DandyMen is a men’s grooming brand founded by barbers, with a mission to deliver premium-quality products. While their products had earned hundreds of 5-star reviews and a loyal following, their website didn't fully reflect the brand’s authority, style, or value. Therefore, our work focused on refining the brand experience to increase conversions and retention, while amplifying credibility and product storytelling.

We started with a full audit of the website, customer behavior, and analytics. While the product quality spoke for itself, the website needed to express the craftsmanship behind it better and reduce friction on the path to purchase.

Our strategy focused on:

Elevating the visual hierarchy to guide users confidently to products and bundles

Showcasing trust signals early and often to back up product claims

Reorganizing content to match buyer intent and shopping habits

Creating a more masculine yet premium tone through typography, layout, and copy

The original page leaned heavily on storytelling but lacked structure and clarity in guiding users to action. Our goal was to preserve the heart of the brand while making it shoppable and intuitive.

Here’s how we transformed the experience:

New hero section with bold headline and primary CTA above the fold

Curated product sections like “Define Your Style” and “Better Together” to promote bundles and styling kits

Sleek dark theme with gold accents to reflect a more premium, masculine feel

“Uncompromised Quality” block to highlight ingredient sourcing, testing, and USA-made claims

Refined navigation and consistent layout to reduce scroll fatigue and improve click-through

The hero section, the very first thing users see when they land on a website, sets the tone for the entire experience. In the original version, the hero featured a centered product arrangement placed on a barbershop chair, accompanied by the headline “Timeless Style, Modern Excellence” and a short description. While this aligns with the brand’s style, it leaned heavily on the physical product lineup rather than making emotional connection.

In the redesigned version, we introduced a much more emotionally driven approach. The hero now features a black-and-white portrait of a bearded man looking confidently forward, paired with bold typography that reads: “Elevate Your Routine, Empower Your Day.” This copy doesn’t just describe the product; it speaks to the aspiration and identity of the target audience. It shifts the focus from what’s being sold to what the customer gains. The dark background creates a premium and masculine feel, while the punch of a brighter yellow in the “Shop All Products” CTA draws the eye and encourages immediate engagement.

This new hero section instantly positions DandyMen not just as a product provider, but as a brand with a mission: to help men take pride in their grooming routine and carry that confidence into everyday life.

Previously, the second section of the landing page was titled “Fine Grooming Products,” showcasing four individual items with a simple layout, gold “Buy Now” buttons, and modest product images. The design lacked brand character, and the uniform button styling and low contrast made it harder for users to differentiate between items or feel drawn to interact.

In the new version, the section is reimagined as “Define Your Style”, a title that speaks directly to the user’s self-expression and grooming identity. Instead of feeling like a flat catalog, this carousel introduces products with much greater visual flair. The product selection feels more curated and dynamic, and the use of white space, updated typography, and a large watermark-style emblem in the background gives the layout a refined aesthetic.

In the original version, the “What Sets Us Apart” section came directly after the founder video. While it aimed to communicate brand values like Expertise in Action and Sustainability, its placement immediately after a personal story made it easy for users to scroll past without fully engaging. The layout didn’t help either, with simple icons on a white background and uneven text alignment; the content felt static and easy to overlook.

In the new version, we gave this section a fresh identity under the theme “Uncompromised Quality.” It now appears right after the more captivating “Art of Grooming Excellence” block, which showcases DandyMen’s product collections.

By first piquing user interest with key product categories, we ensure visitors are already invested in discovering what the brand can do for them. Immediately following that momentum with brand values is the perfect time to deepen trust, because users are primed to learn why these products are different.

We also enhanced the design: large, legible typography, trust-building icons like “FDA-Approved” and “Made in the USA,” and a bold supporting message that reinforces product integrity. Rather than feeling abstract, this section now acts as a direct extension of the product promise.

The product bundles section, titled “Better Together,” underwent a strategic redesign to improve clarity, usability, and perceived value. In the original version, the layout focused on a single large bundle, showing one image of the products with a description and a call-to-action button. This version presented limited options and didn’t encourage exploration or interaction with more products. It functioned more like a feature highlight than a true bundling strategy, reducing the potential to increase average order value through upselling or cross-selling.

In the new version, the section has been transformed into an interactive carousel showcasing multiple bundles side by side. Each bundle is visually isolated and clearly labeled, with components listed and original prices crossed out to emphasize the discount. The addition of multiple bundles gives users more relevant options to choose from, depending on their grooming needs.

From a design perspective, the dark background provides visual contrast, making product images and yellow “Shop Now” buttons stand out effectively. The carousel format also invites engagement, letting users swipe through deals, perfect for mobile users.

In the original version of the testimonial section, reviews were placed under the headline “7000+ 5 Star Reviews,” aiming to highlight the brand’s credibility through customer feedback. While the section featured real product names, images, and review dates, the layout suffered from clutter and uneven formatting. Longer reviews were cropped at the bottom, making them difficult to read. This UX flaw disrupted the user experience and weakened the impact of the testimonials.

In the redesigned version, testimonials are featured under the bolder and more benefit-focused headline “Crafted for Experts, Perfected for You.” We shifted the format to clean, minimal cards with improved line spacing. Each quote is short, emotionally resonant, and easy to read, with bold star ratings.

Beyond visual polish, this section is now placed more strategically in the page flow, closer to product offers and bundles, where it acts as a persuasive nudge for users making their final decision. The testimonial section now reinforces trust in the way it matters most: clean, readable, and emotionally convincing.

The original About us section featured a video titled “From Breakdown to Viral Success,” introducing the founder’s story front and center. Video content with a “Play” CTA often creates friction as users do not tend to click through, especially when they’re in product-browsing mode.

In the new version, we consolidated the message under a clear, bold headline: “Innovation Rooted in Tradition.” Instead of splitting the founder’s story across multiple cards, we tied product philosophy and founder ethos into a single, narrative-driven section. The supporting copy is tighter and more emotionally resonant. The text is strategically written to transition from brand values into product credibility.

Visually, the new section strikes a warmer tone with a lifestyle image of the founder holding a product. A clean, simple call-to-action button ("Learn Why We’re Different") invites deeper exploration, rather than dumping too much information upfront.

This update allowed us to preserve the brand’s personality while aligning it more closely with user intent, showing why DandyMen stands out, rather than just who’s behind it.

In the original footer, the layout featured a dark background with a large newsletter sign-up section and a full-width block of navigation links. While functional, it leaned heavily on a traditional e-commerce layout with a generic structure.

In the new version, we completely restructured the footer to feel more modern, intentional, and on-brand. A clean white background with minimalist typography improves readability, while a refined column structure makes it easier for users to scan and find what they need. The email capture form is now more visually integrated with a rounded field and arrow CTA, making it feel more like a design element than a utility.

We also added a key brand affirmation — “Made in the USA | FDA-Approved | Clean Ingredients” — just beneath the logo. This addition reinforces product credibility at the final scroll without being too promotional.

In the redesigned site, three entirely new sections add depth, interaction, and storytelling that were completely absent in the previous version. One of the most impactful additions is the Bespoke Scents experience, introduced with the bold headline “Bold Scents, Sophisticated Style.”

This section uses artistic, hand-drawn illustrations to showcase the signature ingredients that define each fragrance such as Tobacco Vanilla, Saffron Amber, or Obsidian Cardamom. What makes this experience even more effective is that it’s directly linked to the product carousel below. As users scroll through the scents, the product display beneath dynamically updates to show all the items available in that particular fragrance. This connected carousel creates a highly intuitive and sensory-driven shopping flow, helping users discover the products not just by category, but by the scent story that resonates with them.

Visually, this section elevates the brand’s identity by combining minimal design with rich detail. It’s both elegant and functional, turning exploration into engagement.

Following this, the Gentleman’s Edit blog adds another layer of value. With well-curated articles on scent creation, grooming tips, and brand philosophy, it not only boosts SEO through relevant, keyword content but also nurtures a sense of community. It invites customers to engage in a dialogue, sharing how they use the products in real life, offering tips, and connecting over a shared lifestyle.

The original Dandymen product page was content-rich but lacked clarity and ease of use. Key details were hidden behind collapsible tabs, variant selection was unclear, and the layout lacked a clear hierarchy, making it harder for users to take action.

The redesigned PDP prioritizes clarity, interactivity, and conversion. Core elements like star ratings, price, subscription options, and a bold “Add to Cart” button are now displayed prominently. Scent variants are easily selectable and dynamically update product imagery and descriptions, improving discoverability.

Product benefits are integrated directly below the summary, supported by icons and clear headlines. Cross-sell and bundle sections such as “Better Together” and “Perfect Pairings”, introduce value-driven suggestions with pricing and compelling copy, encouraging multi-product purchases.

This new layout transforms the page into a streamlined, conversion-optimized experience that reflects Dandymen’s brand values while driving sales.

DandyMen isn’t just offering grooming products; it’s building a thoughtful and elevated experience for modern men. Our role was to bring that vision to life online. By redesigning the website with clarity, performance, and brand consistency in mind, we helped create an e-commerce experience that speaks to their audience, simplifies decision-making, and drives real results, from first impressions to repeat purchases.

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