OVERVIEW
Oteria: India's first circadian-rhythm skincare brand, launched direct-to-consumer on Shopify
Oteria syncs skincare routines with the skin's natural daily cycle — day and night serums, sunscreen and hair care, sold direct across India.
First
India's first circadian-rhythm skincare brand
4.8 ★
Average product rating on launch products
AM / PM
Routines built around the skin's 24-hour cycle
Oteria
“Derived from the ancient language of mystics, Oteria means music and harmony — blending nature's gifts and scientific advancements, catering to the skin's circadian rhythm.”
Oteria
Brand story · oteria.com
01
About the project
Oteria is a new Indian skincare brand with a single big idea: sync your routine with your skin's circadian rhythm. The range covers vitamin C and retinol serums, SPF 50 sunscreen, hair care and bath and body, with free samples on every order and extra discounts on prepaid orders.
What we built: a store that explains before it sells · shop by routine, not by sku · ratings and new-launch flags on pdps · extra 10% on prepaid orders. Performance figures are reported once the client shares analytics.
Client
Oteria
Industry
Skincare · India
Platform
Shopify
Services
A store that explains before it sells · Shop by routine, not by SKU · Ratings and new-launch flags on PDPs · Extra 10% on prepaid orders
Timeline
2024 – 2025
02
The challenge
A new brand with a scientific idea to explain — and a routine to sell.
Circadian skincare is a concept shoppers haven't met before. The store had to teach it quickly, then turn it into AM/PM routines and kits rather than a flat product list.
“Why circadian rhythm? Sync your skincare routine with your skin's natural cycle to enhance glow and repair.”
Oteria · homepage
Dated storefront
The previous store no longer matched the brand or the way its customers shop on mobile.
Slow pages
Heavy media and app bloat pushed load times past where shoppers wait.
Hard to merchandise
Launches and promotions needed a developer every time.
Nothing to measure
No clean analytics meant nobody could say what the store was doing.
03
How it started
It started with a free store audit of Oteria's existing storefront — what shoppers do on mobile, where the cart leaks, and what the team cannot change without a developer.
Rather than pitch the whole build up front, we proposed a focused sprint: fix the highest-impact pages first on Shopify, then extend to the full catalogue once the team was comfortable running it.
Haniel Singh · Creative Labs
Free store audit · Oteria
1. Dated storefront: The previous store no longer matched the brand or the way its customers shop on mobile.
2. Slow pages: Heavy media and app bloat pushed load times past where shoppers wait.
3. Hard to merchandise: Launches and promotions needed a developer every time.
Watch the 3-minute audit04
Finding the direction
Before touching templates we agreed on one visual language for Oteria: the brand's own photography, its own words, and a layout that puts proof where decisions happen.
We prototyped the homepage and the hero product page in the first two weeks and locked the system before building out collections.
05
What we built
Six moves, from the storefront to the flows that bring shoppers back.
SHOPIFY BUILD
A store that explains before it sells
A 'Why circadian rhythm?' section and routine builder lead the homepage.
ROUTINES & KITS
Shop by routine, not by SKU
Day and night routines and kits are first-class collections.
REVIEWS & LAUNCH BADGES
Ratings and new-launch flags on PDPs
4.8★ ratings and review counts surface on product cards.
PREPAID INCENTIVES
Extra 10% on prepaid orders
Checkout incentives and free samples configured to lift prepaid share.
CONTENT
Blogs that teach the science
Editorial content supports search and education.
LAUNCH & CARE
Launched, then looked after
Ongoing care keeps launches and routines current.
06
The result
Oteria launched with a storefront that teaches circadian skincare in one scroll and sells it as a routine.
Performance metrics to be added from Oteria's Shopify analytics. Facts above are from oteria.com.
First
India's first circadian-rhythm skincare brand
4.8 ★
Average product rating on launch products
AM / PM
Routines built around the skin's 24-hour cycle
KEEP READING
More case studies
Planning something similar? Browse more of our work or see pricing.
You've reached the end, so now…
Tell us what you're selling.
Send us your store. Within one business day you get a short Loom from a senior: the three things we'd fix first, what it would cost, and whether we're the right team for it.
- No pitch deck, no discovery-call theatre
- You keep the audit whether or not you hire us
- Fixed-scope quotes, no hourly surprises
Prefer to talk? Book 20 minutes with Haniel or call +1 855-764-4977