Milk Makeup Cosmetics - Clean Beauty + Vegan Makeup
Milk Makeup is an established direct-to-consumer brand offering a wide range of clean, cruelty-free, and vegan cosmetics, targeting consumers who prioritize ethical and high-quality beauty products.
Performance
Tech Stack (39)
| Tool | Category | Detection |
|---|---|---|
| Adobe Fonts (Typekit) | performance | app |
| Afterpay | bnpl | app |
| Alia | popups | app |
| Attentive | sms | app |
| Backinstock | app | |
| Checkmate | shipping | app |
| Cloudflare | cdn | app |
| Fivetran | cdp | app |
| Google Ads | advertising | app |
| Google Analytics 4 | analytics | app |
| Google Analytics (Universal) | analytics | app |
| Google Fonts | cdn | app |
| Google Tag Manager | analytics | app |
| Hotjar | heatmap | app |
| jsDelivr CDN | cdn | app |
| Klaviyo | app | |
| Meta Pixel (Facebook) | advertising | app |
| Microsoft Ads (Bing UET) | advertising | app |
| Minmaxify | upsell | app |
| Northbeam | analytics | app |
| Octane AI | popups | app |
| PayPal | bnpl | app |
| Pinterest Tag | advertising | app |
| Rakuten Advertising | advertising | app |
| Recharge | subscriptions | app |
| Rise.ai | loyalty | app |
| Saasler | advertising | app |
| Shopify | platform | app |
| Spotify Ad Analytics | advertising | app |
| Tapcart | performance | app |
| TikTok Pixel | advertising | app |
| Tolstoy | video_commerce | app |
| Truevault | consent | app |
| UpSellit | upsell | app |
| Vimeo | video_commerce | app |
| Wknd | platform | app |
| Wunderkind | affiliate | app |
| Yotpo | reviews | app |
| Yotpo Loyalty | loyalty | app |
Classification
Details
Findings (10)
The H1 tag is completely empty.
Add a keyword-rich H1 tag containing primary brand terms (e.g., 'Milk Makeup: Clean, Vegan, Cruelty-Free Cosmetics') to improve search rankings and accessibility.
Page load time is exceptionally high at over 9 seconds.
Audit and consolidate the 57 detected third-party tools. Specifically, remove legacy scripts like 'google_analytics_ua' which are redundant alongside GA4.
No reviews provider or review data is detected on the store.
Integrate a review platform (such as Okendo or Yotpo) to display social proof and customer feedback, which is critical for the cosmetics category.
The data reports 0 sections and 0 images, which suggests either a critical rendering issue or content being blocked from crawlers.
Investigate theme architecture to ensure content is visible to search engine bots and that lazy-loading isn't preventing section detection.
The store only supports one language and one shipping country (US).
Leverage Shopify Markets to enable multi-currency and international shipping, as Milk Makeup has significant global brand recognition.
Subscriptions are marked as False, despite the 'recharge' tool being present in the marketing stack.
Activate replenishment subscriptions for consumable products (e.g., brow gel, concealer) to increase Customer Lifetime Value (LTV).
The store has a 51% discount rate, which is extremely high for a premium beauty brand.
Shift promotional strategy toward value-added bundles or loyalty rewards (Rise.ai) to protect brand equity and margins.
There is a 1:1 ratio of products to collections (1000 each).
Consolidate collections to improve site architecture and navigation. A 1:1 ratio suggests either automated tag-based collections or a disorganized SEO strategy.
No social media links are detected in the store data.
Add prominent links to Instagram and TikTok in the footer/header to leverage the brand's community-driven identity.
The site is running three versions of Google Analytics.
Standardize on Google Analytics 4 (GA4) and remove the legacy Universal Analytics (UA) and base Google Analytics tags to reduce script bloat and data fragmentation.