Redesigning a science-led skincare store to make formulation expertise the first thing shoppers notice.
Micellar Cosmetics builds its identity around genuine formulation science rather than trend-chasing marketing. That's a real differentiator, but only if the storefront itself presents the science clearly, with product and concern pages people can actually navigate.
Industry
Ecommerce, Skincare
Services
Ecommerce Web Design, Web Development
Positioning
Science-led formulation
The Results
A storefront that finally shows its science-led difference.
Increase in product page engagement — add once confirmed
Key website pages redesigned and optimised
Growth in online orders
Improvement in mobile shopping engagement
Stats for this client were not provided — replace all figures above with confirmed numbers before publishing.
The Challenge
Real science, buried under a storefront that didn't showcase it.
The skincare and haircare category is saturated with brands making broad, unverifiable claims. Micellar Cosmetics' actual differentiator, its Green Micellar formulation platform and genuine ingredient science, risked getting lost in the noise unless the storefront itself demonstrated real expertise, with clear concern pages and product detail, rather than a generic template stretched over the catalogue.
The site also needed a smoother path from a specific skin or hair concern to the right product, so shoppers researching an issue like thinning hair or pigmentation could land on genuinely useful, well-organised pages rather than a flat product list.
The Approach
Letting genuine formulation science shape the design.
Ecommerce Web Design
Structured around real skin and hair concerns
- Redesigned collection and concern pages, hair thinning, pigmentation, skin ageing, so shoppers could navigate by problem, not just product type
- Rebuilt the Learning Hub, ingredient library and product guides for clarity and easy browsing, not just as reference material
- Presented the Green Micellar formulation story clearly on key product and concern pages
Web Development
Built to hold a growing, science-heavy catalogue
- Rebuilt key website pages on a consistent, maintainable template to support a fast-growing content library
- Improved page performance across product and concern pages to reduce drop-off during research
- Structured ingredient and formulation content with claims clearly labelled where appropriate, supporting genuine credibility
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Search Rankings
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AI Search
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