ILIA, a science-based clean beauty brand, uses their website to educate customers about the benefits of clean skincare, how to build a customized skincare routine, and sustainable packaging.

Ilia makes their core product categories accessible to customers no matter where they are on the site by unpacking them from the hamburger navigation. These core categories include face, eye, skincare, and lip and stay sticky in the navigation bar as a user scrolls throughout the site.

For quick shopping, customers can select the color shade they want from any product card without ever having to go to the product detail page. If the product does not have any shades to select, users can add the product directly to their bag with the quick add feature.

On the product detail page, ILIA uses a mix of social proof and product education to encourage customers to convert. They get the most out of their hero product carousel by showing the product in use, key-value props, and clean ingredients. 

Their founder Sasha Plavsic, is the face of the brand and includes personalized tips about her recommendations of how to best use each product on the product page. This includes tips like “Try alone first before mixing in any skincare as a base—you might be pleasantly surprised and realize it’s all you need”.

To infuse community and credibility to the page, they highlight real customers before and after UGC in combination with reviews. The reviews not only provide a product review, they also share what skin concerns the person has and the shade they purchased.

Knowing that clean products are the core mission of the brand, they reinforce their commitment to healthier ingredients through their ‘Key Active Ingredient’ spotlight. 

If customers need extra convincing about how the brand backs their commitment to clean and sustainable products, they have a dedicated landing page outlining how to recycle products. Beauty products have special recycling considerations, so their landing page outlines how to clean products before sending them back. Other clean skincare brands, like Versed, have a similar recycling program that helps their customers recycle their products.