OUAI
Keeping a strong editorial identity product-first.
Hair and body care with a strong editorial identity, product-led campaigns, and a direct-to-consumer shopping experience.
12+ years · 389+ Shopify projects- Agency role
- Beauty campaign and storefront work
- Platform
- Shopify
- Market
- United States
- Industry
- Beauty & personal care
Why the OUAI storefront needed attention.
OUAI combines recognisable campaign work with a broad hair, body, and fragrance catalogue. Our work focused on helping campaigns and product discovery support one another.
Beauty campaign and storefront work
The published scope is described in the contribution section below.
Shopify
Campaign-led sections · Routine discovery · Responsive product UX
Storefront captures
Archived views document the customer-facing presentation. Commercial metrics are not stated without client verification.
Keeping the storefront recognizably OUAI.
OUAI’s campaign imagery connects hair, body and fragrance under a recognisable identity. The range also needs product-led organisation, because a customer looking for a routine or specific benefit may arrive without following the current campaign.
Structuring the Shopify work for OUAI.
The storefront gives imagery and brand voice plenty of room, then uses clear collection structure, product benefits, and routines to turn attention into useful product exploration.
How OUAI carries across the viewport.
Compare the OUAI brand introduction with its routes into collections and individual products. The captures provide a way to examine how editorial attention moves into practical exploration of a broad personal-care catalogue.
Desktop and mobile work, in context.
Each verified page capture moves slowly so clients can inspect the structure, content, and responsive detail.
Campaign-led sections
Flexible visual storytelling for launches, collaborations, collections, and hero products.
Captured from the current live storefront. The brand may have continued evolving the site since Vivek's engagement.
Routine discovery
Clear paths across hair needs, body care, fragrance, and related products.
Captured from the current live storefront. The brand may have continued evolving the site since Vivek's engagement.
Responsive product UX
A direct mobile and desktop journey from editorial content into product choice.
Captured from the current live storefront. The brand may have continued evolving the site since Vivek's engagement.
Campaign-led sections
Flexible visual storytelling for launches, collaborations, collections, and hero products.
Captured from the current live storefront. The brand may have continued evolving the site since Vivek's engagement.
Routine discovery
Clear paths across hair needs, body care, fragrance, and related products.
Captured from the current live storefront. The brand may have continued evolving the site since Vivek's engagement.What Vivek Codes did for OUAI.
Campaign-led sections
Flexible visual storytelling for launches, collaborations, collections, and hero products.
Routine discovery
Clear paths across hair needs, body care, fragrance, and related products.
Responsive product UX
A direct mobile and desktop journey from editorial content into product choice.
The customer-facing focus for OUAI.
Campaign discovery and routine shopping need different levels of explanation. The recorded OUAI work keeps those intentions connected through collection structure, product benefits and routine context, while leaving room for the brand’s imagery and voice.
- Hair and body care
- Campaigns
- Routine discovery
- Responsive UX
Keeping a strong editorial identity product-first.
Let’s talk about what you need.
If the OUAI work resembles a challenge in your store, share the URL, the brief, and the constraint the current Shopify setup cannot solve.