byk Beauty
Services: Shopify Theme Based Site Design & Build, Theme Customisation, App Integration, Launch & Training
Website: https://bykbeauty.com/
byk Beauty is a dermocosmetic personal care brand founded by Klairy Loizidou, launching with a range of microbiome-conscious, aluminium-free roll-on deodorants.
Developed over two years alongside formulators and dermocosmetic scientists, the range combines skincare-grade actives with prebiotics, postbiotics and Greek heritage botanicals.
byk Beauty came to Squashed Pixel pre-launch, with no existing store, no trading history and a premium proposition that needed explaining.
Our brief was to design and build a Shopify store from the ground up that could communicate the science without feeling clinical, launch across the UK, Europe and US, and be easily managed by a small founder-led team.
byk Beauty came to Squashed Pixel pre-launch, with no existing store, no trading history and a proposition that needs explaining before it can be sold.
Deodorant is typically a low-consideration purchase, and byk Beauty is a premium product, so the site needed to carry the argument: prebiotics and postbiotics, skincare-grade actives, dermatological testing, and vegan and cruelty-free certification, all presented in a way that stays readable rather than clinical.
The key challenges were:
A brand-new proposition that had to build credibility and trust from the first visit.
A two-product range with very little to browse, meaning the site had to work hard across a small number of pages.
International trading from launch across the UK, Europe and the US, with duties, taxes and local payment methods handled correctly.
A replenishable product that needed subscriptions and retention mechanics in place from day one, not added later.
A small internal team who needed to manage products, content and campaigns themselves after launch
The Challenge
What we did
Hybrid Theme Build
We chose a Shopify theme that gave us a strong foundation for the byk Beauty store, then designed and built a custom layer on top to bring the brand to life.
The aim was to create something that felt distinctive and premium without the cost or timescale of a fully bespoke build. Typography, colour, imagery and movement were all carefully applied across the theme, with the Sun and Moon duality running through the experience.
The homepage brings the two launch products together through a “Choose Your Energy” section, while checkout and customer notifications were also styled to make sure the brand experience didn't suddenly disappear once someone clicked buy.
Making the Science Easy to Understand
One of the biggest challenges was giving customers enough information to understand why byk Beauty is different without turning the site into a science lesson.
We structured the store so the buying journey stays simple, with fragrance, benefits and the key reasons to buy doing the work first. The deeper science, ingredients and story sit underneath that, with dedicated content around the formula, values and founder for customers who want to understand more.
On the product pages in particular, this meant layering the information rather than presenting everything at once, giving customers what they need to make a decision while keeping the more detailed formulation content within easy reach.
Building for Repeat Purchases
Deodorant is naturally a replenishable product, so we wanted repeat purchase to be part of the store from launch rather than something added once the brand had grown.
Subscriptions were built into both products with a 10% saving and a choice of 4, 6, 8 or 12-week delivery cycles. Customers can manage, skip or cancel their own subscriptions, creating a straightforward way for byk Beauty to start building recurring revenue from day one.
International Selling from Day One
byk Beauty wasn't launching as a UK-only brand. The store needed to be ready to sell across the UK, Europe and the US immediately.
We configured Shopify Markets and Managed Markets to handle currencies, duties and import taxes, local payment methods and translations across each market, removing much of the complexity that can come with selling internationally.
Alongside this, we configured Shopify Search & Discovery, shipping and the key storefront settings needed for launch, with the free shipping threshold clearly surfaced throughout the customer journey.
The Outcome
byk Beauty launched with a Shopify store that reflects the rigour behind the product, with the infrastructure needed to sell internationally and build repeat purchase from day one.
A launch-ready storefront that explains a complex dermocosmetic proposition clearly, with a mobile-first experience throughout.
International selling from day one across the UK, Europe and the US, with duties, taxes and local payment methods handled.
Subscriptions and loyalty live at launch supporting repeat purchase in a naturally replenishable category.
A team in full control of products, content and campaigns following handover and training.
Why this mattered
For a new brand, the website carries the whole first impression.
byk Beauty had spent two years developing the formulation, and the site needed to demonstrate that same level of care within the first few seconds of a visit, usually on mobile.
Choosing a strong theme and customising it properly meant byk Beauty could achieve the look and functionality it needed without the cost or timescale of a fully bespoke build, while keeping the store quick, maintainable and straightforward to manage.
The structure is set up for what comes next: additional products, further markets, stockists and content.
byk Beauty now has a foundation it can grow into rather than one it will need to replace.
Key Takeaway
A premium Shopify store doesn't always need a fully bespoke build. Start with the right theme, customise it properly and get the commercial foundations right, and you can create something distinctive, scalable and far more cost-effective.
“We had a great experience working with Squashed Pixel on the development of the byk Beauty website. From the initial design and development through to the final launch, the team was always professional, helpful and very responsive…We’re really happy with the final result - the website feels modern, clean and very aligned with the Byk Beauty brand.”
Klairy Loizidou - Founder | byk Beauty