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First Beauty

Direct to consumer ethical cosmetic trials lead by industry experts

First Beauty artwork


Tomorrow’s cosmetics, today.
Industry experts with access to the best in beauty create a perfect match by recruiting devotee’s to become trial panellists with a new personalised cosmetics service.

First Beauty trusted Storm with delivering a platform that put their user’s habits, and preferences first setting them apart creating a new industry standard in the home cosmetic trial space.


  • Concept Refinement
  • Strategy Analysis 
  • Project Management
  • UX + Interface Design
  • Creative Direction
  • Brand Adaptation
  • Wireframes + Prototypes
  • Style Guides + Website Design
  • Accessibility
  • Front + Back-end Development
First Beauty artwork

As a new direct to consumer brand we engaged with Storm to develop a fully functional e-commerce site for First Beauty with a focus on visual design impact, conversion performance and back-end operational functionality. The team is great to work with and their strong commercial insight has helped us get the most out of the site.

Rob Sumner, Dark Matter Brands

Mockup of First Beauty App on iPads

Creating a community

First Beauty came to us looking for a new clinical, stylish and inclusive eCommerce website for their cosmetic trial service, and we delivered. Creating a new space where users can become home beauty panellists and trial unreleased products, from their favourite brands, for free. To achieve this we adapted a brand for the web, created an eCommerce platform with a clever profiling system and reward point system.

Mockup of First Beauty app on iPhones

Iconic Design

The First Beauty brand was adapted to be a home for clean whites, deep blues and vibrant oranges, merging science and style. An extensive set of icons were created to partner with the onboarding questionnaire, giving the user a more visual representation of their personal information and communicating that the website truly understands them. Around this, an effective UI was put together to allow the user to browse their recommended cosmetics and effortlessly sign up for a trial at home.

First Beauty imagery and icons

Building a profile

The backbone of a project was a clever questionnaire that created a personal ‘beauty profile’ for the user. This noted everything from your body, skin and hair type, down to your sleep habits, hydration, living conditions and travel routine. This allowed First Beauty to match users with products that are perfectly suited to their needs, producing ideal results. The more the user trials and provides feedback, the deeper First Beauty’s understanding of their needs, habits and preferences become. Pairing this with a reward point system to spend on leading beauty brands created a winning combination.

First Beauty’s success is no surprise to anyone here at Storm. The service they provide is second to none and we had a fantastic time working with the team. Since launching they’ve had a fantastic response from cosmetics lovers up and down the country and are now at full capacity. We’re excited to see First Beauty continue to grow and deliver their signature bespoke experience to their panellist community.

Storm Project Team

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We have over a decade of building exceptional applications for start ups and scale ups. Could Ruby on Rails be perfect for your next big idea?

Mobile devices with the Yuup website

Work we’re proud of.

Take a look at our latest and greatest! We’re proud to show our hard work and all of the amazing results and successes we’ve had with our clients.

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