AURA
Skin that
glows
glows
Clean, science-backed skincare for every routine. Free delivery over £30.
Build your routine
Concept study · E-commerce & retail
Aura Skincare
A clean, trust-led D2C concept for a skincare brand — designed to turn one-product buyers into full-routine customers, and lift the average order value with every visit.
✦ Concept project — self-initiated to demonstrate our approach, not commissioned client work.The brief
Sell the routine,
not the bottle
The concept: a direct-to-consumer skincare brand competing in a crowded, trust-sensitive market. The brief we set ourselves was to design a shop that earns confidence fast, makes choosing easy for overwhelmed buyers, and naturally encourages people to buy a full routine rather than a single product.
In skincare, the brands that win make the customer feel understood — and remove every doubt before checkout.
The approach
A guided routine builder
Instead of dropping people into a wall of products, a short "build your routine" quiz recommends a tailored set — bundling naturally lifts average order value. Ingredient transparency, clear results and review-led trust signals sit beside every product, and a subscribe-and-save option turns one-off buyers into recurring revenue.
Clean, clinical-but-warm design keeps it premium without feeling cold.
Design system
Clean, clinical, warm
A bright white base with a soft blush and a charcoal anchor — clean enough to feel scientific, warm enough to feel human. Lots of space lets the product photography breathe.
White
Blush
Clay
Charcoal
Syne — wordmark
Instrument Serif — editorial
DM Sans — product & ingredient detail, crisp and legible.
What it's built to do
Designed to lift order value
Turn single-product buyers into full-routine customers.
Guide overwhelmed shoppers with a "build your routine" quiz.
Earn trust with ingredient transparency and reviews.
Convert one-off buyers into subscribers with subscribe-and-save.
Keep checkout fast and frictionless on mobile.
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next.
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