Scaling a High-Volume Shopify Plus Store for the UK’s Leading At-Home Gel Nail Brand

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Portfolio Scaling a High-Volume Shopify Plus Store for the UK’s Leading At-Home Gel Nail Brand

Prelude

Mylee is the UK’s leading at-home gel nail and beauty brand, trusted by thousands of customers for salon-quality results at home. As the brand expanded its product range and international reach, it needed a Shopify Plus beauty store capable of handling scale, performance, and guided shopping without compromising usability.

We delivered a mobile-first Shopify Plus beauty store experience designed to simplify product discovery across 250+ SKUs, support education-led purchasing, and drive long-term customer value. From custom bundles and interactive quizzes to Shopify Markets and loyalty features, the platform was built to support both conversion and sustainable growth.

Project Overview

Scaling a mobile-first Shopify Plus experience for a high-growth beauty brand

Mylee has built its reputation on making professional-quality beauty treatments accessible at home. With a broad and growing catalog spanning gel nail kits, polishes, wraps, nail art, and beauty essentials, the brand’s digital storefront needed to balance scale with simplicity.

The objective was to create a Shopify Plus experience that could manage a large product catalog while remaining intuitive for beginners and repeat customers alike. Guided discovery played a key role, using quizzes, curated collections, and bundles to help users find the right products quickly and confidently.

About the client

Mylee

At-Home Beauty & Nail Care

United Kingdom

Mylee is the UK’s leading at-home gel nail and beauty brand, founded in 2014 to make salon-quality treatments accessible from home. With over 250 products and a strong focus on education, trends, and community, the brand serves beginners and experienced beauty enthusiasts alike while continuing to expand internationally.

Target audience

The redesigned Mylee platform was built for a broad beauty audience with varying levels of experience.

Beginners seeking starter kits and clear guidance
DIY beauty enthusiasts shopping trends and seasonal launches
Repeat customers reordering favorites across categories
Mobile-first shoppers who value speed and ease of use
Value-driven buyers looking for bundles and offers

The experience supports fast purchasing as well as deeper exploration through quizzes, curated collections, and category-led browsing.

The Challenge

Managing a Large Product Catalogue

Organizing and presenting over 250 SKUs in a way that feels clear, structured, and easy for customers to browse without feeling overwhelmed.

Supporting Guided Discovery

Helping customers, especially first-time buyers, choose the right products through clear education, interactive quizzes, and curated bundles.

Delivering Mobile-First Performance

Ensuring fast load times and smooth interactions across devices, particularly for mobile users who make up the majority of traffic.

Enabling Global Expansion

Preparing the platform for international markets while maintaining a consistent user experience and reliable performance.

Design Team

Focused on mobile-first layouts, visual clarity, and scalable UI patterns across a large catalog.

Front-End Development

Implemented responsive components, quizzes, bundles, and smooth navigation behavior.

Backend Developer

Handled Shopify Plus customization, discount logic, Shopify Markets setup, and loyalty integrations.

Quality Assurance Team

Cross-Device Testing & Bug Fixing Ensured smooth functionality across all platforms and devices by rigorously testing the website. Addressed any bugs and provided solutions to ensure a flawless user experience before launch.

Automation Triumph

We automated key merchandising and promotion workflows for Mylee to support a large catalog and frequent campaign activity at scale. By streamlining how bundles, discounts, and product rules are applied across the storefront, the platform can deliver consistent offers and personalized shopping paths without manual upkeep.

Results

The redesign and optimization delivered measurable business improvements

Simplified Product Discovery

Clear navigation, structured collections, and guided quizzes make browsing over 250 SKUs easier, faster, and less overwhelming.

Improved Mobile Performance

Fast-loading pages and smooth interactions deliver a consistent, high-quality experience across mobile and desktop devices

Stronger Retention

Loyalty features and repeat-purchase incentives encourage ongoing engagement and long-term customer value.

Scalable Global Commerce

Shopify Markets supports international growth while maintaining performance, consistency, and usability across regions.

Technology & Integrations

Platform: Shopify Plus

Built on Shopify Plus to support high traffic volumes, advanced merchandising needs, and reliable performance during promotions and launches.

Global Commerce: Shopify Markets

Integrated Shopify Markets to enable international selling with localized pricing, currencies, and a consistent shopping experience across regions

Loyalty Features

Added loyalty functionality to encourage repeat purchases, reward customer engagement, and support long-term retention strategies.

Mobile-First, Fast-Loading Architecture

Optimized the storefront with a mobile-first approach, ensuring fast load times, smooth interactions, and strong usability across all devices.