Styling Story & Commerce To Rebalance a Cult Beauty Brand


Creating a more premium proposition, and shifting focus back to direct-to-consumer.

Live Site



2017 - Present


Ecommerce Awards 2020 – Fashion & Beauty


MOF’s relationship with Tangle Teezer began years ago. The brand had over indexed on their retail network, eroding margin.

It was clear the Tangle Teezer brand experience needed to offer a point of difference to its audiences; think: interesting and educational product information, influencer endorsement; styling tips. 

We also needed to find that one key point of difference; giving customers a reason to buy direct. And buy again.

Evolving needs

We’ve been through a few versions of the Tangle Teezer experience. While we launched their first eComms in Magento, priorities have changed over time. What worked then was no longer right for now. 

Moving away from Magento and onto Shopware, we designed and developed approximately 30 core content modules that Tangle Teezer now use to build exciting, high quality pages across all areas of the site, selling their best-in-class product to both consumers and salon partners alike.

Achieving this level of flexibility has allowed the Tangle Teezer team to react quickly to trading patterns and social media activity with minimal tech assistance. 

Plus we built a beautiful brush designer, allowing customers to personalise every product – a killer reason to shop direct that is backed up with supporting social strategy. 

Bespoke and ownable, with social proof to push to purchase. 

MOF balance bold creativity and commercial acumen. Importantly, they aren’t afraid to push back, challenge what we brief. The result is a true partnership that’s spanned years.
James Vowles, COO
Using 3 years of learnings to architect a future proof platform

As part of the development of the bespoke personalisation tool for Tangle Teezer, we alleviated their previous challenges in using an off-the-shelf solution, with which they had limited to no flexibility in making improvements. 

Building on the existing interface, we can now offer a beautiful and slick experience to the user. 

With CGI and layered textures, users can view their customised brush in 3D, with elegant light reflections and realistic contours.

We also made a professional sub-site for salon owners, showcasing key product information with a contemporary and clean aesthetic

Conversion is up, engagement is up, and with a site design focussed on heroing social content, traffic is up too.


Increase in transactions


Increase in average basket


Increase in conversion