47 Skin
One theme codebase for UK and US, with checkout-native gift with purchase
In collaboration with
47 Skin is a London-born skincare brand built around patented Silver Chitoderm®, with anti-blemish and scar-repair formulas trusted by hundreds of thousands of customers across the UK and US.
- Website
- Year2025
The challenge
47 Skin was scaling across the UK and US with award-winning skincare and a growing bundle and trial-size catalogue. Each market needed its own storefront, but maintaining separate theme codebases meant duplicated development, slower releases, and drift between regions. The previous theme also relied on hardcoded sections that limited merchandising flexibility, while promotional mechanics at checkout needed to feel native to the brand rather than bolted on through generic apps.
The strategy
Working alongside Enchant Digital, oContis treated the rebuild as a long-term commerce foundation: migrate to Shopify Online Store 2.0, architect UK and US stores from a single shared theme codebase, and wire Klaviyo into the stack for lifecycle marketing. Checkout customisation was built with Shopify Functions and checkout UI extensions so gift with purchase could match 47 Skin's visual system instead of fighting it.
Results
47 Skin now runs UK and US storefronts from one maintainable theme foundation, with measurably lower development overhead on cross-market releases and the flexibility to localise content without rebuilding. Merchandising teams work in Online Store 2.0 sections instead of hardcoded layouts, and gift-with-purchase runs through checkout blocks that match the brand. See more in our beauty & skincare portfolio and our guide on Online Store 2.0.
