A Five Figure Launch Day & 12% Conversion Rate for a Solo Esthetician's First Ever Shopify Store
Lauren Boles is the founder and sole esthetician behind Illumia Aesthetics, a luxury skincare studio in Southlake, TX. Since 2021, she's built a loyal clientele around her signature philosophy of sacred, intentional skincare offering advanced treatments like DMK Enzyme Therapy, Face Reality Acne Bootcamp, and Liquid Microneedling, along a carefully curated lineup of professional skincare.
Lauren is the kind of esthetician who cares deeply about her clients, not just their skin. She takes her time. She creates an experience. And after nearly four years in business, she was ready for a website that finally matched the quality of the work she was doing every day.
The Problem
Lauren had been running her business almost entirely through Vagaro for booking and DMs for product orders.
Her goals were clear: streamline systems, reduce the amount of manual work she was doing, get her 80+ professional skincare products into one shoppable home, and grow her virtual client program beyond just word of mouth referrals.
We originally pulled a yellow from her brand kit and it wasn't landing. We made the call to shift to gold, and it
completely transformed the feel of the site. Suddenly everything clicked: luxurious, warm, intentional. Exactly Lauren.
Before
After
ButtonThe Build
Kick off: January 8th
Launch: April 1st
In just under three months, we took Lauren from a one page site to a fully custom Shopify store that could actually run her business.
Here's what we built:
Pages: Home, About, Services, Shop, Ingredient Checker, Virtual Consultation Program, and Contact
Products: We uploaded 80+ products including photos, descriptions, vendors, how to use instructions, ingredients, and variants for brands including DMK, Face Reality, Colorescience, Plated, SIV, Hydrinity, Environ, Glymed, and more.
Features we set her up with:
- Password-protected collections for DMK and Face Reality actives
- Ingredient checker tool so clients can vet products before buying
- Subscription auto-delivery on supplements
- Welcome email automation
- A dedicated virtual consultation program page to help her grow that side of the business
- Custom product pages built out by brand
- Pop-up for 10% off a first order
- Free shipping threshold at $200
The Results
Lauren launched on April 1st and the response was immediate.
- 💰 Five figure revenue on launch day
- 📦 35+ orders in her first 24 hours
- 📈 12% conversion rate (industry average for e-commerce is 1–3%)
And in her own words?
"OBSESSED YOU'RE THE BEST."
"It's actually so perfect."
"You've been so wonderful throughout the whole process."
The Takeaway
Lauren didn't just need a website. She needed a system that could hold the full weight of her business: in person clients, virtual clients, product sales, brand integrity, and client education, all in one place. So that's exactly what we built.
When the design, the functionality, and the brand story all come together? That's dope magic baby.
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