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TULA Skincare Leverages UserTesting to Help Boost Conversion Rates by 300% with Innovative Shade Finder Tool

Revolutionizing Online Shopping: TULA’s User-Centric Tool Transforms the Cosmetic Purchasing Experience

UserTesting, a SaaS leader in experience research and insights, today announced customer TULA Skincare boosted conversion rates by 300 percent with the UserTesting® Human Insight Platform. The research and design teams at TULA benefited from the rich human insights collected through the UserTesting platform to design, build, and launch a new shade finder tool on its website.

TULA Skincare faced a significant challenge with the launch of “Radiant Skin,” a skin tint available in 30 diverse shades. The company needed to ensure customers could easily find their perfect shade online, a crucial factor for success in the makeup-skincare hybrid category. In the lead up to the Radiant Skin Tint launch, the company utilized UserTesting’s platform to help evaluate its Figma prototypes, employing a unique approach that centers directly on human insights. By engaging actual users in the development process, TULA was able to significantly enhance the effectiveness of its shade finder tool, distilling the quiz from six to three steps and integrating images of real people to bolster user confidence. These design decisions were a direct result of the customer feedback they received through UserTesting, and which dramatically improved the outcome of the launch.

This user-centered approach garnered remarkable results. Those who used the Radiant Skin quiz had conversion rates four times higher than those who did not. Additionally, only 1.4% of buyers exchanged their purchases for a different shade, demonstrating the effectiveness of the shade finder tool.

Ultimately, Radiant Skin Tint is one of TULA’s most successful, recent product launches, with 42% of new customers drawn to Radiant Skin in a single month after TULA launched the shade finder. Lastly, Radiant Skin Tint sold in the top ten for both new purchases and repeat customers. TULA capitalized on the value of human insights for achieving success on the launch of Radiant Skin Tint, ensuring the company was aligned with the needs of its customer base rather than launching blindly. UserTesting helps companies get insights from their target audience throughout the product development process, ensuring that companies can make sound decisions before investing more time and resources on the wrong priorities.

“We needed to help users quickly and easily identify their recommended shade,” said Alexandre Chau, Director, Tech & E-Commerce, Europe at TULA. “If we did this right, it would boost purchase confidence, provide a seamless and inclusive experience for all users, and support TULA’s business objectives as we entered a new product category. That’s where UserTesting and the power of human insight came into play.”

“TULA Skincare’s success with the shade finder tool underscores the critical role of user experience in the retail industry,” said Michelle Huff, CMO at UserTesting. “By prioritizing user experience and incorporating real-time insights, TULA created a tool that not only exceeded customer expectations, but that improved their bottom line. This achievement exemplifies how retailers can leverage real-time feedback to refine their offerings and excel in their competitive industry.”

About TULA Skincare

TULA, meaning "balance" in Sanskrit, is a clean and clinically effective prestige skincare and wellness brand built on the power of probiotic extracts, which are clinically proven to nourish, soothe, and balance skin. Founded by practicing gastroenterologist, Dr. Roshini Raj, TULA Skincare sits at the intersection of beauty and wellness and believes the same ingredients that are good for your body are also good for your skin. With a focus on being healthy and confident rather than perfect, TULA aims to inspire everyone to #EmbraceYourSkin. TULA Skincare was recently acquired by Procter & Gamble. TULA is a digitally native, social-first omni channel brand with DTC as a core capability and is also available through its beauty retail partners including Ulta Beauty, Sephora, Nordstrom, and Neiman Marcus in the US and internationally at Sephora Canada, in MECCA's Australia and New Zealand markets, in China on global e-commerce site TMALL, and at Space NK in the UK. For more information and the latest news on TULA Skincare, visit

About UserTesting

UserTesting is fundamentally changing the way digital products and experiences are built and delivered by helping organizations get insights from customers–from concept to execution. Built on top of a world-class, on-demand sourcing engine, customers can receive fast, high quality, opt-in feedback from both our proprietary and partner-sourced audience networks around the world. UserTesting offers the industry's most comprehensive experience research SaaS solution. Unlike approaches that track user behavior or collect customer listening data on live experiences, then try to infer what that data means, UserTesting enables companies to get input directly from customers–earlier in the process–helping to reduce guesswork, and bringing experience data to life with human insight. The company, formed through the combination of UserTesting & UserZoom, has more than 3,000 customers worldwide, including 75 of the Fortune 100 companies. To learn more, visit


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