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Case study · Shopify

How we built TrueDerm's Shopify store to explain the science behind every skincare product!

TrueDerm's customers read ingredient lists before they buy. So we built TrueDerm's product template to explain every key ingredient in plain words, added customer quotes and quality marks next to the Add to Cart button, set up a Discover blog for the brand's skin science, and kept the calm, image-led design fast on mobile.

1 monthKickoff to launch
8Custom features built
4Products, each with its own ingredient story and FAQ
Book a Strategy Call Visit truederm.dk (opens in a new tab)
Country
Denmark
Project
Custom Shopify Build
Timeline
1 month
Built on
Shopify, Dawn theme
truederm.dk
TrueDerm homepage showing fragrance-free skincare made in Denmark, with key ingredients listed under each product
Homepage, truederm.dkHoverTap to scroll the full page
01The brief

The brief

TrueDerm is a Danish skincare brand whose buyers read ingredient lists and distrust big claims. Their founders Tippie-Maya and Robert Høgh wanted a store that shows what is inside each product and why it works, without burying shoppers in chemistry. It needed proof close to the buy button, a calm design that matches the products, fast pages for shoppers arriving from Instagram and TikTok, and a home for the founders’ story and the skin science behind the range.

02What we built and why

Enstacked 6 services that shaped True Derm’s Shopify Store!

02.1

A clean, calm theme built around the brand

The problem
TrueDerm's products look clean and clinical, and a busy theme would undercut the trust the brand needs.
What we built
A minimal, neutral-toned design system on Shopify's Dawn theme: TrueDerm's type styles and colours, plenty of white space, and soft product photography in every section.
Why this way
A calm, polished store reads as credible from the first second, so shoppers feel confident enough to explore the products.
Every pagebuilt on one neutral design system
02.2

Product pages that explain every ingredient

The problem
Shoppers want to know what each active does, but a wall of ingredient text scares them off.
What we built
A custom product template with Benefits, How to use, and Ingredients tabs, a "Thoughts behind the product" block, and a product FAQ.
Why this way
Each shopper opens only what they care about. The key actives sit one tap away, each with a one-line reason, and the FAQ answers the questions people ask before buying.
4products, each with its own ingredient story and FAQ
02.3

Proof added where the decision happens

The problem
A new skincare brand has to earn trust before anyone tries it.
What we built
Customer quotes on every product page, a customer results section on the homepage, and trust modules for Made in Denmark, lab-developed formulas, and the Kemiluppen A rating.
Why this way
Proof works best right next to the Add to cart button, not on a separate reviews page.
4 of 4product pages with customer quotes
02.4

Mobile-first design for social shoppers

The problem
Most skincare shoppers arrive from Instagram and TikTok on a phone, where small buttons and long menus lose them.
What we built
Mobile-first layouts with a short main menu, large tap targets, and an Add to Cart button that stays easy to reach, then scaled up for tablet and desktop.
Why this way
Designing for the phone first means the most common visit gets the best experience, not a squeezed-down desktop page.
3items in the main menu: Shop, About, Discover
02.5

Speed that survives large photography

The problem
Soft, large product photography and product videos make skincare pages heavy, especially on mobile data.
What we built
Compressed images in modern formats, lazy loading below the fold, optimised video and a lean set of scripts.
Why this way
A slow page loses a social shopper in seconds, and a store that feels sluggish undercuts a premium price.
02.6

A home for the science

The problem
TrueDerm's story and skin science did not fit on product pages.
What we built
A Discover blog and an About page that tells the founders' story, both linked from the main menu.
Why this way
Education builds trust over time and gives Google content to rank beyond product names.
8articles in the Discover blog
03Results

What changed after launch of True Derm’s Shopify Store?

1 month
Kickoff to launch
Fast turnaround to market
Project Milestones
8
Custom features built
Full Dawn customization
Theme Architecture
4
Products with ingredient stories
Custom tabs and FAQ per product
Product Catalog
2.4s
Mobile load time (LCP)
Core Web Vitals passed
Google PageSpeed Insights
04The store

A closer look at the True Derm’s finished Shopify Store!

truederm.dk/products/serum
TrueDerm Hydrating Serum product page explaining key actives with tabs and FAQ
Hydrating SerumProduct page explaining key actives with tabs and FAQ
truederm.dk/blogs/news
TrueDerm Discover blog with science-led skincare articles
Discover BlogScience-led skincare articles and founder story
truederm.dk/pages/about
TrueDerm About page telling the founders' story
AboutTrueDerm About page telling the founders' story
HoverTap a frame to scroll the full page.
Client words
RH
Robert H. Co-founder, TrueDerm ★★★★★ truederm.dk

Our customers read ingredient lists. The store had to explain what is in each product and why, without turning into a textbook. Enstacked got the balance right. The product pages are clear, the proof sits next to the buy button, and the whole site is quick on mobile, where most of our customers find us. It was delivered on time and to spec.

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