20% sales lift from a kids' cosmetics website redesign
Mishmash: India's first Ayurvedic beauty and self-care brand made for kids, toxin-free and dermatologically tested.
The problem: a website that worked against the brand
Mishmash naturals had a product worth talking about, fun, safe makeup for kids aged 3 and up, Moms and Kids approved. But when they pitched on Shark Tank India Season 5, the feedback landed hard: the website looked old-school and untrustworthy.
That's a brutal thing to hear on national television. And it was accurate. The site had been built to chase traffic SEO-optimized, content-heavy but at the cost of every visual and UX principle that builds brand credibility.
Visual identity from the logo was absent on the website, colors, personality, and energy were all missing
No information hierarchy, content was crammed without a clear browsing flow
Product pages lacked the visual quality needed to convert a parent browsing for their child
The overall aesthetic felt generic, not like a trusted kids' brand with a point of view
The moment the Shark Tank episode aired, the founder knew: a redesign wasn't optional. They came to us immediately after.
What does a kids' cosmetics e-commerce website redesign involve?
A kids' cosmetics e-commerce website redesign restructures the entire browsing and buying experience to reflect the brand's identity, not just its product catalog. It covers information architecture, visual design, brand-consistent color and typography usage, and UX flows across homepage, product listing, and product detail pages to build the trust parents need before making a purchase.
Our approach: from discovery to a brand-led experience
Discovery & research
We opened with a founder discovery call to understand the real objective behind the revamp, not just 'make it look better' but what needed to be communicated differently and to whom. From there, we ran competitive analysis across kids' beauty and wellness e-commerce brands, identifying what visual and structural patterns were actually building trust with the primary buyers: moms.
Strategy & information architecture
We restructured the homepage from the ground up with a section-by-section IA that prioritized brand storytelling first, then product discovery. The goal was to make a first-time visitor understand who Mishmash is before they're asked to buy anything.
Design & iteration
We redefined the brand's color application, the palette already existed in the logo but had been completely ignored on the old site. We built a visual design system that applied those colors with purpose: hero sections, product cards, category navigation, and interactive elements all carried the Mishmash personality. Every visual was calibrated to resonate with kids and the moms buying for them.
Delivery
Redesigned pages covered the homepage, product listing pages (PLP), and product detail pages (PDP), the three highest-impact surfaces for an e-commerce conversion flow. The visual theme was applied consistently across all of them.
Key design decisions: why we made each call
Extracting the brand identity from the logo and applying it everywhere
The problem wasn't that Mishmash lacked a visual identity, it was that the website had never used it. We took the brand colors, the playful energy, the approachable character that already lived in the logo, and built the entire UI color language from there. This created immediate visual coherence: a parent landing on the site now instantly felt the brand, not just saw the product.
Homepage redesigned as a brand story, not a product dump
The old homepage was essentially a list of products with no narrative. We restructured it to lead with brand positioning, what Mishmash stands for, why it's safe, who it's for, before surfacing products. This matters for a brand in the kids' space: parents don't impulse-buy; they need to trust the brand first. The IA change directly addressed that trust gap.
Plp and pdp designed to give products the visual weight they deserved
Product pages on the old site underserved the products themselves. We redesigned both the listing and detail layouts to feature larger, better-framed product visuals, clearer hierarchy between product name, benefits, and CTA, and a visual context that felt consistent with the brand theme. On a kids' beauty site, the product photography and page layout do a lot of the selling, we designed the page to let them do that job.
The outcome: trust restored, conversions up
The redesign launched and delivered results the old site never could.
20% increase in sales conversion rate post-launch
Stronger brand identity perception validated through post-launch customer feedback
Improved customer trust, with buyers explicitly citing the website's quality as part of their confidence in the brand
The Shark Tank feedback that stung in the moment became exactly the catalyst the brand needed. The website went from a liability to an asset.
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