Not every beauty brand is struggling to convert shoppers. Some are turning traffic into loyal customers at double the average rate. They're rethinking the purchase flow itself.

Across the industry, beauty ecommerce conversion rates typically sit around 2-3%. But high-performing brands are reaching 4-6%... or more. That gap matters, especially when scaling acquisition is expensive and repeat purchasing behavior starts with the first experience.

And online shopping is only becoming more central, with beauty ecommerce now accounting for over 35% of global beauty sales.

In 2025, the brands leading the way are rethinking how shoppers explore, try, and trust their products. Here's what they do differently.

1. The best beauty brands offer a $0 checkout to remove friction

Beauty products are personal. A shade that looks right in a photo can feel off in real life. A serum that promises glow might not suit your skin. That uncertainty is often what stops someone from buying or worse, what causes a return.

High converting brands remove that risk. Instead of asking shoppers to commit up front, they let them try first. With TryNow.com, brands can offer a sample period where customers add products to cart, check out for $0, try them at home, and only pay for what they keep. No upfront charge. No pressure. Just confidence.

Brands like Laura Geller, Ogee, NoMakeupMakeup, and Alleyoop are using TryNow.com to acquire new customers without carving into margins. 

Trial-first flows meet real shopper behavior. Just like they would in a Sephora or Ulta location, shoppers want to try new things, and TryNow brings that experience online.

But this only works when the rest of the experience supports it. On-site design plays a critical role. The biggest shift comes when great UX is paired with a $0 trial experience. That’s what we’ve seen from the brands we work with.

2. They treat on-site experience as a conversion driver

First impressions shape the path forward. When beauty shoppers land on a product page, the smallest friction can send them bouncing. Slow load times, hard-to-scan layouts, unclear shade visuals all create hesitation.

High performing brands focus on speed and clarity. Their storefronts are fast, mobile-first, and built to reduce effort. Product pages are clean and visual. Swatch carousels are easy to tap through. Hero images update instantly with each shade. Undertone information is shown clearly without clutter.

A faster, more intuitive PDP increases time on page and intent to try. Smart storefront partners like Platter help brands design and build product pages that look great and convert. If your PDP builds confidence, a trial-first offer becomes the obvious next step.

3. They reinforce trust where it matters most

Even with a great site and a risk-free trial, the final decision still depends on trust. What does this feel like? Will this look good on me? Has anyone like me tried this?

The best brands build that confidence directly into the shopping experience. They use clear FAQs to explain the process. They add reviews and real images from customers. They offer shade quizzes or application tips near the purchase area. They pair all these tactics with a $0 checkout to help shoppers say yes without second guessing.

With Platter, brands can add FAQs, UGC, and review sections directly into their storefront designs–without needing another app. TryNow flows also integrate seamlessly with post-purchase messaging, so customers know exactly what to expect throughout the trial.

4. They connect the full flow from product page to post-trial purchase

Conversion is not about one feature. It's about everything working together. From the first click to the final checkout, every step should reduce friction and build confidence.

The brands winning in 2025 are stitching the entire experience together. A fast PDP that sets clear expectations. A $0 trial checkout that feels natural. A follow-up flow that supports, not sells. The result is a higher converting funnel that earns trust early and often.

Many beauty brands that pair Platter’s front-end design functionalities with TryNow’s trial checkout are already seeing this in action. Whether it’s a hero product, a curated bundle, or a seasonal set, the end result is the same — shoppers feel more confident, and more of them convert.

Final thoughts

You don’t need to overhaul your business to improve conversion. You just need to give shoppers a better buying experience.

Start with a product page that guides rather than overwhelms. Offer a way to try before buying. Reinforce trust at every touchpoint. Then track how your conversion rate improves — not because you discounted, but because you made the process easier.

That’s how beauty brands are winning in 2025.