Beautygrass
— a skincare
e-commerce, refit.
A small skincare brand outgrew its starter Shopify theme and wanted a custom storefront that felt as considered as the products inside it.
One project, shown in depth — every site in the gallery got the same care. Curious about a specific one? Just ask.
The brief.
Beautygrass had a beautifully photographed product line and a Shopify theme that flattered none of it. Conversion was fine; brand was not. They wanted the site to feel like the packaging — calm, considered, a little editorial.
We rebuilt the storefront from a custom theme, restructured the PDPs around ingredients-first storytelling, added a quiz that recommends the right routine, and kept the migration tight enough that nothing went down for more than 12 minutes.
The approach.
I started by living in their analytics for a week. The story it told: people landed, scrolled the homepage, then bounced. PDPs were doing the heavy lifting and looking the worst.
So I rebuilt the homepage as a quiet editorial spread — product photography big, copy patient — and rebuilt the PDPs as long-form, ingredients-first pages. Cart and checkout: untouched. Conversion already worked, no need to fix it.
From homepage to checkout, in 12 frames.
Maia took our brand from “fine on Shopify” to “the site I send people to brag about.” Calm, careful, fast.