Lumine by Sara
WebGX
Beauty / Skincare eCommerce
Lumine by Sara is a founder-led skincare brand that successfully transitioned from a social media community to a major direct-to-consumer (DTC) player. The brand’s identity is inextricably linked to the founder’s expertise and personal rapport with her audience. Their market position is built on “authentic influence,” where the website must bridge the gap between casual social media engagement and a high-performance eCommerce environment that handles rapid growth and repeat customer management.
Lumine by Sara is a founder-led skincare brand with a loyal following on social media and a product range that genuinely delivers results. The problem was converting that social attention into sustainable eCommerce revenue. Their existing store was basic and disconnected from the brand voice Sara had spent years building. The gap between the warmth and authenticity of Sara’s social content and the cold, template feel of the store was confusing customers and undermining trust at the point of purchase.
We worked closely with Sara to understand what her community loved about her — the honesty, the ingredient obsession, the personal touch. The store needed to feel like an extension of that personality, not a separate, corporate-feeling shop. Every design decision was tested against a simple question: does this feel like Sara?
The UI was warm and personal — hand-drawn elements alongside clean product photography, a colour palette inspired by the product formulations, and copywriting that sounded like Sara talking to a friend. The UX was built around the repeat customer journey — easy reorders, subscription options, and a loyalty programme that rewarded the community that had supported the brand from the start. SEO focused on ingredient and benefit searches — a natural fit for a brand whose founder regularly created educational content about skincare formulation. The maintenance retainer kept the site updated as new products launched. We also built an integrated quiz to help new customers find the right products for their skin type, reducing returns and increasing satisfaction from the very first order.
Direct-to-consumer revenue grew significantly in the months following the relaunch. Email capture improved through better-placed opt-ins and post-purchase flows. Sara reported that customers regularly told her the website felt like her — which was exactly the brief. The quiz became one of the site’s highest-converting entry points, and the loyalty programme turned casual buyers into genuine brand advocates.
