Project overview

OutLash was losing potential customers with a website that didn't match their elevated in-person experience. Clients loved the service but struggled to book online, and the brand felt disconnected from the premium experience they were actually delivering.

I transformed their entire digital presence with a strategic rebuild focused on conversion and brand alignment. The new website streamlined booking and purchasing flows while a refreshed brand identity—new logo, elevated palette, and cohesive design system—created consistency across every customer touchpoint.

The results

Within months of launch, OutLash achieved a 15% conversion rate, 5x better than industry average, outperforming 91% of beauty brands worldwide. Average order value jumped to $112, proving the strategic approach didn't just convert more customers, but attracted higher-value clients ready to invest in premium services.