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.
