A brand-led Shopify rebuild for skincare label MAIWE
MAIWE is a Belgian skincare brand founded by bio-engineer Maayke. The products are made from wild-grown botanicals, with rosehip oil as the signature ingredient, and the brand is built around a simple promise: traceable beauty, produced in Belgium, for people with reactive and sensitive skin. The whole range follows a four-step routine MAIWE calls The Sequence: Cleanse, Hydrate, Treat, Protect.
The challenge
MAIWE was already selling on Shopify, but on an older theme that no longer matched where the brand was heading. The store was English only, and it did not give enough room to the things that set MAIWE apart: the founder's story, the science behind the formulas, and the traceability message.
They wanted a storefront that told that story well and guided shoppers to the right products, with a skin quiz at the heart of it that recommends a personalized routine and turns quiz-takers into customers. They also wanted a set of content pages the team could update themselves, rather than coming back to an external party for every small change.
One condition ran through all of it: the shop was live and taking orders, so every change had to be made carefully, without breaking what was already working.
Our approach
Build on Horizon, customise the rest
The design for the new MAIWE store came from The Phoney Club, the branding agency behind the brand's identity. Our job was to bring that design to life on Shopify: translating an ambitious, editorial concept into a fast, flexible Horizon-based theme without losing any of its character. Working from an external design meant close coordination and several rounds of feedback with both MAIWE and The Phoney Club, and we kept iterating until the client and the design team were both happy with the result.
The MAIWE homepage
We set up the Shopify Horizon theme and connected it to GitHub for version contro.. Where Horizon's native sections did the job, we reused them. Where the brand needed something custom, we built it on top. That kept the build efficient while still giving MAIWE the tailored look they were after.
A skin quiz as a custom app
The personalised skin quiz was delivered as a custom Shopify app, with separate development and production versions so the team could test safely before anything went live. 
The quiz recommends a routine based on the shopper's skin, and pairs that with a first-time discount to move quiz-takers toward their first order. However, Shopify's native discounts could not handle a first-time-only quiz discount, so we built a custom solution to fix this issue.
Content pages the team actually owns
For the blog, FAQ, press, founder story, The Lab, and store locator, we built templates with ready-made sections, so the MAIWE team can edit the content themselves. The store locator runs on Google Maps.
The results
MAIWE went live with a fully redesigned storefront,including the personalised skin quiz, the full set of content pages, and templates the team can update on their own. Post-launch requests now run through a structured helpdesk. We provide a pay-per-request, rather than through a fixed care plan, with our ddCare team picking up incoming tickets.
A PDP for MAIWE
The storefront now matches the brand it carries. The founder's story, the science behind the formulas, and the traceability message all have space on the page, and the four-step Sequence gives shoppers a clear way through the range instead of a flat product list.
MAIWE's considered, editorial feel runs across every page, from the founder story to The Lab, and the skin quiz turns that same thinking into something practical: a personalised routine that meets people where their skin actually is. The old theme held the brand back. The new one lets it lead, on a foundation the team can keep shaping themselves.
