HALO SKINCARE
A bold brand identity and product-focused website for a DTC skincare brand stepping into a premium market for the first time.
client
Halo Skincare
timeline
6 weeks
year
2023
disciplines
Brand Strategy
Brand Identity
Packaging Direction
Web Design
Halo is a DTC skincare brand with a genuinely differentiated product, a clean, clinically-backed formulation designed for people who want results without the ingredient anxiety. When they came to Flexis, they were preparing to enter a premium market for the first time, transitioning from a small direct-sales operation into a fully fledged e-commerce brand.
They needed everything: a brand identity that could hold its own next to established premium skincare names, and a website that converted browsers into buyers without sacrificing the visual quality that made the premium positioning credible.
THE CHALLENGE
Entering a premium market as a new brand is one of the hardest positioning challenges in consumer goods. You have no brand equity, no customer trust, and no search visibility. Everything depends on the quality of the first impression, and in skincare, that impression is almost entirely visual.
Halo's product is premium but not exclusive. They wanted to attract health-conscious consumers across a broad demographic, not just the luxury skincare buyer. The visual language needed to feel elevated without feeling out of reach.
Skincare consumers are sophisticated and skeptical. They've been burned by overpromising brands before. Every design decision needed to communicate transparency, credibility, and clinical confidence, without feeling cold or pharmaceutical.
Clean skincare requires education. Customers want to know what's in the product, why it works, and why they should trust it. The website needed to carry a significant amount of information without losing the visual clarity that made the premium positioning work.
OUR APPROACH
We began with a brand positioning workshop focused on Halo's core differentiator: clean formulation backed by clinical evidence. Most clean skincare brands lead with the clean, Halo's advantage was that they could also lead with the clinical. That tension between natural and scientific became the creative direction for the entire brand.
The identity we developed was precise and organic, a wordmark with clean geometric proportions balanced by an earthy, considered color palette. The typography system paired a refined serif for headlines with a clean sans-serif for body copy, reinforcing the clinical-natural tension at a typographic level.
The website was structured around the customer's decision journey, awareness, education, trust, conversion — with each phase given its own clearly designed space. The product pages were built to carry detailed ingredient information without overwhelming the visual experience.
play video
play video
play video
play video
Watch the full experience
Every interaction, every detail, exactly as it launched.
THE WORK
Design highlights
Homepage structured around the brand story before the product sell
Ingredient transparency section with individual ingredient profiles and clinical citations
Product pages with tabbed content architecture separating benefits, ingredients, and reviews
About page built around the founder's story and the brand's origin
Mobile-first design throughout — the majority of DTC skincare purchases happen on mobile
Motion principles
Slow, considered, and tactile, animations that feel like the brand: deliberate, unhurried, and precise.
THE RESULTS
80%
increase in average order
1.7S
average page load time
65%
of visitors reached a product page
4X
average page load time
testimonials
Don't take our word for it
Here's what founders and studio leads have to say about working with Flexis.
"Working with Flexis was unlike any agency experience I've had. They understood our brand better than we did and the final site proved it. We saw a 40% increase in inbound leads within the first month."
001 / 004
Sarah Kingston
Founder, Luminary SaaS
"Working with Flexis was unlike any agency experience I've had. They understood our brand better than we did and the final site proved it. We saw a 40% increase in inbound leads within the first month."
001 / 004
Sarah Kingston
Founder, Luminary SaaS
HALO SKINCARE
A bold brand identity and product-focused website for a DTC skincare brand stepping into a premium market for the first time.
client
Halo Skincare
timeline
6 weeks
year
2023
disciplines
Brand Strategy
Brand Identity
Packaging Direction
Web Design
Halo is a DTC skincare brand with a genuinely differentiated product, a clean, clinically-backed formulation designed for people who want results without the ingredient anxiety. When they came to Flexis, they were preparing to enter a premium market for the first time, transitioning from a small direct-sales operation into a fully fledged e-commerce brand.
They needed everything: a brand identity that could hold its own next to established premium skincare names, and a website that converted browsers into buyers without sacrificing the visual quality that made the premium positioning credible.
THE CHALLENGE
Entering a premium market as a new brand is one of the hardest positioning challenges in consumer goods. You have no brand equity, no customer trust, and no search visibility. Everything depends on the quality of the first impression, and in skincare, that impression is almost entirely visual.
Halo's product is premium but not exclusive. They wanted to attract health-conscious consumers across a broad demographic, not just the luxury skincare buyer. The visual language needed to feel elevated without feeling out of reach.
Skincare consumers are sophisticated and skeptical. They've been burned by overpromising brands before. Every design decision needed to communicate transparency, credibility, and clinical confidence, without feeling cold or pharmaceutical.
Clean skincare requires education. Customers want to know what's in the product, why it works, and why they should trust it. The website needed to carry a significant amount of information without losing the visual clarity that made the premium positioning work.
OUR APPROACH
We began with a brand positioning workshop focused on Halo's core differentiator: clean formulation backed by clinical evidence. Most clean skincare brands lead with the clean, Halo's advantage was that they could also lead with the clinical. That tension between natural and scientific became the creative direction for the entire brand.
The identity we developed was precise and organic, a wordmark with clean geometric proportions balanced by an earthy, considered color palette. The typography system paired a refined serif for headlines with a clean sans-serif for body copy, reinforcing the clinical-natural tension at a typographic level.
The website was structured around the customer's decision journey, awareness, education, trust, conversion — with each phase given its own clearly designed space. The product pages were built to carry detailed ingredient information without overwhelming the visual experience.
play video
play video
play video
play video
Watch the full experience
Every interaction, every detail, exactly as it launched.
THE WORK
Design highlights
Homepage structured around the brand story before the product sell
Ingredient transparency section with individual ingredient profiles and clinical citations
Product pages with tabbed content architecture separating benefits, ingredients, and reviews
About page built around the founder's story and the brand's origin
Mobile-first design throughout — the majority of DTC skincare purchases happen on mobile
Motion principles
Slow, considered, and tactile, animations that feel like the brand: deliberate, unhurried, and precise.
THE RESULTS
80%
increase in average order
1.7S
average page load time
65%
of visitors reached a product page
4X
average page load time
testimonials
Don't take our word for it
Here's what founders and studio leads have to say about working with Flexis.
"Working with Flexis was unlike any agency experience I've had. They understood our brand better than we did and the final site proved it. We saw a 40% increase in inbound leads within the first month."
001 / 004
Sarah Kingston
Founder, Luminary SaaS
"Working with Flexis was unlike any agency experience I've had. They understood our brand better than we did and the final site proved it. We saw a 40% increase in inbound leads within the first month."
001 / 004
Sarah Kingston