HWS Beauty is a UK-based retail beauty and cosmetics brand where I led the revamp of the company’s eCommerce website and optimised pricing to remain competitive in a fast-moving market. The challenge was to enhance the customer journey while aligning the brand’s online presence with industry-leading retail standards. I worked on the end-to-end UX/UI refresh, introducing design improvements that streamlined navigation and simplified checkout. Alongside the visual overhaul, I implemented a pricing strategy informed by competitor analysis and sales data, ensuring the brand stayed both attractive to customers and competitive in the UK beauty sector.