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How To Sell Makeup Products Online in 2024

GemPages Team
11 minutes read
How To Sell Makeup Products Online in 2024

You don’t have to be a beauty devotee to sell makeup, as enough dedication and expertise will do the trick. That said, there are certain steps to take to successfully launch and manage your cosmetics business for years ahead. The beauty industry is constantly welcoming neophytes, so why not test the water to see whether those big shoes can be filled?

In this blog post, we will walk you through the initial guidelines on how to start selling makeup online, which products will hit the spot, and of course, handy tips to streamline the whole process. If this sounds like your jam, keep reading to learn more.

Is Selling Makeup Online Profitable?

You might be having an itch to enter the beauty market, but one question arises: is makeup a good niche to sell online?

We will give you a forthright answer: yes, but it requires a decent amount of resources and patience. Unlike items such as clothes or accessories where people can pick and choose from different brands, customers often expect makeup items to perform well, hence the demand for reviews or professional endorsement. To attain this, you’d need a combination of A1 product quality, proper marketing, and timely customer support.

That said, do not let the headmost duty ward you off. Cosmetics is a lush market where rookie entrepreneurs have met with success in a short time, namely companies like Topicals and florence by mills. With an average profit margin of 50% to 70% and opportunities to grow higher, there is no denying that this is an evergreen market for business owners of all stages.

Regarding eCommerce, the marketability is also abundant as the annual growth rate is forecasted to be 12% from 2022 to 2027 and the desire to try new brands from consumers is apparent.

All in all, as a trending niche, makeup will be your next best bet to become successful as an eCommerce seller.

How to Start a Makeup Brand in 5 Easy Steps

Various makeup products are shown to represent their versatility and marketability.

Selling makeup online never goes out of style, especially with such a wide variety of products to capitalize on.

1. Conduct Market Research

A prosperous makeup brand stems from proper planning. You ought to stay in a loop on what consumers like and dislike, and which pain point your brand can solve.

There are three aspects that every business should take into account to craft a thorough business plan that works:

  • Market trends: get up close and personal with what the talk of the town is by utilizing tools like Google Trends and Exploding Topics.
  • Analyze competitors: keep tabs on your competitors in the same caliber with a similar customer base to learn how to outdo them. Effective measures to take include checking on their businesses regularly on their eCommerce stores and websites, as well as paying attention to customer feedback.
  • Pinpoint your target audience: study your potential customers based on age, gender, location, income, etc., and create focus groups to have better control over your followers.

2. Find a Product Niche

A single lipstick cannot concoct the whole makeup industry. There are a sleuth of products to capitalize on, based on the direction that you want to steer your business into. Eco-friendly, organic, skin-prioritized, vegan, cruelty-free, gender-neutral, high-end, and professional are just a few of the most common niches many companies have chosen.

Having a target demographic in mind will help you pick a niche more easily, while a list of company examples is the utmost gateway to aid you in forming your brand identity as a whole.

Learn more: 12 Brand Building Tips Shopify Store Owners Need to Know

3. Pick a Business Model

Not all makeup companies operate in the same manner, and the most acknowledged ones are not a monolith. There are many factors to take in to determine your most suited business model, which will largely affect your product quality in the long term. 

For instance, while dropshipping enables amateur sellers to start selling with lightning speed and few resources, you won’t have full quality control over your products. On the other hand, formulating and producing your own makeup products gives you full liberty over your business, but requires lots of upfront cost.

Aspects like profit margins, scalability, and unique value proposition (UVP) make up a solid foundation upon which to build your business.

4. Create Your Online Presence

This digital era calls for a robust online presence, should it be social media or the website itself. Anyone can build an accessible website, but a professional one is where the money’s at. An eCommerce site differs from a regular website, as it has to run smoothly from start to finish to guarantee a satisfactory shopping experience for customers. Here are some key highlights in crafting a powerful online presence for your brand:

  • Host platform: pick a reputable one like Shopify, or an online marketplace from veterans like Amazon, eBay, and Etsy.
  • Social media: update visual content regularly on Instagram, Facebook, TikTok, and YouTube to have a strong brand identity.
  • Written content: blog posts, product reviews, brand stories, etc. are all prized content to boost your website’s visibility and generate organic traffic.
  • Collaboration: network with influencers and micro-celebrities to promote your brand pre- and post-launch.

More from GemPages: Building an eCommerce Website from Scratch — a Complete Step-by-Step Guide

5. Launch and Market Your Brand

Everything leads up to launch day, but the pre- and post-launch marketing is equally crucial. Your clients should be made aware of your company months before the official launch. In such a saturated market like cosmetics, putting yourself out there is even more pivotal. Unsure what measures to take? Here is a basic guideline:

  • Pre-launch marketing: teaser campaigns, paid ads, community endorsement, and influencer partnerships are great tactics to instill your brand’s image in people’s minds.
  • Launch day campaign: host online/offline launch events and offer exclusive discounts to get people talking about your company.
  • Post-launch branding: once you have gotten momentum, continuing marketing should be implemented to shift your business into gear. Errors are bound to happen during this period, so it is important to attend to customer feedback to improve your service.
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Having a knack for makeup is great, but knowing what to sell is the key to putting your makeup business on the map. Below are our 7 top picks for the currently trending makeup products to sell online, all demonstrated with real-life examples from Shopify-powered stores.

1. Lip Oils

Screenshot of Gisou’s website.

Hydrating and showy are what lip oils are all about, which gives them their deserved praise from the beauty community.

Hydrating, glossy lips have made a comeback in recent years as the hottest makeup look and lip oils are here to put you in style. Gisou is one of the pioneers who have revolutionized this simple makeup item with its charming lip oil that has made a constant appearance in influencers’ Get Ready with Me (GRWM) videos. If you wanna fit in with the hippest crowd, lip oils are a must-have addition to your catalog.

Learn more: How to Add Variants on Shopify in 3 Different Ways

2. Tinted Sunscreen

Screenshot of Tower 28’s website.

Tower 28’s tinted sunscreen received all the raves from critics and customers, proving it to be a fruitful product to sell.

Sunscreen is a holy grail in the skincare world, and what’s better than putting pigments in to create a tinted sunscreen -  a versatile product for every occasion?

The brand Tower 28 has actualized this idea through the introduction of a well-loved tinted sunscreen, made to soothe the most UV-stressed skin. This product not only has an excellent formula, but a diverse shade range as well. Foundation is the backbone of every skin-focused makeup line, so why not amp it up a notch with a functional item like this one?

3. Waterproof Mascara

Screenshot of Essence’s website.

Mascara is one of those timeless makeup pieces that makeup brands of all sizes carry, notably this fan-favorite from Essence.

The eyes are the window to the soul, and women around the world have found ways to accentuate this prominent feature with eyeliner, eyeshadow, and of course, mascara.

Many decades have witnessed the evolution of mascara, and the waterproof version is now universally loved. Among many renditions, Essence's award-winning mascara rises on top for its affordability and unbeatable quality. If you are contemplating adding this timeless makeup item to your store, this is a sign to get the ball rolling.

4. Cream and Liquid Blushes

Screenshot of Rare Beauty’s website.

The right shade of blush can do wonders for one’s makeup look, which is why reputable brands like Rare Beauty aim to revolutionize this makeup item through every launch.

Blushes come in many forms, but the cream and liquid versions have seen a spike in popularity as of late. The shift from full-glam makeup to a more natural look opened up a plethora of blush renditions to highlight one’s best features. One brand that has received all the raves is Rare Beauty, whose liquid blush has spawned all the buzz due to its high pigmentation and wearability. If you desire this fortune, consider developing a primo cream and liquid blush collection to join the top dog league.

Learn more: The Art of Storytelling in Online Retail

5. Lip Balm

Screenshot of Laneige’s website.

Lip balm is a universal product that everyone has a need for, and a veteran like Laneige has made a name for itself through this simple item.

Everyone and their mother use lip balm. This beginner-friendly makeup item is the perfect addition to any makeup enthusiast’s cosmetics store. With a basic formula, you can easily sell makeup online from home and develop a lip care line. A trailblazer in the lip balm market is Laneige - which is globally famous for its lip treatment products. You can experiment by using different scents, flavors, and ingredients to craft a superb lip balm business.

Your store could look like this!
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6. Brow Gel

Screenshot of Refy Beauty’s website.

Good brows elevate your makeup, which explains the fad around this versatile brow sculpt product from Refy Beauty.

Brow trends are regularly changing. One minute, people are using tweezers religiously for that chic Y2K thin brown look, and then suddenly the bushy brows become the newest wrinkle. To appease one’s ever-changing preferences, products like this brow sculpt from Refy Beauty are the ultimate solution. A bonus point: you can carry this makeup item all year round without it falling out of style.

Pro tip: Boost your sales with sticky add-to-cart: keep the customer journey smooth and slash churn rates!

7. Setting Spray

Screenshot of One/Size’s website.

    This famous setting spray is granted as a bestseller in One/Size’s store.

    A setting spray puts a finishing touch on your makeup look, and it is here to close our list as well. Nobody wants their makeup to wither away after an hour of wear, and this is when a setting spray gets to work its magic. One notable product in the market is this fan-favorite setting spray from One/Size - a 16-hour skin-first spray that jettisons touch-ups. With many beauty aficionados granting it as a must-have in their makeup bags, setting sprays are a brilliant product to offer in your cosmetics store.

    Tips to Pick the Makeup Products that Sell for Your Online Store

    Makeup is an eternal practice, but products do come and go. We all know of the nifty mascara tube that could be taken anywhere we go, but the first edition of this common item used to come in a tin and be applied with a small brush. As the beauty standard evolves, so do makeup products.

    Studying trends does not stop at checking the bestsellers section in Sephora or Ulta. Trends are started by influential people: celebrities, influencers, and makeup artists. As long as there is a bit of commotion around a specific product, it’s time for you to roll up your sleeves and analyze the situation. Social media platforms like TikTok, Instagram, and Pinterest are a goldmine for scouring the latest trends. Other mediums like beauty blogs, fashion magazines, and trend-finding tools will also cut down the work for you.

    Pick the Niche that Aligns with Your Brand’s Value

    Having the trendiest products in your storefront is encouraged, but it is not always a surefire path to success. If your brand is built upon a particular ethos, there is nothing wrong with having a limited product catalog or offering products that are not currently generating buzz. Take MAC Cosmetics for example; although the matte lipstick craze has fizzled out quite a bit, the company still pumps out collections upon collections in its signature packaging. Since it knows that is the product that granted the brand its reputation, there is no reason to chase after trends and omit the most prized item.

    Learn more: 10+ Top Trending Niches in eCommerce [with Statistics] - 2024

    Final Words

    The makeup industry is admittedly competitive but equally dynamic and full of opportunities. With this simple guide on how to sell makeup products online, we hope you will muster the effort to jumpstart your makeup business today and watch it flourish shortly. When in doubt, residing in a trusty platform like Shopify and letting a powerful page builder assist you is the best course of action to grow your brand.

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    FAQ about Selling Makeup Products Online

    Where can I sell makeup products online?
    Makeup products can be sold on multiple platforms online. If you are wondering where to sell makeup online, opt for foolproof marketplaces like Amazon, eBay, and Etsy - all are suitable for reaching a wide audience. On the other hand, creating your digital storefront on a host platform like Shopify is the way to go for building a recognizable brand and advancing in the long run.
    Which makeup products are trending at the moment?
    Below is the list of trending makeup products at the moment:
  1. Lip oils
  2. Tinted sunscreen
  3. Waterproof mascara
  4. Cream and liquid blushes
  5. Lip balm
  6. Brow gel
  7. Setting spray
  8. Topics: 

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