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Blog Post

Selling Makeup Online: The Ultimate Guide

Makeup has always been a popular product, and in recent years, the beauty industry has exploded with growth. The internet has made it easier than ever to sell makeup online, and starting an online makeup store can be a lucrative business.

Is there really room for another BB cream, or another matte lipstick? How to make lip balm to sell? How do you, as a new makeup brand, get your products to stand out in a crowded market? How does a new mascara get visibility among the literal thousands? How can you sell makeup online and incite people to buy it?

Luckily, e-commerce and access to manufacturing resources have democratized beauty, opening up an industry once dominated by a few massive brands. And surprisingly, there’s still room.

Trends and niche markets spring up almost daily, ready for the taking. Those with the ability to go quickly to market (we’ll tell you how), can jump on these trends and fill gaps in the industry.

What to sell: positioning your brand in a crowded market

Here are  a few questions you need to ask yourself before you start thinking about selling your makeup products online.

  • How is your idea different from what’s on the market?
  • Have you identified an audience for your products? How will you reach them?
  • Do current brands adequately target that audience?
  • Have you identified an emerging trend?
  • Is your differentiator external to the product? Are you instead trying to create a new experience around a common product? How will your branding help achieve this goal?

If you’re interested in selling makeup online, here’s a guide to get you started.

  • Research your target audience

Before you start selling makeup online, you need to understand your target audience. Who are they? What kind of makeup are they interested in? What is their budget? Understanding your target audience will help you choose the right products to sell and price them accordingly.

  • Choose your products

There are countless makeup products on the market, so choosing the right products to sell can be overwhelming. Focus on products that are in demand and fit the needs of your target audience. For example, if your target audience is interested in vegan and cruelty-free makeup, make sure to offer products that meet those criteria.

  • Source your products

Once you’ve chosen the products you want to sell, you’ll need to source them. You can buy products wholesale from manufacturers or distributors, or you can dropship them. Dropshipping means that you don’t keep inventory in stock; instead, you forward orders to a third-party supplier who ships the products directly to your customers.

  • Build your website

Your website is your online storefront, so it’s important to make a good first impression. You can hire a web developer to create a custom website for you, or you can use an e-commerce platform like Shopify, BigCommerce, or WooCommerce to build your website yourself.

Make sure your website is easy to navigate and includes high-quality product photos and detailed product descriptions. Consider offering a blog section on your website to share makeup tutorials and beauty tips, which can attract more visitors to your website.

  • Develop your branding

Your branding includes your logo, website design, packaging, and social media presence. It’s important to develop a consistent brand image that appeals to your target audience. Your branding should convey your values and differentiate you from your competitors.

  • Market your products

Once your website is live, it’s time to start marketing your products. Use social media platforms like Instagram, Facebook, and TikTok to showcase your products and reach potential customers. Consider running social media ads and forming influencer partnerships to increase your reach.

  • Provide excellent customer service

Customer service is key to building a successful online makeup store. Make sure to respond to customer inquiries promptly and professionally. Offer a clear return policy and shipping information. Consider offering free shipping or free samples with orders to incentivize customers to make a purchase.


In conclusion, selling makeup online can be a profitable business if done correctly. By understanding your target audience, choosing the right products, building a great website, and marketing your products effectively, you can create a successful online makeup store. Good luck!

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