Top Skincare Brands to benchmark your e-commerce site

The struggle is undeniable for start-up skincare brands to pave their way to the top.

If you’re reading this article and you happen to be one of those promising skincare brands, worry not because we have rounded up some of the top skincare brands to benchmark your e-commerce site and highlighted the key features that you might be looking for.

Just like you, we’ve asked ourselves these questions while doing this report: "How should my website look? How am I going to showcase my products? What are the things that my target market wants to see?” And to answer them, we’ve come up with three categories namely design, merchandise presentation, and added features that could be useful to improve your conversion rate.

The ultimate benchmark & intelligence plateform: Panoramata

If you want to dig deeper into what great brands are doing, you can also check out panoramata, the best ecommerce benchmarking tool for emails, email flows, ads and landing pages. They track more than 4000+ DTC brands and their online marketing strategy.

Enjoy a free copy of our ebook about the ‘Top Skincare Brands to benchmark your e-commerce site’ that you can share with your friends, colleagues and business partners.

Download your copy right here!


In the humble beginnings of developing your e-commerce site, one of the first concerns is usually the look that would both resonate to the identity of your market and your brand. Looking for the right template can be very tedious but of course how are you going to improve that and make it more aligned with your vision? We suggest that you look into these skincare brands as benchmarks:

Kylie Skin

Founded by the make-up mogul of the Kar-Jenner clan, this skincare line incorporates Kylie Jenner's signature pink color onto their packaging, key visuals, video content, marketing campaigns and all the way to their website. To add to that, this signature color is not only 'all about Kylie' but is also Pantone’s 2016 color of the year (also dubbed as the ‘Millennial Pink’) which became so popular even until today. In recent years we’ve seen this shade of pink on beauty brands, fashion brands, music, gadgets, and even on food packaging. With that, we suggest that it is important to know what are the trending color palettes today and stick with it to highlight the coherence of each landing page to the brand’s identity. 

Drunk Elephant 

As market experts suggest, the chunk of the 41.8% growth in skincare product sales within the last 7 years was attributed to the Gen Z’s, as this age group believes that it is better to bank on skin health rather than cosmetics. According to Piper Jaffray’s research, the spending power of Gen Z’s has a projected value of $140 billion and beauty brands should definitely consider the “desires and behaviors” of this generation such as their lifestyles, visual preferences, and proper representation. So, what does Drunk Elephant have to do with that? With its highly visual and well-curated e-commerce site, this award-winning skin care brand surely didn’t miss out on tapping the Gen Z market. As this generation is very into animated visuals and bright colors, Drunk Elephant could be a really good benchmark in designing your website if you aim to win the hearts of the Gen Z's.

However, if you’re into the more minimalist aesthetic, we suggest looking into The Ordinary Versed Skincare or Typology Paris’ e-commerce sites. If you are aiming to tap a bigger range of age groups, going with neutral earth colors and minimalist themes is the way to go. All in all for design, we suggest looking beyond a certain palette and know the trend and market psychology behind it. 


With a great design concept comes a brilliant merchandising presentation. Just like setting up a physical store, you have to understand visual merchandising and how your customers would feel upon entering your shop. The same goes for e-commerce especially for skincare products where customers value both design and merchandise presentation as these impact the credibility of the brand. Aside from that, we know that skincare brands offer a ton of products with a ton of information. So, how should these be presented on a website? Have a look at these brands for your benchmark:

Innisfree & Tatcha 

First up are Innisfree and Tacha, some of the most popular beauty brands in Asia that can give you various examples on how to showcase your products depending on your product range and categories. By looking at it as a consumer, you can already identify the products you need on their homepage without having to browse through multiple links. You just have to pick a category (for ex. Shop by Benefits, Shop by Concern, Shop by Skin Type) and it will redirect you to the product you are looking for. With regards to information, their product page not only offers information about the product you’ve selected but also shares with you useful tips on skincare and how to use this product within a regimen. Innisfree and Tatcha not only aims to sell but also shows that they care about their customers — and that builds brand equity. 


Next is Glosser, one of the most sought after beauty brands of skincare fans. Just like Innisfree and Tatcha, Glossier’s e-commerce site is very easy to navigate and direct to the point. By featuring their star items directly on the homepage, it gives the customers the accessibility they want and offers them more time to browse through the products page. In terms of information, Glossier presents the juicy bits that every type of consumer wants to know by already answering the questions they would normally ask. For example you select their best-selling ‘Priming Moisturizer’ you would see a summary of information that goes with it and tells you everything you need to know.


By reviewing the websites of these skincare brands, we’ve also gathered the most interesting features that you could look into when vamping up your e-commerce site. Of course, the applicability of these features still depends on your product range but we’ll just share it with you just in case you want to add a little “razzle-dazzle” on your e-commerce site:

Suggested Skin care Routines (See: Tatcha and Innisfree)

Personalized Product Filter for large catalogs (See: Éminence Organic Skincare)

Skincare Quizzes or Consultation Forms (See: Versed Skincare, Tacha)

Team Picks Section (See: Glossier)


‘How to get there' is always the next question after gathering these ideas and inspirations. And to be fairly honest, there are a lot of ways to build your dream e-commerce site. You can reach out to growth marketing experts and let them review your brand while staying completely autonomous. Don’t be afraid to collaborate with them because in order to bring your ideas to life, it has to be backed up by meaningful figures. So to sum it, here are some of our pro-tips to help you get there:

  • Benchmarking is key — Know what you want by seeing what works for the market
  • Reach out to Experts — It’s okay if you don’t know everything yet
  • Review Your Funnel — Know your exact market and start iterating with them
  • Know the perfect acquisition channel — Spend more time with channels that count
  • Manage your data — Sit back and relax while you watch your business grow
Auteur : 
Retrouvez-nous sur YouTube pour des analyses marketing hebdomadaires.
▶ Je m'abonne !
Abonnez-vous à notre podcast hebdomadaire 3615 Marketing.
▶ Notre podcast
Author : 
Subscribe onYouTube for weekly growth ecommerce best practices.
▶ Subscribe !
Connect with me on Linkedin!
▶ Connect
Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.


Improve your eshop with growth strategies

Your products are awesome. What if we could sell more of them?

Get ready for takeoff & land on your dream e-shop


Improve your funnel performances

"You're only one funnel away" What if we can build this famous funnel together?

Let's build this funnel together!


Optimize your conversion rate, again and again

Even when there’s none left, there are still some more

Get more with what you already have

Growth Insights • More articles

The Perfect Email Journey to get back +25% of your lost checkouts

I'm sharing here a proven tactic that drive results to get back at least 25% of your lost checkouts, while the e-commerce average is around 8%.

Read →

Your CRM action plan to take your ecommerce store to the next level [checklist included]

Launching an ecommerce store? You have everything ready, your products, your website, your design - even your analytics? Yupee !But how about your CRM ? In this article, we'll review a simple go-to plan you can start with today to extend your CRM capabilities. Let's dive in!

Read →

Facebook Ads Budget & Profitability Calculator

This calculator will let you know which budget you'll need on Facebook - and if your ads are profitable.‍

Read →

Emails Metrics A/B Test Significance Test

This email A/B test significance test will let you know which version of your email A/B test is the most performant - and on which metrics. Plus, we'll display which recommandations you can take.

Read →

How Much Does an Ecommerce Website Cost?

The perennial, ever-so-sticky question: How much does an e-commerce website cost? The answers will vary. Also, the answer you don’t like: It depends. 

Read →

eCommerce Personalization Examples & Tactics For Shopify

Personalizing your eCommerce site is a great way to improve conversion rates.

Read →

How to Create FAQ Pages For eCommerce: Best Practices for 2023

Learn how to create FAQ (Frequently Asked Questions) for eCommerce and you’d not only do a service for your potential customers but also save time answering questions (on live chat, email, phone, or otherwise). 

Read →

Programmatic SEO and eCommerce: What are some best practices? 

Search Engine Optimization (SEO) is key to getting your website found and for you to take advantage of the phenomenal use of search engines as the starting point for most users’ journey on the web -- to find answers, to look for information, to compare product A with product B, to look for solutions, to find local stores or merchants, and also to buy. 

Read →

Proven eCommerce Marketing Strategies To Try in 2023

As far as proven eCommerce marketing strategies go, while we use the word “try” in the title, what we really mean is that you “should”. By the end of 2022, global eCommerce will be worth a whopping $5.55 Trillion. By 2023, eCommerce is going to be worth $6.17 Trillion. If anything, eCommerce is only going to get bigger and is a viable opportunity for any eCommerce brand.

Read →

Why Do You Need Landing Pages For eCommerce Sites? 

Landing pages -- unlike regular pages -- help convert better. Use them generously for all campaigns. eCommerce conversions -- along with sign ups with tracking pixels happen on landing pages. Sales happen on eCommerce product pages. All of this is tracked. 

Read →

Big data for Ecommerce Small Businesses

One way to challenge big brands is to leverage data. Which data? Yours

Read →

What is a Good Conversion Rate On Shopify? [& Tips On How to Improve Conversions]

To help boost your Shopify store conversion rates, you’ll need a holistic approach.

Read →

Benchmark - Email strategies you can learn from these DTC Brands

What do customers want to see? Truth is, it really depends on what you offer and how you want to brand your business. Overall, here are the things that we highly suggest you consider when writing your newsletter.

Read →

How to increase click rate on emails?

How to increase click rate on emails? This is a very tricky question because it always depends on a lot of stuff and by a lot we mean — A LOT. So, we suggest to actually follow this checklist that we have formulated to help you get a bigger picture of what should be done. 

Read →

Growth Blog • D'autres articles

Thank you! Your submission has been received!
Oops! Something went wrong while submitting the form.
▲ hutte • que 2021 soit spécial • réalisé avec attention