The starting point with ÔSE was a disconnect. The real quality of the product, its level of craftsmanship and the subtlety of its promise were not yet fully reflected in the e-commerce experience. Yet the brand does not present its “soaps” as simple hygiene products. On the contrary, it emphasizes the idea of genuine natural skincare, formulated with carefully selected ingredients, without unnecessary additives, and designed to hydrate, nourish, soften and protect the skin. This was the perception that needed to be established much more clearly from the very first moments of navigation.
The redesign therefore focused on elevating the brand without making it feel overly polished or impersonal. The goal was not to erase the workshop behind the brand, but to showcase it more effectively. ÔSE stands for handmade, 100% natural soaps, enriched with plant oils, raw butters, essential oils and natural extracts, using a cold-process saponification method that preserves the active ingredients. This depth of substance deserved a stronger translation through the design, the messaging hierarchy and the overall reading of the website.
The work on the user journey also played a decisive role. When a brand sells solid skincare products with specific benefits depending on skin type, the store needs to help visitors choose quickly and confidently. The website features products linked to very specific uses — sensitive skin, normal to dry skin, dry and dull skin, mature skin in search of radiance, combination skin with imperfections — which requires an extremely clear product reading. The redesign therefore aimed to make navigation more intuitive, understanding more immediate, and the path to purchase much more natural, especially on mobile.
Another fundamental focus was perceived value. ÔSE brings forward powerful arguments, but they need to be properly staged to have their full impact: 8 to 9% superfatting, first-press oils, no artificial colorants, no filler ingredients, and environmentally respectful artisanal production. Without a strong enough brand framework, these elements remain technical; when properly structured, they become proof points. This was the shift we wanted to create: moving the store from a somewhat discreet artisanal register to a much more confident premium expression.
Finally, the redesign also had to preserve what makes ÔSE so endearing. The brand remains close, clear and simple in the way it speaks, with a deliberately focused offering built around natural soaps, accessories and a few essentials. The goal was not to turn this closeness into distance. The right balance was therefore to significantly raise the level of finish, while keeping the feeling of a sincere, demanding house deeply centered on the quality of what it makes.
Discover ÔSE’s new Shopify website.
