D2C eCommerce Case Study

Supergoop!

Supergoop! is a prestige skincare brand dedicated to completely transforming daily sun protection. Known globally for innovative formulas like Unseen Sunscreen and Glowscreen, the brand turns SPF from a beach chore into an essential daily skincare step. With clean, reef-friendly ingredients and weightless finishes, Supergoop! empowers customers to wear sunscreen 365 days a year through effortless, multi-benefit daily formulas designed for all skin tones and daily routines.

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Services Custom Shopify UI/UX · Mobile CRO · Custom Bundle Builder · Subscription Setup · Speed Optimization

Industry Prestige Skincare / Sunscreen D2C Commerce

Platform Shopify Plus (Online Store 2.0)

Location United States

01 / The Challenges

Key Problems & Obstacles

Critical barriers Supergoop! needed to overcome to guide buyers and increase mobile conversions.

! Guide buyers between dewy, matte, and clear finishes without confusion.

! Overcome white-cast and heavy daily skin-feel objections.

! Simplify complex multi-step SPF routine discovery and shade matching.

! Drive repeat purchases through automated auto-replenishment subscriptions.

! Deliver a sub-second, mobile-first checkout experience.

02 / What We Did

Strategic Solutions

Engineered a high-converting, mobile-first Shopify architecture that accelerates product discovery.

High-Converting PDPs

Interactive finish swatches (Matte, Dewy, Clear)
Clear SPF breakdown & ingredient highlights
Sticky 1-click mobile add-to-cart drawers

SPF Routine Discovery

Guided "Find Your SPF" routine quiz logic
Filter by skin type, finish & application format
Frictionless multi-category routine navigation

Automated Reorders & Bundles

1-click auto-delivery subscription setup
Custom "Build Your Sunscreen Kit" engine
Dynamic volume discounts driving AOV

Sub-1.1s Speed & CRO

Lightweight Liquid code passing Core Web Vitals
Instant swatch switching without page reload
Frictionless mobile cart with dynamic upsells

1. Everyday SPF Innovation

Supergoop! pioneered the concept of turning sunscreen into luxury daily skincare. Its flagship Unseen Sunscreen delivers a completely invisible, weightless primer finish, offering an effortless alternative to heavy, greasy sunscreens. This innovation removes daily friction around texture, white-cast, and skin feel.

2. Simplified Routine Selection

The brand focuses on making complex daily sun protection easy to navigate. Products are organized with clear finish indicators and minimal steps, allowing users to find their perfect SPF wardrobe without confusion. This simplicity is a key driver of higher customer adoption and repeat checkout rates.

3. Clean, Reef-Safe Formulations

Supergoop! emphasizes safe and modern clean formulations: 100% cruelty-free products, free from Oxybenzone, Octinoxate, and parabens, and dermatologist tested for all skin types. These factors build strong trust, especially for ingredient-conscious skincare buyers.

4. A Results-Driven Beauty Experience

The storefront focuses on delivering a retention-oriented shopping experience by highlighting before-and-after finish comparisons, automated 60-day subscription reorders, and verified customer video reviews. This approach reinforces product effectiveness and accelerates long-term lifetime value.

04 / Measurable Impact

Measurable Outcomes From Day One.

+36% Mobile Conversion Rate Lift

1.1s Sub-Second Mobile Page Load

+31% Average Order Value via Bundles

52% Subscription Reorder Growth

Supergoop Smart Cart Drawer & Free Gift Tier

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No generic advice. Direct feedback from senior Shopify architects and growth strategists.