Aizel, Authentic Afro/Black Hair & Body Care, UK
A UK e-commerce store for authentic Afro/Black hair & body care, 100+ brands, a 60-second personalised hair-type quiz, and next-day delivery.
Aizel set out to be the trusted online home for authentic Afro/Black hair and body care in the UK, the brands people grew up on (Cantu, ORS, Palmer's, KeraCare and 100+ more), without the grey-market doubt, the import mark-up, or the trip to a physical shop. They needed a storefront that felt authentic and personal, helped shoppers find the right products for their specific hair, and earned trust from the very first visit.
We built a custom Next.js storefront around how people actually shop for curls: browse by hair type (2, 3, 4) and across 100+ brands, or take a 60-second hair quiz of five questions on curl pattern, porosity, and routine that surfaces matched products. We backed it with the trust signals that matter in this category: authentic, direct-from-distributor sourcing, transparent fair pricing, free UK delivery over £30 with Royal Mail Tracked and DPD next-day, and easy 14-day returns. An editorial Journal of genuinely useful wash-day guides pulls in high-intent search traffic. Built as a fast PWA on Vercel with Apple Pay and Google Pay at checkout.
Aizel launched as a fast, personal storefront stocking 100+ authentic brands with next-day UK delivery. The hair quiz turns first-time visitors into guided shoppers, the Journal earns organic search, and the trust-first positioning (authentic, fairly priced, with easy returns) gives newcomers a reason to buy on day one.
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