What Fenty Beauty Can Teach Skincare Brands About Building a High-Converting, Story-Driven Shopify Store
Blog
9 Min Read
When it comes to blending social proof, tech-enabled shopping, and cultural credibility, few brands do it like Fenty Beauty. We’ve been studying their approach to see what skincare and wellness brands on Shopify can learn—not just from their visuals, but from how they convert browsers into buyers with intention. Whether you’re a founder with a single hero SKU or a multi-product brand, there’s something powerful in the way Fenty structures its shopping experience—and it’s not just because Rihanna is behind it.
Shoppable UGC Embedded Directly in the Buy Box
Fenty takes social selling seriously. Their product pages feature real customers using the product—videos, photos, reviews—all right beneath the add-to-cart button. This isn’t hidden in a review tab. It’s front and center, reinforcing trust at the decision point.
Try-On Tools & Shade Matching Experiences
They make shopping for complexion feel personalized. The moment you're unsure of your shade, you’re offered multiple paths to match—including digital try-ons, quizzes, and expert chat. It reduces hesitation and increases conversion dramatically—especially in categories where confidence is a must.
Rihanna’s Influence, Subtly Balanced
Fenty smartly uses Rihanna’s presence to build brand magnetism—but it doesn’t overshadow the shopping journey. They feature diverse models, real customers, and product-focused content, so shoppers can still see themselves in the story, even if they don’t identify with the founder.
Step-by-Step “How to Use” Paired with Routine Bundles
Rather than just listing related products, Fenty explains how they work together within a regimen. This elevates bundling from “buy more” to “build a system,” increasing perceived value and educating the shopper—all while increasing AOV.
Ingredient Callouts with Purpose
Their ingredient section uses high-quality photography and short descriptions so visitors can understand key ingredients visually and at a glance—eliminating the need to dig into a long list or information panel.
Product Comparison Built In
Oftentimes, brands focus on comparing to competitors, but Fenty smartly leverages its own product catalog for comparisons, helping customers make clearer decisions while also supporting product education.
How You Can Apply This to Your Shopify Site
Whether you’re a skincare brand with a single moisturizer or a multi-SKU line across skin concerns, here’s what you can take away:
Embed UGC into the buy box, not just in reviews. Use Judge.me or Okendo to surface authentic content right where it matters.
Introduce a shade matching quiz or virtual try-on, especially if you sell anything complexion-related. It’ll reduce returns and boost first-time buyer confidence.
Bundle products into routines, and explain how they work together in a simple visual (think “morning,” “night,” “weekly”).
Highlight ingredients in plain English, above the fold. Use iconography to keep it light but effective.
Don’t rely only on influencer presence—build inclusivity into your visual library. Feature real customers from your own community.
Add comparison tools for similar SKUs. If someone’s stuck between two cleansers, help them choose before they bounce.
Work With Us
If you’re a skincare or wellness brand on Shopify looking to revamp your site experience, our team specializes in design, development, and long-term store management tailored for high-growth beauty brands. Reach out to us and we’ll help bring this level of polish, conversion thinking, and brand depth to your store.
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