Brand Spotlight: Inglot's Digital Edge - Building a Bold Beauty Brand with Video-First eCommerce

When you ask Tom, VP Digital at Inglot Israel, what makes the brand stand out, his answer is immediate: "We believe makeup should be a tool for confidence and individuality - not just a beauty standard."

That ethos has carried Inglot Cosmetics from its roots in Poland over 40 years ago to becoming one of the most respected global brands in professional-grade cosmetics. Five years ago, Inglot launched in Israel - bringing with it high-performance, cruelty-free products and a passion for creative self-expression tailored to the local beauty market.

Trusted by Pros. Loved by Creators.

With customers ranging from pro makeup artists to beauty-obsessed Gen Z shoppers, Inglot delivers vibrant,long-lasting products that punch far above their price point. Their hero product? The legendary AMC Eyeliner Gel #77, known for its ultra-pigmented, smudge-proof formula that’s earned it cult status in the beauty world.

But for Tom and the team, the real power lies in how you present those products online. “Video is essential - it helps bring our products to life,” Tom explains. “Whether it’s swatching shades, showing textures, or giving makeup tutorials, video builds trust and increases engagement dramatically.”

Creating Content That Converts

Inglot's content strategy is built around variety and authenticity.

"We use a mix of UGC, influencer content, short tutorials, and product-focused reels," Tom says. "We also share 'how-to' videos and behind-the-scenes looks - because our customers want to feel close to the product before they buy."

But while the team was creating rich content for social, there was a growing gap between that engagement and the experience on their Shopify store.

“We were looking for a seamless way to bring authentic, high-performing video content directly into our eCommerce experience. Tellos offered a solution that felt personalized and conversion-driven.”

From Video to Value with Tellos

With Tellos’s AI-powered shoppable video platform , Inglot was able to bring their best content directly into the shopping experience - across product pages, collections, and the homepage.

“The system is easy to use, and together with the Tellos technical team, the process was very fast,” Tom says. “We saw an uplift in time-on-site and engagement rates almost immediately. Customers love interacting with videos and seeing what they’re going to buy in action.”

This wasn’t just a visual upgrade - it was a strategic one. By delivering relevant, dynamic content where it matters most, Inglot has created an experience that mirrors the trust and immediacy of social platforms - right within their store.

Tom's Advice to Other Shopify Brands

For brands wondering how to use video more effectively, Tom's advice is clear:

"Incorporate as much content as possible throughout your site - on every page and every product. Today's customer wants to see as much content as possible before making a purchase."

And when it comes to video length or format?

"It doesn't necessarily have to be short or minimal. It all depends on your audience and the type of products you're promoting. Create many styles of content and let your customer decide what works for them.