A new non transactional Shopify site to showcase TruYu's product range.

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Truyu has recently undergone a rebrand from QVS. It is the sister brand of household beauty tool brand Tweezerman. They are a national supplier of grooming and makeup tools to the beauty sector including brushes, sponges, tweezers and nail clippers.

TruYu required a new site to promote and showcase their new brand and to enable them to display and manage their extensive product catalogue. They also wanted to encourage B2C visitors to make the onward journey to their distributor network.

Utilising their new branding, Absolute created a UX-led and customer-focused design to help elevate the TruYu brand. The Shopify SaaS platform was chosen as the perfect partner to showcase their products online.


We needed to display TruYu’s products and associated features in an easy to reference way and to encourage users to use the site to find their nearest stockist. Shopify was the ideal solution because of its product-oriented focus and powerful CMS features.

Also, because TruYu’s site is non-transactional, the client would not incur the supplemental charges Shopify adds to third-party gateways, which can become an expensive overhead as transactions scale up. Because the site is non-transactional, it’s difficult to monitor direct conversion rates.

However, the client can evaluate brand awareness via the increase in site visits and the associated increase in social media engagement. The new site is also targeted at potential distributors who can view the new range of products quickly and easily.


The resulting bespoke design reflects the organic shapes of the product packaging, which took a higher level of front-end finessing than usual during development.

Content blocks were created and training provided for the client to be able to create their own additional pages. This means the client is not reliant on an agency for day-to-day or seasonal updates. We also incorporated video into the header design to make the page more engaging.

Complete Your Routine

The product detail page features a ‘complete your routine’ section. This is where associated products appear that illustrate which items are used to compliment the look customers are viewing—a great way to upsell and create awareness of the tools needed for the whole routine of grooming or makeup application. Products can also be tagged to feature labels that indicate newly introduced ranges and bestsellers.

Distributor Page

We created a page for users so they could quickly and easily find stock in their locality. We also provided training for the client’s team, so they could populate and maintain the page themselves, including links to online distributors as well as the physical store locations. It is also a great way for TruYu to promote lesser-known distributors and an incentive to stock the brand.


Although currently just in English, the site has multi-language capability for future expansion into other markets when TruYu are ready for that part of their marketing strategy. We also integrated a review system so that data can immediately be displayed on the site as it becomes available.



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