Alexandra Domont

Alexandra Domont sells one hero product, The Moisturizer, plus a Mini size and a skincare bundle. Alexandra set the standard after Hashimoto's thyroiditis changed her skin. Her husband Ty trained as a cosmetic formulator to meet it. The store was live, but the team wanted a site that matched their updated brand book and felt luxurious, clear and trustworthy.

The brief ran in two stages. First came Figma designs for the homepage and product page. Then came a full Shopify build using their copy, ingredient content, FAQ, photography and CRO references. Desktop and mobile were to get equal care.

The brand sells one hero product, so the product page has to do most of the selling. The Mini was only offered as an add-on. New customers could not buy it on its own to try the formula first.

The team wanted to educate. Ty planned to write about skincare science, and they expected customers who read ingredient lists closely. Putting full ingredient detail under each image would have broken the layout.

The before and after slider in the first design was too large. It needed images in a very specific format. The team also wanted to show two or three of Alexandra's own results, not just one.

Copy and photography were still in progress. The team shoots its own imagery, so every section had to be easy to update from the Shopify admin without code.

Trust sits at the centre of the brand. The brand promises transparency, and its customers have sensitive skin. The store needed clear Transparency, FAQ and ingredient pages, not just a product grid.

• 01 Homepage and product page designed in Figma We started with a homepage draft in Figma so we could agree on the structure before polishing. The team asked for a social post scroller after the clinically proven skincare section, then a "Join our community" block. They also wanted a blog section shaped for articles, since Ty plans to write a lot. We sent two homepage variations and the team picked Variation 2. The product page focused on product sections, reviews and comparisons. We saved the founder story for the About page.
• 02 An editable homepage with Instagram and UGC We built the homepage from the approved design with dynamic sections, so text and images can be changed from the theme customizer. The team found the solid oat background behind the Mini and The Moisturizer too strong, so we switched it to a soft gradient. The social section pulls posts through the Instafeed app. The UGC video section shows play and audio controls on hover, and the team can upload or swap videos themselves.
• 03 Transparency, FAQ, Skin Check and policy pages Next came the supporting pages. We built the Transparency and FAQ pages. We cleaned up the layout of the Skin Check page while the team rebuilds the tool behind it, and we fixed the policy pages. We also updated the product template for The Ultimate Luxury Skincare Bundle. The Reviews link in the footer goes to the review section on The Moisturizer page, which keeps shoppers one step from the cart.
• 04 Ingredient cards that open detailed pop-ups The Ingredients page shows each ingredient as a card with an image and a short description. Clicking a card opens a pop-up with the full detail, so readers who want more can get it and long text never breaks the grid. We added placeholder content on the first card, Water/Aqua/Eau. Every card is editable in the theme customizer, so the team can write the rest at their own pace.
• 05 Product gallery and Full-size or Mini sizes The team shared an OSEA Malibu product page as the reference for the gallery, and we rebuilt the image layout to match. Supporting images were being cropped in a smaller window, so we fixed them to show in full. Variants do not preview properly on draft products. We tested Full-size and Mini variants with their own pricing on a hidden copy of The Moisturizer, then applied the setup to the live product.
• 06 Before and after sliders, and type fixes In July the team came back with homepage feedback. We turned the oversized before and after block into a shorter slider section for Alexandra's own results. We also fixed a bug where the slider would not scroll back to the left on desktop and mobile. Body text had been set as H4 headings across sections, so we moved it to paragraph tags and matched the "Engineered for compromised skin" section.