This guide wasn’t written overnight. It came out of dozens of conversations with Shopify beauty founders who felt the same frustration: “We’re spending more and more on ads, but our profits aren’t growing.”

What we realized is that traffic wasn’t the real issue — it was what happened after someone landed on the store. Too many single-item carts. Too many discounts are cutting into margins. Too few customers feel like the brand really understood them.

So we started collecting the best strategies we’d seen work in the real world, things like how Fenty used routine-building to encourage bigger baskets, or how Planet Beauty increased AOV by simply personalizing the cart experience. The goal was simple: put all of these lessons into one place, in plain language, so that other founders wouldn’t have to reinvent the wheel.