HINU had already built a distinctive world around thoughtful hair care, ritual and natural ingredients. The website redesign set out to bring that world into a richer, more editorial e-commerce experience, making its growing range of products, tools and rituals easier to discover.

Designed from the ground up in Figma, the site considered every detail from colour and typography to imagery, spacing and content hierarchy. Editorial layouts gave HINU’s photography and journal content more room to breathe, while the broader system created a clearer, more intuitive path through the brand and its products.

Once established, the design system was brought to life in Shopify. The result is a more elevated and cohesive digital expression of HINU, with greater space for storytelling, a clearer path to purchase and a flexible foundation that can evolve alongside new products and content.