From In-Store Expertise to Digital Confidence: How JACKS Beauty Line Transforms Online Beauty Shopping With Stella AI

JACKS beauty line, a vegan clean beauty brand from Berlin, is known for its hand-painted brushes, high-quality makeup, and a strong commitment to authentic, expert-led customer advice. With a large portion of their audience still accustomed to in-store consultations, translating that level of personal guidance into the online experience was a major challenge. Stella AI solved exactly that.

Challenge

For products like foundation, concealer, lipsticks, and other color-dependent items, customers often struggled to choose the right shade and color online.

JACKS beauty line initially experimented with video consultations, but they were not scalable, required fixed time slots, and didn't match shoppers' expectations for immediate, always-on advice.

Barbara Lindert, E-Commerce Team Lead, explains:

“Our audience — especially women 45+ — is used to personal consultations in stores. Bringing this experience into our online shop was difficult.”

Solution

JACKS beauty line first implemented Stella's proven make-up matching solution—a fast, highly accurate shade and color consultation that mirrors the quality of in-store advice. After seeing how effectively it guided customers to the right products and increased confidence during the purchase, they expanded Stella AI to all product categories.

Today, JACKS beauty line uses multiple Stella funnels across their entire site—from brush finder to makeup matching to skincare routine recommendations. Each category has its own tailored analysis flow, designed to meet customers exactly where they are in their journey.

“We reach customers at all the important touchpoints—whether they're browsing widely or already on a product page and just need the right shade.”

In addition, Stella Assist—the AI-powered chat assistant—provides natural, human-like consultations around the clock, further enhancing the level of personalized guidance the brand is known for.

Impact

Since introducing Stella AI, JACKS beauty line sees consistently higher conversion rates and a significantly higher Average Order Value among shoppers who complete an analysis.

“We already had a strong conversion rate—but Stella lifts it even further. AOV is clearly higher when customers use the digital consultation.”

Beyond performance uplift, Stella AI strengthened customer trust, improved retention, and supports JACKS beauty line's long-term growth strategy:

“Stella is a key growth partner for us. It helps with new customer acquisition, increases trust, boosts repeat purchases, and removes uncertainties during the buying process.”

Conclusion

By offering personalized, expert-level product guidance at scale, Stella AI enables JACKS beauty line to deliver the kind of advisory experience their customers love—now fully available online, around the clock.

“Stella helps us take a hurdle we couldn't solve before.”

With Stella AI, JACKS beauty line successfully bridges the gap between in-store expertise and digital convenience, ensuring that every customer receives the personalized guidance they expect—whether shopping online or in-store.