Impulse
ashandmill.com
Ash & Mill is a premium skincare brand based in Cape Town, South Africa, offering cold-processed soaps, body butters, face oils, bath salts, and soy wax candles formulated by PhD chemist Dr Brian Watson. The brand emphasizes natural, nourishing ingredients with visually striking designs and luxurious fragrances.
Performance Needs Attention
This store scores 48/100 on PageSpeed, which is below the recommended threshold of 50. Consider optimizing images, reducing JavaScript, and enabling better caching.
Products
32
Collections
11
Pages
0
Blog Posts
5
CommerceRank Score
Overall store health assessment based on 5 key factors
39/100
Top Recommendations
- Critical: PageSpeed below 50 is hurting conversions
- Add a reviews platform to build customer trust
- Consider BNPL options to increase average order value
- Add essential pages: About, Contact, FAQ, Shipping & Returns
PageSpeed Performance Analysis
Mobile performance from Google PageSpeed • 26 Feb 2026
Overall Ranking
#12316 / 16375
Faster than 25% of stores
Beauty & Skincare Ranking
#581 / 859
Top 68% in category
Category Avg Performance
54
-6 below avg
Category Avg LCP
2.1s
Performance
Accessibility
SEO
Core Web Vitals
—
Largest Contentful Paint
—
Cumulative Layout Shift
—
Interaction to Next Paint
Additional Metrics
Store Audit
Actionable insights compared to 1155 Beauty & Skincare stores
#602 in Beauty & Skincare
Below 52% of stores
93% below average
32 products vs 445 avg
Slower than 68% of Beauty & Skincare stores
PageSpeed score: 48/100
No BNPL options
60% of Beauty & Skincare stores offer PayPal
Category Benchmarks
Compared to 1155 stores in Beauty & Skincare
93% below average
avg
82% below average
avg
100% below average
avg
90% below average
avg
Category Intelligence
How Impulse compares to other beauty & skincare stores
0%
of Beauty & Skincare stores use this theme
Insights
- 60% of Beauty & Skincare stores offer PayPal
Theme & Design
Theme Name
ImpulseType
Theme Store
Tech Stack
Platform
No additional integrations detected
Business Profile
Store maturity and operational indicators
Stable
Unknown
Below average catalog size
Top 52% by catalog size
low
Basic content (0 pages)
Tech Stack Maturity
Basic stack
Business Sophistication
Early stage
Store Timeline & History
Feb 2026
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About Impulse
Impulse is a beauty & skincare ecommerce store built on and operating in US. The store currently offers 32 products organized across 11 collections, making it comparable in size for the beauty & skincare category.
Theme and Design
Impulse uses the Impulse theme from the Shopify Theme Store. This theme choice provides the foundation for their online presence.
Performance Analysis
Based on Google PageSpeed Insights, Impulse achieves a performance score of 48/100 on mobile devices. This score indicates significant opportunities for performance optimization, which could improve conversions and search rankings. The store also scores 93/100 for accessibility and 100/100 for SEO optimization.
Tech Stack
Beyond the core Shopify platform, Impulse has not implemented a third-party review platform. Compared to other beauty & skincare stores, 60% of beauty & skincare stores offer paypal
Competitive Positioning
Within the Beauty & Skincare category, Impulse ranks #602 out of 1155 stores we track. This places them in the top 52% of beauty & skincare stores by product catalog size.
Last scanned
Feb 24, 2026
