Nu — clean beauty, sold calmly.
A multilingual storefront for a clean-beauty brand — editorial pacing wrapped around a frictionless, CMS-driven buying flow the team can run themselves.
Role
Design & build
Year
2024
Sector
E-commerce · DTC
Stack
A store that feels like a magazine, runs like a shop.
Clean-beauty buyers research before they buy. Nu needed editorial calm — generous space, considered type — without giving up the hard mechanics of a real store: cart, checkout, stock and tax.
So the brief split in two: make every page read like a quiet print spread, and make the whole thing run itself in two languages, with no developer in the loop for the day-to-day.
Three moves
Model it in Sanity
Products, collections and editorial blocks as structured content — the team owns every word and image.
Localise the whole surface
EN · FR routing, copy and SEO metadata modelled in from the start, never bolted on at the end.
Wire Stripe end-to-end
Cart, secure checkout, stock and tax — a real storefront humming behind the calm.
One catalogue, two languages — instantly
Localization isn't an afterthought bolted on at the end — it's modelled into the content layer. Toggle the language and watch the whole product surface morph, routing and all. Try it:
Quiet skincare, made to last.
Formulated clean, shipped across Europe. Edit every word of this page in the CMS — in both languages.
Calm on the surface, busy underneath.
The product grid — real, not a screenshot
This is Nu's actual Products component, recreated in the brand's own light palette — Corben headings, pastel category tile, star ratings and a Stripe-backed quick-add. Switch language, add to cart, hover a card. It's the build, running.
Soins solides
Formulés propres, sans plastique. Faits pour durer, expédiés dans toute l'Europe.
Voir la boutique
