Salon-quality gel and nail polishes, built around a rebellious mind — with a full B2B Pro programme for wholesale partners running in parallel.
Madam Glam has been setting its own rules in nail for over a decade — salon-quality gels, at-home formulas, and colours the big houses wouldn't dare put on a shelf.
We run two storefronts for the brand: the consumer-facing DTC site, and a B2B Pro programme for salons and stylists. Both on Shopify Plus, both talking to the same ERP, both held to the same visual standard.
DTC and B2B rarely share a storefront. The customer journeys are different; the conversion rhythms are different; the brand expectations are different. But the brand has to stay one brand.
We migrated both storefronts to Shopify Plus, rebuilt the theme system to share components, then shipped a custom B2B Pro layer — tiered pricing, net terms, bulk carts, rep assignment.
The rule we held: the brand never apologises, on either shelf. Same voice, same discipline, different doors.
A bespoke Shopify Plus experience built around custom solutions for bundles, build-your-own sets, subscriptions, and high-volume product discovery — designed to support a fast-moving beauty brand with a strong visual identity.
The storefront included fully custom-developed swatch solutions designed to make large shade collections easier to navigate through a more visual, intuitive, and conversion-focused product experience.
The influencer ecosystem evolved through more structured collaboration strategy, clearer brand alignment, and performance-focused campaign direction — helping improve engagement quality, creator consistency, and ROI across partnerships.
Blogs, tutorials, and beauty content were woven into the storefront experience to support product discovery, showcase new techniques and collections, and create a stronger ongoing connection with the Madam Glam audience.
A membership-driven shopping experience built around exclusivity, recurring engagement, and early access to new collections and seasonal launches.
Powered through Subscribify, the VIP ecosystem combines member pricing, recurring subscriptions, loyalty incentives, and gated offers into a seamless customer retention experience.
The VIP program helps strengthen long-term customer relationships through consistent engagement, exclusive perks, and a community-first approach tailored to highly engaged beauty consumers.
“The nail house that treats its colours like a design studio, not a beauty brand.”
“Madam Glam's gel line has the kind of quiet consistency that keeps professionals loyal.”
“Madam Glam A brand built for the beauty creator era.”
Two storefronts, one brand, seven years — and still shipping.
Madam Glam is the partnership that taught us how to run DTC and B2B side by side without letting either shelf get soft. Every quarter brings a new drop and a new wholesale cohort. The work doesn't slow.
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