Redesigning Clean Your Dirty Face for DTC and Franchise Growth

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 ecommerce store ran on Shopify at cleanyourdirtyface.shop. The corporate site with location pages and brand content lived on Squarespace at cleanyourdirtyface.com. Franchise information sat on a third Squarespace site at cleanyourdirtyfacefranchise.com. Each site had its own design, its own content, and its own SEO footprint — none of them working together.

The brand was preparing to launch a full DTC product offering and needed a website that could support both retail customers shopping for skincare products and the existing wholesale business serving franchise locations. They also needed a platform that could scale with their franchise growth without requiring a separate site for every new initiative.

Our Approach

We proposed consolidating everything onto a single Shopify Plus platform at cleanyourdirtyface.com — one site that could handle DTC ecommerce, franchise location pages, service booking, and brand content.

SEO Framework and Site Architecture

Before touching any design work, we built the information architecture. This meant developing a keyword universe covering both the product and services sides of the business, defining the URL structure within Shopify’s routing constraints, mapping out content types (services, locations, franchise, blog), and creating guides for on-page content, meta optimization, and key page content.

The critical decision was whether to maintain separate domains or consolidate. Our SEO recommendation was to consolidate — concentrating domain authority on a single site rather than splitting it across three. This meant planning a redirect strategy for approximately 180 existing URLs across all three sites: core pages, 40+ location pages, 21 blog posts (including legacy URLs with date paths from Squarespace), promotional pages, and the entire franchise site.

Custom Design from Brand Guidelines

Using existing brand guidelines, we created a custom site design that unified the brand’s visual identity across all its digital touchpoints for the first time. The design work included full Figma designs for 12 key page types — homepage, collection pages, product detail pages, service pages, location pages, franchise pages, and more — built to work with a performant Shopify theme.

The design had to serve multiple audiences simultaneously: DTC customers shopping for skincare products, existing customers booking facials and managing memberships, potential franchisees researching the opportunity, and wholesale partners accessing B2B materials. The navigation structure reflected this, with distinct paths for shopping, booking, locations, and franchise inquiry.

Shopify Plus Development

The build consolidated all three sites onto Shopify Plus with the functionality each audience needed:

• DTC product collections organized by skin concern (acne-prone, anti-aging, brightening, men’s) plus sets and bundles
• Store locator integration for 30+ franchise locations with individual location pages, each with unique content, embedded reviews, and booking CTAs
• State-level hub pages serving as landing pages for local SEO across 11 states
• Franchise section with dedicated pages for the franchise opportunity, investment information, available markets, and lead capture
• Service and aftercare pages for the facial business, including membership details and private party booking
• Wholesale Gorilla integration maintaining B2B functionality for franchise partners
• Blog migration preserving the “Skin Boss” blog content with clean new URL structure
• Zapiet integration for local product delivery to stores

Redirect Mapping and Migration

With three sites converging into one, getting the redirect mapping right was essential. We mapped 128 individual redirects — every existing URL on every site to its new home on the consolidated platform. This included handling Squarespace’s date-based blog URLs, location pages moving to an app-managed store locator, and the entire franchise domain pointing to new Shopify pages.

The goal was zero broken links and preserved SEO value across the transition.

The Results

The consolidated site gives Clean Your Dirty Face a single platform that supports every part of their business. DTC customers can shop skincare products and book facials. Franchise partners access wholesale ordering through the same storefront. Potential franchisees can research the opportunity and submit inquiries. And every franchise location has its own page with local content and booking integration.

The SEO framework positions the brand to build organic visibility across both their product and services businesses from a single domain, rather than competing with themselves across three separate sites.