{"id":112069,"date":"2025-08-21T15:02:11","date_gmt":"2025-08-21T13:02:11","guid":{"rendered":"https:\/\/staging.wingify.com\/blog\/beauty-ecommerce-blog\/"},"modified":"2025-08-21T15:02:11","modified_gmt":"2025-08-21T13:02:11","slug":"beauty-ecommerce-blog","status":"publish","type":"post","link":"https:\/\/wingify.com\/blog\/beauty-ecommerce-blog\/","title":{"rendered":"Beauty E-Commerce Gets a Glow-Up: Insights from Our Cosmetics Consumer Report"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">The way consumers shop for cosmetics is evolving fast. Today\u2019s beauty buyers aren\u2019t just looking for the right shade or texture. They care about what\u2019s inside, how it\u2019s made, and whether they can trust the brand behind it. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">To help brands stay ahead, we recently hosted a webinar inspired by our e-book, <a href=\"https:\/\/wingify.com\/resources\/decoding-online-shopping-cosmetics-consumer-trends-for-2025\/\"><em>Decoding Online Shopping: Cosmetics Consumer Trends for 2025<\/em><\/a>. Our hosts, <a href=\"https:\/\/www.linkedin.com\/in\/larahourquebie\/\">Lara Hourquebie<\/a> and <a href=\"https:\/\/www.linkedin.com\/in\/justin-trout-51158995\/\">Justin Trout<\/a> unpacked what today\u2019s beauty shoppers expect, the digital experiences that build loyalty, and practical test ideas you can apply right away. If you missed the live session, here\u2019s your recap of the new rules shaping beauty e-commerce.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/2025\/03\/beauty.png\" alt=\"Beauty\" class=\"wp-image-161614\" style=\"width:582px;height:auto\"\/><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-what-s-shaping-beauty-e-commerce-in-2025\"><strong>What\u2019s shaping beauty e-commerce in 2025<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">From our research and client insights, three big themes stood out:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>? <strong>Sustainability isn\u2019t optional<\/strong>: eco-friendly, cruelty-free, and ethical sourcing have become the baseline.<\/li>\n\n\n\n<li>\u2728 <strong>Ingredient transparency<\/strong>: shoppers want to know exactly what goes into their skincare and cosmetics.<\/li>\n\n\n\n<li>? <strong>Social media\u2019s influence<\/strong>: skincare routines and beauty standards are amplified online, fueling demand for authenticity and trust.<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">And yes, price still matters, but high-quality reviews are the second most influential factor.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><img decoding=\"async\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/2025\/08\/Beauty-pollfish-screenshot-1024x662.png\" alt=\"Beauty pollfish\" class=\"wp-image-172378\" style=\"width:558px;height:auto\"\/><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-why-social-proof-works-and-how-clarins-put-it-to-the-test\"><strong>Why social proof works (and<a href=\"https:\/\/wingify.com\/resources\/clarins-uk-invests-continuous-testing-learning\/\"> how Clarins put it to the test<\/a>)<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">One of the strongest insights from both the e-book and webinar was the importance of <strong>social validation<\/strong>. Shoppers feel reassured when they see that others have purchased, rated, or recommended a product &#8211; especially in beauty, where confidence is key.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Clarins put this into practice by experimenting with a <strong>social proof widget<\/strong> on their product pages. The idea was simple: show shoppers in real-time that others were also browsing or buying the same product.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/2025\/08\/clarins-test-screenshot.png\" alt=\"Clarins test\" class=\"wp-image-172391\" style=\"width:458px;height:auto\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">The impact?<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>+5% increase in average order value<\/strong><\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>+\u20ac5.8K uplift in revenue<\/strong><\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">By targeting this experiment to the right audience segments, Clarins proved that even small nudges can build confidence and boost sales.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-your-2025-beauty-brand-checklist\"><strong>Your 2025 beauty brand checklist<\/strong><\/h2>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Embed <strong>sustainability<\/strong> and <strong>ingredient transparency <\/strong>into your brand story.<\/li>\n\n\n\n<li>Make reviews and <strong>social proof highly visible<\/strong> &#8211; don\u2019t leave trust-building to chance.<\/li>\n\n\n\n<li>Test new ideas, even small ones like Clarins\u2019 widget &#8211; they can create outsized results.<\/li>\n\n\n\n<li>Keep the focus on <strong>loyalty<\/strong> over discounts: long-term trust beats short-term price cuts.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-building-better-experiences-through-relevance\">Building better experiences through relevance<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">As our research shows, shoppers are happy to share details like their skin type, concerns, or makeup preferences if it helps them find the perfect match. But when it comes to things like personal contact details, they\u2019re far less willing.<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-full is-resized\"><img decoding=\"async\" src=\"https:\/\/static.wingify.com\/gcp\/uploads\/abtasty\/2025\/08\/Beauty-pollfish-screenshot-2.png\" alt=\"\" class=\"wp-image-172423\" style=\"width:415px;height:auto\"\/><\/figure>\n<\/div>\n\n\n<p class=\"wp-block-paragraph\">The takeaway? Consumers want relevance, not noise. They\u2019re open to sharing what improves their journey &#8211; as long as brands use it thoughtfully and transparently.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">In short: the beauty brands that blend values, personalization, and experimentation will be the ones to win hearts (and baskets) in 2025.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">? For more insights, download our e-book <a href=\"https:\/\/wingify.com\/resources\/decoding-online-shopping-cosmetics-consumer-trends-for-2025\/\">Decoding Online Shopping: Cosmetics Consumer Trends for 2025<\/a> and see how to turn shopper expectations into results.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The way consumers shop for cosmetics is evolving fast. Today\u2019s beauty buyers aren\u2019t just looking for the right shade or texture. They care about what\u2019s inside, how it\u2019s made, and whether they can trust the brand behind it. To help brands stay ahead, we recently hosted a webinar inspired by our e-book, Decoding Online Shopping:&#8230;<\/p>\n","protected":false},"author":1444,"featured_media":115643,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"post_read_time":0,"footnotes":""},"categories":[10807,10789],"tags":[10809],"feature":[],"industry-type":[],"product":[],"role":[],"region":[],"class_list":["post-112069","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-e-commerce","category-non-classe","tag-e-commerce"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Beauty E-Commerce Gets a Glow-Up - Wingify Blog<\/title>\n<meta name=\"description\" content=\"Discover 2025 beauty e-commerce trends. From sustainability to Clarins\u2019 social proof test, learn what drives trust, loyalty &amp; sales.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/wingify.com\/blog\/beauty-ecommerce-blog\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Beauty E-Commerce Gets a Glow-Up - Wingify Blog\" \/>\n<meta property=\"og:description\" content=\"Discover 2025 beauty e-commerce trends. 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