Essential Shopify Beauty Brand Features
The beauty and wellness industry isn’t slowing down; it’s accelerating. By 2026, the global beauty market is expected to surpass $700 billion, and much of that growth is happening online.
Here’s the truth: Shopify merchants in the beauty, skincare, and wellness space aren’t just competing on product quality anymore. They’re competing on experience. The brands that win are the ones that make it easy, personal, and unforgettable for customers to shop.
That means if your Shopify store feels outdated, or worse, generic, you’re leaving serious revenue on the table.
So let’s dive into the 10 Shopify features every beauty brand needs in 2025 to thrive, convert, and scale.
1. AI-Powered Product Recommendations
Personalization isn’t a “nice-to-have” in beauty. It’s the difference between a one-time order and a lifelong customer.
AI-driven recommendations, like “Best for oily skin” or “Pairs perfectly with your current serum”, help customers feel understood. When shoppers see themselves reflected in your product suggestions, trust skyrockets, and so do conversions.
Shopify’s new native AI tools (and apps like LimeSpot or Wiser) give beauty merchants the power to deliver personalized experiences at scale.
2. Shoppable Video & Tutorials
Beauty is visual. Customers want to see products in action, whether it’s how a foundation blends, how a serum absorbs, or how a lipstick shade looks on different skin tones.
With Shopify’s enhanced video support and direct integrations with TikTok and YouTube, you can embed tutorials and shoppable videos right on your product pages.
This turns inspiration into instant conversion. One click. One watch. One order.
3. Virtual Try-On & AR Tools
The days of “guess and hope” are over. Shoppers now expect the ability to virtually try on lipstick shades, foundation tones, or even wellness wearables before they commit.
Shopify’s AR Quick Look and partner apps make it possible for any brand, not just giants like Kylie Cosmetics, to deliver this immersive experience.
Result? Fewer returns, higher confidence, and customers who say: “This feels made for me.”
4. Subscription & Replenishment Options
If you sell skincare, supplements, or wellness products, you’re sitting on a goldmine of recurring revenue potential.
Subscriptions transform casual shoppers into loyal subscribers. Imagine: a customer falls in love with your moisturizer and gets it automatically delivered every 30 days. They never run out, and you never worry about churn.
Shopify’s updated Subscription APIs (plus integrations like Recharge or Skio) make this seamless. Predictable revenue. Higher lifetime value. Growth that compounds.
5. Seamless Mobile Checkout
Here’s a stat you can’t ignore: over 70% of beauty purchases now happen on mobile.
That means your checkout process can’t just be good, it has to be lightning-fast. Shopify’s one-page checkout and Shop Pay dominance mean fewer clicks, less friction, and more sales.
Every second you save in checkout is money in the bank.
6. Custom Sections for Storytelling
Beauty brands aren’t built on formulas alone. They’re built on stories, about clean ingredients, self-care rituals, or the science behind glowing skin.
Custom sections let you design your storefront to showcase why your brand exists. From ingredient spotlights to sustainability commitments, these sections help shoppers connect with your mission.
Themes like Alchemy and Symmetry by Clean Canvas make this effortless, no coding required.
7. Social Commerce Integrations
Your customers don’t just shop on your website, they shop while scrolling TikTok, Instagram, and Pinterest.
Shopify’s social integrations ensure your products appear exactly where your customers spend their time. With TikTok Shop, Instagram Checkout, and Pinterest Shopping, you collapse the gap between discovery and purchase.
Think of it this way: your next best customer might never even visit your homepage; they’ll buy directly from their feed.
8. Automated UGC & Review Systems
Beauty is built on trust. And nothing builds trust faster than seeing real results from real people.
User-generated content, before-and-after photos, customer testimonials, and authentic reviews, can outperform even your best ad creative.
Shopify’s ecosystem makes it simple with review apps like Yotpo, Judge.me, and Okendo. Collect, display, and automate UGC across your store. Your customers become your best marketers.
9. Loyalty & Rewards Programs
Retention is everything in 2025. Acquiring a new customer is expensive. Keeping them? That’s where the profit lies.
Loyalty programs work beautifully in beauty. Think: points for refills, referrals, or consistent purchases. You’re not just selling a product, you’re creating a habit.
Apps like Smile.io and LoyaltyLion integrate seamlessly with Shopify, turning repeat purchases into a game customers want to keep playing.
10. Sustainable Commerce Tools
Beauty shoppers, especially Gen Z and Millennials, demand sustainability. If you’re not transparent about eco practices, they’ll choose a competitor who is.
Features like carbon offset options at checkout, transparent delivery times, and eco-friendly packaging signals matter more than ever. Shopify’s sustainability tools (plus apps like EcoCart) let you prove your brand values through action.
Sustainability isn’t just good ethics, it’s good business.
Final Thoughts
The beauty industry is crowded, but growth is everywhere for brands that innovate. Shopify gives you the foundation, but it’s up to you to leverage the right features that build trust, streamline sales, and create unforgettable experiences.
The bottom line: beauty isn’t just about looking good. In e-commerce, it’s about feeling good at every touchpoint, from discovery to checkout to re-order.
Want to build a beauty brand that’s ready for 2026 and beyond? Start by integrating 2–3 of these features today, and watch how quickly your store transforms.
And if you’re ready for themes built with beauty and wellness in mind, optimized for speed, storytelling, and conversions, check out Clean Canvas’s Alchemy and Symmetry themes.
Your customers deserve more than just a store. They deserve an experience.
