Bake Cosmetics Boosts Customer Retention with AI Shopping Assistance

Buying makeup online isn't as simple as clicking 'Add to Cart.' Shades look different on every skin tone. Textures behave differently on oily vs dry skin. And what looks flawless on a model can feel completely wrong on a real person.

Bake Cosmetics saw thousands of customers landing on their site every day, but many were leaving with the same doubts: 'Is this my shade?' 'Will this suit my skin type?' 'Is this good for everyday or just glam looks?'

Even loyal Bake shoppers hesitated, not because they didn't love the brand, but because choosing makeup without guidance felt risky. Bake didn't have a traffic problem. They had a confidence problem. And confidence is what converts.

Helio's AI Shopping Assistant acted like a beauty store expert on the Bake Cosmetics website. Helio was trained on Bake's entire product catalog, shade ranges and undertones, skin types and finish preferences, plus reviews, FAQs, and past customer questions.

Instead of guessing, shoppers could now ask: 'Which foundation works for oily skin?' 'I'm medium-tan, which shade should I pick?' 'I want a natural everyday look, what should I buy?'

Helio didn't just show products. It asked follow-up questions, understood intent, and recommended the right Bake products in real time. It felt like having a makeup artist on the website.

The impact was immediate and measurable. Bake Cosmetics saw 2.5× more conversions and 4× higher add-to-cart rates. The numbers told a clear story: when customers got the guidance they needed, they bought with confidence.

But the metrics only told part of the story. Customer feedback revealed the real transformation. Shoppers were spending more time engaging with products, asking detailed questions, and making informed decisions. The hesitation was gone.

Helio also handled a significant portion of pre-purchase beauty questions, which reduced Bake's support load and allowed their team to focus on higher-value interactions. Most importantly, Helio influenced over 35% of Bake's total orders by helping customers pick the right product at the moment of decision.

In beauty, the biggest barrier to purchase isn't price, it's trust. Customers need to feel confident that the product will work for them. Bake Cosmetics didn't win by shouting louder. They won by answering better and building trust.

By using Helio to guide shoppers in real time, Bake turned uncertainty into clarity, and clarity into conversion. Helio recreated the in-store beauty counter experience online.

The result? Bake's website became a place people didn't just browse,they trusted. And that trust translated directly into sales, loyalty, and long-term customer relationships.