Marketing built exclusively for beauty businesses, so the strategy actually fits how clients find and book you.
Maliá sells professional extensions to licensed stylists, and it sells the education that teaches their methods. Some visitors are certified, some are registered, some are strangers, and what each can see, buy and pay is different. No Shopify app holds that shape, so we built it — the theme, the mega menu, the cart drawer, the access rules and the registration portal behind them.
A gate is easy to put up and hard to run. Prices sat behind a login, certification unlocked part of the catalogue, and every rule lived inside an app that could only do what its settings allowed. So the questions the business actually needed to answer — show this stylist her price, let that one buy this method, keep a consumer out of the professional list — either could not be answered or had to be answered by hand.
Maliá Extensions is a professional hair extension line out of Boston, selling wefts, K-tips and clip-ins to stylists across the country, alongside the education that teaches their install methods. When we started they were on an inherited Shopify store with prices hidden behind a third-party login gate and courses served from a separate platform.
If the rules are the product, own the rules. A theme built in code decides what each visitor sees, what price it shows and what the cart will accept — and it keeps deciding as the business changes its mind. Maliá changed the access model four times while we ran it, and each change was an afternoon rather than a migration.
Captured from the live store. Each frame scrolls the real page.
Built to lead with the hair. The first version of this store opened on education and read like a portal; this one opens on the three methods a stylist chooses between, and everything else sits under them.
The full catalogue, arranged by method rather than by SKU, wefts, K-tips, clip-ins, tools and education in one place, with pricing that changes with who is signed in.
A method gets a page, not a product list: what it is, who it suits, and the wefts and tools that go with it.
This is the access rule doing its job. A visitor who is not a recognised stylist sees the product, the specification and the reviews, then a panel explaining what a pro account is and how to get one, instead of a price they are not entitled to.
The way in. A stylist registers, starts shopping at professional pricing straight away, and the licence review happens behind the scenes rather than in front of the sale.
Certification and classes, in the same store as the hair, so a stylist can learn the method and buy for it without leaving.
The Butterfly and Flutter Luxe course is a product page like any other: what it teaches, what it costs, the toolkit and colour ring as add-ons, and one button that opens the cart drawer.
Dated classes with cities and seats, listed and bought in the same store, so a stylist books a class the way she buys hair.
A custom Shopify theme designed in Figma and coded from scratch — storefront, collection and product pages, a custom cart drawer, and the access rules running underneath all of it.
Our Website service
Each of these had been a rented app, a workaround or a manual job before.
Our Website serviceFive columns of hair, care, tools, merch and education with a pro-account call to action beside them — and a cart drawer that carries the right price, the shipping cut-off and the checkout without leaving the page.
Our Website service
What a visitor sees is decided in code: prices appear once they are recognised, and certain methods stay closed until the account carries the right tag. The cart is ours too — a drawer that slides in with the right price on it, the shipping cut-off, and a line of copy that suits what was just added, then checks the order before it lets it through.
Extensions come in shades, lengths and textures, and the old catalogue made each combination its own product. We rebuilt it around the method a stylist actually asks for, with the choices on the page and the tools for that method beside them — so a stylist buys the way she works.
Sign-ups used to run through a paid app that made every stylist wait for manual approval, and a stylist ready to buy who has to wait a day does not come back. We replaced it with our own portal: the stylist registers and shops immediately, the team reviews licences behind the scenes, and the order guard stops anything that should not go through.
Maliá teaches its methods, and that education is a real part of the business — an online course, in-person classes with dates and seats, and the certification that unlocks the better pricing. It all lives in the same store as the hair, on product pages with the toolkit and colour ring selectable as add-ons, so a stylist can learn a method and buy for it in one cart.
The brand work ran first and set the look. The store was designed in Figma, coded through the winter, and shipped in February to hold a product launch date the company would not move.
The store stopped being the thing that limited the business. Access rules, pricing and registration became decisions the company could make and we could ship, rather than features they had to wait for an app to support — and stylists who were never going to certify could finally see, and buy, the hair.
“The website looks incredible. I'm very happy with it. It looks really pretty. I've noticed a lot of brand new customers without certification, which has been great.”
Measured results for Maliá Extensions. No projections, no estimates.
Every rule you rent is a rule you cannot change. If access, pricing or eligibility is central to how you sell, own that code — the day the business changes its mind is the day it pays for itself.
Stylists ask for a method, not a SKU. A page per method with the choices on it beats a product per length every time, and it makes the catalogue explain itself.
Manual approval before the first order cost sales that never came back. Let them in, verify behind the scenes, and stop anything that should not ship at the order instead.
Quote the content, not just the code. We said two weeks and it took five months, and almost none of that was development — it was photography, product descriptions and specifications that had to exist before a page could be finished. We should have put the content schedule on the wall next to the build schedule from day one, so the dependency was visible to everyone rather than turning up as a missed date.
Every case study on this page started the same way. A discovery call, a custom plan, and a team that actually executes.
