The brief
Art of Beauty by Maelyn is a beauty salon with a strongly loyal client base. Alongside in-salon treatments, Maelyn wanted to be able to serve her clients online too: the same quality beauty products used in the salon, available for home delivery or pickup at the salon itself.
The challenge wasn’t just building a Shopify store — it was presenting beauty products in a way that genuinely helps with the purchase decision. Because with skincare the question is always: is this product right for my skin type and skin concerns? Without that answer, customers bounce — or they order the wrong product.
What we built
Shopify Craft theme tailored to the brand
For Art of Beauty by Maelyn we chose the free Shopify Craft theme as our starting point. Craft offers a warm, editorial feel that’s a perfect match for a premium beauty brand: calm colours, generous whitespace and product photography front and centre.
We fully configured and visually tuned the theme to match the Art of Beauty by Maelyn brand identity — colour palette based on the salon’s house style, typography that matches the luxurious and personal character of the brand.
Smart product enrichment via metafields
The centrepiece of the project was product enrichment via Shopify metafields. In beauty, the right match between product and customer is crucial: which skin type, which concern, which routine?
We set up a system of custom metafields that precisely records per product:
- Skin type: which skin types the product is suitable for (normal, dry, oily, combination, sensitive)
- Skin concern: which specific skin concerns the product addresses (acne, redness, ageing, dryness, etc.)
- Product details: routine (day/night/weekly), product line, texture and size
- Active functions: the active ingredients and their effect per product
All this information is dynamically generated on the product page — without manual formatting. Every product page automatically shows the right fields based on what’s been entered in Shopify. Customers can see at a glance whether a product suits their skin.
Sticky add-to-cart
On mobile, the distance between product information and the order button is a well-known conversion blocker. We implemented a sticky add-to-cart bar that scrolls with the user at the bottom of the screen once the standard order button has scrolled out of view. The purchase step is always directly accessible — no scrolling back to the top.
Reviews and social proof
We integrated a review module so customers can share their experiences. Products with reviews convert significantly better, especially in the beauty market where personal experiences carry a lot of weight. Reviews are displayed on the product page and build trust for new visitors.
Delivery and salon pickup
The store supports two fulfilment options: home delivery via standard shipping and pickup at the salon. This fits perfectly with the hybrid position of Art of Beauty by Maelyn — a brand that operates both online and physically and wants to serve customers in both ways.
Outcome
Art of Beauty by Maelyn now has a Shopify store that is an extension of her salon: the same warm feel, the same quality, but now accessible online too. The smart product enrichment via metafields makes it easy for customers to find the right product — without having to wonder whether it suits their skin.
Want a store that matches your salon or brand? Schedule a free consultation or see how we build Shopify stores.
