Context
Overview
Beautify’s redesign focused on creating a warmer, clearer online store experience. The team’s goal was to strengthen the brand’s honest beauty positioning with a softer visual direction, detailed product storytelling, and an intuitive shopping flow that builds trust and encourages repeat purchases.
The Goals
Beautify aims to:
Make ingredient transparency easy to find for every product.
Build trust through clean, minimal visuals that feel premium yet warm.
Curate a smoother shopping journey that highlights products in a more editorial way.
Increase conversion and retention by simplifying checkout and making product discovery feel personal.
Problem
The Challenge
Before the redesign, Beautify’s website faced a few key challenges:
( 01 )
Product pages didn’t clearly show ingredient details, making it harder for customers to trust what they were buying.
( 02 )
The visual style felt cold and generic — it didn’t fully reflect Beautify’s warm, clean, and honest brand values.
( 03 )
Calls-to-action (CTAs) and the checkout flow weren’t clear enough, causing drop-offs before purchase.
( 04 )
The site lacked a strong editorial touch to connect products with real-life usage and stories, which limited engagement.
Output
The Solutions
We redesigned the Beautify website to feel warmer, clearer, and more trustworthy, focusing on transparency and a premium shopping experience. Key steps in the design process included:
( 01 )
We rewrote product pages with detailed ingredient highlights, usage guides, and honest brand messaging to build trust.
( 02 )
We introduced a soft, earthy color palette, clean typography, and lifestyle imagery to align with Beautify’s clean beauty values.
( 03 )
We added sections for skincare tips, routines, and customer stories to connect products with real-life use cases.
( 04 )
We simplified the cart and checkout process, strengthened CTAs, and reduced friction points to help guide customers smoothly to purchase.
Outcome
The Result
The new Beautify website redesign strengthened the user experience and supported the brand’s goals:
( 01 )
Increased customer trust
Clear ingredient details and brand transparency made users feel more confident to try new products.
( 02 )
Stronger brand identity
The refreshed visuals and editorial storytelling helped position Beautify as a modern, honest skincare brand.
( 03 )
Higher engagement
Users spent more time exploring routines, tips, and curated content, deepening connection with the brand.
( 04 )
Improved conversion rates
A smoother checkout flow and clearer CTAs led to more completed purchases and repeat orders.
