Downtown New York make-up in stick form

Why we featured it

Milk Makeup's store is loud in the right places, with campaign films and bold product photography, but the shopping itself is careful. Shade pickers can be filtered by colour family, every product card lets you choose a shade without leaving the page, and the bag nudges you towards free shipping and free samples.

Worth stealing

• Shade swatches on product cards across the site, so you can pick a colour before opening the product
• Shade filter on product pages that narrows options by colour family (pink, rose, mauve)
• Tabbed How To, Ingredients, FAQs and Results sections, with a three-step swipe, blend, blur guide
• Cart that lets you choose up to two free samples and shows how far you are from free shipping
• Campaign film on the homepage for a new product launch
• VIP Rewards sign-up and a Pairs Well With rail on product pages