About the project
Vani Cosmetics was founded by Shivani Karwal in June 2020 — a lifelong makeup lover and woman of color who was tired of shimmers and glitters that looked beautiful in the pan but turned ash or disappeared on deeper skin tones. She built Vani as an answer: 100% vegan, cruelty-free, high-impact products that work from the fairest to the deepest skin tones. Today the brand ships to customers in over 80 countries.
The challenge
Complex variant logic across 40+ shades per product, bundle pricing rules, and a wholesale inquiry process that was entirely manual. The store was built on a generic template with nothing of Shivani's story or the brand's inclusive mission. International customers had no localised experience despite the global audience.
What we built
Custom Shopify theme centred on Shivani's story and the brand's inclusive positioning. Built a bespoke shade selector UI with skin-tone preview swatches, a bundle builder with dynamic pricing, and a B2B inquiry form wired to Klaviyo. Set up GA4 enhanced ecommerce for full-funnel attribution. Added geo-detection for international shoppers.
The store
