Startup
beauty

Startup

Shopify theme by Pixel Union

Startup takes a sleek, minimalist approach aimed at direct-to-consumer brands with a single product or a small catalog looking to build trust quickly. It pairs a dedicated testimonials section with quick view and quick buy, plus mega menus, breadcrumbs, and swatch filters for navigation.
Source Shopify Theme Store Official
★★★★★
★★★★★
4.2 · 103 reviews · 83% positive
PRICE
$ 100,00 USD
PRESETS
4 styles
View on Theme Store
PRESETS INCLUDED Total 4
Duvet Duvet
Travel Travel
Comfort Comfort
Startup Startup
Theme support
support.pixelunion.net/hc/en-us/requests/new
Documentation
support.pixelunion.net/hc/en-us/sections/360003909174-Startup

Independently reviewed by the eDIY editorial team

How fast is Startup?

Google PageSpeed Insights scores for the home page, out of 100

In our October 2026 test, the official Startup demo scored 60/100 on mobile and 85/100 on desktop. Mobile LCP was 9.5s, CLS was 0.00, and Total Blocking Time was 218ms.

Theme demo store

Official Startup demo, home page
60 /100
Mobile
Needs improvement
85 /100
Desktop
Needs improvement

Tested Oct 2026 · Google PageSpeed Insights lab data

MetricMobileDesktop
Largest Contentful Paint 9.5s 1.2s
Cumulative Layout Shift 0.00 0.23
Total Blocking Time 218ms 97ms
Speed Index 6.0s 691ms

Startup ranking and satisfaction

Position among all Shopify themes
#302 of 1308
Position among Shopify themes for "beauty"
#34 of 135
Overall satisfaction based on all reviews
83% positive

Tracked over time

Shopify themes ranking

Position among all Shopify themes

#302
position
Sep 11 Sep 27 Sep 30 Oct 2 Oct 5 Oct 8
No ranking change since Sep 11, 2026

Industry ranking

Position among Beauty industry

#34
2 positions
Sep 11 Sep 27 Sep 30 Oct 2 Oct 5 Oct 8
improved from #36 to #34 since Sep 11, 2026

Review growth

Cumulative merchant reviews

103
103 reviews
Sep 11 Sep 27 Sep 30 Oct 2 Oct 5 Oct 8
+103 new reviews since Sep 11, 2026

Price history

Theme Store list price, USD

$100
no price changes
Sep 11 Sep 27 Sep 30 Oct 2 Oct 5 Oct 8
No price changes since Sep 11, 2026

Examples of Shopify stores using the Startup theme

A sample of live Shopify stores where the Startup theme has been detected.

1,267+ live stores found · showing 6
Tozando Katana Shop
Tozando Katana Shop
japanesesword.net
Japan Visit
WholesaleVinylWindows.com
WholesaleVinylWindows.com
wholesalevinylwindows.com
United States Visit
RUEI
RUEI
ruei.store
United States Visit
True Chesapeake Oyster Co.
True Chesapeake Oyster Co.
truechesapeake.com
United States Visit
MuscleSquad
MuscleSquad
musclesquad.com
United Kingdom Visit
Farm to Feet
Farm to Feet
www.farmtofeet.com
United States Visit

Release history

LATEST VERSION
v13.2.0
Released April 24, 2026
Releases in 12 mo 2
Total releases 69
First release January 18, 2017
v13.2.0 FEATURE

Startup 13.2.0 adds the Shopify Customer Account Web Component.

Added

  • Added new Shopify Customer Account Web Component (replaces old account sign-in)
v13.1.1 FIX

Startup 13.1.1 fixes Liquid syntax errors to ensure compatibility with Shopify’s new rigid parser.

Fixed

  • Fixed Liquid syntax errors in multiple files (gift-card.css.liquid, theme.css.liquid, and faceted-filters.liquid) to comply with Shopify’s new rigid parser update.
v13.1.0 FEATURE

Startup 13.1.0 adds support for high-variant products with a new section and template, and hides quick shop for high-variant products.

Added

  • Added support for high-variant products and combined listings! With the new high-variant product template, you can now display products with 250+ variants directly in your store. This update follows Shopify's requirements for supporting large product catalogs.

Changed

  • Desktop layout width.

Fixed

  • Fixed missing translations in section categories.
v13.0.0 MAJOR

Startup 13.0.0 includes adjustments to the theme directory structure for the 2025 theme store redesign.

Changed

  • Restructuring of theme files for the upcoming theme store redesign.
v12.3.3 FIX

Startup 12.3.3 removes a console error when using the theme editor.

Fixed

  • Eliminated a console error when opening the theme in the theme editor.

Full changelog

69 releases
Loading releases…

What merchants say about Startup Shopify theme

We know about 103 reviews

I'm very happy with the StartUp theme; even the defaults do pretty much everything I need, and the theme has provided me with a fairly easy and intuitive way to learn how to use Shopify as well. So far, the theme has been stable and performant. I have also recently experienced excellent customer support from Pixel Union; my issue was resolved promptly and follow-up questions addressed in detail.

M
mindful(ish)
Apr 6, 2026

The Startup theme has worked great for our business website botsy.com for many years. The theme is stable and easy to manage. The very important thing is that their customer support- quick, efficient and helpful. It seems their team is overseas. If you have a question, send it even in the evening and an answer comes by the next morning. Sweat.

B
BOTSY- The Wall Drawing Robot
May 31, 2025

The team took time to fix some code in my blog. This was much appreciated as this blog post was important to our customers. Very good customer service.

S
Soundrise
Dec 4, 2024

Great theme and excellent customer service! :-)

H
Healthspan Holistic
May 31, 2024

A rather mediocre template, only slightly better than a free template, but still lacking in some aspects. For instance, there is no option for brand statements in the footer, and the font choice is unappealing. I would like a refund.

I
iFramix
Feb 27, 2024

Showed some features on the sample, but in reality, these features can't be applied. All the media put can't be seen by the google team which led to a suspended google account. Google said it is the theme issue.

D
Dust Devil
Jan 10, 2024

Alternatives to Startup for Beauty industry