Cosmetique
Client
Cosmetique
Category
Skincare Brand
Timeline
17 Days
Services
Brand Identity, Web Design
Cosmetique had good formulas and nothing else — a logo made in a free template tool, product photos shot on a phone, and a checkout page bolted onto a generic theme. The founders wanted the brand to read as clinically credible without feeling cold: “not a spa, not a lab — something in between.”
Three decisions that shaped the brand.
A routine, not a shelf of products
Instead of a standard product grid, the homepage teaches the actual three-step routine with an AM/PM toggle — because the brand's whole pitch is fewer, better products, not a wall of SKUs to choose from.
Percentages instead of promises
The ingredient section lists exact active percentages — 5% Niacinamide, 2% Squalane — instead of vague marketing language, reinforcing the clinical half of the brand without it reading cold.
Blush, not beige
We built the palette around a warm blush and sage instead of the clinical white-and-blue most skincare brands default to, paired with a soft serif for headlines to keep the clinical tone from feeling sterile.
Brief to launch.
17 Days
Brand + site, start to launch
Days 1–3
Discovery & Brand Strategy
Audited the existing template logo and phone-shot product photography; agreed 'clinical but warm' as the north star.
Days 4–7
Identity Design
Designed the Cosmetique wordmark, the blush-and-sage palette, and the Fraunces/Poppins type pairing.
Days 8–14
Web Design & Build
Built the step tiles, the AM/PM routine builder, the ingredient band and the testimonial strip.
Days 15–17
Review & Launch
Two rounds of revisions, launched alongside a new product photography set.
What the brand actually did.
Relaunched with a trimmed product line and a routine-first homepage, alongside new product photography.
Core products, down from 9 SKUs at launch
Lift in newsletter sign-ups post-launch
Of visitors used the AM/PM routine toggle
Brand + site, start to launch
How the site actually reads, top to bottom.
Hero
A blush-and-sage palette instead of the clinical white-and-blue most skincare brands default to, so the brand reads warm without losing credibility.
Sets the 'clinical but warm' tone the founders asked for, before a single product loads.
AM/PM Routine
An interactive toggle teaching the actual three-step routine, instead of a standard product grid — the brand's whole pitch is fewer, better products.
Used by 38% of visitors — the routine format itself is doing sales work, not just displaying products.
Ingredients
Exact active percentages — 5% Niacinamide, 2% Squalane — instead of vague marketing language.
Reinforces the clinical half of the brand with facts a customer can verify, not adjectives.
The systems behind the site.
AM/PM routine builder
An interactive toggle that walks visitors through the three-step routine — used by 38% of visitors.
Ingredient percentage system
Real active-ingredient percentages (5% Niacinamide, 2% Squalane) surfaced on-page instead of vague marketing copy.
Newsletter capture
The signup flow behind the 52% lift in newsletter sign-ups after launch.
