Client
Kinship
Industry
Services
Shopify UX & Conversion Optimization
PDP & Product Discovery Enhancements
Lifecycle & Retention Experience Optimization
Ongoing Development & Iteration
Tech partners
Shopify Plus
Klaviyo
Recharge
Shopify Search & Discovery
Presidio partnered with Kinship to refine its Shopify storefront, with a focus on product page optimization, product discovery, and subscription visibility. The goal was to make it easier for customers to explore skincare routines, understand ingredient benefits, and purchase products through a more streamlined direct-to-consumer experience.
Skincare Ecommerce Built Around Product Discovery & Education
Kinship is a clean skincare brand known for science-backed formulations, probiotic-based ingredients, and a strong focus on sustainability. As its direct-to-consumer presence expanded, the Shopify storefront became an important channel for ingredient education, product discovery, and repeat purchase behavior.
Skincare customers often research multiple products before deciding on a routine. Because many products are used daily and replenished regularly, the ecommerce experience needs clear product education, strong product page optimization, and a frictionless path to purchase that supports both first-time buyers and returning customers.
The Challenge: Connecting Product Education to a Clearer Purchase Journey
As Kinship’s online audience grew, the Shopify storefront needed refinement to make it easier for customers to navigate categories and understand how each product fits into a broader skincare routine. Product pages already included strong ingredient and usage details, but the structure needed to surface key benefits more clearly so shoppers could evaluate products quickly and purchase with confidence.
Navigation also needed improvement to support seamless browsing across cleansers, moisturizers, and targeted treatments, while increased campaign traffic made performance optimization essential. The goal was to maintain Kinship’s approachable tone while improving product clarity, discovery, and overall ecommerce conversion.
Our Shopify Product Page Optimization & Merchandising Strategy
Presidio delivered a structured Shopify optimization focused on product pages, collection discovery, and performance. Product templates were refined to better highlight ingredient benefits, usage guidance, and social proof, while improving the above-the-fold purchase flow and increasing subscription visibility.
Collection layouts were reorganized to help customers browse by skincare category and routine step, making it easier to understand how products work together. Performance improvements - including image compression, script cleanup, and mobile UX refinements - ensured faster, more consistent experiences, while modular merchandising controls gave the team flexibility to update launches, campaigns, and best sellers without developer support.
Clearer product page hierarchy supporting ingredient education and purchase decisions
Improved navigation across skincare categories, routines, and product types
Stronger mobile performance and more stable storefront behavior
Faster page load times during marketing and campaign-driven traffic
Greater merchandising flexibility for product launches and featured products
Reduced friction across product selection, subscription visibility, and checkout
As Kinship continues expanding its product lineup, the Shopify storefront remains central to how customers discover products, build routines, and return for replenishment. Ongoing work is focused on refining product education, improving lifecycle and subscription visibility, and strengthening merchandising strategies that highlight new launches and community favorites. Each enhancement helps translate Kinship’s mission of accessible, science-backed skincare into a digital experience that encourages discovery, builds trust, and supports long-term customer relationships.
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