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Foy Beauty App

FOY- For You is a beauty e-commerce platform dedicated to delivering high-quality products directly from brands and trusted distributors. The challenge was to build a digital experience that not only simplified shopping but also instilled confidence, guided users through product decisions, and reinforced FOY’s promise of authenticity.
Our approach focused on three core principles: trust, usability, and delight. Through thoughtful design interventions, we enhanced the shopping journey while addressing key pain points around product discovery, verification, and post-purchase experience.

Brief

We established a visual identity that balances editorial sophistication with warmth.

Clean layouts and soft pops of colour that is minimal and reflects confidence.

Mature yet playful copy that makes the experience engaging and conversational.

Use of clean line-icons and illustrations to complement the style. Custom animations that are 

Micro-interactions and subtle animations were used in appropriate places, enhancing delight and surprise in a user’s experience.

The FOY app reimagines beauty e-commerce by offering a truly personalised shopping journey. In a market crowded with well-known competitors, FOY’s edge lies in helping users discover products that work specifically for them— guided by technology and design.

Personalisation in FOY extends beyond onboarding— it is woven into every touchpoint, making the app feel like an ongoing dialogue between the user and the brand.
To achieve this, some of the key design interventions were:

We designed a short and interactive onboarding flow featuring the AI-powered Skin Analysis. The proprietary AI analyses a user’s selfie to identify skin type and concerns, instantly curating tailored product recommendations. This forms the core pathway to offer a personalised experience to shoppers. Using subtle colours, animations and playful copy, we turned what could feel like a boring diagnostic process into an enjoyable self-discovery moment.

Collecting user data by showing value and relevancy

Using AI for improved shopping experience over time

Making one’s journey and progress visible

Following visual consistency for instant recognition

We streamlined the entire e-commerce flow, from product discovery to checkout, to ensure that it felt frictionless and guided. Some of the core pages we redesigned were as follows:

We created an immersive shopping experience where customers are guided through customised looks & styles making it easier for them to follow through and understand the how to’s. This interactive module let users visualise individual products and entire ‘looks’ on themselves. This encourages exploration and attempts to bridge the gap between online and in-store purchase.

The product-related information was restructured based on hierarchy and to be more visual. The layout highlighted product benefits, characteristics and usage context, making it easier for shoppers to scan through and make purchase decisions. Special focus was given to sections highlighting a product’s key ingredients, how well it matched the shopper’s skin type or concerns, and how the product fit into their skincare routine. We also added a ‘Match Percentage’, which is a score to show how good of a match a product is for them, based on their skin & hair-related data.

Understanding Product Compatibility

Highlighting Benefits and Ingredients of the products

Visually Mapping Its Routine Step

What to expect over time

Smart Pairing Suggestions

Minimal, intuitive, and optimised for quick completion. The redesigned flow boosted confidence in purchase decisions, reduced drop-offs, and encouraged discovery of complementary products.

Through the design of FOY’s beauty app, the experience of users is of a smart, guided and knowledgeable beauty companion.

End-to-end UI & UX for the first-version of FOY’s mobile app. It covers all core e-commerce functionality, along with functionality that is core to the product’s USP.

Delightful interactions crafted through micro-interactions, custom motion and copy that aligned with the brand’s tone of voice.

Creation of a premium, modern and cohesive visual language that is appealing to a wide audience. This includes the creation of 50+ icons and illustrations, and multiple motion assets