Reimagining beauty retail for the professionals behind the chair.
SalonCentric, L'Oréal's professional distribution arm, wanted a digital presence as ambitious as its place in the industry. Working with YML, I helped reimagine their website and app into a platform that doesn't just sell product — it helps beauty professionals grow.
- Role
- UX & Visual Design
- Client
- SalonCentric · L'Oréal
- Partner
- YML
- Year
- 2021
Overview
More than a store
SalonCentric is where stylists, barbers, and salon owners stock up, but the brief was bigger than ecommerce. L'Oréal wanted a multi-dimensional platform that inspires growth, learning, and profitability for the professionals it serves.
I worked across UX, user research, visual design, and motion, spanning the web and app experience.
The challenge
Sell and teach in the same breath
Beauty pros come to restock, but they stay for everything around it — education, trends, community. The experience had to make shopping effortless while making room for learning, without either getting in the other's way.
Personalisation had to feel genuinely useful, not bolted on.
Approach
One platform, many needs
We overhauled the site and app interfaces, built a cohesive visual language for product imagery, and layered in personalised content so the platform felt tailored to each professional.
An Education Hub became the centrepiece — on-demand learning that turns a supply run into professional development.
Outcome
A forward-thinking leader
The redesign lifted engagement and satisfaction; clearer navigation and personalised features drove higher conversion and repeat purchases.
The Education Hub gave beauty professionals a reason to keep coming back, positioning SalonCentric as a leader in beauty retail, not just a supplier.
