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The beauty industry covers a wide range of products from cosmetics to skin care and everything in between. This guide covers this large and global business. While most people think of the beauty business as cosmetics, it has grown in scope and now includes covers a wide range of products. Beyond just cosmetics there is perfume, skin cleaners, a host of other skin care products, cosmeceuticals, etc.

Beyond the products themselves, the beauty business also includes the way in which the products are sold. In particular, price points and the places cosmetics are packaged and sold. Price points have always varied, but packaging has become ever more important. Where products sell has gone from physical stores that were very location driven, to being sold over the Internet to people all over the world.

This guide is not the science of beauty; it is a business guide that includes information on the history and the current market (as of the date of this guide). There is a U.S. and European focus generally, but the modern industry is very global. This guide is not comprehensive or exhaustive, but rather meant as a starting point for research in this area.

Our Project Aim

“To create awareness about the organic skincare products and its benefits and design an online platform that will provide the people those products.”

Defining the Key Performance Indicators

Moving on we need to set the KPIs so as to track our progress towards the goals. As we are working towards creating awareness as well as making the products available both, our KPIs will get set for both those aspects.

  • Average number of Customers going through blogs and expert recommendations

  • Customer Satisfaction

  • Average number of orders

  • Average number of customers signing up.

Getting thorough with the skincare industry

The Indian skincare market stood at $ 1.6 billion in 2017 and is projected to grow at a CAGR of 9% to reach $ 2.7 billion by 2023! As per research, more than half of the consumers are young adults, and as India is home to the second-largest population in the world with 600 million youths under 24, we can think how huge this industry is already.

But the concern is the regular products that the people are using safe enough? Here’s where the organic industry comes to picture. The rise in organic brands is being driven by consumers who are increasingly becoming aware of what goes into the making of the products they are using, and what are the long-term effects on their overall well-being. So we conducted research to analyze the scope of organic skincare industry in the Indian market and the consumer's needs and pain points.

Below are the Summarized points from the secondary research:

  • Organic products are certified from global organizations like EcoCert, OneCert, and Nature. India organic is the certification given by India.

  • The beauty industry is driven by young adults from Tier-2 and 3 cities.

  • The regular beauty products are cheaper but are way too risky for usage.

Analyzing the Competitors

As we know the skincare organic industry is booming in India, there are a lot of new brands and competitors emerging. By searching and going through the competitor's website, gave us insights about their product, what features are they providing, and the overall experience.

Listing out the Features

Moving further, a list of features was taken in the form of Feature Roadmap and so as to provide better services to our customers.

Prioritization of Features graphically

For the features decided in the earlier stage, we then identify the important features and prioritize them. It helped to analyze the cost and value of implementation.

Targeting our Audience

While creating any product, it is important to consider the user perspective. A fictional yet real persona was developed for the same which included a list of characteristics or demographic topics for the user, how he thinks, what he feels, etc.

Redefining Project Goals

We then defined the goals and pain points for both the consumers and the business using all the research findings to be established in our project for accurate and efficient implementation.

Information Architecture

With the help of the research, we created product Information Architecture. In this architecture, we primarily considered only the purchase journey in which we focus on how we can provide a flawless experience to our customers.

Tool-based Wireframing

The visual form on the screen, presentation, and arrangements of all the elements. Wireframes give us an overview of how Once the architecture was ready, we proceeded to make low-fidelity tool-based wireframes.

Interaction with the Users

Once the wireframes and prototype were ready, we defined a usability testing plan. The participants were given the test scenarios. We tracked their behavior and experience for further analysis.

Summary of the findings from User Testing

With respect to the purchase journey, we can conclude that the prototype was a success. With the help of usability testing, few issues got highlighted in the components that needed a fix.

Style Guide

Once the fixing of the issues was completed, we started working on the visual design part of the product. Keeping in mind the aesthetics of skincare, we chose the shades of skin, and deep blue to achieve awesome contrast.

Getting hands-on UI Design

We designed high fidelity screen design after completion of creating the Style guide. The visual design engages users by drawing attention to true functionality, prioritizing page non-page functions through the use of size, color, and white space, and increasing brand trust through the use of visual cues. Along with the desktop wireframes, we designed the mobile responsive wireframes keeping in mind the high mobile phone usability.

Next Steps

As we dig deeper more into the organic industry, it becomes more and more clear that the product that our earth makes naturally is the best for us without any unnecessary chemical intervention done by us humans.

This case study, gave me understanding and insights into the beauty industry, its effects, side-effects, and ‘Need’. Although we have only covered the purchase journey as a part of this case study, I am excited to proceed with the further steps where we will be including the Order Cancellation.


Not including the direct referrals garnering success from influencer’s properties, we were successful in increasing our client’s revenue from organic traffic by 75%, compared to prior year. This increase was well over $2.5 million, when compared to prior year. The overall improvement in sessions equated to more than 1.5 million more unique sessions, originating from organic search.

Not only did revenue improve, but also transactions improved and conversion rate from organic sources improved. Conversion rates from organic search continue to remain well above industry best practices.

As it pertains to our overall goal of earning them higher rankings for mid-bottom of the funnel queries, our campaign was successful in earning them 41% more queries in the top 20 positions, when compared to prior year.

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1 Comment

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