Naturopathica
Case Study

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Where Nature Meets Technology
Naturopathica's rebuilt digital experience honors its holistic heritage while delivering the modern performance and flexibility a growing wellness brand demands.
OVERVIEW

Naturopathica is a pioneering clean beauty brand founded on the principles of naturopathic medicine, a healing tradition that connects the body's internal activity with outer forces like nature, diet, and movement. What began as an herbal apothecary in East Hampton has grown into a network of six owned spas and over 270 professional spa partners across North America. Their formulas, crafted without known toxins, feature pure plant extracts responsibly harvested for potency and efficacy. Our challenge was to rebuild their Shopify experience from the ground up: cleaning years of technical debt, migrating to native metafields, and delivering a site as refined and intentional as their skincare philosophy.

list of challenges faced

list of challenges faced

list of challenges faced

list of challenges faced

list of challenges faced

list of challenges faced

Years of deprecated scripts from Yotpo, Criteo, Google Optimize, Jebbit, and Searchspring were bloating the theme and slowing performance.

Product data lived in various app-specific metafields, limiting flexibility and creating vendor lock-in.

PageSpeed scores suffered from unoptimized images, render-blocking scripts, and inefficient loading patterns.

The existing theme couldn't support the rich storytelling Naturopathica's brand heritage

Products required extensive information but lacked a clean, organized presentation.

The site needed to support native discount logic and gift-with-purchase mechanics for peak season without relying on fragile custom scripts.

SMG partnered with Naturopathica as their full-cycle development team, executing a comprehensive site overhaul that spanned performance optimization, legacy code cleanup, full-page redesigns, custom page builds, and a complex metafields migration. Every enhancement was engineered to improve site speed, empower their team with flexible content management, and create a digital experience worthy of their 30+ year legacy.

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SOLUTIONS WE DELIVERED

We rebuilt Naturopathica's Shopify experience through a performance-first, content-flexible approach. The result: a faster, cleaner site that empowers their team to tell the Naturopathica story without developer dependencies.

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What we did

Legacy code removal and performance optimization significantly improved PageSpeed scores across mobile and desktop.

Native metafields empower the Naturopathica team to update product information without developer support.

Cleaner codebase eliminates conflicts and simplifies future development.

Custom pages showcase the brand's spa heritage, mission, and sustainability commitments.

Enhanced PDP and collections pages help customers find and understand products faster.

Native discount logic ensured reliable BFCM performance without script failures.

Naturopathica
Naturopathica

Apps & Integrations on this project

Shopify

Klaviyo

Yotpo

Searchspring

Jebbit

IMPACT

Faster Load Times

Content Independence

Reduced Technical Debt

Richer Storytelling

Improved Product Discovery

Peak Season Ready

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