Umberto Giannini

Umberto Giannini is a UK-based, vegan and cruelty-free haircare brand known for its strong positioning in the curly hair space and commitment to sustainability and transparency. As the brand scaled globally, the challenge was to modernize its digital experience to better reflect its premium positioning, improve user journeys, and build a stronger direct-to-consumer ecosystem beyond retail and marketplace channels.

We supported the brand through a full website experience upgrade and CRM strategy implementation. On the web side, the focus was on creating a clean, conversion-driven structure that simplifies product discovery across different hair types, while elevating storytelling around ingredients, benefits, and routines. On the CRM side, we implemented a lifecycle marketing system- capturing users through optimized acquisition points and activating them through automated email and SMS flows, including welcome journeys, product education, replenishment reminders, and personalized recommendations based on hair type and behavior.

As a result, Umberto Giannini achieved a more cohesive digital ecosystem - where website and CRM work together to drive both acquisition and retention. The new platform improved user clarity, increased engagement across key touchpoints, and enabled the brand to build stronger, long-term relationships with customers - turning one-time buyers into repeat, loyal users while reinforcing its positioning as a modern, conscious beauty brand.