Nailah Beauty

The brief

An indie beauty brand needed a storefront that punched above its budget — credible photography treatment, ingredient context that respected the buyer’s intelligence, and reviews that read as real rather than as a wall of paid-app stars.

What we did

• Built the storefront on Shopify with a custom theme tuned to the brand’s photography and tone, resisting the urge to bolt on every “best beauty store” pattern.
• PDP architecture optimised for mobile first — most beauty traffic arrives via Instagram, and the page is built to convert that audience without a redesign for desktop.
• Reviews architecture set up with Judge.me, with photo and video reviews surfaced near the buy-box rather than buried at page end.
• Lifecycle email through Klaviyo, with welcome and abandon flows live from week one.

Key decisions

• Restraint on the homepage. Beauty brands frequently over-segment the homepage into bestsellers, routines, ingredients, and bundles all above fold. We kept it to one editorial story plus the shop entry, on the bet that buyers convert better with less.
• Ingredient panels are written for buyers, not chemists. Long-form chemistry is a click away but not what a first-time visitor sees.

Tech stack

Shopify, custom theme on Liquid, Klaviyo, Judge.me, Shop Pay enabled.

Outcome metrics added once client confirms in writing.