Popular Beauty and Health brands Using Shopify in 2025

The health and beauty space has always been a strong player in ecommerce, and 2025 is proving just how big it can get. The global beauty market is set to cross $600 billion this year, with much of the growth coming from DTC brands. 

Many of the names leading this shift are running their stores on Shopify.

Shopify has given health and beauty brands the freedom to sell in ways that feel personal and easy. Stores are easy to shop, connected with social media, and built to keep customers coming back. 

What stands out in 2025 is how Shopify beauty and wellness brands are meeting what customers really care about. People are looking for cleaner products, inclusive ranges, and shopping experiences that feel simple from start to finish. 

And Shopify makes that possible.

In this blog, we’ll look at nine health and beauty brands using Shopify in 2025 and the strategies that have helped them build loyal communities and strong sales online.

9 Successful Beauty and Health Brands on Shopify In 2025

Here are 9 beauty and health brands on Shopify in 2025 that are growing fast and keeping their customers coming back for more.

#1 Fenty Beauty 

Fenty Beauty needs little introduction. Since Rihanna launched it in 2017, the brand has been changing the way the beauty world thinks about inclusivity. From the start, Fenty made sure every shopper could find their perfect match, offering products for all skin tones. Today, its Shopify store plays a big role in that mission, with shade selectors and personalization options that make shopping simple.

What Makes Their Shopify Store Stand Out:

• Easy navigation and user-friendly layout

• Region and language selectors for global shoppers

• Free U.S. shipping for account holders

Successful Strategies:

• Influencer campaigns with diverse creators to build buzz and loyalty

• Free gifts with purchases to improve conversions

• Promotions and perks that feel personal, not pushy

2025 Updates:

• Partnership with WNBA’s New York Liberty to promote empowerment

• Focus on experiential collaborations as sales remain steady

Fenty Beauty shows how a Shopify beauty brand can combine inclusivity, smart promotions, and engaging campaigns to create a loyal customer base while keeping shoppers coming back.

Also read: How to sell on Shopify without spending big on ads

#2 Rare Beauty 

Rare Beauty, launched by Selena Gomez in 2020, has quickly become a standout name in the beauty world. The brand focuses on vegan, cruelty-free makeup while putting mental health at the center of its message.

What Makes Their Store Stand Out:

• Personalization tools like the Shade Finder make choosing the right product simple

• Clean, user-friendly layout that reflects the brand’s approachable style

Successful Strategies:

• Community engagement with #RareRoutine on social media encourages user-generated content

• 1% of sales go to the Rare Impact Fund for mental health, building loyalty through purpose-driven marketing

• Strong Instagram presence drives visibility and media buzz, gaining 1 million followers in just 12 months

2025 Updates:

• Rare Beauty launched Rare Eau de Parfum, designed with accessibility in mind. The bottle and pump make it easy to use for people with dexterity challenges, keeping the brand’s focus on inclusivity.

#3 Glossier

Glossier has been a favorite for minimalist, skin-first beauty since 2014. The brand focuses on Gen Z shoppers, offering products that feel approachable and community-driven. Its clean, customizable Shopify storefront makes it easy for customers to browse skincare, makeup, and body care collections without feeling overwhelmed.

What Makes Their Store Stand Out:

• Large product images and minimal text make it easy to see exactly what you’re buying

• Features like swipeable product carousels create a fun, engaging shopping experience

• Customer reviews are embedded directly on product pages, helping shoppers feel part of the community

• Smooth checkout and browsing on mobile keeps their younger, on-the-go audience happy

Successful Strategies:

• Focus on community-driven experiences that make shoppers feel part of the brand

• Inclusive team-building and employee culture that fuels innovative marketing

• Customer interactions that emphasize personalization and brand loyalty

2025 Updates:

• No major product launches, but Glossier is emphasizing career growth and diverse hiring

• Internal strengthening suggests they are preparing for future expansions and continued innovation

Also read: Best Shopify product page example that convert in 2025

#4 Colorpop

ColorPop has been winning hearts with affordable, cruelty-free cosmetics since 2014. Known for fun, creative collaborations, the brand makes beauty accessible while keeping things playful. Its Shopify store is confirmed as one of the Top 100 Shopify Beauty Stores, offering a smooth, vibrant shopping experience that matches the brand’s personality.

What Makes Their Store Stand Out:

• Colorful product pages and bold photography reflect the brand’s playful identity

• Easy-to-navigate combo packs encourage exploration and higher cart value

• Social proof, reviews, and influencer-generated photos keep shoppers inspired

• Mobile-friendly design and simple payment options make buying effortless

Successful Strategies:

• Affiliate program, ColourPop Crew, rewards influencers with cash and discounts, boosting user-generated content

• Partnerships with agencies to optimize ad spend and reach new audiences

• High-quality, affordable products keep customers coming back

2025 Updates:

• Launched the Shrek collaboration on August 21, 2025

• Released a Summer Mystery Box, leveraging pop culture for viral marketing

ColorPop shows how a Shopify beauty brand can combine affordability, fun collaborations, and community-driven marketing to keep customers engaged and sales strong.

#5 Huda Beauty 

Huda Beauty, founded by influencer Huda Kattan in 2013, is known for bold makeup and skincare that makes a statement. The brand has built a reputation for high-quality products and trend-setting launches that keep shoppers coming back.

What Makes Their Store Stand Out:

• Large images and dynamic displays capture attention and reflect the brand’s bold personality

• Features like “complete the look” palettes create urgency and excitement

• Reviews and influencer photos showcase products in real life, thus improving trust

• Clean navigation, mobile optimization, and easy checkout make it simple to buy

Successful Strategies:

• Diverse, inclusive teams foster creativity and innovation

• Social media hype and FOMO-driven announcements drive engagement and sales

• Strong brand equity reflected in Kattan’s growing net worth reinforces credibility

2025 Updates:

• Huda Kattan bought back the company in June 2025, signaling independence

• Announced the last big eyeshadow palette to generate urgency and excitement

Huda Beauty demonstrates how a Shopify beauty brand can combine bold products, strategic marketing, and community engagement to build both loyalty and buzz.

Also read: Popular clothing brands using Shopify in 2025

#6 Vital Proteins

Vital Proteins has made a name for itself as a go-to collagen supplement brand focused on natural wellness. Acquired by Nestlé, the brand emphasizes healthy routines and accessible nutrition. 

What Makes Their Store Stand Out:

• Easy-to-read descriptions and dosage instructions help customers make informed choices

• Discounts and auto-renew features encourage repeat purchases

• Habit-stacking tips and guides show how to incorporate supplements into daily life

• Sustainability details like grass-fed sourcing and deforestation-free goals are highlighted

Successful Strategies:

• Subscription discounts (15%) and free shipping on orders over $50 improve loyalty

• Educational content helps customers understand the benefits of collagen

• Marketing emphasizes sustainability and natural wellness to build trust

2025 Updates:

• Entered the ready-to-drink market with Collagen & Protein Shake (30g protein)

• Named Official Collagen Partner and Presenting Sponsor of the 2025 US Open Mixed Doubles

• Transitioning to paper-based canisters to reduce environmental impact

Vital Proteins shows how a health-focused Shopify brand can combine education, convenience, and sustainability to build long-term loyalty and expand into new product categories.

#7 Athena Club

Athena Club is a women’s self-care brand known for offering toxin-free essentials, from razors to supplements. Its DTC approach helps shoppers easily explore products designed for everyday wellness.

What Makes Their Store Stand Out:

• Dermatologist-approved routines make daily self-care feel indulgent

• Online store complemented by nationwide availability at Target and Walmart

• Messaging emphasizes support for women globally, creating a sense of purpose alongside product quality

• Easy navigation and clear product information make buying easy

Successful Strategies:

• Focus on high-quality, toxin-free products builds trust and repeat customers

• Combining online DTC convenience with retail partnerships expands reach

• Purpose-driven marketing strengthens brand loyalty and community

2025 Updates:

• Founders launched House of Atlas in June 2025, a men’s care line expanding the brand portfolio

• Valuation at $55.4 million highlights strong investor confidence

#8 Honest Company 

The Honest Company, founded by Jessica Alba in 2011, has built its reputation on clean, safe products for babies and families. Its Shopify plus store makes it easy for customers to explore skincare, household items, and baby essentials, all while emphasizing sustainability and transparency.

What Makes Their Store Stand Out:

• Shoppers can quickly find products and information

• Eco-friendly messaging and product details are clear

• Convenient auto-renew plans keep families stocked without hassle

• Customer reviews and tips encourage engagement and trust

Successful Strategies:

• Focus on clean, effective products that resonate with conscious consumers

• Strong team momentum and marketing amplify brand credibility

• Operational efficiency reflected in steady revenue and improved gross margins

2025 Updates:

• Q1 and Q2 earnings highlight strategic advancements and a strong financial foundation

• Continued momentum in sales shows the brand is maintaining steady growth

The Honest Company demonstrates how a Shopify health and beauty brand can combine sustainability, convenience, and operational efficiency to maintain trust and loyalty among customers.

#9 Kylie Cosmetics

Kylie Cosmetics started in 2015 with Kylie Jenner’s viral Lip Kits that sold out in minutes. Since then, the brand has grown into a full makeup and skincare line, using Shopify to make shopping easy for fans all over the world.

What Makes Their Store Stand Out:

• Shopify handles high traffic during popular drops without glitches

• Kylie’s posts and videos drive excitement around every new release

• Easy-to-navigate pages showcase products clearly

• Fans everywhere can shop directly from the site

Successful Strategies:

• Using social media to create buzz and urgency

• Limited-edition drops encourage fans to buy fast

• Expanding the product range with Kylie Skin and Kylie Baby keeps the brand growing

• Collaborations and influencer partnerships help reach new audiences

2025 Updates:

• Relaunched Lip Kits with better hydration and longer wear

• Started introducing cleaner, more conscious formulations

• Strengthening direct to consumer sales while keeping select retail partnerships

Kylie Cosmetics shows how a brand can keep fans coming back with fun launches, fresh products, and a smooth Shopify store.

Final Thoughts 

The beauty and wellness space keeps evolving, but what really stands out is how these brands know their audience and use Shopify to meet them where they are. It’s less about following trends and more about building trust, creating experiences, and staying adaptable in 2025’s fast-moving market.

Thinking About Moving to Shopify?

Migrating your store to Shopify might sound overwhelming, but it is often the best decision a growing brand can make. The platform gives you a storefront that is easier to run, faster to manage, and built to convert.

At Crawlapps, we have guided many brands through this move and the response is almost always the same. They tell us it feels like a weight has been lifted off their shoulders. We handle the messy parts so you can stay focused on your products and your customers.

If you have been wondering what your business could achieve on Shopify, this might be the perfect time to find out.