A rebrand and custom Shopify Plus theme for a UK lash retailer

FalseEyelashes.co.uk is a UK online beauty retailer built around false lashes. It sells lashes from brands like Ardell, Eylure, KISS and Lilly Lashes, plus glue, tools and other beauty products, on Shopify Plus.

The store had grown up around a lot of moving parts: international orders through Global-e, subscriptions, reviews, Klarna, affiliate pixels, a students' discount and a professional range only trade customers could buy. The brand wanted a new look and a new theme without losing any of it.

We started with the brand. DYODE designed a new logo and a style guide, and the client signed off on the logo before any page design began. The creative requirements, wireframes and mockups for the store came from that guide.

We then went through the store feature by feature with the brand's team and asked why each one was there. Some answers changed the build. Add to cart buttons on the homepage and collection pages stayed, because the brand's own A/B tests had shown they helped.

We built a custom theme from the approved designs, mobile first: header and footer, homepage, collection pages with filters, search results, product pages, cart, account and sign-in pages. Content pages included a Lash Education hub with its own template, a blog, FAQ, delivery and returns pages, and wholesale and affiliate pages.

Product pages carry upsells the team picks per product through metafields, product recommendations, reviews, user photos and back-in-stock alerts.

We wired the theme to the brand's stack: Klaviyo signup forms and a popup, subscriptions, reviews, Trustpilot, currency conversion, live chat, Klarna, student discounts, affiliate pixels, OneTrust cookie consent, a delivery countdown timer and Google Tag Manager. Professional products stay locked unless a signed-in customer's account is tagged as professional, and a discount script handles their pricing.

Global-e could only be installed once the new theme was live, so we planned the launch around it. At launch we also fixed canonical product URLs and SEO metadata, and set collection SEO copy to show only on the first page of each collection.

The brand also wanted a Lash Box: two memberships with monthly, 3-, 6- and 12-month terms, UK next-day delivery and member discounts. We scoped it on Recharge and showed that the membership rules would need custom middleware on top of design and front-end work. We offered simpler requirements that would cut that cost, and kept the box out of the theme build.

False Eyelashes launched on a new brand identity and a custom Shopify Plus theme, with its international checkout, subscriptions, reviews, trade pricing and marketing tags carried over.

The brand later moved to a new theme, but the logo we designed is still on the store today.