Futurist and author Alvin Toffler coined the term choice overload back in 1970’s Future Shock, predicting that future generations (that’s us) would struggle with too many options—and he was right.
This issue is particularly acute in e-commerce, where thousands of products can overwhelm even the most decisive shopper. Fortunately, modern filtering tools allow users to narrow down their choices based on what matters to them. Granular filters are among the most effective. While common in industries like fashion and furniture, the beauty sector has yet to fully embrace them.
What Are Granular Filters?
Think of how brick-and-mortar stores are organised—clothing is segmented by gender, category, and use-case. Online stores mimic this system with filters that help shoppers refine results based on criteria like price, colour, or material.
The more specific the filters, the easier it becomes for customers to find exactly what they’re looking for. In beauty e-commerce, however, granular filters are still rare.
Even major players like Sephora and Douglas don’t consistently offer filters by skin tone when browsing for foundation. Many retailers rely on broad categories instead of providing targeted, product-specific filtering options. Why? Because capturing this kind of detailed product metadata retroactively—across thousands of SKUs—is a massive lift.
That said, a few specialty beauty retailers like SpaceNK are beginning to adopt smarter filtering systems, allowing shoppers to search by brand, product type, and even skincare goals. But these are the exception, not the rule.
Why Smart Product Filtering is Crucial for E-Commerce Growth
Shoppers don’t want to sift through hundreds of items—they want relevant options, fast. That’s where smart filters make all the difference.
With granular filters still under-utilised in beauty, brands that adopt them now can gain a competitive edge. Here’s why these tools are so impactful:
Meeting Consumer Expectations
Today’s shoppers expect tailored, efficient online experiences. Filters that reflect actual user needs—like skin type, concern, price range, or ingredient preferences—save time and reduce frustration.
Whether it’s matching undertones in a foundation or avoiding specific allergens in skincare, precise filters empower users to self-select what works for them. Clear language and intuitive UX are essential—confusing terms or disorganised filters lead to drop-off. The more relevant and transparent the filter, the better the shopping experience—and the higher the chance of conversion.
