Launching a Sun-Loving Beauty Brand with Sofia Vergara
Prelude
This case study highlights the launch and digital brand voice development for Toty, a sun-first beauty brand created by Sofía Vergara. Built on a mission to reframe everyday SPF as both glamorous and essential, Toty blends clinical skincare science with makeup artistry, Latin warmth, and celebrity-backed trust.
Project Overview
Toty is redefining modern suncare by merging beauty, wellness, and daily SPF protection in one unified brand experience.
This celebrity-backed skincare and makeup line was built to challenge the traditional stigma around sun protection by offering lightweight, inclusive, and luxurious formulations designed for everyday wear. The project focused on launching Toty’s direct-to-consumer experience with a content-first, mobile-optimized Shopify platform that delivers education, engagement, and elegance in equal measure.
Our team shaped the brand’s digital presence across product storytelling, UI copy, and retention flows. The goal was to position Toty as a trusted, science-driven beauty brand that speaks to diverse audiences with clarity, credibility, and warmth. The result is a future-ready e-commerce experience that celebrates sun protection without compromise.
About the client
Toty
Beauty and Wellness
North America (Canada, USA)
Toty is a sun-forward beauty brand founded by Sofía Vergara, offering a range of science-backed skincare, makeup, and wellness products. Rooted in the idea that sun protection should be part of every beauty routine, Toty blends celebrity-led storytelling with advanced skincare innovation.
Built in collaboration with leading dermatological labs, Toty’s product line features mineral SPF, color-correcting creams, and antioxidant supplements designed for all skin tones. With a focus on transparency, performance, and inclusivity, Toty empowers women to embrace beauty that protects and performs.
Target audience
The Toty platform is designed to resonate with:
- Beauty-conscious consumers seeking daily sun protection
- Women who prioritise clean, multifunctional skincare and makeup
- Customers seeking inclusive shade ranges and lightweight SPF solutions
- Wellness-focused shoppers interested in antioxidant support and skin health
- Fans of celebrity-founded brands are looking for authenticity and proven results
The digital experience was crafted to meet the expectations of modern beauty users—those who demand performance, transparency, and effortless elegance from their everyday routines.
The Challenge
Educating a Sun-Cautious Market
Building Inclusive Beauty from Day One
Explaining a Hybrid Product Line
Launching a First-Time DTC Brand
Binary Future’s Involvement
Design Team
Frontend Developer
Backend Developer
Design Team
Wrote all key customer-facing content including homepage messaging, product descriptions, calls to action, and quiz funnels. The language was crafted to be clear, helpful, and consistent across SPF, makeup, and wellness categories.
Frontend Developer
Developed modular, benefit-focused copy blocks. These simplified SPF science, explained shade ranges, and highlighted refillable compact systems without overwhelming users.
Backend Developer
Worked directly with design, development, and strategy teams to maintain brand consistency across every touchpoint. The experience was shaped for mobile-first shoppers with clean structure and engaging copy.
Content Architecture
Defined Toty’s unique tone of voice. The messaging is confident, warm, and sun-smart, reflecting Sofía Vergara’s personal story and the brand’s science-backed positioning.
Tone & Brand Consistency
Created brand-aligned messaging across Klaviyo email flows. These included welcome campaigns, shade finder follow-ups, and replenishment reminders designed to build trust without using pressure tactics.
Automation Triumph
One of the most valuable achievements of the Toty project was shaping a brand voice that feels both premium and personal. The new messaging successfully balances science and beauty, positioning SPF not as a chore but as a daily act of self-care.
Product content was rewritten to clarify benefits, support skin tone diversity, and simplify hybrid formulas that combine makeup, sun protection, and skincare. The messaging strategy ensured that Toty’s shade range, refillable compacts, and antioxidant supplements all felt intuitive and inspiring to explore.
The result is a cohesive content system that helps first-time visitors understand the brand instantly, encourages exploration through educational touchpoints, and builds trust through calm, confident communication
Results
The launch of Toty’s DTC platform established a fresh digital presence that merges sun education with modern beauty branding. The project delivered a high-converting, emotionally engaging experience that reflects the vision and values of the brand.
Technology & Integrations
Recharge (Subscriptions)
Judge.me (Product Reviews)
Klaviyo (Email Marketing)
Shopify Payments + Shop Pay
ReBuy (Personalized Recommendations)
Octane AI (Product Quiz)
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