This case study highlights the launch and digital brand voice development for Toty, a sun-first beauty brand created by Sofía Vergara. Built on a mission to reframe everyday SPF as both glamorous and essential, Toty blends clinical skincare science with makeup artistry, Latin warmth, and celebrity-backed trust.
The project focused on shaping a conversion-optimised, emotionally resonant DTC experience across Shopify—from home page storytelling to shade-finding tools and subscription-ready flows. Key tasks included crafting brand voice, simplifying hybrid product education (SPF + makeup + supplements), and aligning UX with both U.S. and global audiences through inclusive, editorial-style content.
Conversion rate improvement following the Shopify Plus rebuild and full UX overhaul.
Toty is redefining modern suncare by merging beauty, wellness, and daily SPF protection in one unified brand experience.
This celebrity-backed skincare and makeup line was built to challenge the traditional stigma around sun protection by offering lightweight, inclusive, and luxurious formulations designed for everyday wear. The project focused on launching Toty’s direct-to-consumer experience with a content-first, mobile-optimized Shopify platform that delivers education, engagement, and elegance in equal measure.
Our team shaped the brand’s digital presence across product storytelling, UI copy, and retention flows. The goal was to position Toty as a trusted, science-driven beauty brand that speaks to diverse audiences with clarity, credibility, and warmth. The result is a future-ready e-commerce experience that celebrates sun protection without compromise.
Toty
Beauty and Wellness
North America (Canada, USA)
Shopify Plus
Toty
Toty is a sun-forward beauty brand founded by Sofía Vergara, offering a range of science-backed skincare, makeup, and wellness products. Rooted in the idea that sun protection should be part of every beauty routine, Toty blends celebrity-led storytelling with advanced skincare innovation.
Built in collaboration with leading dermatological labs, Toty’s product line features mineral SPF, color-correcting creams, and antioxidant supplements designed for all skin tones. With a focus on transparency, performance, and inclusivity, Toty empowers women to embrace beauty that protects and performs.
The primary target audience for Toty includes:
The platform is designed to provide a reassuring, educational, and conversion-ready experience that empowers pet owners to care for their cats confidently at home.
Four problems that had to be solved before a line of code was written
Educating a Sun-Cautious Market
Building Inclusive Beauty from Day One
Explaining a Hybrid Product Line
Launching a First-Time DTC Brand
How our team worked
Four disciplines one shared goal: a store that performs, converts, and scales.
Design Team
Wrote all key customer-facing content, including homepage messaging, product descriptions, calls to action, and quiz funnels. The language was crafted to be clear, helpful, and consistent across SPF, makeup, and wellness categories.
Front-End Development
Developed modular, benefit-focused copy blocks. These simplified SPF science, explained shade ranges, and highlighted refillable compact systems without overwhelming users.
Backend Developer
Worked directly with design, development, and strategy teams to maintain brand consistency across every touchpoint. The experience was shaped for mobile-first shoppers with clean structure and engaging copy.
Content Architecture
Defined Toty’s unique tone of voice. The messaging is confident, warm, and sun-smart, reflecting Sofía Vergara’s personal story and the brand’s science-backed positioning.
One of the most valuable achievements of the Toty project was shaping a brand voice that feels both premium and personal. The new messaging successfully balances science and beauty, positioning SPF not as a chore but as a daily act of self-care.
Product content was rewritten to clarify benefits, support skin tone diversity, and simplify hybrid formulas that combine makeup, sun protection, and skincare. The messaging strategy ensured that Toty’s shade range, refillable compacts, and antioxidant supplements all felt intuitive and inspiring to explore.
The result is a cohesive content system that helps first-time visitors understand the brand instantly, encourages exploration through educational touchpoints, and builds trust through calm, confident communication
What changed after the rebuild
The launch of Toty’s DTC platform established a fresh digital presence that merges sun education with modern beauty branding. The project delivered a high-converting, emotionally engaging experience that reflects the vision and values of the brand.
Enhanced User Understanding
Reframed SPF and skincare education into easy-to-digest, benefit-led content that builds confidence and reduces drop-off during product exploration.
Stronger Brand Connection
Sofía Vergara’s personal story, paired with editorial-style messaging, fostered emotional resonance with shoppers across different regions.
Improved Conversion and Engagement
Clear calls to action, inclusive tone, and shade selection guidance helped reduce purchase hesitation and improve customer flow across pages.
Retention-Ready Messaging
Klaviyo flows and email touchpoints were developed to feel like thoughtful reminders rather than promotional pushes, increasing open rates and loyalty metrics.
The stack behind the rebuild
Recharge (Subscriptions)
Judge.me (Product Reviews)
Photo-rich reviews and social proof were embedded across product pages using Judge.me. Messaging strategy helped reinforce trust, authenticity, and community by weaving in real user experiences.