OVERVIEW
Radford Beauty: a capsule of clinically backed skincare, sold with science that sees you
Radford is a capsule collection of clinically backed formulas powered by the Signature Six — vitamins A, B and C, ceramides, peptides and hyaluronic acid.
6
Signature actives behind every formula
Capsule
A tight, clinically backed range — no filler SKUs
$75+
Free shipping threshold across Canada
Radford Beauty
“Healing happens at the speed of care. Science that sees you — we focus on your skin, so you can focus on you.”
Radford Beauty
Brand promise · radfordbeauty.com
01
About the project
Radford Beauty is a Canadian clinical skincare brand with a deliberately small capsule: rituals, bundles, makeup and tools built on six proven actives. The brand voice is calm and clinical; the store had to match it and move visitors from education to a ritual purchase.
What we built: sell the routine · the signature six on every pdp · clinical, calm, convincing · klaviyo welcome and replenishment. Performance figures are reported once the client shares analytics.
Client
Radford Beauty
Industry
Clinical skincare · Canada
Platform
Shopify
Services
Sell the routine · The Signature Six on every PDP · Clinical, calm, convincing · Klaviyo welcome and replenishment
Timeline
2024 – 2025
02
The challenge
A small, premium range that needed a higher conversion rate, not more products.
With a capsule catalogue, every PDP and bundle has to work hard. The work focused on ritual bundles, clearer ingredient storytelling and a faster path from the philosophy page to checkout.
“We focus on your skin, so you can focus on you.”
Radford Beauty · homepage
Traffic without conversions
Visitors arrived but the path to purchase leaked at every step.
Thin PDPs
Ingredients, proof and bundles were not where decisions are made.
Weak trust signals
Reviews and credentials sat below the fold.
No testing culture
Changes were made on opinion, not data.
03
How it started
It started with a free store audit of Radford Beauty'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 · Radford Beauty
1. Traffic without conversions: Visitors arrived but the path to purchase leaked at every step.
2. Thin PDPs: Ingredients, proof and bundles were not where decisions are made.
3. Weak trust signals: Reviews and credentials sat below the fold.
Watch the 3-minute audit04
Finding the direction
Before touching templates we agreed on one visual language for Radford Beauty: 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.
RITUALS & BUNDLES
Sell the routine
Ritual bundles lead the navigation with a visible saving.
INGREDIENT STORY
The Signature Six on every PDP
Actives, concentrations and what they do, where the add-to-cart lives.
PDP REDESIGN
Clinical, calm, convincing
Monochrome product photography with clear before/after context.
EMAIL FLOWS
Klaviyo welcome and replenishment
Flows timed to product usage bring customers back.
ANALYTICS
Measured end to end
GA4 and Shopify analytics track ritual vs. single-product conversion.
LAUNCH & CARE
Launched, then looked after
Ongoing care keeps bundles and offers current.
06
The result
Radford now sells rituals rather than bottles, with ingredient science on the page where the decision happens.
Performance metrics to be added from Radford Beauty's Shopify analytics. Facts above are from radfordbeauty.com.
6
Signature actives behind every formula
Capsule
A tight, clinically backed range — no filler SKUs
$75+
Free shipping threshold across Canada
KEEP READING
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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