Curlsmith

Curlsmith is a multi-year Ecrubox client, and we work with them across multiple projects as well as in a long-term retained capacity. As part of Helen of Troy, the brand operates within a PMO and enterprise-scale structured environment that requires very specific deliverable quality and impeccable communication standards. Our partnership spans Shopify and App development, UX, technical strategy, data clarity and senior consultation and strategy work. 

We support the brand through key business milestones and evolving commercial priorities, helping ensure that growth is matched by a stable, intelligent and carefully engineered digital foundation.

Services Provided

Brand and Strategy
Brand positioning and narrative
Strategic guidance at the senior level
Customer insight and persona development
Full Design System built within Figma

E-commerce and Development
Shopify design and development
Shopify Plus Theme design and build
Specialist integrations for third-party apps
UX and conversion improvements
Systems integration and automation
Technical audits and performance fixes
Accessibility development
Bespoke promotions management tool
Data audits and tracking fixes
Insight reports for leadership teams

Workshops and Consultancy
Strategy workshops
Growth planning for leadership and teams

International Expansion
Multi-language support
Regional Expansion Programme

Our Approach

Ecrubox supports Curlsmith by strengthening and maintaining a robust technical and commercial enterprise-scale environment across Shopify Plus, data systems and user experience. Much of our ongoing work focuses on refining the architecture that underpins growth, UX, brand design system, and accessibility compliance. 

We continually improve the customer experience through journey refinements, upgrading system integrations, and running monthly detailed technical and data audits to support stability at scale.

Curlsmith sits within the Helen of Troy group of brands, so our approach includes meeting defined quality thresholds and communication expectations across every deliverable. We work closely with the PMO and leadership team to guide technical decisions, ensure the Shopify Plus ecosystem remains resilient and create clarity around how data should inform planning. 

In 2025, we delivered at pace, a new bespoke Shopify Plus theme and the integration of Search Spring - Merchandising and Search tool across all regions. Much of our post-live focus to complete the upgrade has been to ensure a strict and high level of accessibility compliance in the US and EU regions. 

In 2026 Multi-language capability and regional expansion support will allow the brand to operate with confidence in new markets, beginning in Germany and rolling out country-specific support as the year progresses.

Ecrubox continues to support Curlsmith through its retained services and project work, ensuring a strategic-led enterprise-level development programme of works. 

The Challenge

Curlsmith operates in a category shaped by varied routines, high engagement, and strong community expectations. The brand needed a Shopify Plus setup capable of handling complex product logic, promotional rules, regional variations, and detailed customer journeys. 

The existing theme was outdated after several years of development, core vitals had slipped with the layering of 3rd party applications and foundations relied upon an older theme. The development team designed and built a bespoke-to-brand theme specifically designed to help their content teams maintain discoverability of the new product taxonomy rollout for 2025. 

The core customer falls into 2 clear groups, each of which have their own unique needs and journeys. We designed custom blocks specifically designed for content that satisfied both user groups. 

The challenge is to maintain clarity and reliability while supporting new and returning users with ongoing growth and new commercial requirements. Our role is to bring technical precision, thoughtful UX guidance and a stable digital structure that grows with the business, meeting the needs of operations and consumers. 

The Result

Curlsmith benefits from a dependable Shopify Plus environment, refined UX, and clear data foundations. Leadership teams draw on accurate reporting and well-structured insight to guide decisions, while multi-language and regional capabilities will support continued global expansion. 

The work creates a strong, scalable and future-proof digital framework that continues to evolve with the brand. The two teams are as one, across all 4 current regions, ensuring communication is fast, and our development cycles are run at their most efficient, matching the needs of Brand and E-commerce.