ETWigs
A wig brand that grew a beauty line. Nine products, one lilac system, and the still life campaign that launched them.
- CLIENT
- Wigs and haircare
- MARKET
- UK
- SINCE
- 2020
- SUB-BRAND
- ETWigs Beauty
ETWigs started in 2020 as a custom wig store, the first brand Kimberly built.
By 2025 customers wanted the products that make a wig sit right. The line needed packaging that read as one family on a shelf, and imagery that made a glue pen look like something you want on your dresser.
Still life, floating.
Art directed and produced in house. Products suspended on white, backlit so the labels glow and the clear caps disappear, shot like beauty rather than haircare.
A store that shops like a beauty brand.
Designed and coded by Kiet: product-first pages on clean white, the lilac label carried into every interaction, and the press that built the wig business given a page of its own.
- Photo-led proofThe product in the hand, with the claim set over the image, so the benefit reads before the copy.
- A quiet middleOne white tile carries the line and the single action, Shop Now, between two portraits.
- Real skin, real useModels apply the products on camera. Beauty imagery, not haircare packshots.
- A phrase per productIts On, Its Off, Lay & Stay, Its Slick: every product name is something a customer would actually say mid-install.
- One grid, one lilacProducts shot on the same white with the same shadow, so the range reads as one family on screen as it does on a shelf.
- [NEW IN] in the cornerLaunch tags in square brackets, quiet enough to sit on every card.
- Detail on demandKey Benefits, How To Apply, Ingredients and Delivery tucked into accordions, so the page stays one screen tall.
- Two ways to payAdd to Cart for browsers, Shop Pay for the customer who already knows.
- The promise in plain words“Order by 2pm for next day UK Delivery <3”, written in the brand’s own voice.
- A reason to joinBlack Friday first dibs, said the way the brand speaks.
- Interests at the doorWig beauty products, custom wigs, rental wigs or bundles, so every email after it is relevant.
- On-brand to the buttonLilac rules, a serif headline and a pill button in the label colour.
- Shopify
- Shop Pay + cards
- Home · Shop · Product · Rent a Wig · Press
- Pop-up with interest segments
- Next day UK, worldwide shipping
- Lilac label, white studio, ink type
A feed planned like a lookbook.
Lilac #ETWIGSBEAUTY title tiles dated by month, set between street, studio and behind-the-scenes shots, so the grid reads as one campaign at a glance.
Planned like releases.
A collab with Sliq (a teaser in both brands’ colours, a story takeover, a joint announcement and giveaway), an influencer kit built around a “What’s in my bag” unboxing, and an LFW content day across thirteen content formats.
- Nine products under one system
- Featured in Dazed Beauty, Hypebae and Nylon
- [launch or sales figure, if you want to share one]