Woman strengthening her hair with device

Emma’s Beauties: A Premium Shopify Store for Global Beauty Tools

Emma’s Beauties, a Geneva-based beauty brand, offers curated dropshipping products across hair, skin, body, nails, and eyelashes, targeting Switzerland, Europe, and a worldwide audience.
I built their Shopify store entirely from scratch using Shopify’s flagship theme, focusing on creating a premium, high-quality brand presence while leveraging AI-driven workflows for product descriptions, visuals, and content strategy—the first project where AI support played a central role.
Logo for 'Emma Beauty's' with decorative elements on a white background
August 27, 2025
Geneva, Switzerland
Emma

Emma

Business Owner

Project Brief

Emma’s Beauties is not just another dropshipping business—it is positioned as a premium beauty destination offering customers trust, elegance, and accessibility. The goal was to build a store that could compete with established beauty brands, while still leveraging the efficiency of a dropshipping model.
The project required setting up a new Shopify store from scratch, designing a premium look and feel, integrating global logistics, and optimizing for credibility across Switzerland, Europe, and international markets. In addition, this was the first project where I introduced AI assistance to streamline product storytelling, enhance imagery, and accelerate launch speed.

Project Goals & Strategy Overview

The Shopify store needed to communicate trust, quality, and beauty while standing out in the competitive beauty space.

Premium Look & Feel

Build a store that looks like a high-end beauty brand, not a generic dropshipping site.

AI-Powered Content – Leverage AI for product descriptions, category storytelling, and branded imagery.

Scalable Infrastructure – Create a Shopify setup ready for global logistics and growth.
Step 1

Phase 1: Brand & Audience Mapping

Researched the beauty tools industry, focusing on audiences in Switzerland, Europe, and worldwide, defining a tone that feels premium, modern, and credible.

Step 2

Phase 2: Layout & Visual Design

Crafted a premium Shopify store using thenew flagship theme, with polished layouts, clean typography, and high-quality imagery.

Step 3

Phase 3: Store Features & CRO

Structured collections around key categories (hair, skin, body, lashes, nails).
Designed product pages to inspire confidence and drive conversions.
Added trust-building elements like clear shipping policies and customer assurance.

Step 4

Phase 4: AI-Enhanced Workflow

Used AI to generate engaging product descriptions, branded imagery, and premium content that streamlined time-to-launch and elevated storytelling.
Woman strengthening her hair with device

Project Outcome Results

The Emma’s Beauties Shopify store launched as a premium, credible global beauty destination, with a professional brand presence and tons of CRO sections that rivals established players in the beauty industry. AI-driven workflows set a new standard for efficiency and creativity in future projects.

Key achievements
  • Built a Shopify store from scratch using the Horizon theme
  • Created a premium, trustworthy brand presence
  • Integrated AI workflows for content, design, and visuals
  • Structured collections for beauty, hair, skin, nails, and lashes
  • Optimized for international sales and credibility

Business Impact
  • Enabled Emma’s Beauties to launch as a global beauty brand with a polished, premium store from day one.
  • Established credibility in the competitive beauty market, differentiating from generic dropshipping setups.
  • Streamlined workflows with AI integration, reducing time-to-market and increasing creative output.
  • Built a scalable foundation for international growth in beauty e-commerce.
+75%

faster product content generation using AI workflows

<2s

page load time across desktop and mobile

100%

100% of collections structured for intuitive browsing

100%

Immediate international readiness with global logistics integration

"Aleksander has been great to work with so far. He communicates clearly, understands my vision for the Shopify beauty store, and provides helpful suggestions. The quality of his design work has been excellent, and I appreciate his professionalism and responsiveness. Looking forward to continuing our collaboration"
Emma

Emma

Business Owner

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Alek Tysklind

Alek Tysklind

Shopify Theme Developer

I’m Alek, a Shopify optimization specialist with years of experience helping brands build faster, higher-converting stores. From speed improvements to CRO and migrations, I focus on creating Shopify experiences that drive real growth.

Woman strengthening her hair with device

Emma’s Beauties, a Geneva-based beauty brand, offers curated dropshipping products across hair, skin, body, nails, and eyelashes, targeting Switzerland, Europe, and a worldwide audience.
I designed their Shopify Theme entirely from scratch using Shopify’s Horizon theme, focusing on creating a premium, high-quality brand presence while leveraging AI-driven workflows for product descriptions, visuals, and content strategy—the first project where AI support played a central role.