Analysis of 28 Skincare Brand Website Designs and E-commerce Platforms

A comprehensive review examines 28 skincare brand websites, highlighting their design approaches and e-commerce platforms. The collection includes both independent startups and established direct-to-consumer companies, with examples built primarily on Squarespace and Shopify. Notable brands featured range from Āhua Skin Co, which incorporates Maori-inspired branding and organic tallow products, to Rhode, Hailey Bieber's skincare line acquired by e.l.f. Beauty for $1 billion in 2025. Other prominent examples include Tatcha, with its Japanese geisha ritual influences and Unilever ownership, and Drunk Elephant, acquired by Shiseido for $845 million. The analysis emphasizes how these websites communicate brand identity through visual elements such as minimalist layouts, specific color palettes, and ingredient transparency. Many sites employ clean aesthetics with wellness-focused narratives, while others leverage celebrity endorsements or scientific positioning. The review serves as a resource for brands seeking inspiration for their own online presence, demonstrating various strategies for product presentation and customer conversion in the competitive beauty market.