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Ecofabulous was founded on the idea of providing Gen Z and Millenials with skincare that's not only effective but also eco-friendly. With sustainable practices, natural ingredients, and cruelty-free products, Ecofabulous promises to care for your skin and the planet.

I collaborated with the product, marketing,
and engineering teams to take the digital platform from 0-1. Our team at Amyris brought the brand and Ecofam community to life in the Fall of 2022.

Beauty Pollution

Gen Z is keenly attuned to the beauty industry's role in exacerbating environmental issues. With over 120 billion units of packaging generated annually, the industry significantly contributes to pollution and plastic waste. As a result, they actively seek sustainable and clean beauty alternatives to combat these pressing issues.

Leading The Change

Amyris recognized the need to address these issues and provide a solution that aligns with Gen Z's values and preferences.

With thoughtful sourcing and eco-conscious packaging, EcoFabulous ensures that looking great and doing good can go hand in hand, providing Gen Z with both high-quality and eco-friendly products.

We worked closely with the brand's leadership and marketing team to gather requirements and define our product roadmap. Our goal was to:


  • Build a community platform for discussions on clean, cruelty-free, and eco-friendly products.

  • Facilitate the launch of the Ecofabulous Skincare and Makeup products with a shoppable experience.

  • Create educational content and resources that users can engage with.

Listening to Our Audience 
Our Customers

We also identified two core user groups within our target audience. The "Eco-Conscious Advocates" prioritize eco-friendliness, seeking cruelty-free, vegan, and sustainably packaged products, and the "Practical Green Consumers" aim for a balance between eco-friendliness and product effectiveness, favoring brands that offer both.

Sarah, the Skincare Enthusiast 

Age: 24 Yrs

Occupation: Marketing Executive

Technological Proficiency: Comfortable using online & mobile platforms


Sarah struggles to navigate and make informed decisions, leading to decision fatigue and potential purchases that do not deliver the desired results.

Headshot Portrait


  • Find Suitable Skincare products

  • Detailed Product Information

  • Trust and Authenticity

Pain Points:

  • Difficulty finding skincare products suitable for her specific skin type and concerns.

  • Not able to find skincare categories due to complex navigation.

  • Frustrated by websites that lack detailed ingredient information or provide inconsistent labeling.

Sophia, the Makeup Artist 

Age: 30 Yrs

Occupation: Freelance Makeup artist

Technological Proficiency: Comfortable using online & mobile platforms


Sophia finds it difficult to discover and select the right makeup products for her desired looks, leading to frustration and potential purchases that do not meet her expectations.

Girl with Curly Hair


  • Experimenting with Makeup looks and trends

  • High-quality and Long-lasting products

  • Access to a wide range of shades and products

  • Fast, convenient shipping and delivery

Pain Points:

  • Difficulty in finding specific shades or products to achieve desired looks.

  • Limited availability of comprehensive product swatches or user reviews for informed decision-making.​

  • Shipping challenges leading to dissatisfaction and inconvenience

Market Space analysis

Looking at the competitive market, we analyzed several websites that provided cruelty-free, eco-friendly, and vegan products. The sites were similar in that customers had the ability to self-educate and learn about the concerns and symptoms of menopause. Some of the key resources include quizzing, blog articles, and educational guides, which help drive user engagement and acquisition.

Tarte Cosmetics

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e.l.f. Cosmetics

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Milk Makeup

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  • Elegant and visually appealing design

  • User-friendly navigation

  • Prominently features vegan products

  • Informative and engaging blog content


  • Limited focus on inclusivity and diversity in their branding


  • Clean and minimalistic design

  • Clear product categories

  • Offers valuable beauty content

  • User-friendly with easy product comparisons


  • lack the trendy and edgy appeal compare to some competitors


  • Categorization of products

  • Emphasizes clean ingredients

  • Provides unique and appealing lifestyle content.

  • Offers a unique and innovative shopping experience


  • Not cater to those seeking a more traditional or minimalist design.

Card Sorting / Site Architecture

Because the conversations can get overwhelming for cruelty-free and eco-friendly beauty products, we wanted to refine our navigation and site architecture. By conducting a card sorting exercise, we structured the site to feature readily accessible shoppable collections and informative content, making it easier for users to find information and products efficiently.






Primary care

Type of Skin



Beauty Kit



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Developed a clear and intuitive high-fidelity wireframe for a website that helped us translate the design concepts into detailed, pixel-perfect visual representations when presenting to the stakeholders, marketing team, and product team. These mockups serve as a blueprint for the website's final design and are crucial for ensuring that the site meets design goals.

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User Testing

We conducted a moderate user test with 34 students of Michigan University as participants to get initial feedback on the user flow, navigation, and interactions.

Refining the Navigation

Majority of the students found the brand product names to be interesting, but these names didn't help customers easily find the products they were looking for.

To make products more discoverable to new users, we updated the categories and clearly defined the product types, making it easier for new users to discover the right products.

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     Mist You
     Rain It In
     Wave Hello
     How You Dewin
     Flurry Up






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           Sign In Or Sign Up

       Shop All


       Travel Sizes
       Beauty Kits


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Science & Ingredient Story

Another feedback we received from Gen Z was they wanted more details for the product descriptions, the value propositions, and what makes our brand special.

Our design team worked extensively and collaborated with the brand team to break down the science and ingredient details into easy-to-understand bite-sized blocks and increase our customer's trust and confidence.


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Final Design
A Sustainable & Cruelty-Free approach to Beauty products

EcoFabulous strives and is dedicated to offering eco-friendly and sustainable beauty products to Gen Z and Zillennials, addressing environmental concerns caused by the beauty industry. Their aim is to provide high-quality, cruelty-free, and vegan skincare and cosmetics that resonate with our environmentally conscious audience, fostering responsible choices for both personal care and the planet.

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Shop Now

Product Collection

Users can effortlessly explore our product collections with easy navigation. They can browse products, check ratings, view prices, and use filters right on the collection page. Additionally, we've added a prominent secondary nav for quick access to different collections. To make shopping even smoother, the "Add to Bag" feature remains visible as users browse through product details.


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Personalized Results

EcoFabulous quiz helps us to create a personalized routine to boost buyer confidence and explain any symptoms they might have. Users can then add the suggested products to their cart or save their results for later.

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Although we were pleased with the Ecofabulous launch, we faced challenges that better planning could have prevented. To improve, we need to consider both users and stakeholders. During testing, users found it hard to grasp product benefits from the titles, affecting navigation and flow due to a missed internal flag.

Collaboration is key to enhancing your product. Multiple design iterations were conducted with leadership, but users struggled to understand the value proposition and core benefits. To strengthen our brand voice, we held brainstorming and sprint meetings with the brand team to convey the complete story and educational details aligned with our mission.

Feb 2023 Key Metrics Compared to Last Year:


  • Since our 9/12 social launch, our total # of followers across primary channels grew by +4,241%

  • Makeup product sales grew by 2x

  • Skincare sales decreased by 5.4%

  • Site Metric Conversion grew by 1.8%


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