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Case studiesCocoLash

CocoLash case study: a Shopify storefront built from zero, then grown for three years.

How we launched CocoLash, a DIY lash-extension brand, alongside the founder’s existing business, and have kept building it for three years since: ten lash styles on one content system, a Subscribe & Save programme, a 24-task compliance sprint from the brand’s own audit, and a private AI image studio for its campaigns.

The CocoLash storefront on a laptop
Client
CocoLashDIY lash extensions, sold online and in store
Scope
Build + ongoing developmentLaunched from zero; three years and counting
Platform
ShopifyKlaviyo, Shopify POS; the AI studio on Next.js
Live site
cocolash.com Built and maintained by Aqsa Shahzad Official

The challenge

A beauty brand that had to launch fast, then keep changing every month.

CocoLash was taken from zero to a launch-ready storefront alongside the founder’s existing business. The first job was a store that could sell on day one, with the email flows behind it, not a monument.

Lash extensions are a considered choice. A shopper deciding between Dahlia and Orchid needs to see the difference, understand the wear time and know what comes in the box. Ten styles across two collections meant ten product pages that had to be written and structured, not filled in.

Beauty is a repeat category. A first order is the start; the storefront had to turn it into a second, which is where Subscribe & Save and the flows come in.

And a growing brand changes its mind. Policies, claims, shipping times and copy move every quarter, and someone has to ship those changes accurately without breaking anything. That is what the retainer is for.

What we built

Launched from zero, then improved every month for three years.

The build got the brand selling; the retainer is where the storefront kept up with it.

  1. The storefront, from zero

    A Shopify store built alongside the founder’s existing business: custom sections for the homepage and the product pages, collections for the Classic and Volume lines, and the Klaviyo flows wired to the store from launch.

  2. A content system for ten lash styles

    Every product page follows one structure — title, hero line, wear-time badge, a 200–300-word description, why this style, what is in the box — written for all ten: Daisy, Violet, Peony, Jasmine and Marigold in the Classic collection; Dahlia, Orchid, Poppy, Iris and Rose in Volume.

  3. Subscribe & Save

    A subscription page and programme — why subscribe, the plans, how it works, the FAQ — so the seven-day wear cycle becomes a delivery cycle instead of a re-order the customer has to remember.

  4. The March 2026 compliance sprint

    The brand’s own site audit came back as a 24-task fix list, and the list was worked through in priority order: one return window (15 days) across the refund policy, the FAQ and the product-page badge; one spelling of the brand name; shipping times aligned; unsupported claims removed; hygiene messaging on every product page; then the conversion items — a free-shipping progress bar, cross-sells on product pages, recommendations in the empty cart, hover states on the collection cards.

  5. CocoLash AI Studio

    A private image studio for the brand’s campaigns: a Next.js app on Supabase that composes a prompt from the brand profile — lash style, skin tone, hair, scene, season — generates the image with Gemini, builds before/after composites and places the logo automatically, with a gallery and favourites for the team.

Results

Three years in: more traffic, one structure, one team.

+63%Organic trafficAcross the engagement10Lash styles on one content systemClassic and Volume collections24Fixes shipped from one auditThe March 2026 sprint3 yrsOn a monthly retainerBuild, then every month since
  • One store, online and in store. The storefront and Shopify POS carry the same catalogue, so the brand sells at the counter and on the site from one source of truth.
  • Every product page says the same thing. Wear time, what is in the box, the return window: one structure across ten styles, so the contradictions an audit finds cannot creep back in.
  • Campaign imagery without a shoot. The AI studio gives the team on-brand product and lifestyle images on demand, by style and skin tone, with the logo already placed.
  • A retainer that ships. The brand’s audits become a numbered list, and the list gets done — that is what three years of the same team looks like.

Scope & stack

Services delivered, and the stack behind them.

Services
  • Shopify Store Build
  • Custom Sections
  • Klaviyo Flows
  • Product Content System
  • Subscription Programme
  • Monthly Retainer
  • AI Image Studio
Stack
  • ShopifyStorefront and checkout
  • Shopify POSIn-store sales, one catalogue
  • LiquidTheme language, custom sections
  • KlaviyoKlaviyoEmail flows from launch
  • Next.jsThe AI studio app
  • SupabaseAuth, database and image storage
  • GeminiImage generation
Approach
  • Audit-Driven Sprints
  • Subscribe & Save

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