Client: FAE Beauty
Project: FAE Studio — India’s first content-to-commerce beauty discovery platform
The Brief:
FAE Beauty — known for its inclusive, skin-first makeup — wanted to build a platform that solved a common problem in beauty e-commerce: “How do I know which shade or product will actually suit me?”
The goal was to create a digital space where consumers could not only learn about makeup but also discover products that work for their skin tone, skin type, and preferences — all backed by real human stories, content, and reviews.
That’s how FAE Studio was born — a content-to-commerce platform designed to bridge the gap between product discovery and purchase.
Our Approach:
1. Consumer Research Deep Dive
Before we started building, we listened. Through detailed consumer research, surveys, and one-on-one conversations, we uncovered:
✅ The biggest buying hesitation was shade mismatch
✅ Customers trusted content from real people over perfect influencer shoots
✅ Users craved shade references, real skin swatches, and product use cases tailored to Indian skin tones
This insight shaped everything — from the platform’s UX to the kind of content it hosted.
2. FAE Day — Turning Community into Co-Creators
We didn’t stop at research. To truly make FAE Studio community-led, we organized FAE Day — a brand event that doubled up as a casting call.
🎥 Over 50 customers, makeup enthusiasts, and real users showed up to share their stories, try products, and become the face of the platform.
💄 The event helped us crowdsource diverse models — across skin tones, genders, and ethnicities — creating a relatable content bank that powered FAE Studio’s initial launch.
3. Shoot Day — Creating 80+ Shoppable Looks on Real People
Post casting, we took it a step further. We organized a dedicated shoot day where 15 real people (not models) from the casting call were styled in 80+ curated beauty looks using FAE products.
🎬 Each look was designed to showcase different skin tones, makeup styles, and occasions — giving customers a real sense of how the products work in context.
📹 These videos and images became the core content library for the platform — helping users visualize shades, finishes, and product payoffs before making a purchase.
4. Mapping Out Tech Integrations for a Seamless Experience
Parallel to content creation, we worked closely with FAE’s team to map out the right tech stack and integrations that could bring the content-to-commerce vision to life.
✅ Video-first product pages
✅ Swatch comparison tools based on skin tone filters
✅ Shoppable video carousels
✅ Integrated review & rating systems
✅ Seamless checkout journeys — all within the content flow
Every integration was designed with one goal — making FAE Studio an experience-first platform where content didn’t just inspire but converted.
5. Content-to-Commerce Build-Out
FAE Studio wasn’t just another blog or review platform. We designed it to be an interactive beauty guide — where every piece of content nudged the consumer one step closer to purchase.
Key Features:
✨ Product swatches on real Indian skin tones
✨ Shade finders based on skin undertones
✨ Video tutorials, how-to guides, and honest reviews
✨ Shoppable content — read, learn, and buy directly
The result? A seamless loop of discovery → trust-building → conversion.
Impact & Outcome:
✅ FAE Studio helped FAE Beauty position itself beyond products — as an educator, community-builder, and beauty ally
✅ The content-to-commerce model drove higher engagement and better conversion rates compared to standard PDPs (Product Detail Pages)
✅ FAE Day became a brand asset — creating lasting user-generated content that continues to build credibility
My Role as Lead Project Manager:
I led the project end-to-end — from conceptualization to execution:
✔️ Defined the platform’s content and commerce architecture
✔️ Led consumer research and distilled insights into actionable product decisions
✔️ Planned and executed FAE Day as a casting + content creation event
✔️ Managed the build-out of the platform — working with designers, developers, and the FAE team
✔️ Oversaw content production, curation, and community engagement strategy
Key Takeaway:
FAE Studio became a blueprint for what beauty e-commerce platforms can achieve when they put the consumer’s buying journey at the center. It wasn’t just about selling makeup — it was about helping users discover products that felt right for them.
If you’re a D2C founder wondering how to integrate content, community, and commerce, this case study is proof — it works.
Looking to build something similar?
Let’s chat. I can help you map out a content-led commerce strategy that converts.
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