Dūwi Beauty
A custom Shopify theme for Dūwi, a skincare brand founded by scientists. My freelance team designed it in Figma and I developed it from scratch.
Dūwi is a skincare brand started by scientists. Its first product was Hydration Lock, a lightweight oil you can use on skin and hair, sold in a full size and a mini spray bottle. In June 2024 my freelance team designed a new store for them in Figma, and I built it on Shopify from scratch.
No starter theme
We didn’t start from Dawn or a theme store purchase. The design had its own layout, type and motion, and bending a general-purpose theme to fit it would have meant fighting that theme’s structure in every section. So I wrote the theme in Liquid from a blank repo, and it deploys from GitHub (duwi/main) through Shopify’s GitHub integration. Every change goes through a commit.
Sections, not pages
The founders aren’t developers, and they’d be running the store after we handed it over. So nothing on the home page is hard-coded. The hero banners, the “Science-led skincare” scrolling strip, the logo strip, the image-with-text blocks, the testimonials and the collection list are all sections with their own settings. The newsletter popover and the age check overlay are sections too, so they can be turned on, off or reworded in the theme editor.
Reviews come from Judge.me and the Instagram feed from Instafeed. Both are apps, restyled to match the rest of the design.
Two months
The build ran from June to July 2024. That timeline worked because design and development were one team: questions about a Figma frame got answered the same day instead of going back and forth with an outside studio.
Since launch
In November 2024 Dūwi added a second product, Hydration Key, a ceramide moisturizer. It went onto the home page in the same banner and image-with-text sections as the oil, which is what those sections were built for.