15 beauty brand call-to-actions that work

Call-to-actions (CTAs) are more than just buttons on your website.

For beauty brands, CTAs are powerful tools that connect customers’ needs with products. The right CTA can drive conversions and cater to shoppers’ emotions and specific challenges.

According to Statista, over 80% of beauty customers abandon carts with a 'complicated checkout process' cited as a top reason. The CTAs you choose directly impact whether shoppers complete their purchase or disappear forever.

Why beauty CTAs matter

Beauty shoppers are different. They aren’t just buying products but investing in features such as bold colors and interactive elements to draw attention, confidence, and self-expression. Your CTAs should reflect that.

The difference between a simple "Buy now" and a personalized "Find your perfect match" can translate to thousands in revenue.

What makes a good beauty CTA?

A highly effective beauty brand CTA:

• Speaks to customer concerns: It addresses their specific pain points.
• Creates an emotional connection: It resonates with the shopper, making them feel understood.
• Promises clear results: It explains how the product enhances their experience.
• Simplifies decision-making: It guides them, reducing uncertainty.

A winning CTA is not just about getting customers to click a button; it’s about building trust and offering value.

Three must-have CTA types for beauty brands

1. Product discovery CTAs  

These help guide customers to the right products. Beauty shoppers often face an overwhelming array of options, and these CTAs make navigating your catalog effortless.

Examples of what works:

1. "Find your shade"
2. "Take the skin quiz"
3. "Shop by concern"
4. "See it on your skin tone"
5. "Build your routine"

Why they work

They reduce decision fatigue and provide tailored answers, addressing customer needs like finding the right match for their skin type or tone.

Implementation tip

Place discovery CTAs prominently on your homepage or category pages. Use distinct designs like bold colors and interactive elements to draw attention.

2. Add-to-cart variations  

The moment a customer adds an item to their cart is crucial. A poorly worded, generic CTA at this stage can cause hesitation.

Examples of what works:

1. "Add to bag"
2. "Try it risk-free"
3. "Add + get samples"
4. "Save to routine"
5. "Quick add"

Why they work

These CTAs focus on the purchase's benefits, such as reducing anxiety with risk-free trials or offering added value like samples.

Implementation tip

Optimize for mobile by ensuring buttons are large enough to tap easily (at least 44×44 pixels). Test button colors that stand out but still align with your brand palette.

3. Email signup incentives  

Beauty brands thrive on email lists. A compelling CTA can transform site visitors into loyal subscribers. Your goal is to make signing up irresistible.

Examples of what works

1. "Get early access"
2. "Unlock your 15% off"
3. "Join for exclusive formulas"
4. "Subscribe for personalized picks"
5. "Never miss a restock"

Why they work

These CTAs go beyond generic discounts by offering exclusive value, like early access to limited drops or personalized recommendations.

Implementation tip

Strategically place email signups in exit-intent overlays or after a customer actively engages with your content (e.g., signing up after taking a quiz).

Real-world examples that deliver

Rare Beauty’s "Match Me” Shade Finder  

Rare Beauty transformed their foundation selection process with an interactive shade finder and branded CTA, "Match Me."

• Results: An increase in foundation conversions and a drop in returns.
• Why it works: It simplifies a daunting process, building customer confidence.

The Ordinary’s “Make It A Routine” subscription CTA

The Ordinary use "Make It A Routine" to encourage subscriptions rather than one-off purchases.

• Results: An increase in average order value as customers subscribed.
• Why it works: It frames each purchase as part of a larger goal, like building a skincare routine.

Fenty Beauty's "Replen + Save" subscription CTA

Fenty Beauty uses "Replen + Save" instead of the standard "Subscribe" button for their subscription offerings.

• Results: A higher subscription rate than industry averages for beauty products.
• Why it works: It emphasizes the dual benefit (replenishment and savings) instead of the commitment aspect of subscription models.

How to test and optimize your CTAs

A/B test these elements

• Button Colors: High-contrast colors that attract attention can improve click-through rates.  
• Text Length: Short, snappy texts of 3–5 words perform best.  
• Action Words: Experiment with words like “discover” vs. “find” or “start” vs. “shop.”  
• Benefit Inclusion: Add perks directly to CTAs, such as “+ free shipping.”  
• Button Shape: Rounded corners often outperform sharp edges.

Key metrics to track

• Click-through rates (CTR)
• Conversion rates (by variant)
• Time spent hovering over buttons (signals hesitation)

Mobile optimization

According to Internet Retailing's Global Beauty Sector Report 2024, 59% of everything spent online on beauty products can be attributed to mobile devices. Make sure CTAs are user-friendly for mobile devices.

Avoid these common mistakes

Generic commands

"Shop now" doesn’t differentiate your brand or reflect your customers' unique needs.

Overwhelming choices

Offering too many calls to action can confuse your customers. Stick to three clear options.  

Ignoring mobile users

Failing to optimize for mobile can lead to frustrated customers and abandoned carts.

Neglecting emotional triggers

Remember, beauty is personal and emotional. CTAs like “Find your glow” connect more deeply than basic commands.

Get started with these steps

Audit your current CTAs

Start by reviewing all the call-to-action buttons on your website, app, or other platforms. Evaluate their placement, design, and language to determine how they're performing with your audience.

Identify the lowest-performing buttons  

Pinpoint the CTAs getting the fewest clicks, conversions, or engagement. These need the most attention and provide the biggest opportunity for improvement.

Create variants with more emotional, benefit-focused language  

Rewrite your low-performing CTAs with language that resonates emotionally with your audience. Highlight clear benefits or outcomes to make the action more enticing.

Ensure mobile-friendly designs with adequate tap space  

Check that your CTAs are optimized for mobile users. Make sure buttons are large enough to tap quickly, placed in accessible areas, and visually clear to avoid frustration.

Set up A/B tests and measure success metrics  

Run A/B tests to compare your original CTAs with the new versions. Use metrics like click-through rates, conversions, or engagement levels to identify which ones perform better.

Apply insights and refine  

Use the data from your tests to make informed changes. Refine your CTAs based on what works best, and continue iterating for consistent improvement.

Your call-to-actions shape your brand’s story

A booming beauty brand isn’t just about selling products; it’s about selling transformations. Your CTAs are your bridge to meaningful customer interactions. By crafting actionable, emotionally resonant, and benefit-oriented CTAs, you don’t just optimize conversions; you build trust and loyalty.

Start small. Test everything. Continuously evolve. With refined CTAs, you’ll turn casual shoppers into lifelong customers.