- Custom BigCommerce theme with a built-in feature-flag system for dark releases
- Catalogue-first launch, converted to full eCommerce in a later phase
- Four commissioned phases across three years
Below the waterline
When Adore Beauty launched Viviology, its first private-label skincare brand, the brand needed a home of its own - separate from the main marketplace, but ready to grow into a store.
We built the storefront as a custom BigCommerce theme with an unusual amount of engineering care for a brand site: a three-tier feature-flag system so new pages could ship dark and switch on when the content was ready, and per-product template architecture so each SKU could carry its own page treatment. Launch was deliberately catalogue-only - transactions still ran through the main Adore Beauty store - which meant purchasing could be switched on later without a rebuild.
That is exactly what happened. A second phase reworked the theme; a third turned the site into a fully transactional store - shipping integration, analytics, redirect and cutover planning all part of the job; a fourth added stockist applications and a find-a-clinic page. Three years, four commissions, one storefront that was built to change.