Founded over 30 years ago by Aliza Jabès, NUXE established itself in pharmacies with Huile Prodigieuse®, a natural dry oil that became a global bestseller. Known for its sensorial and natural formulations, the brand expanded into more than 80 countries.
NUXE aimed to strengthen its digital presence by supporting consumers in finding product information and usage guidance. The goal was to elevate the brand, build strong preference through a premium “digital showcase” website, and optimize both SEO and the overall user experience.
Ecommerce performance relied on a structured CRO approach, and the platform needed to provide technological agility for continuous evolution. In 2024, NUXE migrated to Shopify, laying the foundation for a modern, scalable, user-centric digital ecosystem to drive growth and innovation across multiple markets.
Key Metrics
Since adopting Shopify, NUXE has achieved:
- €10 increase in average order value, reaching €80, thanks to an effective strategy of ready-to-use bundles and routines, agile optimization of strategic pages, and integration of service modules enhancing the user experience.
- 17% increase in conversion rates compared to our previous CMS
- One-month launch in Belgium and rapid international expansion with localized sites across Europe, the UK, and the US.
The Challenge: Modernizing Toward a Digital Strategy Combining Image, Conversion, and Innovation
NUXE’s DNA is deeply rooted in pharmacy retail, where customers rely on expert advice and the sensory experience of products. Recreating that level of trust online was essential to maintain loyalty. The delegation-based ecommerce model limited agility and created inconsistencies across markets. Internalizing operations required a platform capable of simplifying international management, supporting personalization, and keeping pace with innovation in the beauty industry.
We needed a robust, agile platform to deliver a premium online experience and keep up with evolving beauty consumers.
Shopify replaced complexity with speed and control. The migration allowed NUXE to deploy new markets quickly—Belgium launched in under a month—and empowered teams to manage operations independently. With Shopify’s intuitive interface, technical barriers disappeared, enabling NUXE to focus on customer experience and growth.
The brand built a best-in-class ecosystem through Shopify’s apps. Yotpo provided customer reviews for trust, Join Stories enabled shoppable video, and bundling apps facilitated upsells. A virtual skincare assistant replicated pharmacy consultations online. Thanks to Shopify’s modular, plug-and-play nature, new features launched in weeks instead of months.
As soon as we imagine a new service, we brief our agency — and two weeks later, it’s live. That’s the strength of the Shopify ecosystem.
Conversion and Checkout
NUXE leveraged Shopify Checkout, the world’s fastest-converting checkout, to deliver a mobile-first, single-page experience. Checkout Extensibility enabled personalized upsells, reducing cart abandonment and increasing revenue per order. Conversion rate optimization became a regular practice, made simple and rapid through Shopify.
Global Expansion
Shopify Markets simplified international growth. Currency localization, tax automation, and translation management enabled the development of a global European store hosting French, Belgian, German, Italian, Spanish, and English sites—all launched in under six months. This efficiency ensured consistency for both end customers and international retail partners.
Luxury Omnichannel Experience
nuxe.com has become the brand’s digital flagship—a true premium showcase where consumers not only find detailed product information but also personalized solutions: custom routines, virtual bundles, and guided journeys. The experience is designed to highlight product usage and strengthen brand preference.
Social and conversational integration projects, as well as digital masterclasses, are currently under development, supported by Shopify’s scalable infrastructure, which enables NUXE to innovate with agility and strengthen direct connections with its communities.
Shopify simplifies everything: technology is no longer an obstacle — it becomes a lever for innovation and accelerating our growth.
Results: Growth and Agility
In less than a year, NUXE transformed ecommerce into a high-value channel. Online average order value reached €80—quadruple pharmacy levels—while optimized checkout improved conversion. Launching new markets became significantly faster, giving the brand the agility to anticipate trends.
With Shopify, NUXE now operates a streamlined, innovation-ready ecosystem that delivers a premium online experience and positions the brand as a global leader in digital beauty retail.
