Overview
Natasha Denona is an international makeup brand that upgraded its previous Shopify site to create a more maintainable foundation for its online customer experience.
The previous site used a headless architecture, built from scratch without a Shopify theme. That approach offered extensive flexibility but required complex maintenance. The goal was to move the brand to Shopify 2.0, use the capabilities of Shopify Plus with an official theme, and add focused custom development that reflects the brand's visual identity and experience.
Results
Clear specification, an efficient theme-based site, and focused custom development led to the following results:
Independence for the team
Less reliance on developers - the team updates and makes changes independently.
Performance
Improved website performance and user experience.
Visuals
High-resolution images and videos that highlight the quality of the products.
Global expansion
A consistent, tailored experience across websites in Israel and the U.S., including RTL.
A Global Makeup Brand Founded by Makeup Artist Natasha Denona
The brand became known for its distinctive eyeshadows and visual identity. It serves professional makeup artists and beauty consumers around the world, with a strong emphasis on visual experience and premium positioning - qualities the Shopify Plus site needed to reflect.
The old website, which was based on Headless development, posed several significant challenges:
- Complex maintenance: Any development could potentially break something else on the site (the “short blanket syndrome”).
- Dependence on developers: Every small change required an external developer, slowing down day-to-day work.
- Performance issues: Shopify updates caused problems when the site wasn’t optimized for them.
- Visual quality: Images and videos weren’t displayed to the high standard a brand like this requires.
We led the transition to Shopify 2.0, with customizations tailored to the brand’s needs:
- Official theme and Metafields: We selected the most suitable official theme and built an independent Metafields system for managing content instead of using external apps.
- Custom information displays: Additional icons, shade matching based on a questionnaire, highlighting award-winning products, and a dedicated page for the makeup school with custom forms.
- Enhanced visual capabilities: Full support for video and high-resolution images.
- Adaptation for global markets: Dedicated websites for Israel and the U.S., including RTL support.
Key technologies
- Liquid
- Vue
- React
- PHP
- Node.js
- Laravel