist tone.
  
• Barry M: Heritage UK brand turned Shopify-native with vegan line.

Men’s Grooming & Self-Care

• Beard & Blade: Men’s grooming brand; bundled routines and loyalty UX.
  
• Mankind: Male self-care & grooming retailer with sleek layout.
  
• Hims: DTC health/beauty for men; modern medical approach.
• Lumin: Minimalist skincare system for men; subscription model.

Oral & Body Care

• Hismile: Teeth-whitening brand; influencer-led, colorful DTC design.
  
• nuud: Natural deodorant; minimalist UX and sustainability story.
  
• The Honey Pot: Feminine care + body wellness; quiz and bundle flows.
  
• Smile Secret: Oral-care crossover brand with subscription model.

Fragrance & Wellness Crossover

• Le Labo: Artisan perfume brand; clean storytelling and refill logic.
  
• Maison Louis Marie: Botanical perfumery; simple Shopify UX and product storytelling.
  
• Vyrao: Fragrance + energy wellness concept store.
  
• Noto Botanics: Gender-inclusive fragrance/skincare hybrid.

Supplement & Beauty-From-Within

• Bears With Benefits: Beauty gummies; playful UX and subscription flow.
  
• JS Health Vitamins: Australian beauty supplement leader; strong retention funnel.
  
• Hum Nutrition: Wellness supplements tied to beauty routines; strong blog.
  
• Dose & Co: Collagen supplement brand with influencer reach.

Influencer / Celebrity Brands

• Goop: Lifestyle + beauty empire by Gwyneth Paltrow.
  
• Rhode Skin: Hailey Bieber’s minimalist skincare line.
  
• Kora Organics: Miranda Kerr’s clean beauty line; global audience.
  
• SKKN by Kim: Kim Kardashian’s skincare line; luxury minimalist layout.

Multibrand Retailer / Curator

• Mecca: Curated global beauty retailer with editorial blog.
  
• Organii: Organic beauty multi-brand concept store.
  
• Sukoshi Mart: K-beauty and lifestyle concept, omnichannel focus.

Niche / Indie Boutique Beauty

• Doe Lashes: Niche lash brand, warm storytelling.
  
• Alleyoop: Simplified beauty routines, playful branding.
  
• Herb’n Eden: Handmade soap & skincare, artisanal vibe.
  
• Isla Beauty: High-aesthetic indie brand with elevated imagery.

These 60 Shopify beauty stores make one thing clear: great design and emotion are what turn browsers into buyers. From calm, minimalist skincare to bold, playful wellness, each brand shows how beauty can feel effortless online.

If you want your store to deliver that same experience, Foxify Page Builder can help. It includes beauty and wellness templates designed around real shopper behavior, with layouts that focus on storytelling, ingredient details, and smooth mobile flow.

Check store templates for Beauty and Wellness in Foxify Demo

12 Stunning Shopify Beauty Stores with Experts’ POV

The following beauty Shopify stores are perfect illustrations of how vision, technology, and empathy combine to create a true connection with customers.

1. Fenty Beauty: Redefines inclusivity through technology

Fenty Beauty, founded by Rihanna in 2017, is widely recognized as a global catalyst for inclusivity in the beauty industry. The brand launched with 40 foundation shades, a groundbreaking move that forced the entire sector to redefine representation.

Its digital experience extends this philosophy through seamless functionality and human-centered design, inviting every shopper to see themselves reflected. Today, Fenty operates as one of the most successful Shopify beauty stores, praised for bridging culture, identity, and innovation.

Key successful factors:

• Inclusive UX/UI design that personalizes shade selection and user flow based on skin tone and undertone.
  
• Integration of AI-powered color matching to minimize hesitation and boost conversion confidence.
  
• A high-performing visual storytelling system that celebrates diversity through authentic imagery rather than product glamour.
  
• Consistent cross-platform aesthetics, ensuring brand continuity across regions and devices.
  
• Seamless cart experience that simplifies bundled product logic for high-order value.
  

Areas for improvement:  Fenty’s site could benefit from deeper education modules, such as texture demos or expert tutorials, to enhance product understanding and strengthen repeat purchase intent.

Hey if you are learning more about UX and CRO, we have it onsite. Check it now!

2. Holo Taco: Transforms fan culture into commerce

Created by YouTuber Cristine Rotenberg (Simply Nailogical), Holo Taco has evolved from a creator-led brand into one of the most personality-driven beauty ecommerce websites.

Known for its holographic nail polish and quirky tone, the brand generated over $10M in its first year through limited drops and direct fan engagement. Holo Taco stands out for transforming community entertainment into an engaging retail model.

Key successful factors:

• Distinctive visual identity inspired by holographic textures, translating influencer humor into web design.
  
• Limited-edition drops designed to trigger community excitement and viral engagement cycles.
  
• UX/UI design that balances color play with functional simplicity, avoiding clutter while keeping high energy.
  
• Consistent use of social proof and user-generated content, fueling authenticity and emotional connection.
  
• Seamless integration between Shopify backend and influencer content pipelines, enabling fast campaign launches.
  

Areas for improvement: The homepage can feel visually dense during drop season; simplifying navigation or introducing a dynamic calendar could improve clarity for new visitors.

3. The Ordinary: Turns transparency into its visual identity

Part of DECIEM’s minimalist empire, The Ordinary became a cult favorite by promoting ingredient transparency and scientific clarity. Its philosophy - “Clinical formulations with integrity” — redefined how modern consumers perceive skincare credibility. The brand’s site embodies this mindset, serving as a model for Shopify cosmetic stores that emphasize knowledge over marketing. It has surpassed $460M in annual revenue, driven by authenticity and education-first content.

Key successful factors:

• UX/UI design built around calm white space and grid clarity, evoking scientific trust.
  
• Transparent ingredient filters and product naming logic that simplify complex skincare routines.
  
• Editorial-style content that explains product chemistry through approachable microcopy.
  
• Clean typography hierarchy that supports cognitive comfort and long reading time.
  
• Multi-device optimization that maintains both usability and minimal aesthetic integrity.
  

Areas for improvement: Adding personal stories, visual case studies, or skin transformations could add warmth and human texture to the data-driven experience.

4. Rhode Skin: Perfects minimalist luxury in digital form

Founded by Hailey Bieber, Rhode Skin redefines modern luxury through simplicity and restraint. Launched in 2022, it quickly became one of the most searched Shopify beauty stores for minimalist skincare. Its product range is intentionally narrow, emphasizing quality, formulation transparency, and visual calmness. Rhode’s website mirrors its philosophy — slow, breathable, and elegantly tactile, creating a serene digital atmosphere.

Key successful factors:

• Refined UX/UI design that uses neutral palettes, generous spacing, and soft interaction timing.
  
• Visual hierarchy that draws attention to texture and hydration imagery over text-heavy content.
  
• Cross-device consistency that keeps layout and mood identical between desktop and mobile.
  
• Strong brand storytelling that links self-care with emotional stillness.
  
• Efficient Shopify architecture that ensures fast load times without sacrificing elegance.

Areas for improvement:  Rhode could expand its digital storytelling like skincare guides or editorial features, to extend dwell time and community engagement.

5. Youth to the People: Merges activism with skincare rituals

Founded in California, Youth To The People is built on superfood-based skincare and social consciousness. Beyond selling products, it has created a powerful platform for inclusivity and sustainability. The brand’s visuals blend human activism with clean design, making it one of the most purpose-driven beauty Shopify stores. Its growth includes partnerships with nonprofit organizations and global reach through both DTC and retail collaborations.

Key successful factors:

• Purpose-driven UX/UI design using warm tones and natural textures to express community.
  
• Rich educational storytelling that ties product benefits to environmental advocacy.
  
• Integrated “Journal” section combining editorial content with product cross-links.
  
• Clear micro-interactions that maintain an organic, human feel across the interface.
  
• Strong customer experience ecosystem connecting digital content, packaging, and social channels.
  

Areas for improvement: Creating a personalized routine builder or recommendation flow could enhance engagement and help users translate values into daily rituals.

6. Tropic Skincare: Turns sustainability into joyful storytelling

Tropic Skincare stands out as one of the most vibrant beauty ecommerce websites promoting conscious beauty. Founded in the UK and certified as a B Corp, Tropic has built a thriving global community around ethical sourcing and bright, tropical branding. The site radiates optimism, blending ethical transparency with a celebratory tone — proving that sustainability can look as joyful as it feels.

Key successful factors:

• Playful UX/UI design featuring organic shapes, fresh gradients, and inviting imagery.
  
• Content architecture that educates customers on eco-initiatives and certifications.
  
• Strong brand storytelling emphasizing community, positivity, and real-world impact.
  
• Consistent color psychology that evokes warmth and trust.
  
• Effortless product discovery experience that balances education with visual pleasure.

Areas for improvement: Reducing visual density in hero sections could help focus attention and create a calmer flow for longer browsing sessions.

Hey before you go, why not check out our guideline and examples of a refined Shopify product page? It's already live on FoxEcom blog! Or if you need a clear visualization, here is one: 

Image source: Foxify Demo

7. Function of Beauty: personalizes products at massive scale

Founded in 2015, Function of Beauty pioneered customizable haircare through data-driven personalization. With over 20 million unique formula combinations, it transformed how consumers perceive control and creativity in beauty. The brand’s Shopify makeup and haircare store reflects that individuality, blending science with joy, color, and self-expression.

Key successful factors:

• Interactive UX/UI design built around quizzes and visual product builders that adapt to user choices in real time.
  
• Strong personalization engine that connects emotional design with data logic.
  
• Clear visual hierarchy using color and iconography to guide user flow smoothly.
  
• Inclusive brand tone and imagery that empower customers to design their own identity.
  
• Flexible landing pages allowing modular content, quiz embeds, and responsive sections that scale easily.
  

Areas for improvement: Adding social proof elements — such as user stories or personalized before/after visuals — could enhance trust and reinforce the performance narrative.

8. Arctic Fox: builds a movement around color and compassion

Arctic Fox is a vegan, cruelty-free hair color brand known for turning self-expression into social impact. Co-founded by influencers Kristen Leanne and Ryan Morgan, it donates 15% of profits to animal rescue charities, merging ethics with creativity. Its Shopify beauty store channels this mission through bright palettes and compassionate storytelling.

Key successful factors:

• Vivid, emotion-driven UX/UI design that mirrors the vibrancy of the product itself.
  
• Consistent use of color psychology to communicate freedom, empathy, and energy.
  
• Community storytelling that positions customers as advocates, not just buyers.
  
• Strong integration of charitable messaging into the shopping flow without disrupting usability.
  
• Rich lifestyle photography reinforcing inclusivity and self-expression.

Areas for improvement: A clearer product comparison chart or dye result preview could help new customers choose shades with greater confidence.

9. The Honey Pot: Breaks taboos through design and empathy

The Honey Pot revolutionized feminine care by leading with honesty and representation. Founded by Bea Dixon, it became one of the most respected beauty Shopify stores in the wellness category. With its message of empowerment and transparency, the brand attracted both mainstream attention and community trust, achieving strong DTC growth across North America.

Key successful factors:

• Warm, approachable visual identity that blends wellness aesthetics with educational storytelling.
  
• Gentle typography and soothing tones that promote emotional comfort.
• Product pages crafted as conversations, using microcopy to foster empathy.
  
• Smooth UX/UI design that integrates product discovery with awareness-building content.
  
• Trust-centric shopping experience emphasizing safety, inclusivity, and community dialogue.
  

Areas for improvement: Expanding content around product routines and sustainable materials could build even stronger loyalty among new customers.

10. Bears with Benefits: Gamifies wellness in beauty supplements

Based in Germany, Bears With Benefits turned vitamins and collagen into lifestyle accessories. By merging functionality with cuteness, the brand reached international visibility across Europe’s beauty ecommerce websites. Its playful tone, pastel identity, and wellness gamification earned it a reputation as one of the most joyful supplement brands online.

Key successful factors:

• Colorful UX/UI design inspired by candy visuals that make nutrition fun and approachable.
  
• Gamified loyalty system encouraging repeat orders through positive reinforcement.
  
• Consistent content storytelling mixing education with humor and optimism.
  
• Strong product packaging integration that mirrors online visual cues.
  
• Frictionless subscription system supporting long-term retention and automation.
  

Areas for improvement: Integrating a progress tracker for vitamin routines could increase emotional attachment and accountability.

11. Doe Lashes: Builds intimacy through softness and sincerity

Founded by Jason Wong, Doe Lashes grew from a single handmade product line into a beloved DTC brand recognized for emotional storytelling and authenticity. As one of the most human-centered Shopify beauty stores, it celebrates everyday beauty through softness, comfort, and kindness.

Key successful factors:

• Airy, minimal UX/UI design using light pastels and gentle motion for emotional calm.
  
• Storytelling that values real people and relatable emotions over aspirational perfection.
  
• Cohesive digital tone matching packaging and lifestyle imagery.
  
• Customer reviews presented as stories, deepening authenticity and relatability.
  
• Seamless mobile optimization supporting impulse discovery and repeat purchasing.
  

Areas for improvement: Incorporating interactive tutorials or lash-style visual comparisons could enrich the buying experience for first-time shoppers.

12. Goop: Fuses editorial content with seamless commerce

Founded by Gwyneth Paltrow, Goop evolved from a lifestyle newsletter into a global wellness and beauty empire. Its Shopify beauty store embodies a rare fusion of journalism, commerce, and culture,  earning an estimated $250M+ annual revenue. The site’s seamless integration between articles and shoppable products has set a new standard for content-driven ecommerce.

Key successful factors:

• Magazine-style UX/UI design merging storytelling and transaction within one scroll.
  
• Intelligent layout architecture connecting editorial content to product discovery.
  
• Consistent brand storytelling tone balancing authority, aspiration, and empathy.
  
• Strong focus on customer experience, letting readers move from learning to purchasing naturally.
  
• Multi-channel ecosystem linking wellness, beauty, and lifestyle seamlessly under one identity.
  

Areas for improvement:  Adding clearer category navigation could help first-time visitors orient faster within the rich editorial environment.

Key Considerations When Building Beauty Shopify Stores

After exploring twelve remarkable Shopify beauty stores, a pattern emerges: success is not born from luck or design trends, it’s built from intention. Each winning brand balances emotion, clarity, and usability, turning digital interaction into something that feels personal and human.

When creating your own beauty Shopify store, consider the following pillars that shape both perception and performance:

1. Experience before aesthetics

A stunning website means little without flow. Beauty shopping is a sensory act, so every click should feel smooth and natural.

• Prioritize UX/UI design that feels fluid, calm, and intuitive.
  
• Use soft transitions, generous spacing, and mobile-responsive layouts.
  
• Align colors, typography, and photography with your brand’s product textures or tones.
  
• Make discovery effortless — fewer barriers mean longer engagement.
  

2. Storytelling with structure

The best beauty ecommerce websites should tell stories that educate and inspire. So, you can:

• Incorporate ingredient transparency and origin storytelling.
  
• Add tutorials, founder notes, and micro-copy that build connection.
  
• Create narrative rhythm through content hierarchy and pacing.
  
• Let your product pages teach as much as they sell.
  

3. Personalization as a new form of luxury

Modern beauty buyers seek experiences that feel made for them. Here are some recommendations for you: 

• Use quizzes, tone matchers, or dynamic recommendations to tailor journeys.
  
• Adjust content and visuals based on user behavior or preference.
  
• Tools like Foxify allow you to experiment with modular, personalized page layouts — fast, flexible, and on brand.
  

4. Authenticity over perfection

Consumers value honesty more than polished imagery.

• Showcase real reviews, community content, and human moments.
  
• Be transparent about ingredients, sustainability, and production ethics.
  
• Even Shopify beauty dropshipping stores can convey authenticity through an honest tone and relatable visuals.
  

In essence, building a great Shopify cosmetic store means designing for empathy. The store should feel less like a transaction and more like a ritual, a space where every scroll, color, and word carries warmth, trust, and care.

Shopify Beauty Stores - Frequently Asked Questions 

What Shopify themes work best for beauty stores?

The Sleek theme fits perfectly  as it is clean, elegant, and conversion-ready. Other good options are Be Yours (luxury aesthetic), Sense (fresh and natural), and Dawn (minimal with strong imagery). All support high-quality visuals and fast mobile performance.

What visual elements should every beauty store include?

• High-quality visuals: Show texture, color, and real skin results.
  
• Consistent branding: Use a cohesive palette and typography.
  
• Motion elements: Short demo videos or gentle animations.
  
• Interactive UX: Hover shade previews or AR try-ons.
  
• Trust cues: Ingredient icons, cruelty-free or vegan badges.
  
• Storytelling: Founder portraits, before-after galleries, lifestyle shots.
  

What are the must-have pages or sections for a Shopify beauty site?

• Home with hero banner and featured collections
  
• Product pages showing textures, ingredients, and usage tips
  
• About page sharing brand story and values
  
• Routine or “Shop by Concern” section for easy navigation
  
• Reviews, FAQs, and contact support
  
• Optional: blog tutorials or skincare guides for SEO and education
  

What integrations help improve conversions for beauty stores?

• FoxKit: bundles, upsells, and smart cross-sell offers
  
• Klaviyo: personalized email and SMS automation
  
• Okendo or Loox: reviews and visual UGC
  
• Rebuy: “Complete your routine” offers
  
• Recharge: subscriptions for skincare refills and repeat buyers