Shopify Plus Beauty Store Case Study: Scaling Mylee’s Mobile-First eCommerce Platform
Mylee came to Binary Future with a clear ambition: build a Shopify Plus store capable of handling high-volume traffic, a growing product catalogue, and an international customer base — without sacrificing the mobile-first performance and guided shopping experience their audience relies on.
The UK’s home nail brand — built for scale, performance, and long-term customer value
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 powered by custom shopify plus development, 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 strategically engineered to balance conversion performance with sustainable, scalable growth.
Conversion rate improvement following the Shopify Plus rebuild and full UX overhaul.
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.
Mylee
At-Home Beauty & Nail Care
United Kingdom
Shopify Plus
Mylee
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.
Understanding Mylee’s customer
The redesigned Mylee platform was built for a broad beauty audience with varying levels of experience.
Customers new to gel nails who need starter kits, clear guidance, and curated product pathways to build confidence from their first purchase.
Home nail care hobbyists who actively follow colour trends and seasonal launches — shopping regularly for new shades, finishes, and collections.
Loyal buyers returning to restock favourite colours, consumables, and accessories — driving recurring revenue and high lifetime value.
Customers who discover and buy exclusively on mobile — speed, thumb-friendly navigation, and frictionless checkout are non-negotiable for this segment.
Shoppers motivated by starter bundles, multi-buy promotions, and seasonal offers — actively looking for ways to try more products at lower perceived risk.
Four problems that had to be solved before a line of code was written
Managing a Large Product Catalogue
Mylee’s extensive range of gel colours, lamps, base and top coats, accessories, and starter kits needed intelligent organisation. Without clear structure, customers would struggle to navigate — increasing bounce rates and reducing add-to-cart confidence across the range.
Supporting Guided Discovery
Many of Mylee’s customers were new to gel nails and needed structured discovery pathways — product quizzes, curated starter collections, and bundle recommendations — so first-time buyers could find the right products quickly and confidently without feeling overwhelmed.
Delivering Mobile-First Performance
The majority of Mylee’s traffic arrives on mobile devices. Every component needed to be built for speed and thumb-friendly usability without sacrificing the visual richness that a premium beauty brand demands. Core Web Vitals and perceived performance were both firmly in scope.
Enabling Global Expansion
Mylee was growing well beyond the UK and needed their store to support multi-currency, multi-language, and multi-region selling. Shopify Markets needed to be correctly configured to deliver localised experiences without fragmenting operations or introducing manual overhead.
How our team worked on Mylee
Four disciplines — one shared goal: a store that performs, converts, and scales.
Design Team
Delivered mobile-first layouts with strong visual clarity, scalable UI patterns, and a design system that could accommodate continuous catalogue growth without requiring a full redesign with every seasonal expansion.
Front-End Development
Built responsive Shopify components including product discovery quizzes, bundle builders, collection filtering, and smooth navigation — all optimised for performance on lower-powered mobile devices.
Backend Developer
Handled Shopify Plus platform customisation including automated discount and bundle logic, Shopify Markets configuration for global selling, and loyalty programme integrations to support repeat purchase behaviour.
Quality Assurance Team
Led systematic cross-device and cross-browser testing, identifying and resolving edge cases ahead of launch to ensure a consistent, polished experience for every customer regardless of device or market.
Complex promotional campaigns — with zero manual overhead
Binary Future’s backend team built automated discount and bundle logic directly into Mylee’s Shopify Plus environment. The system allowed Mylee to run multi-tier promotional campaigns — including tiered discounts, bundle pricing, and category-level offers — without any manual intervention on each launch. The result was a dramatic reduction in operational overhead and the ability to execute fast-turnaround seasonal campaigns at the pace that a high-growth beauty brand demands.
What changed after the rebuild
Simplified Product Discovery
Customers can now find the right starter kit or gel colour confidently through guided quizzes, intelligent collection filters, and curated product sets — reducing decision fatigue and improving first-purchase conversion.
Improved Mobile Performance
The rebuilt storefront delivered materially faster load times and measurably improved Core Web Vitals on mobile — directly supporting conversion on Mylee’s highest-traffic channel.
Stronger Customer Retention
Loyalty programme integrations and smarter post-purchase flows — including replenishment nudges and colour-matched upsells — improved repeat purchase rates and customer lifetime value.
Scalable Global Commerce
Shopify Markets enabled Mylee to expand internationally with localised pricing, currencies, and checkout experiences — without maintaining separate stores or adding operational overhead.
The stack behind the Mylee rebuild
Platform: Shopify Plus
Full platform customisation, checkout extensibility, and multi-store management for a high-growth DTC beauty brand.
Global Commerce: Shopify Markets
Multi-currency, multi-region, and localised checkout to power Mylee’s international expansion without operational fragmentation.
Loyalty Features
Integrated loyalty and rewards programme to incentivise repeat purchases, increase customer lifetime value, and support subscription-style buying behaviour.
Mobile-First, Fast-Loading Architecture
Performance-optimised Shopify theme with fast-loading images, minimal JavaScript execution, and a Core Web Vitals-first approach to mobile UX.