Designing and Building Clean Your Dirty Face's Online Shop

The Challenge

Clean Your Dirty Face is a skincare brand built around a signature 30-minute facial, with franchise locations across 11 states and a growing line of professional-grade skincare products. As the brand expanded, their digital presence hadn’t kept pace. The business was spread across three separate websites on two different platforms.

The corporate site with location pages and brand content lives on Squarespace at cleanyourdirtyface.com. Franchise information sits on a second Squarespace site at cleanyourdirtyfacefranchise.com. The shop runs on Shopify at cleanyourdirtyface.shop, and that’s the part they brought us in to design and build.

The brand was preparing to launch a full direct-to-consumer product line and needed a shop that could serve retail customers shopping for skincare and the wholesale business supplying its franchise locations, in one place.

Our Approach

SEO Framework and a Plan to Consolidate

Before any design work, we built the information architecture: a keyword universe covering both the products and the facial services, a URL structure that fits Shopify’s routing, content types for services, locations, franchise and blog, and guides for on-page content.

Our recommendation was to bring all three sites onto one domain, so the brand’s search authority would stop being split three ways. We mapped the redirects that move would need, including Squarespace’s date-based blog URLs and the franchise domain. The shop came first; the brand and franchise sites still run separately on Squarespace today. It’s the split we steer new clients away from: one site for the story and the shop is simpler for customers and stronger in search.

Custom Design from Brand Guidelines

Working from their existing brand guidelines, we designed the shop in Figma, with full designs for 12 key pages including the homepage, collection pages, and product pages, built to run on a fast Shopify theme.

Shopify Build

• Retail collections organized by skin concern (acne-prone, anti-aging, brightening, men’s) plus sets and bundles
• Wholesale Gorilla for franchise partners, so wholesale and retail ordering live in the same store
• A locations page for their franchise studios
• Zapiet for local pickup and delivery to stores

The Results

Clean Your Dirty Face has one shop that serves both retail customers and its franchise partners, designed from their brand guidelines and built to grow with the product line. The SEO framework and redirect map are ready for the day they bring the brand and franchise sites onto the same domain.