Lumé Skincare

Lumé launched with four products, a strong point of view about ingredient transparency, and a storefront that looked like every other clean-beauty brand of the last five years — off-white, thin serif, a lot of negative space and nothing to hold on to.

The identity had to be legible at 40 pixels on a shelf listing and at two metres on a pharmacy stand, and had to leave room for a range that will be forty products inside three years.

An identity built around the ingredient list

Lumé's actual differentiator is that it publishes the full formulation and the reason for every ingredient. So the ingredient list became the identity rather than the small print: it sets the typographic rhythm, it drives the packaging layout, and it is the first thing on the product page rather than the last.

The palette is drawn from the raw materials themselves and is deliberately narrow, so a new product extends the system instead of requiring a decision.

A storefront that answers the objection first

Clean-beauty customers arrive sceptical. The product page is structured around that: what it is, what is in it, what it will not do, and then what it costs — in that order, before any review or lifestyle photograph.

Checkout was cut to a single scrolling page with a persistent summary, guest by default, and shipping cost shown on the first screen rather than the last.

What changed

Conversion on the product pages rose by a third and returns fell noticeably, which the team attributes to setting expectations earlier rather than to anything on the storefront.

The range has since grown from four products to eleven with no additions to the design system, which was the point.