How Rare Beauty Grows Organic Traffic and Online Spend (and What Handmade Sellers Can Learn)

Proven Shopify Apps Handmade Sellers Can Use to Boost Traffic, Build Customer Trust, and Increase Sales

Rare Beauty, one of the fastest-growing beauty brands, brings in an estimated $11.2 million in monthly sales through its direct-to-consumer (DTC) site. While the star power of Selena Gomez plays a role, Rare Beauty also uses smart Shopify apps to grow their traffic and boost customer loyalty. So, what can handmade sellers take away from their strategy? Here’s how you can apply these same apps to drive traffic and sales for your own business.

1️⃣ SEO Manager

Search engine optimization (SEO) is crucial to getting more organic traffic. Rare Beauty uses the SEO Manager app to boost their search rankings and increase site traffic. This app is loaded with features like AI-powered keyword suggestions, automated SEO updates, and a Bulk Editor, making it easy to optimize all your products at once.

How handmade sellers can use it: You can use SEO Manager to find specific keywords related to your handmade products that your customers are already searching for—think niche terms like “handcrafted soy candles” or “artisan soap for sensitive skin.” By incorporating these keywords into your product descriptions, meta titles, and tags, you'll attract more relevant customers organically.

For example, just like Rare Beauty uses the keyword “talc free powder” to stand out in a crowded space, you can use niche terms unique to your products to differentiate yourself from mass-market competitors.

2️⃣ Shop for Good Donation App Get it here

Giving back is a powerful way to connect with your customers on a deeper level. Rare Beauty uses the Shop for Good Donation App to highlight their philanthropic efforts—like donating 1% of annual sales to the Rare Impact Fund. This kind of messaging builds trust and makes customers feel good about their purchases.

How handmade sellers can use it: You can offer customers the chance to donate a portion of their purchase to a cause they care about—whether that’s supporting local artisans, environmental initiatives, or animal rescue programs. Integrating this right on your product pages and checkout process makes it seamless. Plus, it shows your values align with your customers, which is a strong selling point for handmade brands.

3️⃣ Klarna On-Site Messaging Get it here

For budget-conscious shoppers, Buy Now, Pay Later (BNPL) options like Klarna have become essential. Rare Beauty integrates Klarna On-Site Messaging to give customers flexible payment plans, which helps boost conversions and increase the average order value.

How handmade sellers can use it: Offering a BNPL option can help reduce friction for customers who may hesitate to spend a larger amount upfront. Whether you’re selling higher-priced handmade goods like custom jewelry or luxury home decor, providing flexible payment options makes it easier for customers to say “yes” to your products. Klarna’s customizable messaging can also highlight this option across your site, giving buyers confidence to purchase now and pay later.

What’s Next? Rare Beauty’s use of these Shopify apps isn’t limited to big brands—you can implement these strategies for your handmade business too. Boost your SEO, integrate charitable giving, and provide flexible payment options to increase customer trust and sales.