The old website was outdated, unfocused, and lacked product storytelling. It tried to target both men and women without clear positioning, and it didn’t leverage its huge library of product images and videos. Even though the site was converting, the design was hurting brand trust and wasn’t showcasing the serums properly.
I redesigned the store with a clean, modern look while keeping a familiar structure so the transition wouldn’t hurt sales. The new design highlights their best-selling serums, uses high-quality visuals they already had, and introduces a clear flow to navigate, shop, and buy easily.
Clearer focus on skincare and self-care serums
Modern, trustworthy design that feels premium but easy to use
Better use of product imagery and videos to support conversions
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