Iakoe x About Face
Overview
About-Face is a beauty brand founded by Halsey that champions creativity, individuality & self-expression. As the brand continued to grow, the team partnered with us to redesign & rebuild their Shopify storefront, creating an ecommerce experience that captured their bold visual identity while delivering a faster, more intuitive path to purchase.
- Theme development
- User experience design
Background
Since launching in 2021, About-Face has challenged traditional beauty standards with expressive products designed to inspire experimentation rather than perfection.
The existing storefront successfully showcased the brand's personality, but as the catalogue expanded, there was an opportunity to better balance creative storytelling with ecommerce performance. Product discovery, merchandising & the customer journey all needed refinement to support continued growth without compromising the distinctive identity that makes About-Face stand out.
The goal was to create a storefront that felt every bit as bold as the brand itself while improving usability, conversion & flexibility across every device.
The challenge
The first challenge was preserving About-Face's highly creative aesthetic while ensuring the shopping experience remained intuitive. Rich visuals, experimental layouts & immersive storytelling needed to enhance the customer journey, not distract from it.
The second challenge was improving product discovery across an increasingly diverse product catalogue. Customers needed faster ways to browse by product type, collection or the looks they wanted to create, making navigation a critical part of the redesign.
Finally, the team wanted to increase average order value through stronger merchandising. Product pages needed to inspire exploration, encourage cross-sells & reinforce trust through authentic community content.
The solution
We redesigned the About-Face storefront with three priorities: celebrate the brand's creative identity, simplify shopping & create more opportunities for conversion throughout the customer journey.
A storefront built around the brand
The new experience combines bold layouts, layered textures, dynamic animations & immersive visual storytelling to reflect About-Face's rebellious personality. Every interaction was carefully optimised to maintain fast performance across desktop & mobile while delivering a premium digital experience.
Smarter navigation
We completely restructured the site's navigation around how customers naturally shop. Products can now be discovered by category, collection or curated looks, making it significantly easier to explore the growing range while reducing friction throughout the shopping journey.
Storytelling that sells
Product pages were redesigned to balance editorial storytelling with ecommerce best practices. Clearer product information, stronger visual hierarchy & improved mobile layouts help customers make confident purchasing decisions without sacrificing the brand's creative expression.
Merchandising that increases basket size
To encourage larger purchases, we introduced dynamic product recommendations, curated bundles & "Complete the Look" merchandising throughout the shopping experience. Customers are naturally guided towards complementary products that fit seamlessly within the About-Face ecosystem.
Community-led trust
Authenticity became a core part of the customer journey through the integration of user-generated content, customer photography, reviews & social proof. Real customers using the products help build confidence while reinforcing the inclusive, expressive community that defines the brand.
The redesigned About-Face storefront successfully balances artistic expression with ecommerce performance.
Customers now enjoy a faster, more intuitive shopping experience that makes discovering products & collections effortless while remaining true to the brand's bold creative vision.
By combining immersive storytelling, improved navigation, stronger merchandising & authentic community content, the new Shopify experience creates a storefront that not only looks distinctive but also supports higher engagement, increased average order value & long-term brand growth.
Results
AGENCY COST SAVINGS
MOBILE CONVERSION RATE
CONVERSION RATE
