A clean-beauty brand that leads with the ingredient, not the marketing copy around it.
The clean-beauty aisle has been colonized by identical brands: sans-serif wordmark, sage green, pastel peach, a mission statement about wellness. Bloom Botanicals wanted to opt out. I positioned the brand around ingredient literacy, each product page teaches you something, then sells you something.
Clean beauty buyers have become sophisticated. They read INCI lists. They've been burned by "green-washing." They don't trust influencers. What they trust is transparency, and no one in the category was delivering it well.
Bloom's founders wanted a storefront that felt like a dermatologist's recommendation, not a sponsored post. Education had to be the product, not a tooltip.
Approach
Ingredient-first information architectureEvery product lives inside an ingredient story: what it does, who shouldn't use it, what pairs well. The hero ingredient is a character, not a bullet.
Glossier-trained, not Glossier-clonedStudied the spacing rhythm and macro type of high-end clean brands, but leaned into deeper greens and a muted cream instead of pink.
Quiet-luxury product cardsProduct shots on cream paper, small-caps labels, a single price line. No "SALE" badges, no urgency timers. The brand tone is the conversion strategy.
Built-in routine builderCustomers pick a skin concern, then the site drafts a three-step routine with the right products and order of operations.
Reviews reimaginedReviews grouped by skin type, age range, and concern. Nobody wants the average of 400 reviews, they want the ones that match them.
Key Features
Product Card System
Grid cards with ingredient hero, concern tags, and a compact add-to-cart micro-interaction.
Ingredient Spotlights
Dedicated pages for hero ingredients, bakuchiol, niacinamide, squalane, with dosage guides and pairings.
Verified Reviews
Reviews filtered by skin type, age, and concern, plus a "was this helpful" ranking that surfaces the useful ones.
Routine Builder
Pick a concern, get a three-step routine. Save it to a profile, re-order with one tap.
Newsletter Journal
Ingredient-science journal, weekly. Capture form converts 42%, we didn't use a popup once.
Subscription Locker
Subscribe to your routine. Swap products, skip months, and see savings stacked across the year.
"It's the first beauty site where I understood why I should pay a premium, not just that I should."
Bloom customer, survey response
Results
5.9% storefront conversion vs. 2.2% category benchmark (Shopify Plus, Beauty & Personal Care).
AOV lifted to $68, routine builder is attached to 34% of carts.
42% email capture rate with a content-led journal, not a discount offer.
Subscription attach rate of 29% within 60 days of launch.
