Rowse
Rowse.co ecommerce launch
(Intro) From the very beginning, Rowse had a clear brand philosophy. Born from the encounter between a traveling photographer and a beauty-industry marketer, and from a shared desire to celebrate raw beauty responsibly and intelligently, Rowse is a beauty brand rooted in natural ingredients — enhanced through science to preserve skin health over time.
The brand developed a carefully crafted visual universe, with branding and an early website strongly focused on design and aesthetic sensitivity.
My role
Lead and Visual Designer
Skills
Product and Visual Design
Client relationship
Stakeholder Management
Team
Rowse, MURPH, Ydevs
Context
“The concept of beauty”
“The concept of beauty”
The project reached a pivotal moment of growth, where the challenge was to translate Rowse’s strong visual identity and brand philosophy into a cohesive, detail-driven ecommerce experience.
Brand Style
Brand Definition
Inspirational Videos
Aligning Rowse’s Philosophy into a Thoughtful E-commerce Experience
The goal was to create an e-commerce experience that felt aligned with Rowse’s philosophy. Following a focused design audit, the needs were clearly defined: improve usability, guide users through skincare rituals, and preserve the brand’s strong visual identity. The website was built on a Shopify template, which allowed seamless integration with Mailchimp and future social media campaigns we later worked on.
All improvements were first designed in Figma and, after validating feasibility with the development team and the client to ensure alignment with objectives, we proceeded to implement and test them with real users.
1. Refining mobile, preserving desktop
We refined key mobile interactions while maintaining a desktop experience where imagery and storytelling remained essential. Small but meaningful improvements, such as a fixed add-to-cart button and clearer routine product guidance — enhanced usability without altering the brand’s visual balance.
2. Guiding through a Skin Test
A concise Skin Test was introduced, accessible throughout the site. Designed as a soft guide rather than a sales tool, it helped users discover the products best suited to their skin through intentional, straightforward questions.
3. Designing product sets
Skincare rituals often require more than one product. We created product sets that allowed complete routines to be added to the cart in a single step, aligning the shopping experience with real skincare usage.
4. Elevating the homepage
The homepage evolved into a more visual and expressive space. Image menu-led navigation and a customizable featured carousel allowed the brand to highlight products, routines, and stories while maintaining a clean, editorial feel.
All improvements were first designed in Figma and, after validating feasibility with the development team and the client to ensure alignment with objectives, we proceeded to implement and test them with real users.
1. Refining mobile, preserving desktop
We refined key mobile interactions while maintaining a desktop experience where imagery and storytelling remained essential. Small but meaningful improvements, such as a fixed add-to-cart button and clearer routine product guidance — enhanced usability without altering the brand’s visual balance.
2. Guiding through a Skin Test
A concise Skin Test was introduced, accessible throughout the site. Designed as a soft guide rather than a sales tool, it helped users discover the products best suited to their skin through intentional, straightforward questions.
3. Designing product sets
Skincare rituals often require more than one product. We created product sets that allowed complete routines to be added to the cart in a single step, aligning the shopping experience with real skincare usage.
4. Elevating the homepage
The homepage evolved into a more visual and expressive space. Image menu-led navigation and a customizable featured carousel allowed the brand to highlight products, routines, and stories while maintaining a clean, editorial feel.
Fixed button
Featured products
Skin test
Image menu-led navigation and Product Sets
Elevating Editorial Content
After improving the e-commerce experience, one of Rowse’s founders’ key priorities was to enhance The Greenhouse, the blog that serves as the true cornerstone of the brand.
Cultivating stories: Dynamic UI for Editorial Content
The Greenhouse is where Rowse shares its soul: interviews, editorials, travel guides, and stories that inspire a conscious lifestyle.
Our goal was to refine this space, making it as immersive and visually compelling as the products themselves, while elevating the editorial line through these visual changes. Artists, photographers, and brands aligned with Rowse’s philosophy were invited to participate, and the founders wanted to give them the space they deserve for curated, meaningful content.
How we did it?
Our goal was to refine this space, making it as immersive and visually compelling as the products themselves, while elevating the editorial line through these visual changes. Artists, photographers, and brands aligned with Rowse’s philosophy were invited to participate, and the founders wanted to give them the space they deserve for curated, meaningful content.
How we did it?
- Designed a dynamic grid with varying image sizes to differentiate content and create visual rhythm
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Introduced a subtle internal menu to organize sections and topics
- Integrated direct product links in a visually elegant way, connecting editorial content with the e-commerce experience
- Enhanced blog pages for interviews and editorials, highlighting imagery and storytelling
Blog presentation
Direct product links
Dinamic grid
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rowse.co
rowse.co