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Future Beauty
We partnered with Future Beauty to reposition a skincare-first makeup brand around its single strongest idea, makeup made with up to 99% skincare ingredients, and turn a moody editorial storefront into a clean, guided, conversion-led experience.
The old store led with mood, not meaning. A dark, editorial hero looked striking but said little about what actually makes the brand different.
The real story, skincare-infused makeup that works while you wear it, was scattered across product cards, generic value badges, and a flat "buy now" grid. A strong product, quietly undersold.
We rebuilt the experience around the science story, a named routine that removes guesswork, and proof placed exactly where hesitation happens. The result is a clearer value proposition, a lower-friction path to purchase, and a light, premium presentation that finally matches the quality inside the bottle.
Process
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Mood Over Message
The homepage opened on a dark, moody hero and a vague line, "Formulated for Future You." It looked editorial, but a first-time visitor had no fast answer to the only question that matters: why this brand instead of any other clean-beauty label.
Buried Differentiator
The real hook, up to 99% skincare ingredients, was the brand's biggest advantage, yet it sat as a small subline and got lost. The science story was fragmented across product bullets and generic "core values" badges instead of driving the page.
Unguided Product Discovery
New shoppers were dropped into a flat "Also Available as Singles" grid with "Buy Now" buttons and no starting point. With no routine, no shade guidance up front, and no clear first step, undecided visitors carried the full decision load and dropped off.
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Value Proposition First
The new hero leads with the promise itself, "Meet the Future of Makeup," backed by the 99% skincare claim in plain language. In the first few seconds a shopper understands what the brand is and why it is different, then gets two clear paths: shop now or build a bundle.
The 2-Minute Method
We turned scattered products into a named, ownable routine. A guided three-step system with a built-in shade selector replaces the old grid, cutting decision friction and giving first-time buyers a confident, low-risk entry point.
Science as the Spine
The skincare story now carries the page. Dedicated sections ("99% skincare ingredients," "Powered by 6 science-backed ingredients," "See the Science") plus real-handle UGC and trust markers in the marquee move proof exactly where doubt shows up, raising perceived value at the moment of decision.
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The redesign is built on one promise carried end to end: makeup that does more than look good. Every section moves the shopper one step closer to that idea, from a hero that states the value proposition outright, to a guided 2-Minute Method that removes the guesswork, to a science block that proves the claim, to community content that shows it on real skin. Instead of a mood board with products attached, the new page reads as a single, deliberate argument for why skincare-infused makeup wins, and it converts because every scroll answers the next objection before the shopper has to ask it.
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Color Palette
We built a clean, skincare-coded system that keeps the brand playful without undercutting credibility. Soft blush pink anchors the primary CTAs and brand moments, warm off-white and cream carry the backgrounds and give the page air, and near-black drives contrast for headlines and text. The pink is used with restraint, reserved for action and brand cues, so it signals "click here" rather than shouting across the whole page.
Typography
The soft, rounded display face [confirm exact font in Figma] handles the logo and large statements. It gives the brand a friendly, modern, slightly futuristic feel that suits a Gen-Z and millennial clean-beauty audience. A clean, neutral sans [confirm] carries body copy and UI for maximum legibility. Clear heading and body roles create a scannable hierarchy where the eye lands on the promise first, the proof second, and the price last.
Visual System & Conversion Mechanics
The lighter, editorial layout does real conversion work. Generous whitespace and a calm neutral base make the product photography and skincare claims the heroes, which lifts perceived value far more than the old dark template did. Trust markers (cruelty-free, clean formulas, dermatologist tested, vegan) run in a persistent marquee so they register before a shopper even scrolls, and product cards now carry ratings, review counts, and urgency badges like "best seller" and "selling fast."
Together these choices reduce cognitive load and layer social proof and light scarcity exactly at the decision points. The result is a storefront that feels premium, reads as credible, and guides cold traffic from curiosity to a confident first purchase.
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"Honestly, we knew our formulas were the strong part, we just weren't selling them right. The old site looked cool but it kind of hid the whole point of the brand. Charly got that immediately. The 2-Minute Method idea alone changed how people shop with us, new customers finally know where to start instead of guessing. Bundle orders went up and the site actually feels like us now. Best decision we made this year."