A refill-first body care brand built on Shopify, from product story to storefront experience.
Brand + Shopify build
The problem
A founder with a product, a vision, and no name. The category was crowded with brands that all looked the same — clinical, identical packaging, single-purchase only. No story, no system, no reason to come back.
The approach
Two-week sprint on naming and positioning, then identity, copy system, and a Horizon-theme Shopify build wired for refills and subscriptions from day one. A variant carousel that handles bundles and refill packs without three apps duct-taped together.
The outcome
Launched with subscriptions converting 31% of first-time orders. Refill UX has held a 68% repeat rate over the first quarter — the loop the strategy was designed for, working as designed.
Outcomes worth measuring
- 31%Sub conversion
- 68%Refill repeat rate
- 2 wksNaming → launch
Have a project like this?
Send the link or the screenshot you keep meaning to share — I'll come back with where the seams are and what's worth fixing first.