How Rare Beauty Builds Trust and Converts First-Time Buyers With Inclusive Design and Community-Driven UX
Blog
9 Min Read
As a founder-led beauty brand, Rare Beauty carries the spirit of Selena Gomez throughout its entire experience—but it doesn’t rely solely on celebrity. What impressed us most when studying their Shopify site is how inclusivity isn’t just a message, it’s embedded into the UX. From the moment you land, you’re guided into a journey of finding what’s right for you, especially when it comes to shade selection and community connection. This is a masterclass in building shopper confidence for skincare and beauty brands.
Prominent Shade Finder Tools on Home and PDPs
Rare Beauty doesn’t bury its matchmaking tool—it champions it. From the homepage to individual PDPs, shoppers are invited to find their shade with minimal friction. This makes the experience feel custom and accessible, especially for newer customers who may be hesitant to guess.
Authentic UGC and Community Representation
They do a great job of featuring real customers—not overly styled, but joyful, expressive people with a range of skin tones and features. This not only builds social proof but sends a message: “We see you. This is for you.” That kind of emotional UX cue builds loyalty fast.
Social Impact Hub That Builds Brand Trust Beyond Products
Rare doesn’t just talk about impact—they publish it. The dedicated Social Impact Report page gives transparency into the Rare Impact Fund, with year-by-year reports showing progress, partnerships, and donations. This builds deep trust and brand alignment for mission-driven shoppers who care about more than just product performance.
Wellness Content Hub With Guided Sessions
Rare Beauty goes beyond makeup and into emotional well-being with a curated wellness video library. Shoppers can access free, guided sessions—categorized by mood or need (e.g., Relaxation, Movement, Connection). This is a brilliant move: it adds value post-purchase, deepens the brand experience, and reinforces Rare’s positioning around inner beauty and mental health support.
How You Can Apply This to Your Shopify Site
Whether you’re a beauty brand offering a few essentials or a full shade-inclusive line, here’s what you can take away:
Use your homepage real estate to guide shoppers into a custom-fit experience. Shade finders, product quizzes, and onboarding flows can all serve this purpose.
Elevate real community content, not just reviews. Feature images and stories from your customer base right on product pages.
Match UX to your brand ethos. If inclusivity or wellness is part of your mission, let that show up in how people navigate and shop your site—not just in taglines.
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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