Shen Beauty
Scope
Full e-commerce redesign including homepage, PLP, PDP, cart, account, blog, and checkout flow, all built on Shopify.
Role
Lead designer
Art direction, design system, mobile experience
Worked with
Shen Beauty is a Brooklyn beauty boutique where every product on the shelf has been hand-picked by founder Jess, a curated selection of clean, niche, and hard-to-find brands.
The store, translated
Shen's Brooklyn store has a very particular feel: calm, curated, carefully chosen. The redesign was built to carry that feel online: refined typography, warm tones, and the space for each brand to speak for itself.
A product page that holds every brand
Shen carries dozens of brands across very different categories, skincare, body, makeup, hair, wellness, each with their own story to tell on the product page. The PDP was designed to host all of them, with room for benefits, how-to-use, "why Jess loves it", ingredients, before/after modules, and clinical results, when relevant.
Detailed product cards
Browsing the catalog of products across many categories takes time, the cards needed to do more than name and price. Tags surface key attributes (vegan, best-seller, new), and a hover state reveals the main benefits, enough to help customers shortlist without opening every page.
Shop the routine
Beauty buyers usually don't shop one product at a time, they build routines. The "Shop the routine" module lets them browse by concern (hydration, brightness, anti-aging) and add a curated set. A natural way to help buyers find what they need, and to grow the basket along the way.
