COATS
D2C Website Launch
Coats is a vegan, cruelty-free, clinically proven skincare brand designed for young skin - built around the principle that effective skincare shouldn't be complicated or inaccessible. Launched in 2022 with sales driven entirely through Amazon and TikTok, the brand had built early traction without a home of its own. By 2023, the moment had come to change that.
As Creative Director across the Waldencast portfolio, I led the full creative direction for Coats' D2C website launch - the brand's first owned transactional platform, built on Shopify Plus in partnership with digital agency Fostr. The brief was to translate the Coats brand world into a digital experience that could do everything at
once: educate a young consumer, convert effectively, and feel genuinely distinct in a crowded skincare market.
Working mobile-first, I led the ideation and visual concept from scratch - developing the creative framework, building mockups and design direction for the agency to follow, and overseeing the project through to launch in close collaboration with the Coats brand team and Fostr. The result was a site that went well beyond transactional, with interactive features including a Skin Quiz, Skin School, Campus Ambassador Program and DM-a-Derm building genuine engagement into the architecture of the experience.
CREATIVE DIRECTION • CONCEPT DEVELOPMENT • MOTION & STATIC CAMPAIGN PRODUCTION •
"Clinically Proven,
Approved by Dermatologists,
Trialed by You. "
CREDITS
Shopify Plus Platform Build & Development: Fostr
Team: Waldencast / Coats Brand team
COATS
Coats is a vegan, cruelty-free, clinically proven skincare brand designed for young skin - built around the principle that effective skincare shouldn't be complicated or inaccessible. Launched in 2022 with sales driven entirely through Amazon and TikTok, the brand had built early traction without a home of its own. By 2023, the moment had come to change that.
As Creative Director across the Waldencast portfolio, I led the full creative direction for Coats' D2C website launch - the brand's first owned transactional platform, built on Shopify Plus in partnership with digital agency Fostr. The brief was to translate the Coats brand world into a digital experience that could do everything at once: educate a young consumer, convert effectively, and feel genuinely distinct in a crowded skincare market.
Working mobile-first, I led the ideation and visual concept from scratch - developing the creative framework, building mockups and design direction for the agency to follow, and overseeing the project through to launch in close collaboration with the Coats brand team and Fostr. The result was a site that went well beyond transactional, with interactive features including a Skin Quiz, Skin School, Campus Ambassador Program and DM-a-Derm building genuine engagement into the architecture of the experience.
D2C Website Launch
CREATIVE DIRECTION • CONCEPT DEVELOPMENT • D2C WEBSITE DESIGN • UX/UI DIRECTION •
"Clinically Proven,
Approved by Dermatologists,
Trialed by You. "
CREDITS
Shopify Plus Platform Build & Development: Fostr
Team: Waldencast / Coats Brand team
CREATIVE DIRECTION
The visual system was rooted in the brand's existing DNA - a square grid and design language inspired by chemistry, the periodic table and lab equipment - and pushed into something that felt dynamic and web-native. Drawing on the brand book's colour palette, typography and design guidelines, I developed an eye-catching, animated framework that balanced visual impact with UX clarity and commercial performance.
BRAND & DIGITAL DESIGN SYSTEM
The site's personality lives in its interactivity - educational touchpoints, community-driven initiatives and skin diagnostic tools that give the Coats consumer a reason to return beyond purchase. Every feature was considered both as a brand expression and as a conversion tool, ensuring the experience felt as intentional as the product it was selling.
