A clean beauty launch that sold out in 72 hours.

01The challenge

Helia were launching a clean-beauty range into a crowded market with one shot at a Vogue-level press moment. The site had to do brand work and conversion work, simultaneously.

02Our approach

We built an editorial custom-coded storefront with a 6-step skin quiz, a subscription engine and a launch microsite that warmed a 28k waitlist. Press kits, paid social and the storefront all shared a single design language.

03The outcome

Launch day broke the storefront twice and sold out the entire run in 72 hours. Repeat purchase sits at 58% — almost double the category benchmark.

04What we shipped

• Brand identity & art direction
• Editorial Custom build
• 6-step skin quiz
• Subscription engine
• Launch microsite + waitlist