MakeupKESS Berlin — From complexity to clarity
How KESS simplifies mix-and-match shopping with shade matching and product pairing — a digital makeup artist.
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MAKEUP & SKINCAREFrom in-store expertise to digital confidence.
How JACKS beauty line brings personalized beauty advice online with StellaAI.
- Category
- Makeup & Skincare
- Modules live
- 4
- Shop
- DACH
The challenge
Expert beauty advice — hard to translate online.
JACKS beauty line — a vegan clean beauty brand from Berlin known for its hand-painted brushes and high-quality makeup — built its reputation on personal, expert-led consultations. Bringing that same confidence to a digital shop wasn't a content problem. It was a guidance problem.
"Our audience — especially women 45+ — is used to personal consultations in stores. Bringing this experience into our online shop was difficult."
Barbara Lindert
E-Commerce Team Lead · JACKS beauty line
01
Color is hard online
Foundation, concealer, lipstick and other color-dependent products were nearly impossible to choose confidently from static product pages.
02
No expert at the shelf
The in-store advice the brand was built on simply didn't exist in the digital journey — especially for an audience used to one-to-one guidance.
03
Video consults didn't scale
JACKS tested 1:1 video consultations — they worked, but required fixed time slots and couldn't meet shoppers' expectations for always-on advice.
04
Always-on, immediate
Shoppers expected immediate guidance on demand — at the moment of decision, not days later in a booked appointment.
The Stella solution
Start with the hardest decision. Then expand.
JACKS first implemented StellaMatch makeup matching — a fast, highly accurate shade and color consultation that mirrors the quality of in-store advice. After seeing how effectively it guided shoppers to the right products, the team expanded Stella across every product category.
"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."
Stella module
StellaMatch — Makeup Matching
A fast, highly accurate shade and color consultation across foundation, concealer, powder and lipstick — mirroring the quality of in-store advice the moment a shopper lands on a product page.
Stella module
StellaMatch - Brush Finder
Tailored analysis for JACKS' signature hand-painted brushes — guiding shoppers to the right brush per technique, finish and routine, turning accessories into a confident upsell.
Stella module
StellaMatch - Skincare Routine Finder
Routine-led discovery that maps a shopper's skin profile to a coordinated routine drawn from the JACKS skincare assortment — not a single SKU pick.
Stella module
StellaAssist
Natural, human-like consultations around the clock — answering product, application and routine questions like an in-store expert would, 24/7.
Expansion across the entire shop
From one funnel to a personalization platform.
After seeing the success of StellaMatch, JACKS expanded Stella across multiple customer journeys and product categories — turning a single use case into a connected discovery layer.
- 01Makeup MatchingThe starting point — shade confidence
- 02StellaMatch - Brush FinderAccessories with intent
- 03StellaMatch - Skincare Routine FinderRoutine-led recommendations
- 04StellaAssistExpert chat across the shop
Results
Higher conversion. Higher AOV. Scaled across the entire customer journey.
Since introducing Stella, JACKS beauty line sees consistently higher conversion rates and significantly higher average order value among shoppers who complete an analysis.
Beyond the measurable impact, Stella has become a core part of the customer experience across multiple categories and touchpoints throughout the shop.
"We already had a strong conversion rate — but Stella lifts it even further. AOV is clearly higher when customers use the digital consultation."
Barbara Lindert
E-Commerce Team Lead · JACKS beauty line
4x
Higher Conversion Rate
Shoppers who complete a Stella consultation convert up to 4x more often.
+50%
Average Order Value
Higher confidence leads to larger baskets and more complete purchases.
170k+
Beauty Shoppers Guided
More than 170,000 shoppers have used Stella on JACKS beauty line.
7
Live Experiences
Across makeup, brushes, skincare, landing pages, PDPs, and StellaAssist.
"Stella is a key growth partner for us. It helps us acquire new customers, increases trust, drives repeat purchases, and removes uncertainty throughout the buying journey."
Barbara Lindert
E-Commerce Team Lead · JACKS beauty line
Why it worked
Built for beauty — not bolted on.
Built for beauty
Stella was designed specifically for beauty commerce — shades, finishes, ingredients and routines. Every funnel respects how shoppers actually choose products.
Personalized recommendations
Tailored analysis flows per category — makeup, brushes, brow mascara, skincare — meet customers exactly where they are in their journey.
Always-on guidance
StellaAssist provides natural, human-like consultations around the clock — replacing fixed video appointments with immediate expert advice.
Increased customer confidence
Guided shoppers buy with intent. JACKS removes the uncertainty in color, finish and routine choices that previously held the online experience back.
In summary
By offering personalized, expert-level product guidance at scale, Stella enables JACKS to deliver the kind of advisory experience their customers love — fully online, around the clock.
"Stella helps us take a hurdle we couldn't solve before."
Expert advice, digital scale
One platform, many journeys
Real growth, measured
Related customer stories
More brands deploying Stella.
MakeupComing soon
More customer stories in production
ARTDECO, Lavera, Khadi and Purish stories are being prepared.
Ready to create similar results?
In 20 minutes, we'll show how Stella can bring expert beauty guidance to your shop — exactly like it did for JACKS beauty line.