Robe Curls
Robe Curls disrupted the haircare market with its innovative Heatless Curling Headband, a patented tool that creates salon-quality curls overnight without heat damage. Founded by celebrity stylist Taylor Robe, the brand targeted Gen-Z and millennial audiences seeking healthier styling alternatives but struggled to translate viral TikTok fame into scalable e-commerce success. In 2023, Robe Curls tasked us with designing a website that: Educated customers on heat damage prevention. Simplified the journey from “TikTok trend” to purchase. Built community through user-generated content. Highlighted ethical manufacturing (100% recycled materials)
Clients:
Robe Curls
Services:
Website Design
Date:
08 May 2023
Category:
Web Design, E-Commerce
Location:
New York
Key Design Elements
We built the site around TikTok-inspired UX, featuring:
- Side-by-Side Video Tutorials: 60-second demos showing “Before/After” transformations
- #RobeCurlsChallenge Gallery: Real customer photos updated in real-time
- Curl Pattern Quiz: AI recommendation engine for optimal wrapping techniques
A dreamy lavender and chrome color scheme mirrored the product’s “sleep-to-stunning” promise, while 3D animations visualized the silk headband’s tension-free design. The mobile-first layout prioritized TikTok and Instagram shoppers, with Shoppable UGC tags driving 55% of conversions.
Project Goals
- Position as Hair Health Authority: Shift from “trendy tool” to essential haircare staple
- Democratize Styling: Make heatless techniques accessible to novices
- Leverage Viral Momentum: Convert social buzz into recurring revenue
We achieved this through:
- “Strand Saver” educational blog series (50+ posts)
- Free VRM (Virtual Routine Maker) tool for personalized regimens
- Factory transparency page with worker interviews
Project Results
- $1.4M Revenue in first year post-launch
- 1.2M #RobeCurlsChallenge social posts
- 41% Repeat Purchase Rate (driven by refillable silk capsules)
- 78% Reduction in “how to use” support tickets via interactive tutorials
