01The challenge
Selling cosmetics through DMs does not scale, and it loses every customer who wants to browse before they ask. The store had to carry the brand's premium positioning while staying something one person can run.
Overview
An online store for an independent Mary Kay consultant selling skincare and cosmetics — correctors, foundations, powders, body care and anti-ageing sets — to customers who had been ordering through direct messages.
- Industry
- Beauty & cosmetics
- Year
- 2025
- Scope
- Design, development & e-commerce
- Status
- Delivered
- Services
02The approach
A soft, product-led direction that lets the packaging carry the premium feel, with products grouped into most-popular and seasonal collections so a first-time visitor always has an obvious entry point. Cart, checkout and accounts are handled by the storefront, and a first-order discount converts the browsers who were never going to send a message.
What changed
The specifics,
not the adjectives.
- 01
Customers browse and buy without having to open a conversation.
- 02
Premium positioning preserved through a product-led presentation.
- 03
Collections that give a first-time visitor an obvious way in.
- 04
A store one person can run without technical help.
