Beauty e-commerce · London
MiVi
A beauty commerce brand built for a new market from the ground up — identity, the app people actually shop in, the backend behind it, and the plan for entering London.
Beauty is a category where the shelf is infinite and attention is not. A new entrant does not get to be the tenth option that looks like the other nine.
The problem
Entering London meant competing with brands that had years of trust and budget. There was no room for a soft launch — the brand, the product and the operations had to arrive together, working.
Building the identity first and the product later would have meant discovering the hard constraints after the expensive decisions were already made.
Brand and product are one decision made twice. Split them across two vendors and you pay for the seam.
How we worked
- 01
Discover
Category, customer and the London shelf: what the brand had to be to be picked up rather than scrolled past.
- 02
Refine
Identity built to survive small formats and fast scrolling, then written into a design system rather than a PDF.
- 03
Accelerate
React Native app, NestJS backend and the infrastructure under both — one team so brand and product never diverged.
- 04
Elevate
Market-entry strategy and the operational groundwork to trade in a new country.
What shipped
- Brand identity and design system
- iOS and Android app on React Native
- NestJS backend with PostgreSQL
- Production infrastructure
- Market-entry strategy for London
Where it landed
Launched in the London market.
Next case
Club London
Members club · Luxury services
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