A wishlist is a feature on e-commerce websites that allows customers to save products they are interested in for future reference or purchase. Wishlists serve as a powerful engagement and remarketing tool, enabling brands to send targeted notifications when saved items go on sale, come back in stock, or when special promotions become available.

In beauty e-commerce, wishlists are especially valuable because customers often research products like serums or fragrances extensively before committing to a purchase. A well-implemented wishlist can increase return visits and conversion rates by reminding shoppers about products they previously considered, such as a limited-edition palette or a newly launched skincare line.