Case Study — Beauty / Personal Care

From Dawn fork to a full SEO growth engine.

DTC beauty brand redesign and SEO program. Dawn fork → custom theme, full content engine, +47% organic sessions in 6 months.

Book a similar engagement

Organic sessions (6mo): +47%
Email % of revenue: 18% → 36%
LCP mobile: 2.9s → 1.4s
CVR: +22%
Blended MER: 2.1 → 3.2

Client and context

DTC beauty brand, $6M GMV, live on Shopify (Dawn fork with three years of bolted-on customizations). 120 SKUs, 2 lines, monthly drops. Running Klaviyo + Meta + Google Ads + Attentive SMS.

Challenge

Revenue flat for 4 quarters. Creative fatigue on Meta, rising CAC. Email program running on a 9-month-old flow set that hadn’t been touched. Organic traffic stagnant despite ~50 blog posts published. Dawn fork had become unmaintainable — every small change took days.

Wanted a full redesign + a durable SEO and content engine that would compound instead of sprinting.

What we shipped

Design system + custom theme (weeks 1–8): design tokens, component library, new PDP and collection patterns, mobile-first at 375×812
SEO program (concurrent + ongoing): technical audit, topical research, content brief system, internal-link refactor, schema implementation across PDPs, collections, articles
Content engine (weeks 4–16): 28 human-written articles across four topical pillars, each brief scoped for specific entity coverage
Email program rebuild (weeks 6–12): 7 core flows (welcome, browse abandon, abandoned cart, post-purchase, winback, replenishment, VIP), new campaign cadence, deliverability work (BIMI, DMARC tightened)
Post-launch retainer (month 5+): ongoing content, CRO testing, feed optimization, quarterly strategy

Outcome

+47% organic sessions in 6 months post-launch vs. prior 6 months
Email % of revenue: 18% → 36% (contribution margin, not attributed)
LCP mobile: 2.9s → 1.4s
CVR: +22% on mobile PDP
Blended MER: 2.1 → 3.2 — team shipped 30% more new creative weekly post-redesign
Content engine now shipping 4 articles/month against a topical calendar

Quote

“They didn’t just redesign the site. They built us a system for how we grow — design, content, email, SEO — all on one rhythm.”

— [CLIENT], Co-founder

What’s next

Q3: SMS program expansion + subscription launch (ReCharge). Q4: B2B wholesale portal for retailer partners. Year 2: international expansion (UK + AU).

Services used