Purpose-built for ambitious & beloved brands.
Replatforming a clean beauty brand from SFCC to Shopify
We worked with Milk Makeup to create an exceptional new ecommerce website as they set out to replatform from Salesforce Commerce Cloud (SFCC) to Shopify. Milk Makeup views its ecommerce website as a key sales channel for the brand; functioning to build relationships with its customers and grow revenue. Keeping this top of mind, Domaine embarked on a grounds-up redesign and replatform from SFCC to Shopify.
We developed a flexible component library — built on Online Store 2.0 — that adapts to various image assets, offering ultimate image-to-copy flexibility. For marketing and merchandising ease, each modular section remains fresh and clean when re-stacked in any sequence and added to any page directly from the Shopify admin —no development required.
We put explicit focus into shoppable product tiles that form the core of multiple re-usable component modules. These extend from the homepage into the PLP and PDP, ensuring the customer can Add to Bag from any page at any time.
In the beauty space, where product information is very specific across a wide range of product categories - the PDP requires ultimate modularity. Building the site on Shopify Online Store 2.0 gives Milk enormous flexibility across 15+ interchangeable sections.
From associating a unique array of free samples based on products in the bag, to Free Shipping Threshold progress-bars, we supplied the Milk team with a large array of conversion-oriented Mini Cart and shopping bag features.
In an era where customers read less and less online, a blog has to be image-heavy, exciting and interactive. Our reusable components find new life in the content section of the site, from video tutorials to product carousels and get-the-look modules.
We utilized Faraday to develop personas by combining Shopify and Google Analytics data with advanced clustering algorithms, enriched with third-party consumer traits. These personas unlocked deep insights, driving personalized customer journeys based on behaviors and preferences. Through Faraday’s integration with Klaviyo, we introduced predictive marketing tools like SMS campaigns, strategic discounting, and churn prevention, helping Milk Makeup boost engagement, loyalty, and conversions.
We crafted personalized landing pages to reflect Milk Makeup’s inclusive ethos, blending persona-specific copy, imagery, and product selections. Each element, from hero products to social proof, was tailored to align with customer preferences and behaviors. This approach seamlessly connected marketing channels with on-site experiences, driving loyalty and enhancing the shopping journey.
To optimize TikTok as a sales channel, we redesigned Milk Makeup’s PLP for social traffic with a Tolstoy integration. This video-focused experience featured user-generated-content (UGC) and intuitive design updates that catered to Gen Z’s preferences. The playful, immersive UX simplified shopping and increased conversions directly from TikTok, expanding Milk Makeup’s social commerce reach.
Milk Makeup has a simple product philosophy: start with good ingredients and turn those into effective formulas. Born out of Milk Studios, a creative hub in downtown New York City.
View Live Site
