[ case study ]
Beautigel Nails — Ecommerce website portfolio case study by Collectiv. Studio, Bristol
Salon-effect gel nail wraps by a mother & daughter team—an ecommerce site built to explain the science, sell the starter kit, and grow subscriptions.
View here[ project gallery ]
[ overview ]
Beautigel Nails is a London gel nail wrap brand founded by a mother and daughter who wanted salon-quality nails at home—without the cost, time or damage of regular salon visits. We built their ecommerce site to do more than list products: it educates customers on why UV-cured gel works, guides them through a starter kit, and supports repeat purchase through subscription.
[ challenge ]
Gel nail wraps sit in a crowded DTC beauty market, and many competitors skip UV curing entirely. Beautigel’s difference is deliberate—UV-cured wraps that last up to four weeks, protect natural nails (especially post-acrylic), and deliver a salon-grade finish. The site had to make that logic clear fast, without overwhelming first-time buyers or underselling the premium positioning.
[ approach ]
We structured the site around how customers actually decide: a bold hero and bestsellers for quick purchase, a step-by-step routine (choose, apply & cure, wear, remove), and a build-your-own starter kit flow combining wraps, UV lamp and cuticle oil. Comparison tables and science-led sections explain why curing matters versus non-UV wraps and salon gel—wear time, protection, removal and at-home convenience. Subscription, membership savings and the founders’ story sit alongside social proof and Instagram integration to build trust and repeat orders.
[ outcome ]
Beautigel Nails is live at beautigelnails.uk—a scalable shop that sells the product and the reasoning behind it. Visitors can buy individual wrap kits, configure a starter bundle, subscribe for regular deliveries, and understand exactly why UV-cured gel is worth it before they checkout.
[ related services ]
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“We honestly couldn't be happier with the website Harriet has created for BeautiGel Nails. From start to finish she's been incredibly patient, professional and supportive, always happy to answer our questions and make any changes we requested. She really understood the premium look and feel we wanted for our brand and brought our vision to life even better than we imagined. The website looks beautiful, is easy to navigate and perfectly reflects our business. Nothing ever felt like too much trouble, and throughout the whole process Harriet has been approachable, responsive and genuinely invested in helping us create something we're proud of. We wouldn't hesitate to recommend her to anyone looking for a talented web designer. Thank you so much for all your hard work—we absolutely love our new website! ❤️”
Sara & Kiana, BeautiGel Nails