Founders Formula

The brief

An Australian beauty brand spanning personal care, skincare, and cosmetics needed a storefront that read as credible the moment a buyer landed — without dragging shoppers through a science lecture before they could add to cart.

What we did

• Built the storefront from scratch on Shopify with a theme tuned for the brand’s photography and copy rhythm, not the other way around.
• PDP architecture leads with the product visual, layers ingredient and benefits context under fold, and treats reviews as a credibility tool rather than a hero placement.
• Subscription flows for the routine-based products — auto-replenish discount tiers and a self-serve manage-subscription portal.
• Multi-region presentation tuned for AU primary plus international expansion-ready setup.

Key decisions

• We treated the ingredients panel as a buying-decision asset, not a regulatory checkbox. Each hero ingredient gets a one-line “what it actually does” copy, then the longer chemistry sits one accordion away.
• Subscription pricing was held at a tier that rewards loyalty without cannibalising one-time margin — a deliberate balance, not a default.

Tech stack

Shopify, custom theme on Liquid, Klaviyo for lifecycle email, Judge.me for reviews, native Shopify subscriptions.

Outcome metrics added once client confirms in writing.