Straightforward, skin-smart skincare for clear, glowing skin. Australian made and sold direct to consumer across the globe.
Cinch Skin is an Australian multi-benefit skincare brand built on a simple idea: great skin should not require a complicated routine. Founded by Renee Moore after 20 years in the beauty industry, Cinch launched with a no-fluff philosophy, clinically proven ingredients, and formulas designed to do more with less.
With a loyal community, multiple industry awards, and features in Cosmopolitan, Grazia, and POPSUGAR, Cinch needed an ecommerce experience that matched the quality and clarity of the brand they had worked so hard to build.
The Cinch brand had earned serious media recognition and a passionate following, but the online store felt disconnected from the premium, playful identity Renee had worked to build.
Visitors were landing on product pages and leaving without purchasing. The journey from discovery to checkout was unclear and the product story was not being told effectively online.
With the majority of traffic coming from mobile, a bloated theme and unoptimised assets were creating a poor experience and directly costing the business in lost sales.
Despite having a genuinely unique value proposition, Cinch was not ranking for the ingredient and concern-based searches that their target customers were actively making every day.
We started by getting deep into the Cinch world. Understanding Renee's founding story, the target customer, and what made the products genuinely different gave us a strong foundation to build from. Rather than treating it as a standard ecommerce build, we approached it as a brand storytelling project with conversion at its core.
Every design decision was tied to a commercial outcome. We restructured the product pages to lead with the ingredients story, social proof, and skin concerns rather than just product shots. The result was a shopping experience that educated and converted in equal measure, matching the straightforward ethos Cinch stands for.
We rebuilt the store with mobile-first performance as a non-negotiable. Images were compressed, scripts were deferred, and the theme was stripped of unnecessary bloat. Load times dropped from over 5 seconds to under 2, which had an immediate impact on bounce rate and session depth on mobile devices.
We built out a content and SEO structure around the way Cinch customers actually search, targeting ingredient terms, skin concerns, and routine-based queries. From metadata to collection page copy and schema markup, every layer of the site was set up to compound over time and drive qualified organic traffic at scale.
Store conversion rate, up from under 2% on the old site
Revenue growth month on month after launch
Reduction in bounce rate, with shoppers staying longer and buying more
We have been working with VK Group for a few years now and I am never disappointed. Tony and the team are efficient, forward thinking and have great attention to detail. Highly recommend.
Let's talk about what we can build for your business.
VK Group is a Gold Coast digital agency specialising in web design, web development, ecommerce, and branding. We create high-performing digital experiences that help businesses grow online.
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