[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"entry-\u002Fcase-studies\u002Fthe-makeup-co-custom-beauty-ecommerce-platform\u002F":3},{"id":4,"type":5,"slug":6,"path":7,"title":8,"excerpt":9,"description":10,"date":11,"modified":11,"featuredMedia":12,"heroImage":13,"tier":14,"softKind":4,"blocks":15,"contentHtml":80,"renderHtml":81,"plainText":82},null,"page","the-makeup-co-custom-beauty-ecommerce-platform","\u002Fcase-studies\u002Fthe-makeup-co-custom-beauty-ecommerce-platform\u002F","The Makeup Co: Custom Beauty Ecommerce Platform","The Makeup Co is a luxury Australian makeup store rebuilt as a custom headless ecommerce platform: multi-brand shopping, Pro Membership for artists and students, product kits, and a staff CMS that publishes instantly.","Case study: how AL Phesda Interactive designed and built The Makeup Co, a custom Australian beauty ecommerce platform with Pro Membership, brand hubs, kits, Stripe checkout, and a full admin CMS.","2026-07-27T09:00:00",0,"\u002Fbrand\u002Fcase-studies\u002Fthe-makeup-co\u002Fthe-makeup-co-luxury-beauty-ecommerce-homepage.webp","A",[16,19,21,23,25,27,29,32,34,36,38,40,42,44,46,48,50,52,54,56,58,60,62,64,66,68,70,72,74,76,78],{"type":17,"text":18},"h2","The brief",{"type":17,"text":20},"Multi-brand shopping that feels editorial",{"type":17,"text":22},"Pro Membership for artists and students",{"type":17,"text":24},"Admin CMS built for beauty operations",{"type":17,"text":26},"Technical architecture",{"type":17,"text":28},"What we delivered",{"type":30,"text":31},"p","The Makeup Co is a luxury Australian makeup retailer serving professional artists, students, and retail customers. AL Phesda Interactive designed and developed a custom ecommerce platform end-to-end: storefront, Pro Membership, brand hubs, kits, Stripe payments, transactional email, and the admin CMS staff use every day.",{"type":30,"text":33},"This was not a theme on Shopify. It is a purpose-built commerce system for how beauty brands actually sell: deep category trees, trade pricing, academy kits, and a storefront that still feels premium.",{"type":30,"text":35},"Replace a WordPress and WooCommerce stack with a platform the team could own. Keep the luxury visual language. Rebuild catalogue, checkout, accounts, wholesale membership, kits, and content editing so staff could publish without a developer for every change.",{"type":30,"text":37},"If you sell makeup, hair, or salon products and off-the-shelf ecommerce keeps fighting your workflows, this is the kind of build we do. Book a Discovery Session and we will map what a custom store should look like for your brand.",{"type":30,"text":39},"The Makeup Co carries multiple pro brands under one roof. We built dedicated brand hubs for Bulk Lashes, ESUM, Kett Cosmetics, and Paintbox, each with its own hero, value props, mega-menu colour, and featured product grids. Shoppers browse by brand without losing the parent store identity.",{"type":30,"text":41},"Category trees power the mega-menu and landing pages. A brand like Bulk Lashes can surface Clusters, Individuals, and Strips as first-class paths. Kett Cosmetics can lead with inclusive shade ranges and set-ready coverage messaging that matches how artists actually shop.",{"type":30,"text":43},"Retail pricing alone was never enough. Makeup artists and students need verified trade access. We built Pro Membership as a first-class product: apply online, upload credentials, get reviewed in admin, then unlock tiered auto-discounts across the catalogue.",{"type":30,"text":45},"Applicants choose makeup artist or student, create an account in one flow, and submit business details for review. Staff approve, request more information, or reject from the same admin they use for orders. Legacy wholesale and trade routes consolidate into this single membership model.",{"type":30,"text":47},"On top of membership, the platform supports discount codes with tier allowlists, brand-specific Pro percentages, and product kits including fixed kits, build-your-own kits, and composite academy kits with mutually exclusive brand slots.",{"type":30,"text":49},"Staff run the business from a custom admin at themakeup.co\u002Fadmin. Products, categories, inventory, orders, discount codes, media, homepage, brand hubs, blog, email templates, customers, and Pro applications all live in one console.",{"type":30,"text":51},"Catalogue changes publish to the storefront instantly. Inventory tracks SKUs with low-stock alerts and reservation logic at checkout. Orders generate Australian tax invoices. Transactional email runs through Resend on a verified domain, with templates editable in the CMS for shipping, refunds, abandoned carts, membership lifecycle, and more.",{"type":30,"text":53},"Salon booking is built into the same system and can be enabled when the client is ready for appointments alongside ecommerce. One platform for shop, membership, content, and optional bookings.",{"type":30,"text":55},"Frontend: Next.js 16 (App Router), React 19, TypeScript, Tailwind CSS, motion-driven storefront on Vercel Sydney.",{"type":30,"text":57},"Commerce data: Firebase Auth, Firestore, and Storage as the live catalogue, orders, CMS, and membership backend.",{"type":30,"text":59},"Payments: Stripe PaymentIntents with embedded Elements, AUD pricing, webhook fulfillment, refunds, and saved payment methods.",{"type":30,"text":61},"Email: Resend on contact.themakeup.co for orders, membership, abandoned cart, and operational alerts.",{"type":30,"text":63},"Ops: PDF tax invoices, inventory reservation cron, abandoned-cart recovery, Sentry monitoring, and CI with lint, tests, and bundle budgets.",{"type":30,"text":65},"We migrated away from WordPress and WooCommerce as the live shop while preserving the luxury design language, so the brand kept its look and gained a backend that matches how the business actually works.",{"type":30,"text":67},"Live custom storefront at themakeup.co with predictive search, cart, account, and Stripe checkout.",{"type":30,"text":69},"Multi-brand hubs and category-driven merchandising for pro beauty catalogues.",{"type":30,"text":71},"Pro Membership application, review, and tiered pricing for artists and students.",{"type":30,"text":73},"Fixed, build-your-own, and composite kit commerce for academy and studio workflows.",{"type":30,"text":75},"Full admin CMS for products, inventory, orders, invoices, email templates, and content.",{"type":30,"text":77},"Optional salon booking module wired into the same operational console.",{"type":30,"text":79},"If your beauty, salon, or wholesale brand has outgrown templates, we can design and build a store that fits your catalogue, memberships, and operations. Explore our website design and development and custom app development , or book a free Discovery Session and leave with a clear build plan.","\u003Csection>\n\u003Cp>\u003Ca href=\"https:\u002F\u002Fthemakeup.co\" target=\"_blank\" rel=\"noopener\">The Makeup Co\u003C\u002Fa> is a luxury Australian makeup retailer serving professional artists, students, and retail customers. AL Phesda Interactive designed and developed a custom ecommerce platform end-to-end: storefront, Pro Membership, brand hubs, kits, Stripe payments, transactional email, and the admin CMS staff use every day.\u003C\u002Fp>\n\u003Cp>This was not a theme on Shopify. It is a purpose-built commerce system for how beauty brands actually sell: deep category trees, trade pricing, academy kits, and a storefront that still feels premium.\u003C\u002Fp>\n\u003Cfigure class=\"rich-media\">\n\u003Cimg class=\"rich-image\" src=\"\u002Fbrand\u002Fcase-studies\u002Fthe-makeup-co\u002Fthe-makeup-co-luxury-beauty-ecommerce-homepage.webp\" alt=\"The Makeup Co luxury beauty ecommerce homepage with predictive search, hero campaign, and trade account call to action\" width=\"1024\" height=\"640\" loading=\"eager\" decoding=\"async\" \u002F>\n\u003Cfigcaption class=\"rich-caption\">Storefront homepage on themakeup.co: predictive search, campaign hero, and clear paths for retail and trade.\u003C\u002Ffigcaption>\n\u003C\u002Ffigure>\n\u003C\u002Fsection>\n\u003Csection>\n\u003Ch2>The brief\u003C\u002Fh2>\n\u003Cp>Replace a WordPress and WooCommerce stack with a platform the team could own. Keep the luxury visual language. Rebuild catalogue, checkout, accounts, wholesale membership, kits, and content editing so staff could publish without a developer for every change.\u003C\u002Fp>\n\u003Cp>If you sell makeup, hair, or salon products and off-the-shelf ecommerce keeps fighting your workflows, this is the kind of build we do. \u003Ca href=\"\u002Fbook-a-consultation\u002F\">Book a Discovery Session\u003C\u002Fa> and we will map what a custom store should look like for your brand.\u003C\u002Fp>\n\u003C\u002Fsection>\n\u003Csection>\n\u003Ch2>Multi-brand shopping that feels editorial\u003C\u002Fh2>\n\u003Cp>The Makeup Co carries multiple pro brands under one roof. We built dedicated brand hubs for Bulk Lashes, ESUM, Kett Cosmetics, and Paintbox, each with its own hero, value props, mega-menu colour, and featured product grids. Shoppers browse by brand without losing the parent store identity.\u003C\u002Fp>\n\u003Cfigure class=\"rich-media\">\n\u003Cimg class=\"rich-image\" src=\"\u002Fbrand\u002Fcase-studies\u002Fthe-makeup-co\u002Fthe-makeup-co-shop-by-brand-multi-brand-hub.webp\" alt=\"The Makeup Co shop by brand page showing Bulk Lashes, ESUM, Kett Cosmetics, and Paintbox brand hubs\" width=\"1024\" height=\"640\" loading=\"lazy\" decoding=\"async\" \u002F>\n\u003Cfigcaption class=\"rich-caption\">Shop by Brand: curated hubs that turn a multi-label catalogue into a guided experience.\u003C\u002Ffigcaption>\n\u003C\u002Ffigure>\n\u003Cp>Category trees power the mega-menu and landing pages. A brand like Bulk Lashes can surface Clusters, Individuals, and Strips as first-class paths. Kett Cosmetics can lead with inclusive shade ranges and set-ready coverage messaging that matches how artists actually shop.\u003C\u002Fp>\n\u003Cfigure class=\"rich-media\">\n\u003Cimg class=\"rich-image\" src=\"\u002Fbrand\u002Fcase-studies\u002Fthe-makeup-co\u002Fthe-makeup-co-bulk-lashes-brand-landing-page.webp\" alt=\"Bulk Lashes brand landing page on The Makeup Co with category navigation for clusters, individuals, and strips\" width=\"1024\" height=\"640\" loading=\"lazy\" decoding=\"async\" \u002F>\n\u003Cfigcaption class=\"rich-caption\">Bulk Lashes brand page: studio essentials, category sub-nav, and a path into the full range.\u003C\u002Ffigcaption>\n\u003C\u002Ffigure>\n\u003Cfigure class=\"rich-media\">\n\u003Cimg class=\"rich-image\" src=\"\u002Fbrand\u002Fcase-studies\u002Fthe-makeup-co\u002Fthe-makeup-co-kett-cosmetics-brand-page.webp\" alt=\"Kett Cosmetics brand landing page on The Makeup Co with pro performance messaging and featured products\" width=\"1024\" height=\"640\" loading=\"lazy\" decoding=\"async\" \u002F>\n\u003Cfigcaption class=\"rich-caption\">Kett Cosmetics hub: pro performance story, shade positioning, and featured products.\u003C\u002Ffigcaption>\n\u003C\u002Ffigure>\n\u003C\u002Fsection>\n\u003Csection>\n\u003Ch2>Pro Membership for artists and students\u003C\u002Fh2>\n\u003Cp>Retail pricing alone was never enough. Makeup artists and students need verified trade access. We built Pro Membership as a first-class product: apply online, upload credentials, get reviewed in admin, then unlock tiered auto-discounts across the catalogue.\u003C\u002Fp>\n\u003Cp>Applicants choose makeup artist or student, create an account in one flow, and submit business details for review. Staff approve, request more information, or reject from the same admin they use for orders. Legacy wholesale and trade routes consolidate into this single membership model.\u003C\u002Fp>\n\u003Cfigure class=\"rich-media\">\n\u003Cimg class=\"rich-image\" src=\"\u002Fbrand\u002Fcase-studies\u002Fthe-makeup-co\u002Fthe-makeup-co-pro-membership-application-form.webp\" alt=\"The Makeup Co Pro Membership application form for makeup artists and students with account and credential fields\" width=\"1024\" height=\"640\" loading=\"lazy\" decoding=\"async\" \u002F>\n\u003Cfigcaption class=\"rich-caption\">Pro Membership apply flow: credential review before exclusive pricing goes live.\u003C\u002Ffigcaption>\n\u003C\u002Ffigure>\n\u003Cp>On top of membership, the platform supports discount codes with tier allowlists, brand-specific Pro percentages, and product kits including fixed kits, build-your-own kits, and composite academy kits with mutually exclusive brand slots.\u003C\u002Fp>\n\u003C\u002Fsection>\n\u003Csection>\n\u003Ch2>Admin CMS built for beauty operations\u003C\u002Fh2>\n\u003Cp>Staff run the business from a custom admin at themakeup.co\u002Fadmin. Products, categories, inventory, orders, discount codes, media, homepage, brand hubs, blog, email templates, customers, and Pro applications all live in one console.\u003C\u002Fp>\n\u003Cp>Catalogue changes publish to the storefront instantly. Inventory tracks SKUs with low-stock alerts and reservation logic at checkout. Orders generate Australian tax invoices. Transactional email runs through Resend on a verified domain, with templates editable in the CMS for shipping, refunds, abandoned carts, membership lifecycle, and more.\u003C\u002Fp>\n\u003Cfigure class=\"rich-media\">\n\u003Cimg class=\"rich-image\" src=\"\u002Fbrand\u002Fcase-studies\u002Fthe-makeup-co\u002Fthe-makeup-co-ecommerce-admin-products-dashboard.webp\" alt=\"The Makeup Co admin products dashboard showing 221 products, live and hidden counts, category breakdown, and inventory table\" width=\"1024\" height=\"640\" loading=\"lazy\" decoding=\"async\" \u002F>\n\u003Cfigcaption class=\"rich-caption\">Products admin: hundreds of SKUs, deep category paths, live or hidden status, and instant publish.\u003C\u002Ffigcaption>\n\u003C\u002Ffigure>\n\u003Cp>Salon booking is built into the same system and can be enabled when the client is ready for appointments alongside ecommerce. One platform for shop, membership, content, and optional bookings.\u003C\u002Fp>\n\u003C\u002Fsection>\n\u003Csection>\n\u003Ch2>Technical architecture\u003C\u002Fh2>\n\u003Cul>\n\u003Cli>\u003Cstrong>Frontend:\u003C\u002Fstrong> Next.js 16 (App Router), React 19, TypeScript, Tailwind CSS, motion-driven storefront on Vercel Sydney.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Commerce data:\u003C\u002Fstrong> Firebase Auth, Firestore, and Storage as the live catalogue, orders, CMS, and membership backend.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Payments:\u003C\u002Fstrong> Stripe PaymentIntents with embedded Elements, AUD pricing, webhook fulfillment, refunds, and saved payment methods.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Email:\u003C\u002Fstrong> Resend on contact.themakeup.co for orders, membership, abandoned cart, and operational alerts.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Ops:\u003C\u002Fstrong> PDF tax invoices, inventory reservation cron, abandoned-cart recovery, Sentry monitoring, and CI with lint, tests, and bundle budgets.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>We migrated away from WordPress and WooCommerce as the live shop while preserving the luxury design language, so the brand kept its look and gained a backend that matches how the business actually works.\u003C\u002Fp>\n\u003C\u002Fsection>\n\u003Csection>\n\u003Ch2>What we delivered\u003C\u002Fh2>\n\u003Cul>\n\u003Cli>Live custom storefront at \u003Ca href=\"https:\u002F\u002Fthemakeup.co\" target=\"_blank\" rel=\"noopener\">themakeup.co\u003C\u002Fa> with predictive search, cart, account, and Stripe checkout.\u003C\u002Fli>\n\u003Cli>Multi-brand hubs and category-driven merchandising for pro beauty catalogues.\u003C\u002Fli>\n\u003Cli>Pro Membership application, review, and tiered pricing for artists and students.\u003C\u002Fli>\n\u003Cli>Fixed, build-your-own, and composite kit commerce for academy and studio workflows.\u003C\u002Fli>\n\u003Cli>Full admin CMS for products, inventory, orders, invoices, email templates, and content.\u003C\u002Fli>\n\u003Cli>Optional salon booking module wired into the same operational console.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>If your beauty, salon, or wholesale brand has outgrown templates, we can design and build a store that fits your catalogue, memberships, and operations. Explore our \u003Ca href=\"\u002Fwebsite-development-melbourne\u002F\">website design and development\u003C\u002Fa> and \u003Ca href=\"\u002Fapp-developer-melbourne\u002F\">custom app development\u003C\u002Fa>, or \u003Ca href=\"\u002Fbook-a-consultation\u002F\">book a free Discovery Session\u003C\u002Fa> and leave with a clear build plan.\u003C\u002Fp>\n\u003C\u002Fsection>","\u003Csection class=\"rich-section\" data-reveal>\n\u003Cp>\u003Ca href=\"https:\u002F\u002Fthemakeup.co\" target=\"_blank\" rel=\"noopener\">The Makeup Co\u003C\u002Fa> is a luxury Australian makeup retailer serving professional artists, students, and retail customers. AL Phesda Interactive designed and developed a custom ecommerce platform end-to-end: storefront, Pro Membership, brand hubs, kits, Stripe payments, transactional email, and the admin CMS staff use every day.\u003C\u002Fp>\n\u003Cp>This was not a theme on Shopify. It is a purpose-built commerce system for how beauty brands actually sell: deep category trees, trade pricing, academy kits, and a storefront that still feels premium.\u003C\u002Fp>\n\u003Cfigure class=\"rich-media\">\n\u003Cimg class=\"rich-image\" src=\"\u002Fbrand\u002Fcase-studies\u002Fthe-makeup-co\u002Fthe-makeup-co-luxury-beauty-ecommerce-homepage.webp\" alt=\"The Makeup Co luxury beauty ecommerce homepage with predictive search, hero campaign, and trade account call to action\" width=\"1024\" height=\"640\" loading=\"eager\" decoding=\"async\" \u002F>\n\u003Cfigcaption class=\"rich-caption\">Storefront homepage on themakeup.co: predictive search, campaign hero, and clear paths for retail and trade.\u003C\u002Ffigcaption>\n\u003C\u002Ffigure>\n\u003C\u002Fsection>\n\u003Csection class=\"rich-section\" data-reveal>\n\u003Ch2>The brief\u003C\u002Fh2>\n\u003Cp>Replace a WordPress and WooCommerce stack with a platform the team could own. Keep the luxury visual language. Rebuild catalogue, checkout, accounts, wholesale membership, kits, and content editing so staff could publish without a developer for every change.\u003C\u002Fp>\n\u003Cp>If you sell makeup, hair, or salon products and off-the-shelf ecommerce keeps fighting your workflows, this is the kind of build we do. \u003Ca href=\"\u002Fbook-a-consultation\u002F\">Book a Discovery Session\u003C\u002Fa> and we will map what a custom store should look like for your brand.\u003C\u002Fp>\n\u003C\u002Fsection>\n\u003Csection class=\"rich-section\" data-reveal>\n\u003Ch2>Multi-brand shopping that feels editorial\u003C\u002Fh2>\n\u003Cp>The Makeup Co carries multiple pro brands under one roof. We built dedicated brand hubs for Bulk Lashes, ESUM, Kett Cosmetics, and Paintbox, each with its own hero, value props, mega-menu colour, and featured product grids. Shoppers browse by brand without losing the parent store identity.\u003C\u002Fp>\n\u003Cfigure class=\"rich-media\">\n\u003Cimg class=\"rich-image\" src=\"\u002Fbrand\u002Fcase-studies\u002Fthe-makeup-co\u002Fthe-makeup-co-shop-by-brand-multi-brand-hub.webp\" alt=\"The Makeup Co shop by brand page showing Bulk Lashes, ESUM, Kett Cosmetics, and Paintbox brand hubs\" width=\"1024\" height=\"640\" loading=\"lazy\" decoding=\"async\" \u002F>\n\u003Cfigcaption class=\"rich-caption\">Shop by Brand: curated hubs that turn a multi-label catalogue into a guided experience.\u003C\u002Ffigcaption>\n\u003C\u002Ffigure>\n\u003Cp>Category trees power the mega-menu and landing pages. A brand like Bulk Lashes can surface Clusters, Individuals, and Strips as first-class paths. Kett Cosmetics can lead with inclusive shade ranges and set-ready coverage messaging that matches how artists actually shop.\u003C\u002Fp>\n\u003Cfigure class=\"rich-media\">\n\u003Cimg class=\"rich-image\" src=\"\u002Fbrand\u002Fcase-studies\u002Fthe-makeup-co\u002Fthe-makeup-co-bulk-lashes-brand-landing-page.webp\" alt=\"Bulk Lashes brand landing page on The Makeup Co with category navigation for clusters, individuals, and strips\" width=\"1024\" height=\"640\" loading=\"lazy\" decoding=\"async\" \u002F>\n\u003Cfigcaption class=\"rich-caption\">Bulk Lashes brand page: studio essentials, category sub-nav, and a path into the full range.\u003C\u002Ffigcaption>\n\u003C\u002Ffigure>\n\u003Cfigure class=\"rich-media\">\n\u003Cimg class=\"rich-image\" src=\"\u002Fbrand\u002Fcase-studies\u002Fthe-makeup-co\u002Fthe-makeup-co-kett-cosmetics-brand-page.webp\" alt=\"Kett Cosmetics brand landing page on The Makeup Co with pro performance messaging and featured products\" width=\"1024\" height=\"640\" loading=\"lazy\" decoding=\"async\" \u002F>\n\u003Cfigcaption class=\"rich-caption\">Kett Cosmetics hub: pro performance story, shade positioning, and featured products.\u003C\u002Ffigcaption>\n\u003C\u002Ffigure>\n\u003C\u002Fsection>\n\u003Csection class=\"rich-section\" data-reveal>\n\u003Ch2>Pro Membership for artists and students\u003C\u002Fh2>\n\u003Cp>Retail pricing alone was never enough. Makeup artists and students need verified trade access. We built Pro Membership as a first-class product: apply online, upload credentials, get reviewed in admin, then unlock tiered auto-discounts across the catalogue.\u003C\u002Fp>\n\u003Cp>Applicants choose makeup artist or student, create an account in one flow, and submit business details for review. Staff approve, request more information, or reject from the same admin they use for orders. Legacy wholesale and trade routes consolidate into this single membership model.\u003C\u002Fp>\n\u003Cfigure class=\"rich-media\">\n\u003Cimg class=\"rich-image\" src=\"\u002Fbrand\u002Fcase-studies\u002Fthe-makeup-co\u002Fthe-makeup-co-pro-membership-application-form.webp\" alt=\"The Makeup Co Pro Membership application form for makeup artists and students with account and credential fields\" width=\"1024\" height=\"640\" loading=\"lazy\" decoding=\"async\" \u002F>\n\u003Cfigcaption class=\"rich-caption\">Pro Membership apply flow: credential review before exclusive pricing goes live.\u003C\u002Ffigcaption>\n\u003C\u002Ffigure>\n\u003Cp>On top of membership, the platform supports discount codes with tier allowlists, brand-specific Pro percentages, and product kits including fixed kits, build-your-own kits, and composite academy kits with mutually exclusive brand slots.\u003C\u002Fp>\n\u003C\u002Fsection>\n\u003Csection class=\"rich-section\" data-reveal>\n\u003Ch2>Admin CMS built for beauty operations\u003C\u002Fh2>\n\u003Cp>Staff run the business from a custom admin at themakeup.co\u002Fadmin. Products, categories, inventory, orders, discount codes, media, homepage, brand hubs, blog, email templates, customers, and Pro applications all live in one console.\u003C\u002Fp>\n\u003Cp>Catalogue changes publish to the storefront instantly. Inventory tracks SKUs with low-stock alerts and reservation logic at checkout. Orders generate Australian tax invoices. Transactional email runs through Resend on a verified domain, with templates editable in the CMS for shipping, refunds, abandoned carts, membership lifecycle, and more.\u003C\u002Fp>\n\u003Cfigure class=\"rich-media\">\n\u003Cimg class=\"rich-image\" src=\"\u002Fbrand\u002Fcase-studies\u002Fthe-makeup-co\u002Fthe-makeup-co-ecommerce-admin-products-dashboard.webp\" alt=\"The Makeup Co admin products dashboard showing 221 products, live and hidden counts, category breakdown, and inventory table\" width=\"1024\" height=\"640\" loading=\"lazy\" decoding=\"async\" \u002F>\n\u003Cfigcaption class=\"rich-caption\">Products admin: hundreds of SKUs, deep category paths, live or hidden status, and instant publish.\u003C\u002Ffigcaption>\n\u003C\u002Ffigure>\n\u003Cp>Salon booking is built into the same system and can be enabled when the client is ready for appointments alongside ecommerce. One platform for shop, membership, content, and optional bookings.\u003C\u002Fp>\n\u003C\u002Fsection>\n\u003Csection class=\"rich-section\" data-reveal>\n\u003Ch2>Technical architecture\u003C\u002Fh2>\n\u003Cul>\n\u003Cli>\u003Cstrong>Frontend:\u003C\u002Fstrong> Next.js 16 (App Router), React 19, TypeScript, Tailwind CSS, motion-driven storefront on Vercel Sydney.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Commerce data:\u003C\u002Fstrong> Firebase Auth, Firestore, and Storage as the live catalogue, orders, CMS, and membership backend.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Payments:\u003C\u002Fstrong> Stripe PaymentIntents with embedded Elements, AUD pricing, webhook fulfillment, refunds, and saved payment methods.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Email:\u003C\u002Fstrong> Resend on contact.themakeup.co for orders, membership, abandoned cart, and operational alerts.\u003C\u002Fli>\n\u003Cli>\u003Cstrong>Ops:\u003C\u002Fstrong> PDF tax invoices, inventory reservation cron, abandoned-cart recovery, Sentry monitoring, and CI with lint, tests, and bundle budgets.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>We migrated away from WordPress and WooCommerce as the live shop while preserving the luxury design language, so the brand kept its look and gained a backend that matches how the business actually works.\u003C\u002Fp>\n\u003C\u002Fsection>\n\u003Csection class=\"rich-section\" data-reveal>\n\u003Ch2>What we delivered\u003C\u002Fh2>\n\u003Cul>\n\u003Cli>Live custom storefront at \u003Ca href=\"https:\u002F\u002Fthemakeup.co\" target=\"_blank\" rel=\"noopener\">themakeup.co\u003C\u002Fa> with predictive search, cart, account, and Stripe checkout.\u003C\u002Fli>\n\u003Cli>Multi-brand hubs and category-driven merchandising for pro beauty catalogues.\u003C\u002Fli>\n\u003Cli>Pro Membership application, review, and tiered pricing for artists and students.\u003C\u002Fli>\n\u003Cli>Fixed, build-your-own, and composite kit commerce for academy and studio workflows.\u003C\u002Fli>\n\u003Cli>Full admin CMS for products, inventory, orders, invoices, email templates, and content.\u003C\u002Fli>\n\u003Cli>Optional salon booking module wired into the same operational console.\u003C\u002Fli>\n\u003C\u002Ful>\n\u003Cp>If your beauty, salon, or wholesale brand has outgrown templates, we can design and build a store that fits your catalogue, memberships, and operations. Explore our \u003Ca href=\"\u002Fwebsite-development-melbourne\u002F\">website design and development\u003C\u002Fa> and \u003Ca href=\"\u002Fapp-developer-melbourne\u002F\">custom app development\u003C\u002Fa>, or \u003Ca href=\"\u002Fbook-a-consultation\u002F\">book a free Discovery Session\u003C\u002Fa> and leave with a clear build plan.\u003C\u002Fp>\n\u003C\u002Fsection>","The Makeup Co is a luxury Australian makeup retailer serving professional artists, students, and retail customers. AL Phesda Interactive designed and developed a custom ecommerce platform end-to-end: storefront, Pro Membership, brand hubs, kits, Stripe payments, transactional email, and the admin CMS staff use every day. This was not a theme on Shopify. It is a purpose-built commerce system for how beauty brands actually sell: deep category trees, trade pricing, academy kits, and a storefront that still feels premium. Storefront homepage on themakeup.co: predictive search, campaign hero, and clear paths for retail and trade. The brief Replace a WordPress and WooCommerce stack with a platform the team could own. Keep the luxury visual language. Rebuild catalogue, checkout, accounts, wholesale membership, kits, and content editing so staff could publish without a developer for every change. If you sell makeup, hair, or salon products and off-the-shelf ecommerce keeps fighting your workflows, this is the kind of build we do. Book a Discovery Session and we will map what a custom store should look like for your brand. Multi-brand shopping that feels editorial The Makeup Co carries multiple pro brands under one roof. We built dedicated brand hubs for Bulk Lashes, ESUM, Kett Cosmetics, and Paintbox, each with its own hero, value props, mega-menu colour, and featured product grids. Shoppers browse by brand without losing the parent store identity. Shop by Brand: curated hubs that turn a multi-label catalogue into a guided experience. Category trees power the mega-menu and landing pages. A brand like Bulk Lashes can surface Clusters, Individuals, and Strips as first-class paths. Kett Cosmetics can lead with inclusive shade ranges and set-ready coverage messaging that matches how artists actually shop. Bulk Lashes brand page: studio essentials, category sub-nav, and a path into the full range. Kett Cosmetics hub: pro performance story, shade positioning, and featured products. Pro Membership for artists and students Retail pricing alone was never enough. Makeup artists and students need verified trade access. We built Pro Membership as a first-class product: apply online, upload credentials, get reviewed in admin, then unlock tiered auto-discounts across the catalogue. Applicants choose makeup artist or student, create an account in one flow, and submit business details for review. Staff approve, request more information, or reject from the same admin they use for orders. Legacy wholesale and trade routes consolidate into this single membership model. Pro Membership apply flow: credential review before exclusive pricing goes live. On top of membership, the platform supports discount codes with tier allowlists, brand-specific Pro percentages, and product kits including fixed kits, build-your-own kits, and composite academy kits with mutually exclusive brand slots. Admin CMS built for beauty operations Staff run the business from a custom admin at themakeup.co\u002Fadmin. Products, categories, inventory, orders, discount codes, media, homepage, brand hubs, blog, email templates, customers, and Pro applications all live in one console. Catalogue changes publish to the storefront instantly. Inventory tracks SKUs with low-stock alerts and reservation logic at checkout. Orders generate Australian tax invoices. Transactional email runs through Resend on a verified domain, with templates editable in the CMS for shipping, refunds, abandoned carts, membership lifecycle, and more. Products admin: hundreds of SKUs, deep category paths, live or hidden status, and instant publish. Salon booking is built into the same system and can be enabled when the client is ready for appointments alongside ecommerce. One platform for shop, membership, content, and optional bookings. Technical architecture Frontend: Next.js 16 (App Router), React 19, TypeScript, Tailwind CSS, motion-driven storefront on Vercel Sydney. Commerce data: Firebase Auth, Firestore, and Storage as the live catalogue, orders, CMS, and membership backend. Payments: Stripe PaymentIntents with embedded Elements, AUD pricing, webhook fulfillment, refunds, and saved payment methods. Email: Resend on contact.themakeup.co for orders, membership, abandoned cart, and operational alerts. Ops: PDF tax invoices, inventory reservation cron, abandoned-cart recovery, Sentry monitoring, and CI with lint, tests, and bundle budgets. We migrated away from WordPress and WooCommerce as the live shop while preserving the luxury design language, so the brand kept its look and gained a backend that matches how the business actually works. What we delivered Live custom storefront at themakeup.co with predictive search, cart, account, and Stripe checkout. Multi-brand hubs and category-driven merchandising for pro beauty catalogues. Pro Membership application, review, and tiered pricing for artists and students. Fixed, build-your-own, and composite kit commerce for academy and studio workflows. Full admin CMS for products, inventory, orders, invoices, email templates, and content. Optional salon booking module wired into the same operational console. If your beauty, salon, or wholesale brand has outgrown templates, we can design and build a store that fits your catalogue, memberships, and operations. Explore our website design and development and custom app development , or book a free Discovery Session and leave with a clear build plan."]