Doll Smash

A Shopify redesign preparing Doll Smash for US expansion.

View the live website

INDUSTRY

Beauty & Cosmetics

SERVICE

eCommerce Stores

PLATFORM

Shopify

AUDIENCE

Makeup shoppers in the UK and international markets

Doll Smash website shown on desktop and mobile devices.

+42%

Add-to-cart growth

+£24.40

Average order value

2.8%

Mobile checkout

OVERVIEW

Doll Smash creates vegan and cruelty-free cosmetics. Ahead of planned US expansion, its Shopify store needed to carry the strength of its campaign imagery through collection browsing, product selection and purchase.

We redesigned the Shopify store and supported the wider engagement through SEO, content and paid marketing. The storefront work focused on product presentation, filtering, shade options and mobile shopping.

Shopify redesign

Redesigned the storefront around a clearer brand presentation, responsive layouts and a more direct journey from collection browsing to product selection.

Product discovery

Refined filtering, collections and merchandising so shoppers can explore the makeup range and understand product options before moving towards purchase.

SEO and content

Improved page metadata, commercial content and blog structure, giving the store a clearer foundation for relevant beauty and product searches.

Marketing support

Supported the store through paid-search setup, content marketing and ongoing maintenance as part of the broader ecommerce engagement with the brand.

THE APPROACH

Connect the first campaign impression with the information shoppers need to choose a product.

Beauty imagery creates interest, but customers also need clear categories, visible variants and practical product details. The redesign had to keep the brand’s visual character consistent as shoppers moved from collections to individual cosmetics.

We designed collection and product pages together, combining photography with filtering, shade options and purchase controls. Responsive layouts keep those elements connected on smaller screens, giving shoppers room to inspect products without losing the next step.

COLLABORATION

Storefront design and customer acquisition considered together for the next stage of growth.

Our scope included the Shopify redesign, SEO, content, paid search and maintenance, connecting how the brand attracts visitors with the products and shopping experience they find in the store.

STAGE 01

Discovery

Focused the redesign on product discovery, brand presentation and the store’s planned expansion into additional markets.

STAGE 02

Structure

Designed collection and product layouts that keep imagery, shade options and buying information clearly connected.

STAGE 03

Implementation

Rebuilt the Shopify storefront with responsive pages and improved navigation through the cosmetics range.

STAGE 04

Delivery

Supported the store with SEO, content, paid-search activity and maintenance after the redesign.

DESIGN LANGUAGE

Let the cosmetics supply the colour.

Black, white and light grey provide a restrained setting for product and campaign photography. Clear typography and consistent product cards keep the range easy to browse, while the colours of the makeup create variety without fragmenting the wider store design.

PERFORMANCE

Built with the details in mind.

Our build standards focus on performance, accessibility, maintainable implementation and search-ready foundations. Each project has its own scope; the priorities below describe our approach, not measured scores.

Website build standards

OUR PRIORITIES

Performance

Fast, responsive experience

Accessibility

Built for inclusive access

Best Practices

Clean, modern implementation

SEO

Search-ready foundations

Website overview.

View the live website

Customer Review

❝I had a great experience with the boys. Their customer service and support was impeccable and their attention to detail was one of a kind. Thrilled with the redesign of my eCommerce store. Highly recommend their services and strategic approach.❞

— Rachael, Owner, Doll Smash

MORE WORK

Other projects, other results.