VELUM — Premium Skincare E-commerce Website
Anurag Kalra
VELUM — Premium Skincare E-commerce
VELUM is a fictional premium skincare brand created as a complete e-commerce design and development concept. The goal was to build a distinctive luxury identity and translate it into a polished shopping experience across desktop and mobile.
The brand direction combines architectural minimalism, material science, and contemporary editorial design. I developed the visual identity, product system, packaging direction, art direction, and AI-assisted product photography around a restrained palette of mineral tones, frosted glass, and brushed aluminum.
One canonical image per product came first. Every later catalog and campaign image was checked against it for label text, geometry, and scale.
The experience was designed around a focused three-product routine: CLEANSE, FORTIFY, and SEAL. Rather than creating a traditional beauty-store aesthetic, I treated the site more like a premium design publication—using large-scale imagery, strong typography, generous whitespace, and clear commerce interactions.
Homepage storytelling
I designed and built the responsive website in Next.js, TypeScript, and Tailwind CSS, including the homepage, collection page, individual product pages, product galleries, quantity controls, and a persistent demo shopping bag.
Editorial Product Images
Services: Brand Direction · Art Direction · UI/UX Design · E-commerce Design · AI Product Photography · Front-end Development · Responsive Design
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Posted Oct 13, 2026
A self-initiated skincare concept combining art direction, AI-assisted photography, responsive web design, and a functional demo shopping bag.
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