roe Wellness
Proof from other parents
Roe Wellness was created by a pediatric nurse practitioner and mother of three who could not find clean products that did not irritate her own children's skin. The customer is a parent with an eczema-prone baby, comparing options at 2am.
01 — The challenge
The buyer is cautious, sleep-deprived and has been let down before.
Selling skincare for babies means selling to someone who has already tried gentle cleansers that did nothing and been told by a specialist to wait it out. Ingredient claims and soft photography do not move that person. Evidence from other parents does.
The range also splits across very different intents — for baby, for mom, for both, SPF, bundles and gifting — so the store had to route a first-time visitor quickly without burying the products that convert.
The most persuasive asset this brand owns is a folder of photos its customers sent in.
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1400+
Reviews on the hero bundle, filterable by child's age and skin condition
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1
Dedicated before/after page built from customer-submitted photos
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7
Shopping lanes — baby, mom, both, SPF, bundles, best sellers, new arrivals
02 — Our approach
Put customer evidence at the centre, and make every product page answer a parent's questions.
The site is organised around a dedicated Before & Afters page — a wall of real customer submissions with an upload path so the library keeps growing — and that same evidence is threaded back into the product pages as a before/after strip rather than left as a separate destination.
Product pages carry the full decision in one view: size choice, one-time purchase against subscribe-and-save, delivery estimate, satisfaction guarantee, certification badges, a bundle builder, a "complete the set" cross-sell and a brand video. Below that, reviews are structured rather than dumped — a rating breakdown, topic filters, and filters for the child's age and skin condition, so a parent can read only the reviews from families like theirs. The brand replies to reviews in public, and those replies stay visible.
Merchandising splits the catalogue into intent-based collections (for baby, for mom, for both, SPF, bundles, best sellers, new arrivals) with trios and bundles surfaced inside each one, and a store locator for the retail side of the business.
Working with Web Tonic has been a fantastic experience from start to finish. Their team took the time to understand our business goals and delivered exactly what they promised. Communication was excellent, and we've already seen a noticeable improvement in our online visibility. Highly recommended!
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