• Design System
  • Guidelines
  • Identity
  • Quality Assurance
  • Usability Testing
  • Hampus Öhman
  • Victor Erixon
  • Kicks E-com Team

Kicks are the Nordic region’s leading beauty chain with 250 stores in Sweden, Norway, and Finland. KICKS offers personal and inspiring beauty services and around 25,000 products from 300 brands.

the brief

Kicks marked its new era of growth by inviting fanfanfan to help evolve its brand and redesign the kicks e-commerce site. The goal was to build the most beloved beauty e-commerce site with new engaging functionality, combined with a bold and unique identity.


kicks target audience is one of the most updated and connected generation of all time. The way this audience interacts with e-commerce sites continues to evolve and today, it’s no longer enough to just provide personalized recommendations to them based on their browsing history. This generation is more intentional in their choices and daily routines, they expect a high level of service, and they want experiences that deliver as appropriate.

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