Style Guides for the Beauty Category

Updated 2 months ago ​by Merch Transformation Change Management

We’ve recently launched a new WEBSITE for Content Standards.

Here you will find answers to questions about Image Specifications, Image Types, SEO, Copy Guidelines, Rich Media, CCPs and more.

The images, copy, attributes, and rich media you provide are critical in helping our customers make their purchasing decisions.

You need to use these style guides to accurately set up and maintain your items in the Product Type Groups below for the Beauty category.

Product Type Groups (PTGs) are a group of similar Product Types with like attributes.

  • If you have questions about which Product Type your item should be, please reach out to your merchant engagement lead.
  • If you have trouble determining which PTG your Product Type falls under, please refer to this spreadsheet and filter down to your Product Type to see which style guide you should look for.

Additionally, all the Product Types included in each guide are listed in the second column. If you do not see your Product Type listed, please check back regularly to find your style guide. New and updated style guides are added weekly.

To learn how to effectively use a style guide, please complete our Style Guide 101 course in the Retail Link Academy.

In Item 360, you can now download a Rich Media maintenance spreadsheet to provide asset URLs for 360 spin images and videos. All other rich media modules will need to go through a third-party content partner.

Accessing the Style Guide PDFs

The PDFs are only available on Supplier Help. Log in using your Supplier One account to view this article with links to the PDFs.

Product Type Groups

Product Types Included

Style Guide

Beauty Accessories

Cosmetic Brush Guards, Cosmetic Pencil Sharpeners, Eyebrow Sealers, Eyebrow Stencils, Eyelash Combs, Eyelash Curler Pads, Eyelash Curlers, Eyelid Tapes, Face Mirrors, False Eyelash Adhesives, False Eyelash Applicators, False Eyelashes, Makeup Blotting Paper, Makeup Brush Cleansers, Makeup Brushes & Applicators, Makeup Puffs, Sponges & Wedges, Nose Shaping Clips, Tweezers

Content Standards - Style Guide - Beauty Accessories 06.17.22.pdf

Beauty Storage & Organization

Hair Dryer Stands, Makeup Bags, Makeup Cases, Makeup Organizers

Content Standards - Style Guide - Beauty Storage & Organization 04.19.22.pdf

Body Makeup

Body Glitter, Body Paint, Henna Applicators, Henna Body Art Kits, Henna Paste & Powder, Henna Stencils, Tattoo & Piercing Aftercare, Temporary Tattoos

Content Standards - Style Guide - Body Makeup 04.19.22.pdf


Eye Makeup: Eye Primer, Eye Shadow, Eyebrow & Eyelash Enhancers, Eyebrow Color, Eyebrow Conditioner, Eyebrow Sealers, Eyelash Primers, Eyeliner, Mascara

Face Makeup: BB Cream, Blush, Bronzing Makeup, CC Cream, Concealer Makeup, Contour Makeup Set, Foundation Makeup, Foundation Primers, Highlighter Makeup, Makeup Finishing Powders, Makeup Setting Sprays, Tinted Moisturizers

Lip Products: Lip Balms & Conditioners, Lip Glosses, Lip Liners, Lip Plumpers, Lip Primers, Lip Scrubs, Lip Stains, Lipsticks

Mixed Makeup Sets: Makeup Pallets, Makeup Sets

Content Standards - Style Guide - Cosmetics 07.12.23.pdf


Body Sprays, Colognes, Colognes & Perfumes for Children, Colognes for Children, Fragrance Sets, Hair Fragrance Mists, Perfumes, Perfumes for Children, Unisex Perfumes & Colognes

Content Standards - Style Guide - Fragrances 04.19.22.pdf

Hair Accessories

Decorative Hair Combs, Fashion Headbands, Hair Barrettes, Pins & Clips, Hair Extensions, Hairnets, Ponytail Holders & Scrunchies, Wig Liquid Adhesives, Hair Accessory Sets

Content Standards - Style Guide - Hair Accessories 04.19.22.pdf

Hair Care

3-in-1 Shampoo, Conditioner & Body Washes, Conditioners, Conditioning Shampoos, Dry Shampoos, Hair & Scalp Treatments, Hair Loss Treatments, Hair Masks, Hair Oils, Hair Pomades & Waxes, Hair Serums, Hair Sprays, Hair Styling Creams, Hair Styling Gels, Hair Styling Mousses, Hair Styling Waxes, Shampoo & Conditioner Sets, Shampoos

Content Standards - Style Guide - Hair Care 05.31.22.pdf

Hair Coloring & Chemical Treatments

Hair Bleaches, Hair Color, Hair Color Applicators, Hair Color Stain Removers, Hair Color Stain Shields, Hair Color Touch-Up Sticks, Hair Coloring Tool Kits, Hair Dye Applicator Brushes, Hair Perming Papers, Hair Perming Rods, Hair Perms & Texturizers, Hair Relaxers & Straighteners

Content Standards - Style Guide - Hair Coloring & Chemical Treatments 03.20.23.pdf

Hair Tools

Hair Braiders, Hair Brushes, Hair Combs, Hair Crimping Irons, Hair Curling Irons, Hair Curling Machines, Hair Curling Wands, Hair Dryer Diffusers, Hair Dryers, Hair Flat Irons, Hair Rollers, Hair Straightening Brushes, Hot-Air Brushes

Content Standards - Style Guide - Hair Tools 12.19.22.pdf


Cuticle Creams & Oils, Cuticle Nippers, Cuticle Pushers, Cuticle Removers, Dry Nail Polish Strips, False Nails, Manicure Drill Bits, Manicure Sets, Manicure Tables, Nail Art, Nail Art Brushes & Pens, Nail Base Coat, Nail Clippers, Nail Drills, Nail Dryers, Nail Files, Nail Glue, Nail Polish, Nail Polish Corrector Pens, Nail Polish Removers, Nail Repair Kits, Nail Ridge Filler, Nail Soakers, Nail Tool Sterilizers, Nail Top Coat, Nail Training Hands, Nail Treatments, Quick Dry Nail Lacquers

Content Standards - Style Guide - Nails 04.27.22.pdf

Skin Care

Acne Creams, Acne Treatment Systems, Exfoliants & Scrubs, Eye Creams & Serums, Eye Masks, Face Serums, Facial Cleansers, Facial Masks, Facial Moisturizers, Facial Toners & Astringents, Facial Treatments, Facial Wipes, Makeup Removers, Skin Care Sets, Skin Lighteners

Content Standards - Style Guide - Skin Care 04.21.22.pdf

Skincare Tools

Acne Clearing Devices, Blackhead & Whitehead Remover Tools, Derma Rollers, Facial Cleaning Brush Heads, Facial Cleansing Brushes, Microdermabrasion Devices, Skin Toning Devices

Content Standards - Style Guide - Skincare Tools 10.25.22.pdf

Was this article helpful?