Greetings from Beautygrass.

Beautygrass makes small-batch, microbiome-friendly skincare under founder Jenny Evans, known across LA for giving clients a clean, naturally glowing look before she bottled it into a product line. The brand already had strong photography, a loyal following, and a Best of LA Beauty win — what it needed was a storefront with the same considered, editorial feel as the packaging, not another templated Shopify theme.

Rebuilt the storefront around the brand’s real differentiators: ingredient quality, the Jenny Evans founder story, and a shoppable, editorial homepage that leads with product photography instead of banner ads. Added guided merchandising — curated kits like the zodiac gift sets — to turn undecided browsers into buyers, and left cart and checkout alone since conversion there already worked.