Moxielash is an innovative beauty brand that leverages magnetic-eyeliner technology allowing its customer to apply false eyelashes in seconds removing the complexities of traditional false eyelash application.

Novel magnetic technology caused high customer friction. The existing store pushed products before teaching application, stalling conversion with discerning buyers.

Architected an editorial sales engine that pairs immediate application clarity with a elevated brand identity—driving higher AOV and seamless onboarding.

Audited engagement drop-offs and operational roadblocks to realign stakeholders around a single objective: total clarity on the core application method.

Shifted focus from raw product specs to digestible, confidence-building content that inspires instant purchase of the MoxieLash Starter Kit.

When initial UX explorations drifted from business targets, I redirected strategy—using priority guides and wireframes to turn content priorities into frictionless, high-converting layouts.

Distilled modern beauty influence into a refined, powerful aesthetic balancing soft, approachable confidence with high-end editorial luxury.

Art-directed color tones directly from high-performing beauty creators to establish immediate cultural relevance and premium visual trust.

I selected Avenir Next for its geometric precision and subtle warmth, structuring a scalable hierarchy across 14 documented typography levels.

The digital moodboard just wasn't enough to spark the kind of creaitivity to inspire the new direction. The creative team and I wanted to bypass potential creative blocks by touching paper, and go crazy.

I famed the storefront like a luxury fashion magazine cover, hooking visitors with high-impact visuals before transitioning into conversion modules.

I architected the layout flow to make users feel inspired and aligned first—demystifying application mechanics right at the moment of intent.

My intention was to create modular product cards and instruction blocks to guide buyers seamlessly from initial discovery to confident checkout.