Absolute Collagen had outgrown their eCom stack, and the on-site customer experience was falling behind in an increasingly noisy collagen market. They needed a partner to support them with an site that got back to the original promise – empowering transformation. And combined with a flexible composable stack, enable technology to support their vision, not dictate it.

Age Powerfully

Alongside the digital transformation, Absolute Collagen were evolving their brand. In collaboration with Otherway , we worked to extend the updated identity into the new digital design system, creating a cohesive brand experience across the entire buying journey.

We translated Absolute Collagen’s refreshed brand identity into a digital experience that feels positive, confident and beautifully playful, evolving the site’s look, feel and tone to champion “Age Powerfully.”

This included establishing new typographic and colour systems, showcasing product and lifestyle photography to celebrate real results, and introducing interactive touches to bring the brand’s energy to life. The content strategy balanced efficacy and expertise with warmth and mischief, helping the brand speak to go-getting women with pride, clarity and optimism.

New Design System

We introduced a flexible new design system built on a component-ized library, giving the brand a scalable foundation for future iteration and evolution.

By unifying grid structures, establishing foundational theme tokens and creating remix-able components, the system bridged the gap between design and engineering, making future iterations and brand updates fast, reliable and on-point.

Best-in-class layout patterns and device-optimised behaviours provide a polished baseline, while still allowing for custom features that extend the experience as Absolute Collagen evolves.

Content & Commerce

Sanity CMS powers a modular system that blends content and commerce into flexible, contextual experiences tailored to every stage of the customer journey. A modular, adaptive framework – because marketing funnels may be linear, but real customer behaviour isn’t.

This enables content editors to create eCom page templates & moment-specific content, whether that’s science-backed results, community stories, UGC, brand ambassadors, promotions or before-and-afters. With fully composable page building, teams can test, iterate and tailor what resonates with different audiences, creating limitless combinations that support a truly optimised path to purchase.

Subscription-first

With 80% of new customers subscribing, we designed a subscription-first experience that prioritises the experience for ‘Absoluters’, offering both a simple interface to manage subscriptions and VIP pricing.

Recharge, the brand’s subscription engine, is integrated directly into the storefront via an Account Sidebar, enabling customers to make subscription changes in-session without interrupting their shopping flow. This approach reduced reliance on customer support, surfaces key controls in a more discoverable UI, and strengthens satisfaction by making subscription management effortless.

Logged-in users also receive a site-wide pricing override: once a supplement product is added to the cart, all base prices automatically switch to Absoluter (subscription) pricing across PLPs and PDPs. This further promotes the benefits of becoming a subscriber with extending value far beyond the initial purchase.

Download a copy of our Global Subscription Playbook for Wild .

Future-ready Tech Stack

We rebuilt the front-end on a modern, future-ready architecture, powered by Astro – chosen for its micro-frontend capability, exceptional performance and long-term scalability. Sanity CMS powers a flexible, modular content system designed to support international growth and deliver highly contextual experiences across multiple markets.

In parallel, we consolidated multiple Shopify themes into a single global site and migrated domain, simplifying management and improving consistency as well as achieving SEO wins. Alongside this, we strengthened engineering practices with a robust deployment pipeline, introducing automated testing and CI/CD to ensure reliability, speed and confidence in every release.

De-Risked Site Rollout

We delivered a carefully phased rollout that allowed the team to test, learn and move boldly while keeping risk low. By gradually scaling traffic—from 1% to 5%, then 25% and 50% we ensured every step was measured, validated and backed by data.

A consistent URL structure simplified the deployment of old and new experiences, while server-side split testing through Statsig provided accurate performance insights and the confidence to iterate quickly.

This approach empowered the team to optimise in real time, running targeted CRO experiments on areas on individual PDPs where performance was slightly below site-wide uplift benchmarks.

Once the data hit statistical significance, we transitioned confidently to 100% of traffic, moving forward with data from real users that strengthened the best-practice decisions made earlier in the project.

Ongoing Partnership

We established a true hybrid team with Absolute Collagen, augmenting their engineering function and working as a single cross-functional unit of designers and engineers. Together, we adopted agile ways of working by introducing sprints, shared rituals and embedded project-management tooling, while putting in place robust QA processes, testing pipelines and CI/CD practices to ensure quality and speed at scale.

This collaborative foundation has enabled Absolute Collagen to move faster, work smarter and build confidently for the future. We continue to support their eCommerce evolution and global expansion, while empowering their internal team with the processes, governance and best-practice guidance needed to own and manage their architecture long term.