How to make slow beauty stand out online

A better online home for an exclusive, environmentally conscious and quality-driven skincare Brand.

S:KØN had already built a Brand with real substance: handmade products, natural ingredients, founder credibility and a clear ethical foundation. What they needed was a Shopify webshop and Brand experience that matched the quality of the business behind it.

The old website worked, but did not fully reflect the Brand's position. It was technically too heavy, visually too subdued and too cumbersome to use as a platform for growth.

From research to practice

To approach the challenge correctly, we conducted a thorough study of S:KØN, analysing the Brand, technical performance and market position.

What we examined:

• Values and value propositionWhat is S:KØN's promise?
• ProductsHow are the products presented and positioned?
• PricingMarket positioning
• FounderExperience and reputation
• The competitionWhat does the competition offer?
• Social media performanceReach, activity, engagement and paid advertising
• DesignHow the website communicates the Brand and guides clients
• Website performanceAssessment of website speed, SEO and technical condition
• Reviews and reputationClient feedback, ratings and public credibility
• Financial key figuresOverview of revenue, profitability and stability

The analysis showed that the Brand sits at the upper end of the mid-price segment, closer to premium Brands than mass-market skincare.

S:KØN held a strong position as an authentic craft Brand, while competitors often had more reviews, greater visibility or stronger community storytelling. The way forward was clear: establish a founder-led, honest and locally produced skincare position and make it easier to understand online.

It gave Mina Ingerslev and a-round a shared foundation from the outset.

A faster and lighter Shopify webshop

We restructured the Shopify webshop around performance. That meant removing what was unnecessary, cleaning up the technical foundation and creating a webshop that feels faster, more stable and easier to maintain.

The goal was practical: Clients needed to find the right products faster, while S:KØN needed a clearer platform for future growth.

A visual world that matched the product

Our designers created an updated expression that better reflects the Brand's quality, environmental awareness and quiet confidence. To complete the new direction, we also produced new product photography so the products belong naturally in the visual world rather than feeling like old images placed in a new frame.

The result was a more coherent shopping experience across product pages, collections and Brand stories.

We also examined product presentation, guidance and trust. The initial analysis showed that new users needed more help choosing products and that information about sustainability, certifications and reviews could be integrated more effectively into the webshop experience.

Strategic support

Beyond the Shopify and Branding work, we supported Mina with strategic Consulting on expansion plans, pricing optimisation and long-term growth.

An important shift was helping Mina view the business through data and facts rather than relying only on intuition. Intuition matters, particularly for a founder with deep industry experience. But as a business prepares for its next phase, intuition needs the support of a solid structure.