Fenty Beauty
A full digital transformation built to match a pivotal creative moment, the Shopify site brought immediate clarity to Olaplex's new direction while laying the infrastructure for long-term growth. The experience leads with science, earns trust through education, and makes bond-building hair health feel both accessible and aspirational.
About
UX design, information architecture and navigation, wireframes, and art direction across a multi-brand architecture, supporting features including a mini-cart, personalized accounts, a quiz, subscriptions, virtual try-on, and dedicated expansion sites, all built to handle high traffic.
The Brand
Fenty built its name on inclusivity as the actual product, not a marketing layer on top of one. Fenty Beauty launched with 40 foundation shades when the industry standard was a fraction of that, and generated $100 million in its first two months.
Objectives & Goals
What I called the "Fentyverse" is the digital confluence of Rihanna's brands under one connected experience. The data made the opportunity clear: an additional brand purchase has a multiplicative effect on revenue, meaning even small increases in cross-brand shopping produce outsized revenue lifts. The goal was to redesign the experience specifically to encourage that behavior, so someone shopping one Fenty brand naturally discovers and shops another, rather than treating each site as its own island.
Platform
Shopify
Design Credits
Creative Director: Lenora Rigoni Design Director: Lenora Rigoni & Fahad Asvat UX Director: Katie Baligod Agency: Domaine
Discussion of Creative & UX
Navigation was rebuilt around a data insight: cross-brand shoppers carried far more value than single-brand ones. A unified navigation tested against a tabbed alternative won decisively, and infusing strong imagery and brand-specific moments into each sub-category kept individual brand identity intact inside that shared structure, a change that measurably increased conversion. The rest of the experience followed the same logic. A modular design system let sections get built once and skinned per brand, fast enough to support next-day launches around Rihanna's surprise media moments. Dynamic modules pulled Fenty's real fan community directly into the site rather than manufacturing social proof. The mini-cart was rebuilt around Fenty's actual merchandising mechanics, free shipping thresholds, bundled sets, gift-with-purchase tiers, tile-level promotions, so it worked as an active sales tool, and a new account layer, built with Status, brought loyalty, order tracking, and wishlist into one personalized place.