Top 5 Beauty Brands on Shopify: How They’re Built & How They Sell

1. Kylie Cosmetics

Tech Stack: Shopify Plus, Klaviyo, Nosto, Attentive, Yotpo

The eCommerce Expert’s Take: Kylie Cosmetics is a masterclass in urgency-driven sales. From limited-edition drops to influencer collaborations, they’ve built a hype machine that keeps customers coming back. Nosto’s AI-powered product recommendations and Klaviyo’s email flows ensure that every visitor is nudged toward conversion. Attentive fuels their SMS marketing, while Yotpo powers their customer reviews and UGC, making social proof a major driver of trust.

The Beauty Customer’s POV: The shopping experience is smooth, but what really hooks me is the exclusivity. Everything feels like a must-have before it even launches. The checkout process is quick, but I wish they had a better way to compare shades and textures—maybe interactive AI try-ons?

2. Glossier

Tech Stack: Shopify Plus, Klaviyo, Elevar, Optimizely, Segment

The eCommerce Expert’s Take: Glossier has mastered community-driven commerce. They use Segment to personalize user journeys and Optimizely for continuous A/B testing, ensuring the site is always optimized for conversions. Elevar helps with analytics and tracking, making every marketing dollar work harder.

The Beauty Customer’s POV: Glossier makes shopping feel personal. The brand speaks directly to me, like a friend giving beauty advice. Their product pages are clean, their blog is genuinely helpful, and their aesthetic? Chef’s kiss. But I’d love to see more loyalty perks for repeat buyers.

3. Rare Beauty

Tech Stack: Shopify Plus, Klaviyo, Attentive, Loop Returns, Convert, Olapic

The eCommerce Expert’s Take: Rare Beauty’s strength lies in storytelling. Convert is used to test what resonates with customers, while Loop Returns makes exchanges frictionless—crucial for beauty brands where shade-matching issues are common. Olapic drives UGC, making real customer testimonials and looks a key part of the shopping experience.

The Beauty Customer’s POV: I love how Rare Beauty champions self-love and mental health. It’s not just about makeup—it’s about feeling good. The reviews and UGC make it easy to see what shades work on different skin tones, and the hassle-free returns give me the confidence to buy online.

4. Rhode Skin

Tech Stack: Shopify Plus, Attentive, Klaviyo, Rebuy, Tolstoy, Okendo

The eCommerce Expert’s Take: Rhode Skin is built for high engagement. Rebuy’s personalized upsells and Okendo’s in-depth review system create a strong social proof cycle. But what I really love is their use of Tolstoy—video shopping integration makes it feel like a beauty consultation, right on the site.

The Beauty Customer’s POV: The site is minimal and sleek, just like the brand. The video shopping experience is super helpful, but I do wish there were more detailed ingredient breakdowns. As a skincare enthusiast, I love knowing exactly what I’m putting on my face!

5. Aesop

Tech Stack: Shopify Plus, Insider, FullStory, Contentful, Kissmetrics

The eCommerce Expert’s Take: Aesop’s digital presence mirrors their in-store experience—elegant, immersive, and deeply intentional. Contentful powers their rich, editorial-like product pages, while FullStory helps them analyze how users interact with their site, ensuring seamless navigation. Kissmetrics dives into user behavior, giving Aesop the data to refine and personalize the shopping journey.

The Beauty Customer’s POV: Shopping on Aesop feels like walking into a high-end apothecary. It’s calming, thoughtful, and beautifully curated. I love their educational approach, but sometimes I just want a quick buy option without scrolling through pages of poetic descriptions.

Final Thoughts: The Secret Sauce of High-Performing Beauty Brands

Each of these brands has carved out its own space in the beauty eCommerce world. But if I had to distill their success down to a formula, it would be this:

1. Tech that enables personalization & conversion – AI-driven recommendations, loyalty integrations, and seamless checkout processes.
2. Strong storytelling & brand identity – They don’t just sell products; they sell emotions, lifestyles, and values.
3. Customer-centric experiences – From hassle-free returns to engaging community content, they make beauty shopping feel effortless and exciting.
4. Shopify Plus - No explanations here are needed.

For beauty brands looking to scale, it’s not just about having great products—it’s about crafting an online shopping experience that customers love coming back to. Want to build a beauty eCommerce brand that stands out? Let’s talk.

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