I met Max, a Swiss entrepreneur, on a freelancer platform he had a vision for a Korean beauty brand aimed at the Swiss and European market, and he needed someone who could actually build it, not just theme-swap a template. That’s where I came in, and we’ve been building Coree Beauty together ever since.
Making Shopify do exactly what the brand needed
Max had specific requirements, and off-the-shelf Shopify only gets you so far. So I went under the hood customising the theme with Liquid programming to rework sections, layouts, and components until the store matched his brand exactly. Where Liquid stopped, I brought in JavaScript to add the interactive touches and behaviour the default theme couldn’t handle. The goal was a store that felt bespoke and premium, the way a skincare brand competing in the Swiss market needs to feel.
Building pages that sell more, not just display
A beauty store lives and dies on how well it moves people from one product to the next. So I designed specific product pages engineered for upselling — laying out complementary products, routine bundles, and add-ons exactly where a shopper is most likely to say yes. I optimised the UI and UX around maximising upsells and cross-sells: cleaner routes to related items, smarter product page structure, and a browsing flow that gently nudges the average order value up without ever feeling pushy. For a catalogue of 300+ products across 50+ Korean brands, getting this structure right made a real difference.
Connecting the store to the wider sales machine
A Shopify store shouldn’t be an island. I added the full product catalogue to Meta Catalogs and Google Merchant Center so products could power Facebook/Instagram shopping and Google Shopping ads, feeding into the brand’s paid campaigns with accurate, live product data. This is the plumbing that lets a small brand actually compete for visibility against much bigger players.
Turning first-time buyers into a community
New customers are expensive; repeat customers are where the profit is. So I designed and set up the newsletter and email marketing system in Klaviyo building the subscriber capture, welcome flows, and campaign setup that keeps Coree Beauty in front of its audience long after the first purchase. It’s the difference between a one-time sale and a loyal customer base.
The result
Today Coree Beauty is a thriving K-beauty destination serving Switzerland and across Europe multi-currency (CHF/EUR), multi-language (English, French, German), 5,000+ satisfied customers, a 4.95-star rating, and features in Swiss media like RTS and Marie Claire. It’s a brand I helped shape from the technical foundation up, and one I’m still proud to be part of.
Technologies & work: Shopify, custom Liquid theme development, JavaScript, product-page design for upselling/cross-selling, UI/UX conversion optimisation, Meta Catalog integration, Google Merchant Center, Klaviyo email marketing.