Easy to run
Built with native Shopify sections, so the team changes copy, images and offers in the theme editor. No page builder and no extra monthly app fees.
- Offers and banners updated in minutes
- Pages stay quick on mobile
Sniffables: a TikTok brand, given a store to match.
Sniffables makes caffeine-free aromatherapy wicks: cotton wicks infused with pure essential oils, in a pouch that fits in your pocket. I'd been following Louis, its founder, on TikTok and LinkedIn. I have a lot of respect for young people who back themselves and build something, so I gave him a weekend and rebuilt the store, completely free.
- Client
- sniffables.uk
- Sector
- Aromatherapy wicks · UK
- Services
- Shopify themeBrand bookStore rollout
The brief
Make the store as loud as the TikToks.
Sniffables sells to 18 to 30 year olds: students, gym-goers, gamers and desk workers. Most of them arrive from TikTok and Instagram, on a phone, straight after watching a creator crack open a pouch. They were landing on a stock Dawn theme that looked nothing like the videos that sent them.
The job was to build a store with the same energy: bold colour, creators and video, and a simple choice between two scents. It had to be native Shopify with no page-builder apps.
It also had to respect the rules. Aromatherapy sits under ASA and CAP guidance, so the brand book set the guardrails before any copy was written: describe the scent and the ritual, never promise an effect.
Brand book first
Two scents, two colours, one voice.
Cyan for ChillWave, violet for SoftWhoosh. Titan One for headlines, Figtree for everything else. Rounded pills, sticker labels with an ink outline, and the logo's wavy underline reused as a divider. Copy talks like a mate, not a pharmacist.
Built for the feed
The videos that sell it, on the site that sells it.
Louis's own "Why I made Sniffables" video and creator try-ons from Lacy and StableRonaldo play natively on the site: muted on scroll, sound on tap, with their view counts on show. "2M+ views on TikTok" runs as proof from the hero to the reviews.
Product page and basket
Every step nudges up the order value.
The range is small, so the store leans on packs and pairing: three pouches as the hero pack, a Mix 4-Pack for both scents, and a basket that shows what you're saving and what to add next.
Scent switcher
Image swatches jump between ChillWave and SoftWhoosh without leaving the page, and the scent's colour tints the product page.
Pack switcher
3 pouches sits first, marked "Best value · save £1.98", with 1 pouch beside it. The live store keeps them as separate products, linked by the pills.
Scent data, not walls of text
Vibe, when to use it, key oils and "described as" tags are stored in Shopify and drawn onto each product, so the team edits them in one place.
Free delivery bar
Shows how far you are from free UK delivery at £22: two 3-packs clear it.
Complete your ritual
One-tap add-ons in the basket for the other scent and the Mix 4-Pack, plus was prices and a "You're saving" line under the subtotal.
An empty basket that sells
No dead end: an empty basket shows "Start with a favourite" with quick-add rows for the bestsellers.
On mobile
Designed for the thumb that tapped the TikTok.
A taller header with bigger tap targets, headings and the announcement bar on one line, galleries that loop, and pages that preload on tap so moving between products feels instant.
Built to grow
A store a small team can run and scale.
Everything Sniffables needs to sell more, launch more and keep the brand consistent, without a developer on call.
Product pages that sell
All six products rewritten, with lifestyle imagery up front and scent tags that help shoppers pick the right one.
- New Focus, Calm, Refill and Shop everything collections
- A clear path from a TikTok to the right product
Built to be found
SEO titles and descriptions, FAQ rich results, share images and alt text, so Sniffables shows up when people search, not only when they scroll.
Ready for what's next
A brand book, setup guide and ready-to-import product folders, so new scents, creators and campaigns slot straight in and look on brand.
- New scents just need their scent details filled in
- Brand book to brief future creative
Collections
A small range, made easy to browse.
A coloured header, shop-by pills and the hero packs first. No search, by choice: with five products, it only gets in the way.
Senior strategy. Hands-on delivery.
I've spent 7+ years in paid advertising, agency-side and in-house, most recently as Head of Paid Search for 3+ years at Soar With Us, a D2C agency, growing brands to 8+ figures. I've since started Pavegrowth to continue my love of building and growing brands with that expertise.
Alongside the ad accounts I build Shopify themes, iOS apps and software products, including my own. Growth marketing and development under one roof. I utilise AI workstreams to support moving faster & streamlining internal & client workflows to ensure efficiency, whilst the strategy, judgement and accountability are mine. You talk directly to the person doing the work.
7+Years in paid ads
£10M+Ad spend managed
100sAudits & accounts managed
30-minute intro call
Let's grow your brand, together.
Thirty minutes to get to know your brand, your goals and where the growth is. No pitch deck, just a straight conversation about where we'd take it next.
- 0–10Your brand, goals and growth targets
- 10–25Where I'd look first for growth, and why
- 25–30Fractional, a project, or not a fit
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