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Expert Answer • 1 min read

What categories make sense for cosmetics navigation?

As an e-commerce beauty brand manager, I'm struggling to design an intuitive navigation structure for my cosmetics website. I want to create categories that help customers find products easily, reflect modern shopping behaviors, and enhance the overall user experience. My current navigation feels cluttered and confusing, and I suspect it's hurting my conversion rates. I need a strategic approach to organizing my cosmetics product lineup that feels both user-friendly and aligned with how customers actually shop for beauty products.
Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO

1 min

TL;DR - Quick Answer

Effective cosmetics navigation should combine product type, skin concern, and usage categories. Recommended main categories include Face, Eyes, Lips, Skincare, Tools, and Special Collections, with subcategories that address specific customer needs and shopping preferences.

Complete Expert Analysis

Strategic Cosmetics Navigation Design

Creating an intuitive navigation structure is crucial for helping customers discover products and improving overall conversion rates in the competitive beauty market.

Recommended Category Hierarchy

Main CategoryPotential Subcategories
FaceFoundation, Concealer, Primer, Blush, Bronzer, Highlighter, Setting Powder
EyesEyeshadow, Eyeliner, Mascara, Brows, False Lashes, Eye Primer
LipsLipstick, Lip Gloss, Lip Liner, Lip Balm, Liquid Lipstick
SkincareCleansers, Moisturizers, Serums, Masks, Toners, Eye Cream

Alternative Navigation Approaches

Skin Concern Navigation

  • •Acne-Prone Skin
  • •Sensitive Skin
  • •Anti-Aging
  • •Hydration

Usage-Based Navigation

  • •Everyday Makeup
  • •Evening/Glam
  • •Natural/No-Makeup Look
  • •Professional/Work

Best Practices for Navigation Design

1.

Prioritize User Experience

Create intuitive paths that mirror how customers actually shop for cosmetics.

2.

Use Clear, Descriptive Labels

Avoid industry jargon; use language customers understand.

3.

Implement Smart Filtering

Allow customers to refine results by skin type, color, price, and other relevant attributes.

Optimize Navigation with Growth Suite

Growth Suite can help analyze your current navigation performance by tracking visitor behavior, identifying where customers get stuck, and providing insights into the most effective category structures. By monitoring real-time interaction data, you can continuously refine your navigation to improve user experience and conversion rates.

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Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO of Growth Suite

With over a decade of experience in e-commerce optimization, Muhammed founded Growth Suite to help Shopify merchants maximize their conversion rates through intelligent behavior tracking and personalized offers. His expertise in growth strategies and conversion optimization has helped thousands of online stores increase their revenue.

E-commerce Expert Shopify Partner Growth Strategist

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