Color Street is a direct-to-consumer beauty brand that revolutionized the nail industry with its patented real nail polish strips and unique direct sales model. When the brand launched in 2017, they set out to disrupt the traditional nail industry by combining a high-quality, easy-to-use product with the power of personal selling through independent stylists across the country.
At launch, Color Street needed a digital platform that could support both their retail experience and the rapid onboarding of their growing stylist community. The site had to introduce a new product to first-time consumers while also enabling thousands of stylists to join, manage, and promote their businesses; without creating confusion or friction for either audience.
We partnered with Color Street at launch to design and build both the consumer-facing website and the stylist enrollment platform. The goal was to create an e-commerce experience that made it easy for customers to browse, learn, and shop, while also providing a seamless onboarding flow for new stylists joining the business. The platform needed to balance the excitement of a product-driven brand with the structure of a scalable sales organization—without feeling overwhelming to either audience.
Key features included:
The website we helped design and develop played a foundational role in the company’s successful launch and early momentum. Since going live in 2017, Color Street has grown into a multibillion-dollar brand with a large international presence in the beauty and direct sales markets.
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