SEO for Beauty Brands
More orders from the searches shoppers actually make, for an ingredient, a format or a result, rather than for a brand name they already know.
- No lock-in contracts
- Claims written to what you are allowed to say
Found before they know your name.
No lock-in contracts
If the work isn't paying its way for your brand, you're free to stop.
Beauty and wellness businesses we have worked with
What is SEO for a beauty brand?
SEO for a beauty brand is the work of being found by somebody who does not yet know your name. Measured across Australia, 389,500 searches a month sit around this sector, the largest of any industry we have measured, and 225,200 of them, 57.8 per cent, are a brand name somebody already has in mind. That includes the generic words: Google resolves skincare to one brand and cosmetics to another, so the category word is not available either. What is left, and what a new label can genuinely win, is 103,600 searches a month for an ingredient or a format: a vitamin C serum, a niacinamide serum, a lash serum, a brush set. Another 28,500 a month describe a result rather than a product, and those are the most valuable searches on the page and the ones most likely to change which regulator you answer to.
- Usually moves first
- Ingredient and format pages, because the category word is already taken
- Decided early
- Which claims your products may make, before the page titles are written
- Measured by
- Orders and revenue, not rankings or traffic
Why good brands stay undiscovered
Most beauty sites are built to be found by people who already know the brand, which is the one audience that doesn't need finding.
Where the traffic actually landed, last month
| Page type | Entrances |
|---|---|
| Homepage, from people searching the brand name | 612 |
| Stockists and where to buy | 141 |
| Individual product pages | 88 |
| Blog, ingredient explainers | 37 |
| Category and collection pages | 12 |
| Shipping, returns and contact | 9 |
| Total new patients | 899 |
-
The category word is already somebody else's brand
Skincare is 9,400 searches a month and cosmetics is 3,000, and neither is available. Ahrefs resolves skincare to Go-To Skincare and cosmetics to W Cosmetics, which means Google treats the generic category word as a request for a specific company. Building a site around your category is building it around a search you can't win, and it's the most common brief we're given in this sector.
-
Nearly six searches in ten are somebody else's name
225,200 searches a month, 57.8 per cent of everything measured here, are a brand name: Korean skincare labels, Kérastase, The Ordinary, MAC, e.l.f., Dior, Chanel, Clarins, Olay. A new brand competing there is paying to appear next to a search for a competitor, and a brand with a name already has that traffic. Neither is where growth comes from.
-
The searches you can win describe the product, not the brand
103,600 searches a month are an ingredient or a format, and many of them are barely contested: vitamin C serum at 17,000 and niacinamide serum at 9,600 both have a keyword difficulty of zero, and hyaluronic acid serum at 9,100 does too. Most beauty sites have a product page for these and no content behind it, so the search goes to a retailer or a listicle instead of the brand that makes the thing.
-
The most valuable phrases are the ones that change your regulator
The 28,500 searches a month that describe a result rather than a product carry a weighted cost per click of US$0.98, against US$0.59 for the ingredient terms. Lash serum is 8,500 a month and hair growth serum 7,700, both with a keyword difficulty of zero. They look like the easiest wins on the page. They are also where a cosmetic quietly becomes a therapeutic good, because the TGA classifies a product partly on the claims made about it, and it counts the product name and the advertising as claims.
-
A quarter of your makeup traffic is shopping for furniture
23,500 searches a month inside this sector aren't cosmetics at all. Makeup bag is 10,000 a month, makeup vanity 7,600 and makeup mirror 5,900, and makeup mirror has a keyword difficulty of 88, harder than any actual cosmetic term in the table, because it's contested by furniture retailers. A report that groups all of it as makeup performance is counting people shopping for a mirror.
What Australia searches for
Every volume below is an Australian monthly average, pulled from Ahrefs on 15 September 2026. The grouping is the argument: read the totals, not the individual rows.
| What somebody types | Searches a month | What wins it |
|---|---|---|
| The category already belongs to a brand | ||
| w cosmetics | 63,000 | A retail chain. Keyword difficulty zero, because it's a navigational search |
| korean skincare | 19,000 | Ahrefs parents this to a brand, not to the category |
| kerastase genesis serum | 15,000 | Kérastase |
| bubble skincare | 10,000 | Bubble |
| go to skincare | 9,100 | Go-To. This is also the parent topic Ahrefs gives for the word skincare |
| tbh skincare | 8,200 | TBH Skincare |
| elf cosmetics | 6,600 | e.l.f. |
| mac cosmetics | 6,100 | MAC |
| garnier vitamin c serum | 5,700 | Garnier. Note the ingredient term with a brand in front of it |
| software skincare | 5,300 | Software |
| korean skincare australia | 5,100 | Importers and marketplaces |
| clarins double serum | 4,600 | Clarins |
| amaira skincare australia | 4,500 | Amaira |
| olay super serum | 4,300 | Olay |
| w cosmetics near me | 4,300 | A map pack, for the retail chain |
| dior makeup | 4,000 | Dior |
| clear skincare | 3,800 | Clear Skincare Clinics |
| cosmetics plus | 3,700 | A retail chain |
| poni cosmetics | 3,700 | Poni |
| it cosmetics cc cream | 3,700 | IT Cosmetics |
| it cosmetics | 3,700 | IT Cosmetics |
| the ordinary hair serum | 3,600 | The Ordinary |
| makeup by mario | 3,600 | Makeup By Mario |
| esk skincare | 3,500 | ESK |
| milk makeup | 3,500 | Milk Makeup |
| the ordinary lash serum | 3,400 | The Ordinary |
| medicube pdrn pink peptide serum | 3,300 | Medicube |
| ordinary serum | 3,300 | The Ordinary again, misspelled |
| babe lash serum | 2,900 | Babe Lash |
| chanel makeup | 2,900 | Chanel |
| pilot hair loss | 1,000 | Pilot, a telehealth service. US$4.00 a click, the most expensive row here |
| kerastase hair loss | 800 | Kérastase |
| Ingredient and format, which a brand without a name can win | ||
| vitamin c serum | 17,000 | Listicles and retailers. Keyword difficulty zero |
| serum | 13,000 | Retailers and marketplaces |
| makeup | 12,000 | Retailers. Broad, and cheap at US$0.30 a click |
| retinol serum | 11,000 | Retailers. Keyword difficulty 84, the hardest genuine cosmetic term here |
| niacinamide serum | 9,600 | Listicles and retailers. Keyword difficulty 1 |
| skincare | 9,400 | Ahrefs parents this to a brand. US$0.90 a click and difficulty 65 |
| hyaluronic acid serum | 9,100 | Retailers. Difficulty zero, and US$1.00 a click |
| best vitamin c serum | 6,700 | Listicles. A brand can write a genuinely better one |
| skincare routine | 3,500 | Editorial and brand guides. The best top-of-funnel page in the sector |
| face serum | 3,300 | Retailers |
| makeup brushes | 3,100 | Retailers and marketplaces |
| cosmetics | 3,000 | Ahrefs parents this to a retail chain, not to the category |
| makeup brush set | 2,900 | Retailers |
| Where the claim changes which regulator you answer to | ||
| lash serum | 8,500 | Retailers. Difficulty zero and US$1.10 a click, and a claim to watch |
| hair growth serum | 7,700 | Retailers. Difficulty zero. Growth is a physiological claim |
| eyelash serum | 3,700 | Retailers. US$1.30 a click |
| best skin whitening cream in australia | 1,900 | Listicles. Whitening is a claim the TGA names directly |
| hair loss shampoo | 1,500 | Retailers and pharmacy |
| best shampoo for hair loss | 1,500 | Listicles and pharmacy |
| eyelash growth serum | 1,300 | Retailers. US$1.20 a click, and growth is the operative word |
| anti wrinkle cream | 700 | Retailers and pharmacy |
| anti wrinkle | 600 | Mixed clinics and products. US$1.20 a click |
| skin whitening cream | 600 | Retailers |
| wrinkle cream | 500 | Retailers |
| Not a cosmetic at all: furniture and accessories | ||
| makeup bag | 10,000 | Accessory retailers and marketplaces |
| makeup vanity | 7,600 | Furniture retailers |
| makeup mirror | 5,900 | Furniture retailers. Keyword difficulty 88, the hardest term in this table |
| A prescription medicine or a clinical service, not a product you can sell | ||
| anti wrinkle injections | 1,600 | Clinics. A health service, and a different rulebook again |
| anti wrinkle injections melbourne | 700 | Clinics |
| spironolactone for hair loss | 700 | A prescription medicine. US$1.40 a click |
| clascoterone hair loss | 600 | A prescription medicine. US$1.80 a click |
| The words, owned by something else entirely | ||
| a wrinkle in time | 1,400 | A novel by Madeleine L'Engle, and its film |
| wrinkle release spray | 1,300 | A fabric spray for creased clothes |
| does creatine cause hair loss | 1,300 | A fitness question. US$0.03 a click |
| a wrinkle in time book | 600 | The novel again |
| does mounjaro cause hair loss | 500 | A question about a weight-loss medicine. US$4.00 a click |
Sixty-eight terms, 389,500 searches a month, the largest market of any industry page we have built, and the least available. 225,200 of it, 57.8 per cent, is a brand name somebody already has in mind. The part that should change what a brand does is that the generic words are branded too: Ahrefs gives the word skincare a parent topic of Go-To Skincare and the word cosmetics a parent topic of W Cosmetics, so the category word behaves like a company name. What is genuinely available is 103,600 a month, 26.6 per cent, describing an ingredient or a format, and much of it is barely defended: vitamin C serum at 17,000, niacinamide serum at 9,600 and hyaluronic acid serum at 9,100 all have a keyword difficulty of zero or one. A further 28,500 a month describe a result instead of a product, and they carry the highest cost per click on the page at US$0.98 against US$0.59, which is precisely why they are worth being careful with: the TGA decides whether a product is a cosmetic or a therapeutic good partly on the claims made about it, and it treats the product name and the advertising as claims. And 28,600 a month is not this sector at all, being a makeup mirror, a vanity, a novel and a spray for creased shirts.
Ahrefs Keywords Explorer, Australia, monthly average, pulled 15 September 2026. Cost per click is reported by Ahrefs in US dollars. Five clinical treatment terms were deliberately excluded and are listed in this file's header.
What our beauty brand SEO covers
Built around the searches that are still available, rather than the category word that isn't.
-
A claims pass before a single page title is written
Which of your products are cosmetics and which are making a therapeutic claim, checked against the TGA's own test, before anything is optimised. This is not a formality: the TGA counts the product name and the advertising as claims, so a page title can move a product from one regulatory scheme to another.
-
A page for the ingredient, not just the product
Vitamin C, niacinamide, hyaluronic acid, retinol, peptides. 103,600 searches a month describe an ingredient or a format, and most brands have a product page for each and nothing behind it, so the search goes to a retailer or a listicle. This is the single largest available opportunity in the sector.
-
The comparison pages you are currently losing to
Best vitamin C serum is 6,700 searches a month and it's answered almost entirely by publishers who have never made a product. A brand that compares honestly, including formulations that aren't its own, can rank there and is far more convincing than a listicle when it does.
-
Being quotable in AI answers
Somebody asking an assistant which serum suits their skin is asking for a recommendation, and ingredient and routine content is exactly what gets quoted. Structured so an answer engine can lift it, and written so that what it lifts is accurate about your formulation. Nobody can guarantee a mention in an AI answer, and we do not claim to.
-
Product feed and technical work that actually ships
Variant handling, collection pages that aren't near-duplicates of each other, product data clean enough for Shopping, and image weight kept down on a category of site that's always image heavy. Unglamorous, and usually where the first month goes.
-
Results measured in orders and revenue
Revenue and orders by landing page, separating people who searched your brand name from people who didn't, because those two numbers move for completely different reasons and averaging them hides whether any of this is working.
Ready To Be Found First?
We'll show you which ingredients, formats and ranges have real search demand, and which of them nobody has written a proper page for yet.
Get Free Growth Plan!Results For Beauty Brands
Two brands that sell beauty products direct to customers from their own online store. The work covered SEO, paid media and conversion work, and every figure comes straight from their case study.
CheekyGlo
CheekyGlo is an Australian beauty brand selling skincare and body tools direct to customers online.
-
332%
Increase in Top 3 Keyword Positions
-
149%
Increase in Organic Traffic
-
178%
Increase in Paid Revenue YoY
-
+106%
Growth in Total Revenue YoY
Glowie By Her
Glowie By Her is known for offering salon-quality press-on nails that combine beauty and convenience, perfect for any occasion.
-
83%
Increase in Top 3 Position Keywords
-
119%
Increase in Organic Traffic
-
88%
Increase in Return on Ad Spend
-
56%+
Increase in Conversion Rate
Video review from an IV therapy clinic
Rosy from IV League Drips, an IV therapy clinic rather than a beauty brand, on working with us across SEO, Google Ads and Meta ads. The figure comes from the clinic’s case study and reflects the combined campaign, rather than SEO alone.
What you may claim about a beauty product
In Australia a beauty product is a cosmetic or a therapeutic good, and which one it is depends partly on what you say about it. Everything below was read first-hand on 15 September 2026 from the TGA guidance "Determining if your product is a cosmetic or therapeutic good", last updated 3 July 2026.
What moves a cosmetic into therapeutic territory
- Assume your website is not part of the classification. The TGA says claims can be found on the product label, including the product name, and in advertising. A page title, a meta description, a collection name and a product name are all claims, which makes this an SEO decision as much as a packaging one.
- Claim a change to a physiological process rather than to appearance. The TGA gives the test as two questions: does the product claim to change look or appearance, or does it claim to change an underlying physiological process to achieve a different appearance. Its own paired examples are "Helps your skin look even and smooth", which is cosmetic, against "Reduces skin pigmentation and uneven skin tone", which is therapeutic.
- Let an ingredient story become a mechanism story. The TGA's collagen example is a cosmetic claim of "our facial oil contains collagen to smooth the appearance of fine lines" against a therapeutic claim of "our facial oil stimulates collagen production to repair skin at the cellular level". The ingredient is identical in both. The verb is what changes the regulator.
- Forget that images and context count. The TGA notes that a claim such as soothing dry skin may be cosmetic on a moisturiser, but the same claim beside pictures of severe irritated skin, or placed on a site for people with a chronic skin condition, may reasonably give the impression the product has a therapeutic use. Placement is part of the claim, which matters for where you build landing pages.
- Advertise a therapeutic good that is not registered. Therapeutic goods must be entered in the Australian Register of Therapeutic Goods before they are imported, supplied or advertised in Australia, unless excluded or otherwise approved, and the TGA says it may pursue regulatory action including sanctions and penalties.
What a cosmetic is free to say
- Describe appearance. Cosmetic claims are the ones consistent with changing the body's odour or appearance, cleansing it, keeping it in good condition or protecting it, which is a broad and commercially useful space.
- Name your ingredients and explain what they are. Ingredient and format searches are 103,600 a month and almost none of that demand requires a therapeutic claim to answer.
- Write the routine and comparison content, which sells well and claims nothing.
- Be accurate. The ACCC is the primary regulator for cosmetics and administers the Australian Consumer Law in Schedule 2 of the Competition and Consumer Act 2010, which requires that advertising about cosmetics is not false, misleading or deceptive. That obligation applies whether or not the TGA is involved.
Three regulators touch a beauty brand and they do different jobs. AICIS regulates cosmetic ingredients as industrial chemicals under the Industrial Chemicals Act 2019 and expressly does not regulate cosmetic products, product safety, labelling or advertising. The ACCC regulates the claims. The TGA takes over entirely if the product is a therapeutic good. ⚠️ Classification is done case by case on the claims, the ingredients, how the product is used and whether it is an excluded good, and the TGA says it cannot be settled by any one factor alone. It publishes an "Is my product a therapeutic good?" tool, and it recommends independent legal advice for anything unclear, which we would echo. This supports your own obligations; it does not replace them, and it is not legal or regulatory advice. TGA, Determining if your product is a cosmetic or therapeutic good
How our beauty brand SEO works
Four steps, in this order, because what you are allowed to claim shapes what the pages can target.
-
Sort the claims first
Every product checked against the TGA's cosmetic versus therapeutic test, so we know which ranges can chase a result-led search and which must stay with appearance language.
-
Fix the store
Collections that aren't near-duplicates, clean variant handling, product data fit for Shopping, and image weight brought down. Usually the least interesting and most productive month.
-
Build the ingredient and routine layer
The 103,600 monthly searches that describe a product rather than a brand, answered properly, with the comparison pages the publishers currently own.
-
Measure orders, split by brand and non-brand
Revenue by landing page, with people who searched your name separated from people who didn't, because only the second number tells you the work is reaching new customers.
How much SEO for beauty brands costs in Australia
Published Australian agency figures put SEO for retail and ecommerce businesses at $2,500 to $4,500+ a month, and most Australian small businesses pay $1,500 to $3,500 a month. No regulator sets SEO prices in Australia, so these are market figures, not a quote.
-
$2,500 to $4,500+
a month, what Australian agencies publish for retail and ecommerce businesses
Published Australian agency rate card, verified September 2026
-
$1,500 to $3,500
a month, where most Australian small businesses sit
Two Australian SEO cost guides agree, verified September 2026
-
US$500 to US$1,000
a month, the most common agency retainer worldwide
What moves the price
- How many products and ranges you carry
- Whether your claims need a regulatory pass first
- How many markets you sell into
- The state of your product data and tracking
- Whether paid media runs alongside
Set the market figures next to your average order, your margin and how often somebody reorders, which in skincare is often the number that decides it. Beauty clicks are inexpensive one at a time, from US$0.30 for “makeup” to US$1.30 for “eyelash serum”, but the volumes are large and repeat purchase is what makes the arithmetic work. The useful question is how many first orders a month the work has to bring in before the reorders pay for it.
Estimate your SEO costMeet the team behind your beauty SEO
When you work with Uppercut Digital, you work directly with people who care about performance.
Get Free Growth Plan! View Case Studies
Uppercut Digital Google reviews
-
Online Sales More Than Doubled!
I was initially recommended Uppercut Digital Agency by a company in Sydney that I very much trust and I was not disappointed from the start. My company is in Perth and Jeremy has helped me to increase our online sales by more than double within a 3-month period.
-
Amazing Results & Transparent Process!
Genuinely couldn’t speak highly enough of these guys. They offer an all in one SEO & Digital Marketing solution for my business and I have seen some really amazing results in terms of growth & revenue.
-
Strategies Built For Our Industry!
The team at Uppercut Digital are absolute legends. Unlike some other marketing agencies, they invest a lot of time to structure custom strategies which actually work in our industry. 10/10 communication & responsiveness.
-
Better-Quality Leads & More Traffic!
Honestly had a great experience working with this team. … They helped improve our online presence pretty quickly, and we started seeing more traffic and better-quality leads within a short time.
-
Drastically Improved Our Performance!
Highly recommend working with Uppercut Digital, they have helped us drastically improve our paid advertising and SEO within months. They are responsive, attentive, and willing to put in the work to get results!
-
Spend Less, Get More Leads!
Jeremy and Dylan have been a massive help to my business. … They’re exceptionally knowledgeable, focusing on the fundamentals of setting up effective campaigns and then optimising them (allowing you to spend less, but receive more leads).
-
An Absolute Pleasure To Work With!
The guys at Uppercut Digital have been an absolute pleasure to work with! For both Meta Ads and SEO management, they have improved our lead acquisition tremendously. They are also a very professional, reliable and trustworthy team.
-
Responsive, Professional & Clear!
We’ve had a great experience working with Uppercut Digital. The team is responsive, professional, and always willing to explain their strategy and answer any questions. They’ve helped us with our website, Google Ads, and SEO, and communication has been excellent throughout.
-
A Game-Changer Six Months In!
6 months in with Uppercut Digital has been a game-changer. These legends bring fire to every campaign, always a step ahead and pushing the limits. If you want results and a team that gets it, these are your people.
-
Above And Beyond On Everything!
Have worked with Dylan and the guys from Uppercut for 5 months now with my business. They have gone above and beyond on everything we have requested and have been outstanding with communication and resolving any issues we have had along the way.
-
They Think Like Business Owners!
Uppercut Digital is a highly driven and enthusiastic team. Each member brings a different focus to the table, which really widens their scope and expertise. As business owners themselves, they understand and appreciate the importance of driving results for their clients.
-
Our Highest Ranking Yet!
Shoutout to Uppercut Digital! We hit our highest ranking yet, and it’s all thanks to the incredible work of our digital marketing team, Jeremy and Dylan! From day one, they’ve brought smart strategies, creative ideas, and a serious commitment to helping our business grow.
-
Scaling Our Brand To The Next Level!
Uppercut Digital has been optimising our Facebook, Google & SEO ads which has helped generate consistent revenue to our business. … Their consistent work has been crucial in scaling our brand to the next level.
-
Excellent Results On Ads & SEO!
We’ve been working with Uppercut Digital over the past few months on both Google Ads and SEO, and the results have been excellent. … The ads have already generated strong leads, and overall, we’re very happy with the results. Highly recommend.
-
Transparent & Results Orientated!
I’ve been working with Justin for the last couple of months and he has gone above and beyond to answer any questions that I had and to make sure all my ads were running optimally. He has been transparent and results orientated! Thanks so much for everything!
-
Wish We’d Found Them Sooner!
Great experience, highly recommend their services. Their communication, attention to detail, prompt responses to all our questions/queries was top level. Dylan is a true professional, wished we had found Uppercut earlier.
-
Honest With Our Budget!
Loved working with Uppercut especially Ryan and Justin. They were very honest, if something wasn’t working they would adjust our fees or ad spend. They didn’t waste our money. They were always available to chat about concerns.
-
Best Agency in Sydney!
Best ads/SEO agency in Sydney! We’ve tried over 5+ digital advertising agencies and Uppercut has by far been the best from a results and professionalism standpoint. They are very on top of their accounts and actually care about their clients as though it were their own businesses.
-
More Customers From SEO & Ads!
Uppercut Digital did an amazing job boosting our pawn shop’s online presence. Our Google rankings improved, and we’re getting more customers thanks to their SEO and ads. Highly recommend them for anyone looking to grow their business online!
Beauty Brand SEO Questions
Can we rank for “skincare” or “cosmetics”?
Realistically no, and the reason is worth knowing before you fund the attempt. Ahrefs gives the word skincare a parent topic of Go-To Skincare and the word cosmetics a parent topic of W Cosmetics, which means Google is treating those category words as requests for particular companies. Skincare also carries a keyword difficulty of 65. The available demand is the 103,600 searches a month that name an ingredient or a format instead, and a good deal of that has a difficulty of zero.
Our biggest keyword is our own brand name. Is that good?
It's normal, and on its own it tells you nothing. 57.8 per cent of this whole sector is brand-name search, so a site whose traffic is mostly its own name is simply reflecting the category. The number that matters is the non-brand one: how many people arrived who didn't already know you existed. We report those separately for exactly this reason, because averaging them together can make a flat year look like a good one.
Is “lash serum” really a risky keyword? It looks easy.
It looks easy because it is: 8,500 searches a month at a keyword difficulty of zero. The care needed is regulatory rather than competitive. The TGA classifies a product partly on the claims made about it, and counts the product name and the advertising as claims, so the difference between a lash product that conditions the appearance of lashes and one that grows them is the difference between a cosmetic and a therapeutic good. The search is very much worth having. The wording of the page that wins it is the part to get right first.
What is the actual line between a cosmetic claim and a therapeutic one?
The TGA frames it as two questions: does the product claim to change look or appearance, or does it claim to change an underlying physiological process to achieve a different appearance. Its own paired examples make it concrete. Helps your skin look even and smooth is cosmetic; reduces skin pigmentation and uneven skin tone is therapeutic. Helps skin look firm is cosmetic; improves skin's internal structure for firmer skin is therapeutic. Same product, same ingredient, different verb. It is genuinely that fine, which is why we do a claims pass before writing page titles.
Should we write about ingredients when everyone already has?
Yes, because almost nobody has done it properly. Vitamin C serum is 17,000 searches a month with a keyword difficulty of zero, niacinamide serum 9,600 at difficulty one and hyaluronic acid serum 9,100 at zero. Those numbers don't describe a contested space, they describe one that brands have left to retailers and listicles while building another product page. A brand that actually makes the formulation can write something more useful than a publisher can, and the search is sitting there.
Our makeup traffic looks strong. Why are sales flat?
Check what's inside it. 23,500 searches a month in this sector are accessories and furniture: makeup bag at 10,000, makeup vanity at 7,600 and makeup mirror at 5,900. Makeup mirror has a keyword difficulty of 88, higher than any actual cosmetic term we measured, because furniture retailers compete for it. If a chunk of your makeup impressions are people shopping for a mirror, the traffic number is real and the intent behind it isn't yours.
Can we just say our product is TGA approved?
No, and it is a phrase worth removing wherever it appears. If a product is a cosmetic then the TGA does not approve it at all, so the claim is not true. If it is a therapeutic good then it is included in the Australian Register of Therapeutic Goods, and describing what that actually means is both accurate and more useful to a customer. The ACCC is the primary regulator for cosmetic claims and administers the Australian Consumer Law, which requires advertising about cosmetics not to be false, misleading or deceptive.
Do you work on Shopify?
Yes, and most beauty brands we see are on it. The recurring problems are the same ones: collection pages generated per colour or size that end up near-duplicates of each other, variant URLs competing with the product they belong to, and image weight on a category of site that's always image heavy. None of it is glamorous and it's usually where the first month goes, because the content layer doesn't compound until the store underneath it is sound.
How should we handle a product that is out of stock?
Keep the page and say so on it, rather than deleting it or letting it 404. Beauty ranges cycle constantly and a product page that has earned rankings is worth more than the current stock position, particularly for an ingredient or format term that will still be searched next season. Point people to the nearest alternative in the same range and let them ask to be told when it returns, which also tells you what to make more of.
How will we know it is working?
Revenue and orders by landing page, with brand and non-brand separated. In this sector that split is the whole report: brand search moves when you run paid social or get press, and non-brand search moves when the SEO is working, so a single traffic line mixes two different stories. We also watch first orders against reorders, because in skincare the second purchase is usually where the economics of the whole exercise are decided.
Get your beauty brand growth plan
Tell us your ranges, what you want to sell more of and which markets you ship to, and we'll show you where the demand is.
Let’s knock out the competition..
More on beauty brand marketing
From the blog
Case studies
Other retail and ecommerce brands
Ready For More Orders?
Let us show you which searches your brand could be winning, and what it would take to be the one shoppers find first.
Get Free Growth Plan!
