11 Steps to Sell Beauty Products Online

Understanding how to sell beauty products online is key for new beauty brands that want to break into the market. The huge demand for beauty products means there’s potential for savvy brands that can market their product well to become successful.

Building your online brand will require constant care, a finger on the pulse, and passion that translates into clicks, engagement, and sales. Carve out your little corner in the ever-growing beauty industry with passion, drive, and a little know-how. Who knows, maybe your little corner will turn into an empire!

How to Sell Beauty Products Online

Selling beauty products online is very accessible and gives you access to a large global audience. According to a Statista report, 17.7% of revenue made by the beauty industry in 2023 was made through online sales.

Complete the following steps to sell makeup online:

1. Create Your Product

Creating your product will likely be a long process that involves research and development, several prototypes, safety tests, and soft launches. You should decide if your product will meet the needs of a niche target market or offer a solid all-round product.

Developing a niche product has several advantages, one of which is being able to make a more focused digital marketing campaign. Whatever you choose, it must conform to the relevant cosmetics laws in the countries where it will be sold and be a product you’re passionate about. With the right approach, your passion for your product will be contagious.

2. Register Your Business

Register your beauty business with your state or chamber of commerce and choose a business structure (such as a sole proprietor or limited liability company) and a business name. Find out if there are any licences you need to sell cosmetics to the public.

Some beauty brands also choose to patent their products. This is a good idea if you have a winning formula and want to protect it.

3. Work with the Right Beauty Marketplace

Many small businesses rely on outside distributors to sell their products. When choosing a suitable platform for your beauty products, choose platforms that align with your target market and boost your brand’s visibility, reach, and profitability.

Consider the following factors when comparing marketplaces:

• Target audience: Find out which kinds of customers use each platform and make sure they include your target demographic. A 2023 survey revealed that millennials accounted for the biggest share of global beauty consumers, with 48% of all purchases. Gen Z followed with 35%.
• Fees and charges: Understand the various costs associated with selling your products on different marketplaces and how each marketplace’s listing fees and/or commissions will affect your bottom line.
• Brand visibility: Visibility is critical when it comes to making sales. Choose the platforms that will guarantee the greatest visibility with your target audience.

4. Set Up Your Own Online Store

Whether or not you sell on online marketplaces, it’s a smart move to set up your own e-commerce website. Directing customers to purchase directly from you will cut down on the amount you pay in commissions to third-party sellers and give you complete control over your content.

When setting up your e-commerce store, choose a platform that is easy to use and guarantees safety for you and your customers. WordPress (with WooCommerce), Shopify, and Squarespace are some of the best website builders for small businesses.

5. Design an Eye-Catching Listing

Online shoppers look for speed and convenience and won’t check every single listing on a marketplace. Your listing must stand out and make them want to click to get more information about your product. Design a listing that stands out, use professional images and flawless copy, and show off your product’s best features to bring potential customers your way.

Focus on the following to create a compelling product listing:

• Images: High-quality photography is crucial to showcase your products in the best possible light. A professional photographer will make sure your images are clear and well-lit, and convey your products’ quality and effectiveness.
• Description: Your description is also a key component of your listing. Highlight your products’ ingredients, features, and benefits, and how they’re different from similar products on the market.
• Price: Spend time determining a fair price for your product before you launch. Consider production costs, perceived value, your competition, and the profit you want to make on each product sold.

6. Set Up Payment Processing

Setting up credit card processing for beauty products is necessary if you want to sell your products online. Choose a payment processor that understands the challenges that are inherent to the beauty industry and can scale with you as you go from a start-up to a profitable online business.

A merchant services account with a provider like Unicorn Group offers several benefits like an integrated global payment gateway and the ability to track your transactions from wherever you are. The data collated is invaluable for making informed business decisions and taking your beauty business to the next level.

Adapt to Customer Payment Demands

Selling beauty products online means you can attract customers from around the world. Buying and paying habits differ from country to country; your business must be ready to adapt to these different demands.

Be ready to accept alternative payment methods like QR payments, digital wallets, and local payment methods. This will help you expand your reach and meet your customers’ expectations wherever they are.

7. Advertise

When you start selling cosmetics online, you must think about how to make your products visible and drive sales. Online advertising will be a key part of this.

• Marketplace-specific advertising: Your chosen marketplace should offer ways to highlight your products, such as sponsored listings or e-mail marketing. Find out if your chosen marketplace will highlight your brand on the homepage as a new vendor.
• Social media advertising: You must have a clear idea of your target audience before spending money on social media ads. Find out where your potential customers are and meet them there. Platforms like Facebook, Instagram, TikTok, Pinterest, or YouTube can help you capture a new audience.
• Influencer partnerships: Reaching out to beauty influencers is one of our top beauty e-commerce tips. Choose an influencer that aligns with your brand and who you trust to sell your product well.

8. Boost Brand Awareness and Customer Engagement via Social Media

Develop a long-term social media strategy that builds brand awareness and community as well as investing in paid ads. Create content that resonates with your target audience like:

• Product updates: Are you launching a new product? Tell your customers about each part of the process.
• Behind-the-scenes looks: Share how your product is made or provide insights into your product creation process. This type of video is fun, creative, and interesting for your viewers and gets them invested in your journey as a business owner.
• Valuable beauty tips: Use “get ready with me” videos to showcase your products or show people how to get the best out of your cosmetics.

9. Optimise Your E-Commerce Website for Search Engines

Search engine optimisation (SEO) is a powerful tool to increase your visibility and boost organic traffic to your website. Start by conducting keyword research to pinpoint search terms that your future customers might use to find products like yours. Then incorporate those keywords into product listings and descriptions—but make it natural and readable!

Build backlinks to your product listings to improve your search engine rankings. Collaborate with relevant websites, blogs, magazines, or influencers to get exposure and invaluable backlinks to your site. Monitor your SEO strategy regularly and make changes where needed.

10. Offer Exceptional Customer Service

Providing excellent customer service is essential for encouraging repeat purchases.

Communicate Promptly and Courteously

Use social media platforms to interact with customers and respond promptly to customer inquiries and questions about your products. If you receive any negative feedback, take it on the chin and learn from the experience as you move forward. Use any less-than-perfect comments or reviews as a base to make improvements. Your customers will also notice how you react to negative feedback; always respond with humility, respect, and graciousness.

Leverage Customer Reviews

You should also encourage your customers to leave a positive review when they have great experiences with your products. Find a way to harness your positive reviews and showcase both your product and the experiences customers have had with it on your e-commerce website.

11. Keep Your Foot on the Pedal

Establishing yourself in the beauty industry might be the biggest hill to climb in your brand journey. However, ensuring your longevity is a constant process. Nurture the relationships you’ve created with your customers and take control of your sales strategy to achieve long-term success:

• Monitor: Track key performance indicators (KPIs) like website traffic, conversion rate, and customer acquisition costs to evaluate your progress.
• Adapt: Stay on top of industry trends and incorporate customer feedback into the changes you make.
• Innovate: Be bold and implement new strategies to continue growing. Consider updating your products, refining your marketing strategy, or exploring different marketplaces.

Stay at the Cutting Edge of the Beauty Industry

Newcomers to the beauty industry must be prepared to innovate to provide their customers with fresh, exciting, and cutting-edge products. However, offering first-class beauty products is only one part of thriving in the beauty industry.

Meeting your customers’ demands is a vital part of establishing—and then maintaining—a successful beauty brand in a fast-paced industry. Whether it’s through innovative social media campaigns or adapting to your customers’ payment requirements, keep evolving to maximise your success.