Reflecting a beauty brand online isn’t just about looking polished—it’s about creating something that feels aspirational, intuitive, and undeniably you. It’s no small feat to sell products people can’t touch, smell, or swatch. But when done well, a website can become your brand’s most persuasive salesperson.
Over the years, I’ve seen the good, the bad, and the downright painful when it comes to beauty brands online. The ones that thrive know that beauty is more than skin deep—it’s in the design, the copy, the models, the way the site flows. It’s about building an experience that reflects the brand’s promise at every click. Let’s get into what that really takes, and I’ll share some hard-earned lessons (and secrets) along the way.
Let’s dive into the first essential piece of the puzzle: Aspirational Imagery.
When someone lands on your website, they should instantly understand the kind of beauty your brand represents. Whether that’s fresh-faced minimalism or bold, unapologetic glamour, your visuals need to tell the story. This isn’t about throwing a few stock photos together and hoping for the best. It’s about crafting a world that feels aspirational—one your audience wants to step into.
Start with your models. The faces of your brand should reflect your customers’ aspirations, but they also need to feel relatable. If you’re selling skincare for mature women, show glowing, radiant skin on women who look confident and unapologetic in their 50s, 60s, and beyond. If your products are about inclusivity, let that shine through in every campaign—diverse skin tones, ages, and styles aren’t just nice to have; they’re non-negotiable.
Then there’s the quality of your imagery. Invest in high-end photography and thoughtful art direction. Lighting, composition, and colour grading all play a role in creating the polished look your customers expect. Think of it this way: if you’re selling luxury, your visuals can’t look like they were shot on a phone in someone’s living room.
Finally, don’t forget about movement. Video content—whether it’s a product swatch under different lights, a 5-second loop of glowing skin, or a behind-the-scenes clip from your shoot—brings your products to life in a way still images simply can’t. Movement draws attention and helps bridge the gap between online and real-world experiences.
When your imagery is aspirational and authentic, it sets the tone for the rest of your site—and it lets your customers know they’re in the right place.
Next up: Copywriting That Connects
Your visuals might grab attention, but your copy is what keeps people around. This is where your brand’s personality really gets to shine—and where you make that emotional connection with your audience. If your imagery is the promise, your words are the invitation: they should make people feel seen, understood, and excited to be part of what you’re offering.
The best copy doesn’t feel like marketing. It feels like a conversation. It’s warm, confident, and clear. You’re not just selling a product; you’re solving a problem, fulfilling a desire, or helping your audience express themselves. Whether it’s the headline on your homepage, a product description, or an email subject line, every word should feel intentional.
Here’s the thing: beauty copy is not one-size-fits-all. If your brand is all about minimalism and clean beauty, your tone should reflect that—think effortless and straightforward. On the other hand, if you’re channeling high-octane glamour, your words should sparkle just as much as your products. The key is to stay consistent. Don’t sound like one brand on your website and another in your Instagram captions. That disconnect? It’s a deal-breaker for customers.
And let’s talk product descriptions. This is your chance to paint a picture. Don’t just list the ingredients or benefits—tell your customers how they’ll feel using the product. Will it make their skin glow like they’ve just come back from holiday? Will it help them nail that perfect winged liner in one swipe? Be specific, but don’t overcomplicate it. Good beauty copy is aspirational and approachable in equal measure.
Most importantly, don’t forget the power of storytelling. People love brands with a story—how your products are made, the values that drive your business, or even the inspiration behind your best-selling shade. Share those details. They create trust and loyalty, turning casual shoppers into lifelong fans.
Great copy doesn’t just sell; it builds relationships. And when your words resonate with your audience, they’ll keep coming back for more.
Let’s move on to the backbone of any beauty brand’s online presence: Design Aesthetic and User Experience (UX).
Your website isn’t just a digital storefront—it’s an extension of your brand. Every pixel, every interaction, every tiny detail should work together to reflect the experience your products promise. The goal? To make every visitor feel like they’re stepping into a beautifully curated space, designed just for them.
Start with the aesthetics. Your design needs to align seamlessly with your brand’s identity. If you’re a clean beauty brand, your site should feel fresh and uncluttered, with a neutral colour palette and minimalist typography. If your brand is all about bold, vibrant self-expression, lean into colours that pop, playful design elements, and unexpected layouts. The golden rule? Don’t try to appeal to everyone. Own your niche and create a design that speaks directly to your ideal customer.
Functionality matters just as much as beauty. A gorgeous website that’s slow, confusing, or difficult to navigate is the equivalent of walking into a chic boutique and not being able to find the till. Your site should be intuitive, fast, and built to guide customers effortlessly from discovery to checkout. Think about your navigation: is it clear and straightforward? Are your product pages easy to explore? Is your search function smart enough to handle common typos? Every element should feel effortless.
Mobile-first is non-negotiable. Over half of online beauty purchases happen on mobile, so your site needs to look and function flawlessly on every device. Test it. Obsess over it. Make sure your mobile experience is as premium as your desktop one, if not better.
And let’s not forget micro-interactions—the small moments that make a big impact. A subtle glow around the “Add to Bag” button when hovered over, a loading animation that’s as chic as the rest of your site, or even a thoughtful confirmation message at checkout can all add a layer of delight that customers remember.
Finally, think about accessibility. Beauty is for everyone, and your website should be too. Use alt text for images, ensure your colour contrasts are readable, and make your site navigable by keyboard. Inclusive design isn’t just the right thing to do—it’s also great for business.
When your site nails both aesthetics and functionality, it doesn’t just sell products—it sells an experience. It feels like your brand, through and through. And when customers land on a site like that, they don’t just buy—they fall in love.
My favorite topic: Authentic Brand Representation
Let’s be real: customers can spot inauthenticity a mile away. If your brand doesn’t practice what it preaches, they’ll call it out—or worse, quietly click away. Beauty is personal, emotional, and tied to identity, so your brand needs to feel honest, relatable, and real. People want to buy into something bigger than just a product; they want to feel part of a story they believe in.
Start with your “why.” Why do you exist as a brand? What’s your purpose beyond selling lipsticks or serums? Maybe you’re here to celebrate diversity and ensure no one feels left out of the beauty conversation. Maybe sustainability is your driving force, and you’re on a mission to make beauty kinder to the planet. Whatever it is, own it and let it run through everything—from your product development to your messaging. When your “why” is clear, it builds a connection that lasts far longer than a fleeting trend.
Be transparent. In an industry that’s often clouded by jargon and half-truths, transparency is a breath of fresh air. Be upfront about your ingredients, how your products are made, and what your brand values are. Don’t sugarcoat or overpromise—trust is built on honesty. If you’re working towards something, like improving sustainability or expanding your shade range, talk about it. Share the journey. Customers appreciate brands that are real about where they are and where they’re going.
Representation matters. Your customers want to see themselves in your brand—literally and figuratively. From the models in your campaigns to the language you use, make sure you’re reflecting the diversity of the people you’re speaking to. It’s not just about ticking boxes; it’s about genuinely celebrating the uniqueness of your audience. And remember, this isn’t a one-off initiative—it should be baked into the DNA of your brand.
Speak with your own voice. Forget the generic beauty clichés. Your tone should feel like it’s coming from a real person, not a marketing playbook. Whether you’re playful, empowering, or calming, your voice should be distinct and consistent across every touchpoint. When people read your copy, watch your videos, or scroll your socials, they should immediately know it’s you.
Authenticity is what makes your brand more than just a product—it makes it a movement. And when people believe in what you stand for, they don’t just buy from you—they advocate for you. That’s the kind of loyalty no paid ad can ever buy.
****Everyone’s favorite hobby: Social Media
For beauty brands, social media is where it all happens. It’s about creating a space where your audience can discover, connect, and fall in love with what you do. When done right, it’s a direct line to your customers—an opportunity to share your story, showcase your products, and build a community that’s as passionate about your brand as you are.
Find your audience, then meet them there. Whether they’re saving skincare routines on Instagram, scrolling TikTok for the latest hacks, or curating Pinterest boards for their dream beauty stash, you need to know where they’re spending their time. Focus on those platforms and create content tailored to each one. A polished tutorial might thrive on YouTube, while a quick, fun behind-the-scenes clip might take off on TikTok.
Make them stop scrolling. In a sea of endless content, your posts need to grab attention instantly. Think striking product photography, bold colour palettes, or videos that show the glow of your highlighter catching the light. But don’t stop at beautiful visuals—pair them with captions that tell a story or spark conversation. The best-performing content feels personal and real, not overly staged or forced.
Turn followers into participants. Social media is at its best when it feels like a conversation. Reply to comments with genuine enthusiasm, answer DMs like you’re talking to a friend, and encourage your audience to get involved. Run polls, ask for feedback, or host live tutorials where customers can ask questions in real time. People want to feel heard, and this is your chance to build trust in ways that feel natural.
Collaborate with creators who get it. The right partnerships can work wonders, but this isn’t about chasing follower counts. It’s about finding influencers or creators who align with your values and genuinely connect with their audience. Their passion for your products will shine through, and their authenticity will resonate far more than a generic ad campaign.
Bridge the gap to your website. Make it easy for people to move from discovery to purchase. Use features like shoppable posts, highlight reels for FAQs or tutorials, and clear links to your site. The easier it is to take that next step, the less friction there is between someone seeing your product and adding it to their basket.
Stay curious and adaptable. Social media trends move fast, and beauty brands that embrace this energy stand out. Experiment with new formats, try unexpected ideas, and don’t be afraid to lean into what’s working right now. The key is to stay authentic—trends are only effective when they still feel true to your brand.
Done well, social media isn’t just another marketing channel—it’s where your brand comes to life. It’s where your audience sees what you stand for and decides to stick around, not because you’re selling to them, but because you’re making them feel part of something they don’t want to miss.
Self improve with: Continuous Improvement
Here’s the thing about beauty brands online: the work is never truly done. Trends shift, technology evolves, and customer expectations only get higher. That’s not a bad thing—it’s an opportunity. The brands that thrive are the ones who see their website and strategy as a living, breathing thing. Continuous improvement isn’t about fixing mistakes; it’s about staying curious and always looking for ways to do better.
Start with the data. If you’re not already glued to your analytics, it’s time to change that. Dive into the numbers: where are people dropping off your site? Which pages are driving the most engagement? Are your customers mostly mobile, or are they browsing on desktop? Data doesn’t lie, and it’s the best tool you have for figuring out what’s working—and what’s not. But remember, numbers are only half the story. Pair them with real customer feedback to understand the why behind the metrics.
Test, tweak, and test again. Continuous improvement is about experimenting. Try new layouts, introduce subtle changes to your call-to-action buttons, or test the impact of a different homepage hero image. But don’t fall into the trap of making changes for the sake of it. Always have a hypothesis—what are you trying to improve, and why? Keep those experiments small and controlled, so you know exactly what’s driving the results.
Listen to your customers. It’s easy to assume you know what they want, but the truth is, your customers will always surprise you. Use surveys, social polls, or even one-on-one conversations to understand their needs. Are they looking for more in-depth tutorials? Do they want clearer product details? Maybe they’re struggling to find what they need on your site. Their insights are gold—take them seriously.
Keep an eye on the competition. I’m not saying you should copy what others are doing, but don’t ignore it either. Look at the brands leading the charge in beauty and e-commerce. What are they doing that’s catching attention? What gaps can you spot that your brand could fill? Staying aware of the landscape will help you stay ahead of the curve.
Embrace the long game. Continuous improvement isn’t about overnight results. It’s about building something sustainable—a brand and online presence that gets stronger over time. Some changes will have immediate payoffs, like a faster checkout process or a more intuitive mobile layout. Others, like refining your messaging or building loyalty through better UX, might take longer to show their impact. The key is to keep going.
Here’s what I’ve learned: there’s no such thing as perfection, especially online. But that’s the beauty of it. Every tweak, every update, every little experiment is a chance to bring your brand closer to your customers. And when you approach it with curiosity and intention, continuous improvement stops feeling like a chore and starts feeling like what it truly is—an opportunity to grow, evolve, and keep your brand at the top of its game.
Our final thoughts
When we started Shrimpton, we knew we wanted to do more than just build websites—we wanted to help beauty brands create something truly special online. Over the years, we’ve worked with countless brands, helping them turn their vision into an experience that resonates with their customers. For us, it’s not just about looking good (though that’s important!); it’s about creating something that feels authentic, connects with people, and drives real results.
We’ve poured everything we’ve learned into this process—how to build aspirational visuals, craft compelling copy, design seamless experiences, and stay ahead in a constantly evolving space. Every brand is different, and we love nothing more than digging into those differences to bring out what makes them shine. Whether it’s elevating a luxury skincare line or helping a bold new makeup brand find its voice, we treat every project like it’s our own.
Helping brands get more out of their online presence is what we love to do. And if you’ve got a beauty brand that’s ready to make an impact, we’d love to hear from you. After all, this isn’t just what we do—it’s who we are.