Cosmetics e-commerce
platform with
personalized product
recommendations
Built an e-commerce platform that brings a cosmetics retailer’s in-store consultation process online through guided product recommendations, CRM and inventory integrations, and a streamlined checkout experience.
Business context
Yelz is a cosmetics retailer that leverages a proprietary consultation methodology to match customers with skincare and haircare products based on their individual needs. To scale this personalized approach beyond brick-and-mortar storefronts, the company expanded into e-commerce.
Project in facts
- E-commerce, Beauty
- Kazakhstan
- UX/UI designer, 2 Ruby on Rails/React developers, Tech lead, QA, PM
- June 2020 - September 2021
- UX/UI design, Brand identity, Ruby on Rails development, Dedicated team
- Ruby on Rails, React, Next.js, PostgreSQL, Sidekiq
Challenge
The client had built a successful chain of cosmetics stores around personalized beauty consultations but lacked a digital presence capable of translating that experience online. They wanted to launch an e-commerce solution that mirrored their in-store recommendation process, matching products to skin and hair characteristics.
Product goals
- Create an intuitive online shopping experience
- Provide personalized product recommendations
- Synchronize e-commerce operations with CRM and inventory management systems
Solutions
We initiated the project by defining the MVP scope. Our UX/UI design team developed the brand identity and e-commerce interface from the ground up. The shopping experience includes a multi-level product catalog, advanced search and filtering, and a checkout flow with SMS and email order notifications.
The platform's key differentiator is a guided product finder developed with input from trichologists and dermatologists. Through an interactive questionnaire, customers receive tailored product matches.
To streamline daily operations, we integrated the platform with the client's internal ecosystem, including their CRM, warehouse management system, and Google Analytics.
Product advisor
Guided questionnaire matching products based on individual skin and hair traits
Hierarchical catalog
Built a scalable multi-level catalog with advanced search, filtering, and sorting
Ecosystem sync
Connected CRM and inventory systems to sync stock levels, customer data, and orders
Payment integration
Integrated CloudPayments to support credit cards, Apple Pay, and Google Pay
Engineering approach
The platform features a microservice-oriented Ruby on Rails backend that isolates business domains, including catalog management, orders, integrations, and customer communications. This approach minimized component dependencies, allowing the system to scale alongside a product ecosystem. To decouple client applications from underlying business logic, we implemented the API layer using Grape, while Sidekiq managed background processes such as CRM synchronization, inventory updates, and automated notifications.
On the frontend, we leveraged React JS development, Next.js, and Atomic Design principles to maintain interface consistency. A primary technical milestone was the custom product recommendation module: an interactive, multi-step questionnaire driven by dynamic, rule-based logic that adapts directly to customer inputs. Its flexible architecture allows the client to update recommendation logic as the product catalog and business needs evolve, without rebuilding the entire feature.
Business impact
Result
Rubyroid Labs delivered an e-commerce platform that brings the client's in-store consultation methodology into a digital experience.
-
Digital beauty consultation
Guided recommendation module translates the client's proprietary cosmetics selection methodology into an online experience. -
Complete e-commerce ecosystem
Full-featured online store with product catalog, filtering, shopping cart, secure payments, and customer communication tools.
Their meticulous and detailed approach was simply outstanding. Rubyroid Labs delivered an exceptional e‑store. They also demonstrated a perfect workflow by maintaining consistent communication with the client.
Dina Malik, founder Yellow Store 
Need to bring your in-store consultation online?
Please fill out this form, and our manager will contact you within one business hour. If necessary, we can sign an NDA and begin project discussions.
Thank you.
Your message has been sent successfully!
We’ll get in touch with you within 24 hours, excepting requests received on Saturday, Sunday.
