The UX practices used on McMaster are most suitable for B2B sites.
If you were trying to sell beauty products to consumers with a landing page like theirs it likely wouldn't perform that well. You could, however, draw inspiration from McMaster if your brand was selling the same beauty products wholesale to retailers.
If there were a beauty products web site that was organized that well, I'd switch to it immediately.
I've spent more than 3 hours linearly searching local CVS and Walgreens for basic stuff in the last week, so you've touched a nerve!
For any given product category, they now group some stuff by brand, then function, and other stuff by function, then brand.
A given brand or function can be split across a half dozen such hierarchies. Also, they then slice the inventory by attractiveness to shoplifters, doubling the already intractable search problem. Finally, the aisles for a given type of product are not necessarily contiguous.
Amazon actually has a landing page like the McMaster one for beauty products:
- It displays "featured categories" which can be expanded with "show more", but there is no "show all categories" button.
- The first screen is spam, the second screen is content. More spam (== algoritmic suggestions not based on intent) until roughly screen 10,
- At that point, there is a helpful "filter hair care by ethnicity" table. Since this is their second most important flow (apparently), let's focus on it.
Back on screen two, tapping "hair care" drills down to hair products, but there is no ethnicity filter. Why even have an ethnicity grouping (and waste scarce landing page space on it) if it is not discoverable by people shopping for hair care? Also, how do you filter skin care, cosmetics, etc by ethnicity?
What about other facets, such as medical issues (e.g., sensitive skin or allergic to fragrances)?
If you were trying to sell beauty products to consumers with a landing page like theirs it likely wouldn't perform that well. You could, however, draw inspiration from McMaster if your brand was selling the same beauty products wholesale to retailers.