Case study
How we rebuilt Esthemax
Before
A catalogue, when the product needed a stage.
The old esthemax.com.sg was a WooCommerce theme: a banner of boxed packshots floating on a white swirl, a Shop dropdown, and a product grid below. Nothing on the page explained what a Hydrojelly mask is, why it is mixed fresh, or why clinics across the world buy it. The pink in the logo was the only pink on the site.
Product pages were the theme's defaults, with descriptions saved as images that search engines could not read. There was no place for education, no story for new formulas, and no way for the team to publish anything without a developer.
- ×A banner of boxed packshots on a white swirl, and a product grid
- ×No explanation of what Hydrojelly is or why it is mixed fresh
- ×Theme default product pages, descriptions saved as images
- ×No blog, no education, no story for new formulas
- ×Pink only in the logo, everything else plain
- ×Every change through a developer
After
Texture, transformed. Give the ritual a page of its own.
The new home page opens on a film of the mask being peeled, the wordmark behind the face, and one line: Texture, transformed. Below it, the Salmon DNA PDRN story is told as you scroll, the card tilting and the film scrubbing forward with your finger, before the full collection and the five categories. A rose colour system runs through everything, professional first, pink where it counts.
All 38 masks and the skincare range live in one catalogue file, so each product renders its own page with gallery, specs, ingredients and related rituals. Beauty Resource is a blog with the real catalogue PDF inside it. A CMS manages posts and products, and a private shop page takes Stripe payments for the accounts that need it.
- ✓A video hero that plays once and settles, the wordmark behind the face
- ✓The PDRN scroll story: a film scrubbed by your scroll, with the benefits unfolding beside it
- ✓The full collection with filters, and a page for every one of 38 masks and 14 skincare products
- ✓A rose colour system across the whole site, from buttons to the raspberry footer
- ✓Beauty Resource: a blog with video and the catalogue PDF built in
- ✓A CMS for posts and products, and a private Stripe shop for trade accounts
What we did
Design and build
- Home, Collection, five category pages, product pages, About, Beauty Resource and Contact, hand coded with no theme
- A rose colour system written as one token file, so the whole site changes from one place
- Phones get their own hero film in portrait and a two by two facts strip
Products
- 38 masks and 14 skincare products in one catalogue with descriptions, concerns and full ingredients from the print catalogue
- A page for every product with gallery, specs, accordions and related rituals
- Filters that deep link, so a clinic can share the calming masks in one address
Content and sales
- Beauty Resource blog with video embeds and the catalogue PDF to read or download
- The PDRN scroll story for the newest formula
- A private, unlisted shop page with Stripe checkout and a bulk tool that turns a price sheet into products
Running it themselves
- A CMS for posts and products with drafts that preview on the real pages
- The site lives in the client's own GitHub, so it is theirs
esthemax.com.sg