Shopify Design & CRO

Sweet July

Clean vegan skincare founded by Ayesha Curry, rebuilt on Shopify around how people actually shop for skin.

Shopify Design
Shopify Development
CRO
Email Marketing
Beauty & Skincare

25%Of revenue through Klaviyo

25%
Of total revenue
through Klaviyo campaigns and flows
1.5x
Customer engagement
after the Find Your Ritual quiz
20%
Average order value
after contextual cart upsells

Overview

Sweet July is a clean, vegan skincare line founded by Ayesha Curry, the actress, restaurateur and cookbook author whose audience arrives at the store already knowing the name. That recognition brought traffic the brand did not have to buy. The store's job was to turn it into first orders, larger orders and repeat orders, and it was not doing that job.

The Challenge

The catalogue was organised the way the business thought about it, by product type, rather than the way a customer arrives, which is with a concern. Someone landing from an Instagram mention had no route from "my skin is dry" to a product, so they browsed and left. Nothing in the cart suggested what else completes a routine, and there was no lifecycle programme to bring a first-time buyer back for the refill.

What We Did

(01)Store
- Redesigned and rebuilt the full Shopify storefront on a new visual system that matched the brand's editorial identity
- Reorganised navigation around both product category and customer concern, so a shopper can enter by what their skin needs rather than by what the product is called
(02)Conversion
- Built the multi-step "Find Your Ritual" quiz, which routes a new visitor to a recommended routine instead of a catalogue page
- Introduced contextual cart upsells that suggest the products which complete the routine already in the cart
(03)Retention
- Built Klaviyo campaign design and cadence against the brand's own visual language
- Built automated lifecycle flows covering welcome, cart and post-purchase so the refill is prompted rather than waited for

Results

Klaviyo campaigns and flows now carry 25% of total store revenue. Customers who take the Find Your Ritual quiz engage at 1.5 times the rate of those who do not. Average order value rose 20% after the contextual cart upsells went live.

Working with this team on the rebuild of our website was a great experience from start to finish. They took our vision for the site and executed it cleanly and professionally.
The design came out exactly the way I had imagined it, and the technical aspect was solid, with no issues after launch. What really stood out was how easy they were to work with. They were responsive throughout the entire project, communicated clearly, and never made me feel like I was chasing them down for updates.
They listened, they delivered, and they got it right. If you need a reliable team that will follow your vision, take pride in the quality of its work, and deliver what it promises, I'd recommend them without hesitation. I'll definitely be working with them again.

Alvin BeltHead of operations, Sweet July

Proof

01
Navigation rebuilt around concern, not catalogue
The mega menu carries two routes into the range at once. Shop by category on the left for people who know what they want, shop by concern on the right for people who only know what their skin is doing.
1-up · live storefront
MEGA MENU · CATEGORY AND CONCERN
02
The cart as a second merchandising surface
The cart drawer does three jobs at once: it shows progress to free shipping, it offers the products that complete the routine, and it keeps the shopper on the page while it does both.
1-up portrait · live storefront
CART DRAWER · UPSELL AND SHIPPING THRESHOLD
03
Find Your Ritual
The quiz entry point and one question step, captured from the live store. This is the module behind the 1.5x engagement figure, so it needs to be seen working, not described.
2-up · live storefront · to capture
QUIZ · ENTRY
QUIZ · QUESTION STEP
04
The storefront
Homepage and a product detail page, showing the visual system as it ships today.
2-up · live storefront
HOMEPAGE
PRODUCT PAGE
05
Klaviyo revenue
Klaviyo business review for 4 January to 30 September 2026: $119K attributed to Klaviyo campaigns and flows, on $508,523 in total store revenue that grew 22.7% on the same period last year.
1-up · dashboard
KLAVIYO · BUSINESS REVIEW