Navigating the seemingly infinite realm of online makeup stores can resemble the treacherous journey through the Minotaur’s labyrinth. Yet, unlike Theseus, your thread to escape the maze is not the help of beautiful Ariadne but this comprehensive guide that lays out a calculated strategy to choose the best online makeup store for your beauty needs. This procedure is no trivial matter - it demands meticulous research, informed decision-making, and nuanced understanding of the digital marketplace's unique dynamics.

First and foremost, identify the type of products you require. The wide array of beauty products available online can be segmented into several categories: skincare, cosmetics, haircare, fragrance, and more. This step is analogous to the Pareto principle in economics, which posits that 80% of your satisfaction will come from 20% of your beauty products. While this principle was originally conceived to describe wealth distribution, it is equally applicable in this context, focusing your search on the products that will genuinely enhance your beauty regimen.

Secondly, consider the brand of the products you desire. This step entails assessing the brand's reputation, values, and quality of products. Several tools can aid this investigation, such as the brand's website, customer reviews, and independent analyses. Consider the application of game theory in this instance - brands are players in the beauty industry, and their strategies could either be cooperative, aiming to establish trust with consumers, or non-cooperative, focusing solely on their profit margin. Be wary of brands that prioritize the latter.

Once the brand has been decided, the subsequent step is evaluating the e-commerce platform selling the product. Factors to consider include the store's authenticity, the presence of customer reviews, the store's return and shipping policy, and the overall shopping experience provided. A SWOT (Strengths, Weaknesses, Opportunities, and Threats) analysis, a strategic framework frequently used in business, can be beneficial here. Analyzing these aspects can provide an insight into the reliability of the store and its commitment to customer satisfaction.

Moreover, the availability of customer support is another essential aspect. The presence of responsive and helpful customer service can significantly enhance your online shopping experience. This can be likened to a social contract theory scenario, wherein consumers (the governed) willingly interact with the store (the governing) in expectation of certain rights, such as the right to dispute, the right to information, etc.

Moving on to the penultimate step - the cost. It's crucial to establish an equilibrium between quality and affordability. The law of demand comes into play here, stating that as the price of a good increases (ceteris paribus), consumers buy less of that good. This cost-value analysis will ensure that you're not overspending on cosmetics and getting true value for your money.

Finally, consider a store’s ethical standpoint. Many consumers today are concerned about issues such as animal testing and sustainability. Understanding a company's stance on these issues can influence your decision. In this context, Kantian ethics come into play. Immanuel Kant proposed that actions are morally right if they respect the rights and autonomy of individuals. If these ethical issues matter to you, choosing a company that aligns with your ethical values would be morally right.

In conclusion, choosing the best online makeup store for your beauty needs is not a decision to be taken lightly. It’s a multifaceted decision that encompasses understanding your specific needs, evaluating brands, dissecting e-commerce platforms, considering cost-value dynamics, and even aligning with ethical standpoints. It’s a calculated strategy that, when followed, can lead you to a beauty wonderland right at your fingertips. Remember, like Daedalus, the architect of the Minotaur’s labyrinth, you too have the ability to navigate this maze of online makeup stores, armed with this structured approach.