Shopify Redesign, SEO & Ongoing Maintenance

Client: The Kind Collective Australia

Industry: Beauty & Cosmetics — Vegan & Cruelty-Free Makeup

Location: Australia

Website: Visit Live Site →

Platform: Shopify

Services Delivered:

• Shopify Website Redesign
• SEO (Search Engine Optimization)
• Monthly Website Maintenance

Engagement Type: Project + Ongoing Retainer

The Kind Collective Australia is a proudly Australian-made, vegan and cruelty-free makeup brand with a strong product range spanning face, eyes, lips, accessories, fragrance, and gifting. They approached Chetaru with a clear need:

What They Needed:

• A refreshed Shopify store that better reflected their clean, ethical brand identity
• Improved product navigation and shopping experience for their growing catalog
• Better visibility on search engines to attract organic traffic
• A reliable maintenance partner to keep the store running smoothly month to month

Their existing Shopify store wasn’t keeping pace with their brand evolution and product growth. The design needed modernizing, the user experience needed simplifying, and organic search performance needed attention.

What We Did:

The redesign focused on bringing the store’s visual identity in line with The Kind Collective’s brand values — clean, kind, and Australian-made.

Design Updates:

• Refreshed homepage layout with clearer brand messaging and hero sections
• Improved navigation structure to handle a growing product catalog (face, eyes, lips, fragrance, accessories, kits, merchandise)
• Enhanced product collection pages with better filtering and browsing
• Updated product page layout for clearer presentation of key brand values (vegan, cruelty-free, Australian-made)
• Improved mobile shopping experience across all key pages
• Cleaner checkout flow

Key Pages Redesigned:

• Homepage
• Collection pages (Shop All, Face, Eyes, Lips, Accessories, Fragrance, Kits & Gifts)
• Product pages
• About / Our Story page
• Ingredients Cheat Sheet page
• Store Locator page

Brand Alignment: The redesign maintained The Kind Collective’s existing brand identity while giving it a cleaner, more contemporary presentation — appropriate for a premium Australian vegan beauty brand competing in a crowded market.

What We Did:

We implemented on-page and technical SEO improvements to improve the store’s organic search visibility for relevant beauty and makeup search terms in Australia.

Technical SEO:

• Page speed improvements
• Meta title and description optimization across key pages
• Heading structure (H1, H2) corrections
• Image alt text implementation across product catalog
• Canonical URL cleanup
• XML sitemap review and submission
• robots.txt optimization
• Mobile usability improvements

On-Page SEO:

• Keyword research focused on Australian vegan makeup searches
• Product collection page optimization (face makeup, vegan lipstick, cruelty-free foundation, etc.)
• Homepage SEO improvements
• Blog content SEO guidance
• Internal linking improvements across collections and product pages

Local & Brand SEO:

• Google Search Console setup and monitoring
• Brand search optimization
• “Australian made makeup” and related keyword targeting

What We Do Every Month:

Since the redesign, we’ve been The Kind Collective’s ongoing Shopify maintenance partner — keeping the store secure, up to date, and performing well.

Monthly Activities:

• Shopify platform and theme updates
• App and integration monitoring
• Performance checks (page speed, uptime)
• Bug fixes and minor display issues
• Product and collection update assistance
• Promotional banner and homepage updates (seasonal/campaign)
• Post-update testing across devices
• Monthly health check report

This ongoing relationship means:

• New product launches are supported smoothly
• Seasonal campaigns (gifting, limited editions) go live without issues
• Technical issues are caught and resolved quickly
• The store stays optimized as Shopify evolves