Gush Beauty Case Study | Zapio Solutions

Gush

Gush is a colour-forward beauty brand built for shoppers who want the shade to be right the first time. The products photograph beautifully and sell out fast — but the storefront was asking people to guess. We partnered with the Gush team to rebuild their Shopify experience around shade confidence.

From strategy to execution, we delivered a storefront where colour is the navigation. The new site introduces shade-first collection browsing, swatches shown on a real range of skin tones, and a bundle flow that makes trying a second shade the obvious next step — turning a hesitant first purchase into a habit.

Website

https://gushbeauty.com/

Refined Results, Real Growth

↑88%

Conversion

Rate

↑36%

Average Order Value

↓$0.64

Cost Per

Click

↑$740K

ROI Driven Revenue

Services Provided

We made colour the navigation — shade-first collection browsing, swatches rendered on a real range of skin tones, and a product page that leads with the payoff instead of the packaging.

Our development team rebuilt shade variants as first-class media, added a bundle builder that prices in real time, and optimised image delivery so a colour-heavy catalogue still loads instantly on mobile.

We built a creative system around shade-match proof and creator try-ons, then paired it with a replenishment flow timed to product life — lowering cost per click while lifting average order value.

Gush, Colour That Converts

The Problem

Shade uncertainty was the whole problem. Swatches were rendered on a single skin tone, the collection grid sorted by product rather than colour, and shoppers had no way to judge a shade without ordering it. Returns climbed, second purchases stalled, and paid spend was sending people to a decision the site refused to help them make.

The Solution

We rebuilt browsing around colour itself. Shoppers now filter by shade family, see every swatch on a real range of skin tones, and get a side-by-side compare before adding to cart. A live bundle builder makes the second shade cheaper than buying it alone, and replenishment reminders arrive when the first one is actually running out.

Shopify Excellence for Gush

Gush’s Shopify storefront was rebuilt to sell colour with confidence. We restructured the full customer journey across desktop and mobile, treating shade variants as first-class media, adding a real-time bundle builder, and tuning image delivery so a colour-heavy catalogue stays fast. The result: a store where the right shade is obvious and the second one is inevitable.

Let's build your store to convert