Olaplex
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
Full UX and UI redesign and rebuild on Shopify: information architecture, page systems, and interaction design across the site, including a quiz flow, membership portal, subscriptions, dynamic content blocks, video integration, and a dedicated B2B portal for professional customers.
The Brand
Olaplex built its name on patented bond-building chemistry, technology that actually repairs hair at a molecular level rather than just coating it. That credibility runs in two directions at once: stylists who use it professionally, and consumers who buy it off the shelf. As the product line grew and the brand pushed into a bolder new identity centered on hair health and innovation, the site needed to speak to both audiences fluently, without diluting the "science-backed" authority that sets Olaplex apart from the rest of the category.
Objectives & Goals
With a growing product line and two genuinely distinct audiences, Olaplex needed a digital transformation that could hold its new brand direction and still function as a serious ecommerce engine. The goal was clarity: bring the refreshed identity to life across a rebuilt Shopify site in a way that made the pro and consumer paths feel distinct but equally considered, while improving usability and doubling down on customer education around the science.
Platform
Shopify
Design Credits
Creative Director: Lenora Rigoni Design Director: Lenora Rigoni & Rae Verrengia UX Director: Katie Baligod Agency: Domaine
Discussion of Creative & UX
Translating a new brand identity into UI meant deciding, screen by screen, what "science-backed" actually looks like in an interface. Dynamic content blocks let the site flex between editorial storytelling and product education without forcing every page into the same template, so a science-heavy explainer and a straightforward product page could both feel native to the same brand. Motion and interaction were used deliberately, not decoratively, to reinforce the feeling of precision and formulation the brand's chemistry claims are built on. The hardest UX problem was serving two audiences without either one feeling like an afterthought. The B2B portal gives professional stylists their own dedicated path, distinct from the consumer shopping experience, while the quiz and membership/subscription flows do the opposite job for consumers: turning a technical, ingredient-driven brand into something approachable enough to shop from confidently. Content strategy and the underlying design system tied both experiences back to the same visual language, so the site reads as one brand with two fluent dialects, not two disconnected sites stitched together.