A legacy brand, rebuilt for modern clean beauty.
Thirty years in, Youngblood had loyal customers, a dermatology story and a look that hadn't kept up. In 2025 we rebuilt the store, ran two major launches and reworked the inbox. New customers found the brand.
2025 vs 2024 · ybskin.com
The brief
“We are that cool it-girl brand and we just need people to see and believe it now.”
Brittany Dailey, President, Youngblood Cosmetics
Youngblood was born in dermatology 30 years ago as a mineral makeup line, with a loyal customer base and a reputation built on skin. The products were ready for the modern clean beauty shopper. The brand around them wasn't yet.
What we did
One year, three moves.
01 / 03 · Web & Shopify · January to May 2025
Rebuilt the store.
We moved ybskin.com off an aging page-builder app onto a new Shopify theme, then rewrote the site and the email program around clean beauty instead of minerals.
- A new Shopify theme, live in May 2025
- Editorial homepage takeovers for every launch
- Custom product page blocks, swatches and bundle landing pages
- Mineral-first messaging cut in favor of clean beauty
“So happy to see our website go live with new launch! Great job on everything, I know how much work went in to that.”
Brittany Dailey, June 10, 2025
02 / 03 · Launch one · June 2025
Resort Ready-To-Wear
Three summer launches went live June 10: Pro Sculpt Crème Contour Stick, Pro Glow Crème Highlighter Stick and EverGlow Lip Oil. We branded the collection, then launched it on the storefront, in the inbox and in the room.
- The Resort Ready-To-Wear branding: every summer logo and mark, used across the site, email, ads and the party
- Summer product pages and a full homepage takeover
- Eight launch emails in three weeks, each with one job
- An in-person launch party in Santa Monica: 461 LA creators invited, 78+ checked in
- A PR request form so creators who missed the party still got product
“It's been so fun to see everyone raving about the event!”
Brittany Dailey
03 / 03 · Launch two · August 2025
BeyondBlur
Youngblood's biggest complexion launch: a skin-perfecting foundation in 20 shades, live August 18. We built the launch around a waitlist and a shade quiz, then seeded it through the creators from the summer party.
- A Klaviyo waitlist, teaser, launch and education emails, plus a launch SMS
- A homepage takeover and custom product page blocks
- A shade-finder quiz, completed 640 times by the end of 2025
- PR boxes seeded first to creators from the launch party, with 109 requests in two days
- New BeyondBlur ad creative for prospecting and retargeting
June 27, 2025 · Santa Monica
The room.
The Resort launch party, co-branded with BIA and a hair tool brand partner: 50 VIP cabana spots, a spa, a lounge and a giveaway that became Youngblood's top Instagram post by reach for all of 2025. The logos on the sign, the towels and the coconuts are the summer branding we designed.
Photos: Tracy Moromisato
Creator content · via Cohley
What the creators made.
From the Resort Ready-To-Wear and BeyondBlur launch campaigns.
What we found
New customers found the new brand.
As the store, the launches and the look changed, so did who was buying. First-time buyers made up a bigger share of online orders in the second half of 2025 than in the same months of 2024, and the number of online customers grew 34%.
Source: Shopify orders, ybskin.com only.
Fewer emails, more revenue per send.
We moved sends to engaged segments and cut email volume in half. Revenue per recipient climbed, new email subscribers more than doubled and SMS launched in Klaviyo.
- +65%
- Email revenue per recipient, July to December
- 10,360
- New email subscribers in 2025, up from 4,776
- 3.6x
- New SMS subscribers in 2025, 2,548 vs 711
“Because of you, our website feels like an editorial magazine that you want to keep flipping through.”
What came next
The guest list became a seeding list. BeyondBlur's first PR boxes went to the creators from the summer party. In 2026, Good Housekeeping named BeyondBlur its Best Blurring Foundation, and Youngblood launched at Ulta Beauty.
Services
Team: Hannah Collins (paid media), Savannah Toth (creators, events and social), Tiffany Lenger (site, design and email), Zhala Habybbayly (creator outreach).
