Loam: Skincare sold like an ingredient list, because it is one.

Loam makes five products with short ingredient lists and long waitlists. Its old site buried that clarity under lifestyle abstraction: full-screen video, six typefaces, and a product page where the formula lived below four screens of mood.

Conversion sat at 1.9 percent while retail sell-through stayed strong. People who touched the product bought it. People who visited the site left.

The redesign started from a rule the founders already lived by: if it is not on the label, it is not on the page. Product pages now lead with the formula, and each ingredient gets a sentence of purpose instead of a paragraph of poetry.

We rebuilt the storefront as a shelf, not a scroll. Five products, one screen, no carousel. Photography stayed honest: unretouched texture on gray, the way the product actually looks on a bathroom counter.

Checkout went from five steps to three, and the performance budget was written into the contract before the first design review.

Conversion passed 3 percent within two months of launch and has held. Average order value climbed once ingredient-first pages made pairing products legible. The founders' favorite number is quieter: refund requests citing unmet expectations dropped by half.