Shrimpton Agency

Every beauty brand dreams of a flawless online presence—just as perfect as a fresh coat of nail polish, and just as hard to achieve without the right tools. Some start with clunky platforms that crash during launches or can’t handle the buzz of a viral campaign. Others realise too late that their tech is holding them back from creating the seamless, immersive experience their customers expect.

But then they move to Shopify—and everything changes.

This isn’t just a story about better websites; it’s about brands levelling up. Think smoother checkouts, sleeker designs, and a backend that works as hard as the founders do. In this article, we’re diving into the before-and-after of beauty brands who made the switch. From messy beginnings to stunning digital transformations, these stories will show you exactly what a Shopify glow-up looks like.

 

Fenty Beauty

In June 2021, Fenty Beauty and Fenty Skin made a bold move that shook up their digital game—they switched their e-commerce platform from Salesforce Commerce Cloud to Shopify Plus. For a brand built on inclusivity and innovation, it was a strategic choice to match their ambitions with a platform that could keep up.

The impact? Think smoother operations, a better handle on high-traffic launches, and an online experience as sleek as their packaging. Shopify Plus gave Fenty the flexibility to scale without limits, creating a robust foundation for their next chapter of growth.

While exact numbers aren’t shared, the switch was a clear power move—one that positioned Rihanna’s empire to continue thriving in a competitive, fast-moving industry. Proof that when your tech gets an upgrade, your brand can truly shine.

What we like about it

Let’s be real—Fenty switching to Shopify Plus was a power move. It’s like watching a top athlete swap clunky, outdated gear for the latest tech and then dominate the game. Rihanna’s empire was already a juggernaut, but this shift gave it the turbo boost it needed. The fact that their site now handles the chaos of a viral launch without breaking a sweat? That’s the kind of resilience every founder dreams about.

 

Blind Barber

Blind Barber was ahead of the curve when it came to tech. Originally operating on Magento with a custom-built Ruby on Rails adapter, they were early adopters of a headless approach—before "headless" was even a term. Back then, Shopify wasn’t widely seen as a serious contender for growing brands, but the momentum around Shopify Plus changed the conversation. The switch drastically reduced Blind Barber’s immediate running costs while giving them a more flexible foundation for scaling. Shopify Plus provided the ease of use and stability they needed, replacing a setup that required constant maintenance. The result? A seamless, high-performing e-commerce operation that lets Blind Barber focus on what they do best: delivering premium grooming products and experiences.

What we like about it

Blind Barber’s journey is a testament to how e-commerce has evolved. They made bold tech bets before Shopify was even on the radar, but when Plus started making waves, they recognised an opportunity. The move didn’t just cut costs—it gave them the operational flexibility they needed. Going from an early headless setup to a streamlined Shopify Plus store proves that sometimes, the best innovation is knowing when to pivot.

 

Skin Inc

In 2019, Skin Inc, a pioneer in personalized skincare, transitioned from its legacy e-commerce platform to Shopify Plus. This move empowered the brand to enhance its online presence by launching tailored websites for diverse markets and customer segments. Utilizing Shopify Plus's LaunchPad feature, the Skin Inc team could independently manage sales events and promotions without relying on developers. The results were remarkable: a fourfold increase in revenue, a 200% boost in conversion rates, and a 15% rise in repeat business. Additionally, the time spent on managing sales events and website performance was reduced by half, allowing the team to focus on innovative products like their SABI AI app.

What we like about it

Skin Inc is like that overachiever who somehow has their life together while the rest of us are trying to find matching socks. They figured out how to run multiple websites, double their conversions, and rake in four times the revenue—all while cutting their workload in half. Shopify Plus gave them the kind of flexibility that doesn’t just make life easier; it makes scaling feel effortless. I mean, who doesn’t want results like that?

 

HiSmile

In 2023, Hismile, the Australian disruptor in teeth whitening, ditched WooCommerce for Shopify Plus—and it’s been a game-changer. Plagued by crashes during launches and a platform that couldn’t keep pace with their growth, they made the switch to create an online store that worked as hard as their team does.

The results? A staggering 500% increase in global online sales year-over-year, pushing their annual revenue to $300 million. Shopify Plus gave them the tools to streamline operations and rethink their strategy, including smarter product bundling that quadrupled average cart sizes.

This wasn’t just a platform upgrade; it was the foundation for a global brand transformation. Hismile’s story proves that when the tech matches the ambition, the results can redefine what’s possible.

What we like about it

HiSmile’s move to Shopify Plus feels like the business equivalent of going from a clapped-out old van to a Tesla. They were already killing it in the teeth-whitening game, but this switch supercharged their growth. The 500% sales jump? The quadrupled cart sizes? That’s not just growth—that’s a rocket launch. It’s proof that when your tech matches your ambition, the sky isn’t even the limit.

 

Dollar Shave Club

In 2011, Dollar Shave Club disrupted the men's grooming industry by delivering quality razors directly to consumers' doorsteps. Initially, they built a custom e-commerce platform to support their subscription-based model. However, as the company scaled, maintaining this homegrown system consumed about 40% of their tech resources, diverting attention from innovation and growth.

Recognizing the need for a more efficient solution, Dollar Shave Club transitioned to Shopify. This strategic move reduced their tech maintenance efforts by 40%, allowing the team to focus on enhancing customer experiences and expanding their product offerings. The migration also enabled rapid international expansion, with new regional sites launching in weeks instead of months. Additionally, by leveraging Shopify's app ecosystem, Dollar Shave Club improved conversion rates and reached over 100 million new users through the Shop app.

This shift from a custom-built platform to Shopify not only streamlined operations but also positioned Dollar Shave Club for sustained growth in the competitive direct-to-consumer market.

What we like about it

Dollar Shave Club is the poster child for how you know it’s time to ditch a custom platform. Burning 40% of your tech resources just to keep things running? That’s a nightmare. Their switch to Shopify didn’t just fix the headaches—it gave them room to breathe and grow. And let’s not overlook how quickly they went global after the migration. This isn’t just a tech upgrade—it’s a total game-changer.

 

Beard & Blade

In 2017, Beard & Blade, Australia's premier men's grooming retailer, faced persistent challenges with their Adobe Commerce (formerly Magento) platform. The system's instability led to frequent site outages, and managing separate storefronts for retail and wholesale demanded excessive manual effort. Recognizing the need for a more robust solution, they transitioned to Shopify Plus.

This strategic migration transformed their operations. By consolidating retail and wholesale channels into a single, efficient platform, Beard & Blade streamlined inventory management and order processing. The results were impressive: a 35% year-over-year increase in retail sales, a doubling of wholesale revenue, and a fivefold boost in average order value for wholesale transactions.

Co-founder Ben Chidiac noted, "Switching to Shopify Plus has been remarkable. We're doing record sales since switching. This was unthinkable when we were on Adobe Commerce."

The move to Shopify Plus not only stabilized their online presence but also empowered Beard & Blade to focus on growth and innovation, solidifying their position in the competitive men's grooming market.

What we like about it

Beard & Blade’s story hits close to home because it’s the kind of challenge so many founders face: juggling too many platforms, wasting time on manual processes, and praying your site doesn’t crash. Their switch to Shopify Plus feels like a liberation story. Consolidating retail and wholesale? Genius. Doubling wholesale revenue and hitting record sales? That’s the stuff we live for.

 

Dermalogica

In 2023, Dermalogica, a leader in professional-grade skincare, faced challenges with their existing e-commerce platform, Salesforce Commerce Cloud. The system's complexity and high development costs hindered their ability to cater to individual regional markets, leading to operational inefficiencies. Seeking a more flexible and responsive solution, Dermalogica transitioned to Shopify Plus.

The migration process was swift, taking just six weeks with dedicated support from Shopify's team. Post-migration, Dermalogica experienced a 119% increase in sales, a 45% boost in conversion rates, and a 44% improvement in site speed. The enhanced platform allowed for better customization across various facets of their online business, including products, treatments, and educational content. Additionally, the user-friendly interface enabled the team to set up promotions and launch marketing campaigns efficiently, reducing reliance on developers.

This strategic move not only streamlined Dermalogica's operations but also empowered them to deliver a more personalized and efficient shopping experience to their global customer base.

What we like about it

You know what I love about Dermalogica’s Shopify glow-up? It’s the speed and precision. Migrating a massive brand in just six weeks while boosting sales by 119%? That’s the kind of efficiency most of us can only dream of. And the fact they can now tailor their regional sites without jumping through hoops? It’s the ultimate flex in professional skincare—clean, efficient, and transformative.

The Final Touch: Transform Your Beauty Brand with Shopify and Shrimpton Agency

The beauty industry doesn’t stand still—and neither should your e-commerce strategy. The stories of brands like Fenty Beauty, Hismile, and Skin Inc show what’s possible when ambition meets the right platform. Shopify isn’t just an upgrade; it’s a transformation, offering the tools to scale your business, streamline your operations, and create customer experiences that turn first-time buyers into loyal fans.

But even the best platform needs the right partner. That’s where Shrimpton Agency comes in. We specialise in helping beauty brands unlock Shopify’s full potential, from seamless migrations to creating bespoke e-commerce experiences that reflect the heart of your brand.

Ready for your glow-up? Let’s make it happen—together.