15 Best eCommerce & Shopify Beauty Quiz Examples for 2024

If you’re in the beauty eCommerce space, then good chance you’ve come across some really impressive quizzes (and there are a lot of them I’ve seen over the years and just by researching further when creating this guide). 

And there are very good reasons why brands within beauty have gone that extra mile to create epic flows - the main primary reasons being that:

• It’s great as a lead gen (email acquisition) driver 
• Help provide a guided path whilst providing free value (helps with brand authority) - great for competitor differentiation and an effective way to educate customers faster about products (and the range on offer)
• And ultimately in conjunction with both points above, it’s great as a seamless flow to get the right product recommendations for visitors/customers and the problems/solutions they’re looking for.

By the way, there are numerous other benefits, but these are the core. 

--> Design elements and factors to look out for

When going through each of the below reference examples, here’s what to look out for in terms of ‘best practices’ and key elements: 

• What does the start page look like before they begin? Do they highlight reasons why, social proof, or an offer?
• Do they use a mix of question types to help maintain engagement?
• Throughout the flows, are there prompts to give further context to questions/answers?
• Are there progress bars to guide visitors?
• What do the ‘results’ page look like - are there product recommendations with a custom cart? Can you view the results with personalised recommendations before needing to opt in? Or is there an offer when you get to this stage?

These are just a few factors to note that I looked out for, and I’ve touched on a few others that you will see below in the notes/takeaways. 

Time to jump into these reference examples by awesome brands. 

1. Prose

Prose creates custom hair care products tailored to individual hair types, goals, and environmental factors - and they’ve been featured in Harper’s Bazaar, Vogue, and GQ. 

I absolutely love what they’ve done with their quiz - one of the best I’ve seen in the beauty and hair care space. 

Key takeaways and what I like about it

• They clearly label “get your formula” CTAs both in the above fold on the homepage, as well as the global nav bar. 
• When you press “Get your Formula”, at first, Prose displays a range of hair care products to give an understanding to their visitors the sorts of items they offer. 

• They then provide two options - “begin” and “resume here”. I like this a lot as an initiative, especially for those who want to come back and avoid having to restart again (a good UX).
• In terms of the quiz flow, they’ve structured into sections like hair & scalp, treatments, lifestyle, and preferences & goals, each designed to ask relevant questions.
• And as you can see, love the fact they’ve included a progress bar to help guide participants across the various sections (and also let them know how far they’ve gone through). 

• Prose has done a superb job with the various question formats - including both plain text and image/mini-graphic-based. It looks awesome, too (I’m a big fan).

• Something I personally really like is the purple tab, where each page has different text prompts (based on the context of the question). Love this as a tactic to help visitors/participants understand a bit more context/info - a great way to provide education throughout the flow.

• Then towards the end of the quiz, if visitors haven't already provided their email address, they are prompted to do so. 

2. Frank Body

Frank Body is an awesome brand from Aus, which I’ve mentioned a few times across some of the guides - they’re famous for their coffee-based skincare products, offering natural, cruelty-free exfoliators, moisturisers, and many other product items. 

Some of their top sellers are Glycolic Body Scrub, Clearing Face Wash, and The Niacinamide Era Kit.

Key takeaways and what I like about it

• In regards to their quiz page, they offer a 10% discount to help encourage visitors to uptake and opt-in to receive a personalised skincare routine.

• It’s a smart strategy to capture participants’ email addresses, where they can send results and expand their newsletter subscription list. 
• More importantly, it’s a clever way to educate customers/visitors whilst also providing value and a guided path towards products that make sense for their skin type.
• The quiz flow start page has a clean, simple layout with a large, vibrant-coloured “Start The Quiz” CTA button.  

• Then through the flow itself, love how they’ve kept the Q&A format simple (and also looks great on mobile). 

3. Moon Juice

Moon Juice does an epic job with their store in terms of marketing and CRO (I love their branding/marketing across channels).

As a brand, they specialise in adaptogenic beauty and wellness products, which enhance health through natural ingredients.

Some of their bestsellers include Sleepy Magnesi-Om, Mini Dew Watermelon, and SuperHair.

Key takeaways and what I like about it

• The image on the quiz start page showcases a few of Moon Juice’s bestsellers, which highlight to visitors the products they offer.

• Underneath the main fold, they’ve provided further and concise information about the brand, and also about the results/what to expect out from participating in the quiz.

• Once you press “Get Started”, visitors get a quick prompt to receive a 20% discount in exchange for an email opt in - love this tactic to help increase uptake. 
• I also love the heading where they state why they chose results based on questions - participants can then expect to get personalised results that are tailored for them (awesome value add). 

4. Adore Beauty

Adore Beauty is another top beauty brand in Australia, which also does a superb job when it comes to marketing in eCommerce (gold standard in my opinion). 

For those who don’t know, they’re an online retailer offering a wide range of skincare and beauty products from various brands.

They stock bestselling brands including the likes of Laneige, The Ordinary, and COSRX. 

Key takeaways and what I like about it

• I like the simplicity of what they’ve done with their quiz page and the platform they use called Preezie. 
• The page features a brief introduction and encourages customers who are uncertain about the types of products that may best suit them - I like the heading in regards to endless scrolling. 

• Throughout the flow, they’ve used icons and kept the 1-click format throughout, which makes it easy/faster for participants to go through. 
• Then, what I really love, is the ability to view ‘custom’ results fast (and even with no opt-in required). 

• With the results, you can ‘sort’ through the products according to your preference 

• Overall if you’re looking for something simple to experiment/test and essentially no custom code work, they an embed solution like this can be an awesome option. 

5. First Aid Beauty

First Aid Beauty offers skin care products focused on sensitive skin (amongst many other benefits) - and their most loved products are Face Cleanser, Ultra Repair Face Moisturizer, and Ultra Repair Cream Intense Hydration.

Key takeaways and what I like about it

• Their start page welcomes newcomers with a special offer (email opt in for 15% off first order). 

• As you progress through the quiz, you'll see appealing images that cleverly promote their products on the side.
• I also like on the first question that they have my name saying ‘hi’. :) - a small thing, but nice personalisation addition to make participants welcome.

• Then once you go through each step, visitors/participants have the option to get results via email, or they can skip this and go straight to the quiz results.
• Love the fact they have both options and a clear incentive to encourage emails. 
• When you ‘view results’, you get taken to a custom cart page that highlights what the ideal regime is based on my answers. 
• Overall, brilliant UX and smart CRO. 

6. Alya Skin

Alya Skin specialises in vegan and cruelty-free skincare products and is also known for its iconic pink clay mask.

They have been featured in the likes of The Guardian, Vogue, and Marie Claire. 

Key takeaways and what I like about it

• Alya Skin have done a good job with the UI and simple quiz UX. Questions are straight-forward and fast for people to get through. 
• You’ll also find a section static at the bottom where you can input your email address to receive updates about new products -  plus, there's a quick shout on their social handle for participants/visitors to see, which helps with social brand visibility. 
• They’ve also used a combo of text-based and icon-based question formats. 

• Before revealing the results, Alya Skin gives you the option to continue to see your results with no obligation, or sign up for exclusive discounts - a good tactic to try get some form of data point. 

• Overall, love the simplicity and having the option of seeing results instantly - and also the option for an opt-in to signup to the newsletter.

7. Sienna Naturals

Sienna Naturals offers plant-based hair care products designed to restore health to textured and natural hair.

Some of their bestsellers are Wash Day Duo and Dream Curl Cream.

Key takeaways and what I like about it

• From the get-go, I like how they’ve set expectations by telling participants it only takes about 1 minute to complete the quiz - a small tactic to help encourage uptake. 

• On the start page too, they’ve prominently displayed their products. 

• Then in the flow, they use a mix of image and text-based question formats - great for breaking up and keeping participants engaged. 

• Once at the end and you receive your results, they have a custom cart with recommended products, based on the answers. People can either add all the recommended products to their cart with one click or choose to retake the quiz.  

8. Crown Affair

Crown Affair specialises in hair care products and tools that focus on ritual and holistic hair health.

Their popular picks are The Towel, The Dry Shampoo, and The Leave-In Conditioner.

Key takeaways and what I like about it

• On the start page, Crown Affair informs participants that there are less than 10 questions, reassuring them that it won’t take too much time.

• They use both a mix of image and text questions. 

• Then, to view quiz results, visitors need to enter their email address - which, of course, helps Crown Affair build a quality mailing list, and provide personalised results. 

9. Cocunat

Cocunat offers natural, toxin-free beauty products from Spain, focusing on hair and skin care solutions.

They have received raves from Glamour and Harper’s Bazaar.

Key takeaways and what I like about it

• Cocunat’s quiz flow is divided into four sections, covering questions ‘about you’, ‘your experience’, ‘your skin’, and ‘preferences’ - (all headings within the progress bar).

• On the start page, they highlight an incentive offer “50% off the sample set” - which I quite like to show that there’s a good reason why people should participate. 
• Throughout the flow, Cocunat has done an awesome job with mixing up question types (to help maintain engagement).

10. Vegamour

Vegamour specialises in plant-based hair care products aimed at improving hair growth and overall scalp health.

They stock awesome bestsellers, including the likes of GRO More Kit, GRO Hair Serum, and GRO Full Routine Kit.

Key takeaways and what I like about it

• Right when you arrive on the quiz page, it gets straight to the point by presenting the first question immediately - I quite like this as gets people engaged quickly.

• Many questions in the quiz are paired with an image and/or icon, that relates to the topic being asked.
• Looks great on mobile and like the simple progress bar. 
• At the end of the quiz, you have the option to save your results (and receive a 20% offer) - however, they also still have the option to skip this (less friction).

• Then when you get taken to see the results, you get taken to a custom cart page with the recommend products. 
• Love what they’ve done from end-to-end with the execution of design and the custom results experience - well done to the team at Vegamour. 

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11. OUI The People

OUI The People redefines beauty standards with high-quality, sustainable shaving and body products for all skin types.

They’ve received raves from Cosmopolitan, Vogue, and Elle.

Key takeaways and what I like about it

• You immediately jump into the first quiz question when you land on the page, which is a good tactic to help get participants started right away.

• I like they’ve included a sticky bar at the bottom, encouraging visitors to join and make aware of their rewards program.

• The personalised custom cart results looks awesome - I also like how they’ve highlighted how they address the specific pain points mentioned in participants’ quiz responses under "great solution for" - I like this a lot. 

12. Gleamin

Gleamin promotes vibrant, healthy skin through natural, vegan skincare products, famously known for their Vitamin C clay mask.

Key takeaways and what I like about it

• I really like Gleamin’s quiz flow UI overall, with a god mix of image and text-based questions.

• I also like the fact they’ve incorporated their products (like the above)

• Once gone through, visitors have the option to enter their email for exclusive offers or skip straight to the personalised routine results. 
• The personalised cart page with recommendations is really good. I also like the descriptions of the usage of each product item. 

13. Winky Lux

Winky Lux offers cruelty-free, whimsical cosmetics known for their colour-changing lip balms and vibrant makeup products.

Bestsellers from Winky Lux include Flower Lip Balm, Aurora Balm, and Glimmer pH Lip Balm.

Key takeaways and what I like about it

• Winky Lux has done a great job of keeping the flow simple and getting results fast - only five questions. 

• Then once people have completed, they have the option to enter their name/email, or head straight to the results page. 

14. Three Ships Beauty

Three Ships Beauty creates natural, vegan skincare products using clinically proven ingredients for effective, clean beauty solutions.

Key takeaways and what I like about it

• Three Ship’s start page features a quality background image that displays and promotes their products. 
• The call-to-action (CTA) on the quiz page provides a 1-minute time estimate, letting potential quiz-takers know how long it will take.

• Great UX and simple format - clear progress for visitors to see as they go along. 

• Then when you get to see the personalised routine results page, it’s pretty epic. The team at Three Ships have done an awesome job. 

15. MoxieLash

MoxieLash offers innovative magnetic eyelashes and eyeliners for easy, reusable application without traditional lash glue.

Key takeaways and what I like about it

• At the start, they showcase different types of lashes in the image to help visitors get a sense of what MoxieLash offers, with a clear heading and the time it takes to get a result (60 seconds).

• One addition I like is that MoxieLash shares customer testimonials earlier on in the flow - great for reinforcing credibility.
• Really good quiz flow overall with mix of question types.