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Top 7 Challenges of Selling Makeup Online and their solutions

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Selling Makeup

In the digital era, digital marketing is in demand. Everyone who wants to start his brand or company wants his products to be high in demand, and this is only possible if people know about your products or brand online. But there are many challenges in this way. If you want to sell makeup online or start a brand, you must know the challenges.

Let’s look at the challenges of selling makeup online.

1.     High Competition

High competition is a major challenge in starting an online store to sell makeup online. According to a report by Statista, sales of e-commerce beauty products in the US are supposed to reach nearly $31 billion in 2026. Many websites use a team of experts and the latest technology to succeed in this competition—moreover,   some websites or brands conduct surveys regarding price and quality.

To get a name in this domain, online makeup sellers must focus on creating a unique and interesting brand identity and develop offers that make them unique and win the competition. You can achieve this goal by targeted marketing and advertising through digital marketing, partnerships with celebrities or influencers, and keeping your price lower than that of competitors.

2.     Identifying the niche of Beauty Industry

Searching for a specific niche in the beauty industry is very important. To succeed in selling makeup online, for example, some customers are interested in whitening products, while some want deep cleaning products. Some like 100 percent organic products, while others are interested in products made from herbs. A universal niche can’t make you lead in this industry.

To achieve success in this field, first of all, hold a campaign or survey to let people show their mindset. Then, look for that specific survey product in the market. If the product is not available or available in low quantity, it’s a great chance for you to get the lead.

3.     Low Average Order Value

A low AOV can cause several problems for an online beauty store’s income, branding, and long-term success. One of the most important effects is that it can be a hurdle for the online store to achieve gain. With a low AOV rate, the online cosmetic store may not generate much revenue to cover its operating costs and profit.

Moreover, a low AOV can be a challenge in getting new customers through paid advertising. Many online marketing platforms charge on a cost-per-click (CPC) or cost-per-acquisition (CPA) model. This means that the store must generate some income for each customer to make it beneficial. If the AOV rate is too low, your online store will not create enough revenue to make advertising cost-effective.

4.     Poor Target Audience Analysis and partition

Poor TA partition and analysis can significantly affect the success of online beauty businesses. If online beauty sellers fail to identify and understand their TA accurately, they may waste their marketing budget on profitless campaigns and lose potential customers.

Their marketing campaigns and strengths may not match those of their potential customers. It can result in low conversation rates, fewer engagements and a low return on investment (ROI), which will affect the business profit.

5.     Returns and Refunds

Returns and refunds are important challenges for every brand or shop, including online beauty businesses. Customers want their products to be returned or exchanged easily and quickly without any effort. They want quick service.

According to a survey, 96% of consumers commented that the quality of a brand depends on the return rate. Furthermore,  68% of shoppers stated they would not shop with a retailer again after they get a poor returns experience. This tells the importance of efficient and user-friendly returns and refund policies and rules for an online store.

Moreover, due to hygiene and personal issues, the beauty world faces challenges regarding returns and refunds. Many customers avoid or hesitate to purchase makeup from online stores because they cannot try it on or see the product in person. Then, a virtual try-on platform like TINT comes into the market, which offers a safe and effective try of makeup virtually before ordering.

6.     Sell Experience, Not Just Cosmetics

In the modern and advanced world, the cosmetics industry is not just about products anymore. This is because there may be several products having the same formula. All they want is experience to get a better shopping experience.

The trend for hyper-personalization speaks to all the rules that a cosmetics business has to follow to offer experience more than goods. Besides this, story-telling techniques can also add interest in customers about specific products.

7.     Leverage Technologies

The latest technology related to beauty and cosmetics turned online shopping into a fun activity. Making a tech solution from scratch wastes time and money for beauty brands. However, using technologies in your online beauty or cosmetic store can add interest to your products.

Using virtual makeup try-on platforms like TINT, your expense for free samples or tries can be saved and will surely boost your sales. Some of the TINT services are:

  • makeup virtual try-on
  • AI-powered advisor
  • seasonal colour analysis
  • face analyzer
  • total look recommendations


To conclude, selling makeup online is not a big deal. Whether you are a fresher or experienced, if you keep in mind the above challenges and solutions, you will surely engage more customers and rule the cosmetic industry.

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