Surratt Beauty

Design / Ecommerce Strategy / Optimization / Platform Development / Retained Services / Shopify Plus / User Experience

Translating the Japanese-Inspired Makeup Brand Into a Digital Platform

Sweden Unlimited helped the innovative and personalized makeup brand launch its first-ever global e-commerce website, built on Shopify Plus. With the brand’s strong DNA as our guide, the site design and build were thoughtfully crafted to ensure scalability as the brand continues to grow, while also staying true to its unrivaled ingenuity and mastered craftsmanship.

About the Brand

Born in Japan, raised in New York, Surratt creates sophisticated, superior quality makeup that delivers uncomplicated, pro-level results. Created by Kevyn Aucoin apprentice, Troy Surratt, Surratt features artistic products that are truly bespoke, using Japanese ingredients and technology for premiere quality and innovation.

With a mobile-first approach, our designs were focused on lifting the brand story through an immersive and fluid user-experience. We created custom UX and UI features to enhance the user’s interaction with the site as well as with each product.

Innovation is one of the most important things to me.

Troy Surratt

Design Approach

With Surratt’s core mission of bringing ingenious innovation to the world of beauty at the forefront of our designs, we wanted to reiterate the brand’s strong DNA upon site entry. Therefore, the creative direction was set to highlight the brand's core promise to deliver an experience through customizable products, superior formulations, and unrivaled functionality.

As we designed the homepage, we took an iterative, user-first approach to the brand story by incorporating Troy Surratt's artistic aesthetic with animated UX elements. We wanted to create a unique, clean, and distinct interface that conveyed the strong Surratt identity with an elevated tone that would invite and encourage users to explore the world of Surratt.


Incorporating best practices, we ensured that the key information for each product is displayed on the product listing page, such as the product name, view-on-hover image, price, and relevant badges (new, bestseller, sale, etc) along with a quick add to bag feature on rollover.

On the PDP, strong imagery and must-know key information are positioned above the fold to create an immersive experience that would impactfully connect the consumer to Surratt’s brand and provide full clarity around the product being viewed.

Palette Builder

To allow customers to create their own unique palette, we created a drag and drop builder engaging customers to design their own custom color makeup palatte for purchase on the site.

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