Trust is the foundation of every successful e-commerce brand. No matter how sleek a website looks or how good the ad copy sounds, shoppers want proof, not promises. They want to see real people using, loving, and talking about the products they’re considering.

That’s why authentic user-generated content (UGC) has become one of the most powerful tools for Shopify brands. It closes the gap between marketing and reality, helping customers see themselves in the story. Instead of relying on staged shoots or influencer endorsements, today’s top brands are letting their community do the talking.

The result? Higher engagement, stronger loyalty, and significantly better conversion rates. Because when shoppers see genuine experiences from other customers, they don’t just buy the product — they believe in it.

In this post, we’ll look at six Shopify brands that have mastered the art of building trust through authentic UGC, and how you can apply the same approach to your own store.

What goes into building trust with authentic UGC

Authentic UGC doesn’t just happen by luck — it’s the result of a brand creating the right environment for customers to share their real experiences. The most trusted Shopify brands focus on five key elements when building credibility through customer content:

1. Real people, real results
Trust starts when the content feels genuine. That means featuring real customers using the product in their own environments — not models or stock images. When shoppers see people who look like them using a product successfully, it creates instant relatability.

2. Transparency over perfection
Perfect lighting and studio-quality videos can make a product look great, but too much polish can make it feel staged. Brands that aren’t afraid to show unfiltered results or natural imperfections come across as honest and approachable.

3. Consistency matters
Trust compounds over time. Brands that regularly post UGC across their site and social channels create a consistent narrative that feels authentic. The more often customers see genuine proof, the stronger the brand’s credibility becomes.

4. Context is everything
Where UGC appears matters just as much as what it shows. Placing customer videos, testimonials, or photos directly on product pages helps shoppers connect emotion with action. Interactive formats — like shoppable video widgets — make this proof easy to engage with right where buying decisions happen.

5. Make participation simple
The best brands make it easy for customers to contribute. Whether it’s through a post-purchase email, a loyalty program, or a small incentive, giving customers a reason (and a way) to share their stories fuels a steady flow of new, authentic content.

The six brands below embody these principles. They’ve turned real customer moments into a cornerstone of trust — and in doing so, they’ve built communities that sell far more effectively than ads ever could.

Cosmoglo

Cosmoglo has built a loyal following among beauty professionals by letting their customers do the storytelling. Their lighting systems are designed for estheticians, lash artists, and makeup professionals — and the brand consistently showcases those same professionals using the product in real studio environments.

Instead of polished ad campaigns, Cosmoglo features UGC from salons around the world: videos of artists setting up their lights before a client session, behind-the-scenes shots during treatments, and genuine reactions to how the lighting transforms their workspace. This kind of content gives potential buyers the confidence that the product truly performs in real-world conditions.

By highlighting the voices of actual customers, Cosmoglo turns every post into both a testimonial and a teaching moment. It’s not just about showing the product — it’s about demonstrating how it fits naturally into a professional’s daily routine.

Brands that want to create similar impact can take note: giving customers the tools and space to share authentic content, and then displaying it on-site with shoppable video widgets like those from Moast, helps turn honest feedback into lasting brand trust.

Wax Obsession

Selling scent online is no easy task, but Wax Obsession makes it work by leaning on the words and reactions of real customers. Their feed and product pages are filled with UGC from people describing how each fragrance makes them feel — cozy, calm, nostalgic — and what it’s like to experience the scent in person.

This kind of content bridges the sensory gap that every fragrance brand faces. Reviews and short videos capture the unboxing, the first impression, and the emotional response that follows. It’s raw, descriptive, and genuine — exactly what helps potential buyers imagine the scent for themselves.

Wax Obsession doesn’t rely on heavy branding or scripted testimonials. Instead, they showcase authentic feedback from customers who truly love the products. That honesty makes the brand feel personal and trustworthy, helping shoppers connect emotionally with something they can’t physically smell yet.

For other Shopify merchants, it’s a great reminder that when you can’t show the product’s effect directly, showing the reaction can be just as powerful.

PetOMG

PetOMG has mastered the art of using emotion to build trust. Their UGC revolves around pet owners capturing the excitement of their dogs and cats unboxing new toys, treats, and accessories. It’s simple, unscripted, and overflowing with joy — exactly the kind of content that resonates with other pet lovers.

These videos and photos feel spontaneous, but they’re powerful sales drivers. When potential customers see real pets playing with PetOMG products, it validates the brand’s claims about durability, safety, and fun in a way that studio shots can’t match.

The brand’s success with UGC lies in its authenticity. The laughter, the wagging tails, and the candid reactions aren’t staged — they’re genuine moments of connection between owners and their pets. That honesty builds emotional trust and positions PetOMG as a brand that truly understands its audience.

For other merchants, PetOMG’s approach is a reminder that not all high-performing UGC has to look perfect. Sometimes, the most effective content is the kind that makes people smile and think, “I want my pet to experience that too.”

Italian Charms

Italian Charms takes a deeply personal approach to UGC by turning its customers into storytellers. Each charm represents a memory, milestone, or symbol of identity — and the brand invites shoppers to share what their collections mean to them.

Across social channels and product reviews, customers proudly showcase their bracelets and the stories behind them. Some celebrate family, others highlight travels or personal achievements. This kind of content transforms each purchase from a simple accessory into an emotional connection, giving new customers a reason to care beyond the product itself.

The brand’s strength lies in how it amplifies these stories. By featuring customer photos and testimonials directly on product pages, Italian Charms makes its shoppers feel seen and valued — while also inspiring others to start collections of their own.

This kind of community-driven UGC doesn’t just build social proof; it creates belonging. When customers see others sharing similar values and experiences, it turns a transactional brand into one that feels personal, sentimental, and worth joining.

Donna’s Recipe

Donna’s Recipe has built trust by showing real transformations from real people. Instead of relying on influencer campaigns, the brand highlights genuine customer videos and photos that document visible hair growth and progress over time.

These authentic before-and-after moments have become the foundation of the brand’s credibility. Each clip or testimonial gives potential buyers a clear reason to believe in the product’s effectiveness — not because the brand said so, but because they can see the results themselves.

What makes Donna’s Recipe stand out is how well the content aligns with its empowering message of confidence and self-care. Every post feels like a personal success story, turning everyday customers into advocates who inspire others to begin their own journey.

For beauty and wellness brands especially, this approach is gold. Real transformations, paired with consistent storytelling, prove that authenticity and performance can coexist — and that trust grows fastest when your customers are the ones showing the results.

Zalvare

Zalvare blends elegance with authenticity by featuring real customers styling their jewelry in everyday moments. Instead of relying on studio shoots, the brand curates photos and videos of people wearing its pieces at brunches, events, or casual outings — creating a lifestyle that feels both aspirational and attainable.

This kind of UGC does more than show off the product; it gives shoppers context. Seeing how others mix and match Zalvare’s jewelry helps potential buyers imagine how it would fit into their own wardrobe. The content feels organic, natural, and unforced — which makes it easy to trust.

By centering real people in its marketing, Zalvare turns customers into ambassadors. Their photos serve as subtle recommendations that carry far more credibility than ads ever could.

It’s a smart reminder for any Shopify brand: lifestyle-driven UGC isn’t just about showcasing products — it’s about giving customers a visual reason to believe they belong in the brand’s world.

Perfect addition — Wren + Glory fits this theme beautifully, especially given how they use customer and creator content to showcase the artistry behind their hand-painted fashion pieces.

Wren + Glory

Wren + Glory has built a brand defined by originality and community. Each jacket or accessory is hand-painted, making every piece one of a kind — and the brand leans into UGC to celebrate that individuality. Customers proudly share photos of their custom pieces on social media, often styling them in bold, expressive ways that mirror the brand’s own energy.

Instead of overly produced campaigns, Wren + Glory amplifies these real customer posts, turning them into the backbone of its visual identity. The brand’s feed feels like a living gallery — part fashion show, part art exhibit — curated by its own customers.

This approach does more than generate buzz; it builds trust through creative authenticity. When shoppers see real people wearing and loving their one-of-a-kind jackets, it reinforces the craftsmanship behind each design and the personal connection to the brand.

For other Shopify merchants, Wren + Glory offers a clear takeaway: let your customers become part of your creative story. When people can see their own personalities reflected in your brand, UGC becomes not just marketing — but a movement.

Takeaway: Authenticity always wins

Each of these Shopify brands proves that trust isn’t built through slogans — it’s built through people. Whether it’s a stylist sharing her setup, a pet owner capturing a candid reaction, or a customer showing off their unique piece, authenticity consistently drives belief and conversion.

The common thread among these stores is simple: they’ve made their customers the heart of the brand story. Instead of speaking at their audience, they’ve created spaces where shoppers can see real proof, feel part of a community, and make confident buying decisions.

For Shopify merchants, this isn’t just a marketing tactic — it’s a strategy for long-term growth. When shoppers connect with real stories, the brand becomes more than a storefront; it becomes a trusted voice.

If you’re looking to bring this level of authenticity to your own store, tools like Moast make it easy to collect and display customer videos directly on your site. By turning real customer experiences into interactive, shoppable content, you give future buyers the kind of proof that no ad can replicate.

Because at the end of the day, authenticity doesn’t just attract — it converts.