Mauli

Mauli is a boutique skin and hair care brand built around the philosophy of Ayurveda, now stocked in Space NK and favoured by beauty editors of Vogue and Caroline Hirons.

Instagram
website

strategy

site improvements

CMS: Shopify

Theme: Custom

Product: Cosmetics

01.

When I began working with Mauli Rituals, their Shopify site was as refined and beautiful as their brand — but behind the scenes, it was a technical mess. Layer upon layer of custom code made even the smallest update a risk. It looked flawless, but it was fragile. And it wasn’t converting the way it should.

02. The Challenge 

Most visitors were buying just a single item, dragging down the average order value. On top of that, the existing website — although visually stunning — was unstable, outdated, and nearly impossible to scale. The challenge was twofold: build a technically solid site that could evolve with the brand, while increasing customer spend without compromising the brand’s understated luxury.

03. The Solution

 

I recommended the Turbo theme — powerful, fast, and endlessly customisable — the perfect foundation for a brand with high standards and high expectations. It gave us the flexibility to craft a site that echoed Mauli’s graceful aesthetic, while delivering a fast, seamless shopping experience.

To tackle AOV, I introduced tailored upsell and cross-sell strategies that felt organic, never pushy. We added intuitive prompts across product pages, the cart, and post-purchase flows — gently encouraging customers to explore the full ritual.

But the real game-changer? A custom-built Ayurvedic quiz that helped users discover their Dosha (body type), then recommended the most aligned products for their personal wellness journey. It didn’t just increase product discovery — it exploded Mauli’s mailing list growth and opened up rich, personalised content and email marketing opportunities.

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