Clean Beauty Collective
Three Fragrance Lines, One Digital Experience
CLEAN Beauty Collective has been making clean fragrances since 2003, sold globally through Sephora, Space NK, and their own DTC site. I designed and developed their Shopify platform, shot multiple campaigns, built their email program, and created their Instagram strategy, bringing three distinct product lines together into one cohesive digital experience.
Unifying the Experience
CLEAN had three product lines (Classic, Reserve, and Avant Garden), each with its own audience and aesthetic, but the existing site treated them as separate storefronts that happened to share a URL. Customers who came in looking for one line had no reason to discover the others, and the Sephora partnership meant the DTC site needed to hold its own against a retail giant's product pages. I redesigned the architecture to unify all three under one browsing experience: a Trending Fragrances carousel that surfaced products across every collection, product pages that cross-referenced related scents across lines, and a filtering system built around scent families rather than product tiers. Once the lines were unified, customers who entered through one collection started exploring the others on their own.
Content That Converts
CLEAN had beautiful products but no cohesive content strategy. Social was inconsistent, email was sporadic, and nothing drove back to the site in a structured way. I built the content engine from scratch across email, Instagram, and Stories, all designed around one principle: every piece of content should have a next step. Email campaigns paired editorial storytelling with shoppable product features. On Instagram, I created a visual strategy that mixed campaign photography, lifestyle content, and ingredient-focused product shots, building a world around the brand, not just pushing product. Instagram Shopping integration with Sephora turned the feed into a direct revenue channel. Social became one of the strongest drivers of site traffic, and email open rates consistently outperformed industry benchmarks.
Making Scent Visible
Fragrance is invisible. You're selling a feeling, not a feature. I shot multiple campaigns across Classic, Reserve, and Avant Garden, building a shared visual vocabulary: natural textures, soft light, botanicals that referenced each fragrance's notes. Solar Bloom got warm florals and soft pink light. Sueded Oud got charcoal and citrus peel. Rain got wet stone and green botanicals. Every shot was composed with multiple crops and contexts in mind (site, social, email, retail) so the photography worked everywhere it needed to. Because I was both shooting and designing, there was no handoff gap. The photography was built for the layouts it would live in.
Heavenly Tea Leaves
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