Skinstep is a science-driven skincare brand focused on delivering effective, professional-grade skincare solutions backed by decades of expertise. The goal was to launch a fully functional ecommerce platform that not only sells products but also connects customers with certified skincare professionals across Estonia.
Client
Skinstep
Industry
Skincare / Beauty
Year
Shopify Store Setup
Shopify Store Design (UX/UI)
Shopify Store Development
Shopify CRO & UX Optimization
SEO for Shopify
Shopify Site Maintenance
Building a Scalable Skincare Ecommerce Platform from the Ground Up
Skinstep required a complete ecommerce infrastructure built from scratch. The store needed to support a growing catalog of professional skincare products while also serving as an educational platform that promotes science-based skincare and connects users with certified Environ treatment specialists.
Beyond a traditional online store, the platform had to include localized experiences for multiple languages, strong SEO foundations, and integrations with marketing, analytics, and logistics tools. The client also needed a flexible backend system so the team could easily manage products, collections, professional directories, and educational content after launch.
Another challenge was creating a cohesive brand presence across the entire site. The store required consistent visuals, branded collection imagery, and structured product data to properly showcase the benefits of each skincare solution while maintaining a premium aesthetic.
• Built the entire Shopify store architecture from scratch
• Developed and customized the Shopify theme for a unique brand experience
• Integrated Klaviyo for email marketing and automated customer flows
• Implemented Judge.me for product reviews and post-purchase feedback requests
• Configured Google Analytics 4, Google Search Console, and Bing Webmaster Tools
• Set up advanced product metafields for flexible product information management
• Designed and implemented branded images for collections and content sections
• Created a dedicated “Award-Winning Products” section and page structure
• Built a directory of certified Environ skincare professionals across Estonia
• Developed personalized profile pages for each professional with company information and social links
• Implemented a custom cart feature allowing customers to easily add free sample products
• Configured logistics, payments, and full Shopify admin workflows
• Set up domain authentication, including DMARC and BIMI configurations
• Implemented bilingual functionality with Estonian as the primary locale and English as secondary
• Optimized SEO structure, sitemaps, and indexing for search engines
• Performed extensive testing, launch preparation, and client onboarding
Fully Integrated Shopify Ecosystem for Skincare Commerce
The project was approached as a complete ecommerce infrastructure build rather than a simple storefront design. Shopify was used as the core commerce platform, allowing Skinstep to manage products, orders, and logistics while maintaining flexibility for future growth.
Custom theme development ensured that the website reflected the brand’s science-focused identity while providing a clean and intuitive shopping experience. Structured product metafields allowed the store to present detailed skincare information in a clear and scalable format.
Beyond ecommerce functionality, the platform also serves as a professional network by showcasing certified Environ treatment specialists throughout Estonia. Each professional has a dedicated profile page containing contact details, company information, and links to external platforms.
Advanced integrations with Klaviyo, analytics platforms, and review systems created a strong marketing and data infrastructure, enabling the brand to track performance, build customer relationships, and continuously improve the online experience.
Launch-Ready Ecommerce Platform Designed for Growth
Skinstep launched with a fully operational Shopify ecosystem that supports both product sales and professional skincare services. The store now provides a seamless shopping experience while reinforcing the brand’s focus on science-based skincare and trusted expertise.
Customers can easily browse skincare solutions by concern, discover award-winning products, and connect with certified treatment specialists through the integrated professional directory. The bilingual store structure ensures accessibility for both local Estonian customers and international audiences.
Behind the scenes, the business benefits from a robust operational system that integrates marketing tools, analytics platforms, logistics, and customer review workflows. With structured product data, optimized SEO foundations, and scalable backend management, the Skinstep team can confidently manage and expand the store as the brand grows.
“GINI helped us transform our vision into a fully operational ecommerce platform. The store not only showcases our skincare products but also connects customers with certified professionals, creating a complete skincare ecosystem.”
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