BH Cosmetics

Beauty Built on Inclusivity + Accessibility


Brand Realignment, Photography, IA/UX, Design + Development


Shopify Plus



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Highlighting Individuality Through A Mobile-First Experience

The Task

Founded in Los Angeles, BH Cosmetics has built a brand that remains inspired by diversity and individuality. The idea of continual evolution is a pivotal piece of the brand's mission. BH Cosmetics approached Zehner with an opportunity to pivot and reposition their brand; the end result was a mobile-first eCommerce experience with an open interface design that will evolve alongside the BH Cosmetics brand as a whole.

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Redesign + Replatform to Support Brand Evolution

The Solution

Zehner migrated BH Cosmetics to Shopify Plus and in through the project crafted a modular design system for the brand.  To create a seamless user experience, we adopted a mobile-first approach for design as 80% of BH Cosmetics’ traffic comes through mobile. Our design team created an open interface that would adapt with the evolution of the brand aesthetic—this framework allows BH Cosmetics’ eCommerce experience to stay as relevant as the brand itself. Incorporating a custom color gradient and a consistent, yet playful color palette throughout the site further elevates the brand and highlights the spirit of the BH Cosmetics lifestyle.

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Implementing Familiar Interactions To Improve Conversion

The carousels throughout the site showcase a balanced selection of product, lifestyle, and influencer content. We designed the carousels with a swipe interaction to mimic the Instagram carousel. This bridges the gap between the social experience that the Gen Z target market discovers the brand and the eCommerce experience.

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Product Bundles + Gifts

Our team also created custom product bundles and free gifts as a way to create a more intuitive user experience. The product bundles, referred to as “Hauls,” combine multiple SKUs into one product detail page—an effective solution for fulfillment and checkout flow, as well as a branding opportunity by way of providing added value to the user. Free gifts can be run on an infinite number of promotions, but are most commonly awarded based on purchase history and cart value. Whether it be removing the gift after a discount has been applied or offering multiple product and shade choices, BH Cosmetics can entirely customize the ‘freebie’ options to their liking.

Product Photography

As part of the brand realignment, Zehner redefined BH Cosmetics' product photography strategy from art direction to production. In addition to producing photography for over 400 SKUs, we also delivered an in-depth photography guide to empower their internal team.

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