“Intelligent, consumer-focused insights that are clear and actionable.”
Will Close, Director of A/B testing at Nike.com
"An eye opener. This UX audit helped validate assumptions we had and provided visibility on issues we overlooked."
Michael Tran, Sr. Business Analyst at Sony PlayStation
Read 200+ Testimonials“Intelligent, consumer-focused insights that are clear and actionable.”
Will Close, Director of A/B testing at Nike.com
Explore how shoppers evaluate makeup, skincare and fragrance online. Baymard’s health and beauty research covers product discovery, labeling, shade selection and visual information, with guidelines and examples to help customers choose products when they cannot try them in store.
Health and beauty shoppers must judge how a product will suit their needs without trying a physical tester. The research examines the visuals, labels and product information that support those choices, from finding a relevant product to understanding shades, ingredients and the options available.
Help shoppers interpret product and shade options with informative labels, so unfamiliar names do not leave them guessing about a product’s suitability.
Use model imagery to help shoppers assess a cosmetic product in context, complementing isolated pack shots with information about its appearance when worn.
Provide relevant ingredients, materials and product details in clear descriptions, helping shoppers answer practical questions instead of relying on promotional language alone.
These figures describe the health and beauty research coverage, UX performance scores and example library.
500+
Health and beauty UX guidelines
7,000+
Health and beauty UX performance scores
5,000+
Health and beauty best-practice examples
The findings from Baymard’s large-scale testing of Health & Beauty sites provide you with 500+ UX guidelines, along with 7,000+ UX performance scores and 5,000+ best practice examples from Health & Beauty sites.
The UX research covers the entire health and beauty product-finding experience, ranging from broad user behaviors to the granular usability issues observed in our sessions.
The research includes large-scale usability testing and UX benchmarking of websites such as:Baymard’s health and beauty study used moderated usability testing on desktop and mobile, with participants thinking aloud as they explored makeup, skincare and fragrance. Coverage includes direct brands, specialist beauty retailers and mass retailers, with sites such as Bobbi Brown Cosmetics, Sephora, and Walgreens represented in the study.
Researchers analyzed the difficulties people encountered when finding products, interpreting shade labels and assessing visual information. Those observations inform guidelines for the health and beauty shopping experience, while manual benchmarking supplies scored examples of real implementations. Findings also draw on wider ecommerce research. Teams can use the guidance to make product choices and supporting information easier to understand.
Explore how health and beauty sites present products, explain options and support shopping decisions. The benchmark provides real examples across the customer journey. A demo can show how the examples relate to research on finding and evaluating suitable products.
“The UX audit was very thorough and valuable insights were provided. It's particularly helpful to know which recommendations are the most impactful and lower in cost. It's also helpful to see which issues are the biggest offenders and how we stack up to the selected competitors.”
“Having Baymard is like having access to a magical UX super power. I can't believe how helpful and easy to use it is, given the vast array of tools and information they provide!”
“My team loves Baymard Premium and it has become a valuable tool for us. We consult with a number of large brands and manage their eComm (both DTC and eRetail) and your data is amazing, it gives us all the testing data without having to run the tests ourselves. Our clients appreciate us having the depth of knowledge Baymard provides, we’ve used Baymard data multiple times to defend our recommendations and to inform our designs.”
Baymard’s Health and beauty UX Audit applies the research to your site through an expert review with prioritized recommendations.
Book a demo to explore the guidelines, examples and benchmarks relevant to your health and beauty customer experience.
"An eye opener. This UX audit helped validate assumptions we had and provided visibility on issues we overlooked."
Michael Tran, Sr. Business Analyst at Sony PlayStation
Read 200+ Testimonials