Scaling a High-Volume Shopify Plus Store for the UK’s Leading At-Home Gel Nail Brand
Mylee came to Binary Future with a clear ambition: build a Shopify Plus store capable of handling high-volume traffic, a growing product catalogue, and an international customer base — without sacrificing the mobile-first performance and guided shopping experience their audience relies on.
The UK’s home nail brand — built for scale, performance, and long-term customer value
Mylee is the UK’s leading at-home gel nail and beauty brand — built on the belief that professional-quality results belong at home. Their product range spans gel colours, base and top coats, UV/LED lamps, accessories, and curated starter kits designed for every skill level. They have built a loyal, growing community of home nail enthusiasts across the UK and internationally.
Binary Future was brought in to design, build, and optimise a Shopify Plus storefront that matched Mylee’s ambition — one capable of handling peak-season demand, a rapidly expanding product catalogue, and an audience that shops predominantly on mobile. The brief was clear: performance, guided discovery, and a store that could scale globally without sacrificing the brand experience that their customers had come to expect.
Conversion rate improvement following the Shopify Plus rebuild and full UX overhaul.
Scaling a mobile-first Shopify Plus experience for a high-growth beauty brand
Mylee’s Shopify Plus store needed to do more than display products beautifully. With hundreds of SKUs spanning colours, finishes, lamps, and accessories — and a customer base ranging from complete beginners to seasoned home nail enthusiasts — the store had to function as a guided shopping engine, not just a catalogue.
Binary Future’s scope covered the full build: information architecture, mobile-first UX design, Shopify Plus component development, product quizzes and guided discovery flows, bundle and collection logic, performance engineering, and global commerce configuration via Shopify Markets.
The guiding principle throughout was that every decision — from navigation structure to checkout flow — had to serve two goals simultaneously: make it easier for a first-time buyer to find their perfect starter kit, and make it faster for a returning customer to add exactly what they need and check out without friction.
The result was a Shopify Plus storefront built to scale — capable of absorbing catalogue growth, international market expansion, and peak-season traffic without degrading the experience Mylee’s customers have come to expect.
Mylee
At-Home Beauty & Nail Care
United Kingdom
Shopify Plus
Mylee
Mylee is the UK’s leading at-home gel nail and beauty brand, trusted by hundreds of thousands of customers across the country and internationally. Known for making professional salon results accessible at home, Mylee has grown from a specialist gel nail brand into a full beauty company — expanding into lamps, tools, nail care treatments, and curated kits for every skill level.
Their audience is highly engaged, predominantly mobile-first, and spans a wide range of experience levels — from first-time gel nail beginners to loyal enthusiasts who follow every seasonal launch. Their commercial model relies on both first-purchase conversion and strong repeat buying, making UX quality and retention-first design central to their growth strategy.
Understanding Mylee’s customer
Every design decision was made with these five segments in mind — from navigation to checkout.
Customers new to gel nails who need starter kits, clear guidance, and curated product pathways to build confidence from their first purchase.
Home nail care hobbyists who actively follow colour trends and seasonal launches — shopping regularly for new shades, finishes, and collections.
Loyal buyers returning to restock favourite colours, consumables, and accessories — driving recurring revenue and high lifetime value.
Customers who discover and buy exclusively on mobile — speed, thumb-friendly navigation, and frictionless checkout are non-negotiable for this segment.
Shoppers motivated by starter bundles, multi-buy promotions, and seasonal offers — actively looking for ways to try more products at lower perceived risk.
Four problems that had to be solved before a line of code was written
Managing a Large Product Catalogue
Mylee’s extensive range of gel colours, lamps, base and top coats, accessories, and starter kits needed intelligent organisation. Without clear structure, customers would struggle to navigate — increasing bounce rates and reducing add-to-cart confidence across the range.
Supporting Guided Discovery
Many of Mylee’s customers were new to gel nails and needed structured discovery pathways — product quizzes, curated starter collections, and bundle recommendations — so first-time buyers could find the right products quickly and confidently without feeling overwhelmed.
Delivering Mobile-First Performance
The majority of Mylee’s traffic arrives on mobile devices. Every component needed to be built for speed and thumb-friendly usability without sacrificing the visual richness that a premium beauty brand demands. Core Web Vitals and perceived performance were both firmly in scope.
Enabling Global Expansion
Mylee was growing well beyond the UK and needed their store to support multi-currency, multi-language, and multi-region selling. Shopify Markets needed to be correctly configured to deliver localised experiences without fragmenting operations or introducing manual overhead.
How our team worked on Mylee
Four disciplines — one shared goal: a store that performs, converts, and scales.
Design Team
Delivered mobile-first layouts with strong visual clarity, scalable UI patterns, and a design system that could accommodate continuous catalogue growth without requiring a full redesign with every seasonal expansion.
Front-End Development
Built responsive Shopify components including product discovery quizzes, bundle builders, collection filtering, and smooth navigation — all optimised for performance on lower-powered mobile devices.
Backend Developer
Handled Shopify Plus platform customisation including automated discount and bundle logic, Shopify Markets configuration for global selling, and loyalty programme integrations to support repeat purchase behaviour.
Quality Assurance Team
Led systematic cross-device and cross-browser testing, identifying and resolving edge cases ahead of launch to ensure a consistent, polished experience for every customer regardless of device or market.
Complex promotional campaigns — with zero manual overhead
Binary Future’s backend team built automated discount and bundle logic directly into Mylee’s Shopify Plus environment. The system allowed Mylee to run multi-tier promotional campaigns — including tiered discounts, bundle pricing, and category-level offers — without any manual intervention on each launch. The result was a dramatic reduction in operational overhead and the ability to execute fast-turnaround seasonal campaigns at the pace that a high-growth beauty brand demands.
What changed after the rebuild
Simplified Product Discovery
Customers can now find the right starter kit or gel colour confidently through guided quizzes, intelligent collection filters, and curated product sets — reducing decision fatigue and improving first-purchase conversion.
Improved Mobile Performance
The rebuilt storefront delivered materially faster load times and measurably improved Core Web Vitals on mobile — directly supporting conversion on Mylee’s highest-traffic channel.
Stronger Customer Retention
Loyalty programme integrations and smarter post-purchase flows — including replenishment nudges and colour-matched upsells — improved repeat purchase rates and customer lifetime value.
Scalable Global Commerce
Shopify Markets enabled Mylee to expand internationally with localised pricing, currencies, and checkout experiences — without maintaining separate stores or adding operational overhead.
The stack behind the Mylee rebuild
Platform: Shopify Plus
Full platform customisation, checkout extensibility, and multi-store management for a high-growth DTC beauty brand.
Global Commerce: Shopify Markets
Multi-currency, multi-region, and localised checkout to power Mylee’s international expansion without operational fragmentation.
Loyalty Features
Integrated loyalty and rewards programme to incentivise repeat purchases, increase customer lifetime value, and support subscription-style buying behaviour.
Mobile-First, Fast-Loading Architecture
Performance-optimised Shopify theme with fast-loading images, minimal JavaScript execution, and a Core Web Vitals-first approach to mobile UX.