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Case Study · WooCommerce Store

Root Science Clean Skincare, a Cleaner Store

A Portland skincare brand needed a store as calm and premium as its serums. In 2 weeks I designed and built a WooCommerce site that tells the story, shows the proof and makes the right product easy to find.

  • 10k+Happy customers
  • 2012Making skincare since
  • 2Weeks to launch
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The Root Science WooCommerce store shown on a laptop and a phone WooCommerceElementor Pro 2 weeksKickoff to launch Rated 4.95 / 5Arctic-C Vitamin C Serum
The Brief

Beautiful Formulas. A Store That Undersold Them.

Root Science has made small-batch skincare in Portland, Oregon since 2012, uniting Nordic botanicals with science-backed actives. Every formula is vegan and cruelty-free, with no artificial fragrance, colour or fillers, in recyclable glass.

The old store didn’t tell that story. The brand needed a site that felt as clean as the formulas, explained what goes into them, and guided shoppers from a skin concern to the right serum, on any device.

What success looked like

  • A premium skincare brand feel
  • Easier product discovery
  • Trust through visual storytelling
  • Shopping by skin concern
  • A smoother path to checkout
  • Fast, SEO-friendly structure
The Challenge → The Solution

Six Gaps. Six Fixes.

Everything that stood between a curious visitor and a first order got its own answer.

  1. Outdated designThe store looked busier and cheaper than the products.
    Minimal, calm and premiumSoft neutrals, large product photography and room to breathe, just like the formulas.
  2. Limited brand storyNordic botanicals, small batches, 2012: none of it came through.
    The story, section by section“Our Mission”, “Iceland Inspired” and “Ingredients You’ll Feel Good About”.
  3. Poor product organisationShoppers had to know the product name to find it.
    Shop by category or concernFilters by product type and by skin concern, plus a Skincare Quiz in the main menu.
  4. Little proof for new buyersA $110 serum needs more than a nice photo.
    Proof on the homepage“Results You Can See”, 10,000+ happy customers, star ratings and press from Marie Claire, InStyle and Byrdie.
  5. Inconsistent on mobileLayouts broke and buttons crowded together on phones.
    Mobile-first layoutsCustom Elementor Pro sections that stack cleanly, with thumb-friendly buttons.
  6. Slow pagesHeavy images and scripts made every visit drag.
    Speed optimisedPage caching, compressed images and lean templates across the store.
The Outcome

Every Scroll Builds Confidence.

A homepage that answers “will this work for me?” before anyone has to ask.

9Homepage sections, from promise to proof
4Best sellers up front, each rated 4.8 or higher
6Press features, from Marie Claire to Byrdie
15%Off the first order for joining the list
The shopper journey

From Skin Concern to Checkout

  1. 1
    Find your fit

    Shop by concern, or take the Skincare Quiz.

  2. 2
    See the proof

    Real results, star ratings and reviews from 10,000+ customers.

  3. 3
    Buy with confidence

    Best sellers, 15% off the first order and clear shipping and returns.

“My skin is loving it. My skin has not felt this soft in years.”
★★★★★ Carley K. · Root Science customer
Inside the Store

Promise, Proof, Then the Products.

Nine sections in the order a careful skincare shopper needs them.

  1. 01
    “Your Best Skin Starts Here”

    A hero promise: science and nature, with results you can see and feel good about.

  2. 02
    Best Sellers, with ratings

    Arctic-C, Botanic-A, Firm Peptide and Bright Eye, each with its star score.

  3. 03
    Results You Can See

    Real results and “Join the 10,000+ Happy Customers”, before any hard sell.

  4. 04
    Iceland Inspired

    Nordic botanicals, told with big landscape photography.

  5. 05
    Ingredients & Our Standard

    Vegan, cruelty-free, small-batch, no fillers and recyclable glass, made easy to scan.

  6. 06
    “How Can We Help Your Skin?”

    A closing prompt that leads into shop-by-concern and the quiz.

As seen in InStyleMarie ClaireByrdieGarance DoréStylecasterFashionista
The Process

How the 2 Weeks Went.

Structure first, then design, then build. The design was approved before any code was written.

Step 1Days 1–4

Discovery & Structure

  • Discovery: the brand, the ingredients and who buys
  • Homepage: 9 sections, from promise to proof
  • Shop: browse by category or by skin concern
Step 2Days 5–9

Design

  • Look: calm neutrals and big product photography
  • Product cards: price and star rating at a glance
  • Mobile: every section designed for phones too
Step 3Days 10–14

Build & Launch

  • Build: WooCommerce with custom Elementor Pro layouts
  • Speed: caching, image compression and PageSpeed checks
  • Launch: cross-device testing, SEO basics and go-live
Built with WordPressWooCommerceElementor ProHTML5CSS3JavaScriptPageSpeed Insights
Selling Skincare or Beauty?

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