A better online home for a premium, green, 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 that matched the quality of the business behind it.

The old website worked, but it did not fully reflect the brand’s position. It was too heavy technically, too plain visually, and too difficult to use as a platform for growth.

From research to direction

In order to ensure we approached the assignment in the right manner, we did a deep-dive into S:KØN, analysing their brand, technical performance, and market positioning.

The analysis showed a brand sitting in an upper mid-premium position, closer to brands in the higher end than to mass-market skincare.

S:KØN had a strong authentic craft position, while competitors often had more review volume, visibility or community storytelling. The open lane was clear: own the founder-led, honest, locally produced skincare position; and make it easier to understand online.

That gave Mina Ingerslev and the a-round team a shared foundation from the start.

A faster, lighter Shopify webshop

We rebuilt the Shopify webshop structure with performance in mind. That meant removing what did not need to be there, cleaning up the technical foundation and creating a webshop that felt faster, more stable and easier to maintain.

The goal was practical: customers should reach the right products faster, and S:KØN should have a cleaner platform for future growth.

A visual universe that matched the product

Our designers created an updated look and feel that better reflected the brand’s quality, green position and quiet confidence. To make the new direction feel complete, we also redid the product photography, so the products sat naturally inside the new visual universe instead of feeling like old assets placed into a new frame.

The result was a more coherent shopping experience across product pages, collections and brand storytelling.

We also looked at product presentation, guidance and trust. The original analysis showed that new users needed more help choosing products, and that sustainability cues, certifications and reviews could be better integrated into the webshop experience.

Strategic support

Alongside the Shopify and branding work, we supported Mina with strategic consulting around expansion plans, pricing optimisation and long-term growth.

One important shift was helping Mina look at the business through data and evidence rather than instinct alone. Instinct matters, especially for a founder with deep industry experience. But when a business is preparing for the next stage, instinct needs structure around it.

A stronger platform for what comes next

The result was a new online home for S:KØN Skincare: faster, cleaner and more aligned with the brand’s real quality.

The Shopify webshop now has a stronger technical, visual and operational foundation. The brand has a clearer direction to build from. And Mina has had space to look at growth, pricing and strategy with more structure around the decisions ahead.

S:KØN already had the products, the care, the founder story, the ethics and the ambition. Our job was to help the digital experience catch up.