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Luxury Brand PartnersBrand platform

A custom WordPress platform for a house of beauty brands

One site carrying a portfolio of artist-driven beauty brands — each with its own art direction, all sharing a single publishing system.

Discipline
Brand platform
Industry
Beauty
Luxury Brand Partners homepage — a full-bleed IGK Hair brand slide reading 'No boring hair. Ever.' behind the site navigation

About the project

What we built

Luxury Brand Partners builds and scales artist-driven beauty brands — IGK, R+Co, Elaluz, ONE/SIZE, In Common, Smith & Cult. The corporate site has to speak to several audiences at once: founders evaluating a partner, stylists and salon professionals, prospective hires, and the press. It has to do that without flattening the brands into a uniform grid.

We built it as a custom WordPress theme. The homepage is a full-bleed carousel where each brand gets a slide it can own — its own photography, wordmark, and line of copy — while the underlying component stays the same. Editorial art direction where it matters, a shared system underneath.

Behind the front end, the build is structured for a team that publishes constantly. Brands move between the current and former portfolio, initiatives launch, roles open and close, so the portfolio, initiatives, and careers sections are all editor-managed rather than hard-coded. LBP PRO sits behind a gate for salon professionals.

On mobile the art direction holds instead of degrading — the carousel keeps its full-bleed imagery, and navigation slides over the brand photography rather than replacing it.

Capabilities applied

Services

  • Custom WordPress development
  • Theme & component architecture
  • Editorial CMS modelling
  • Brand-led art direction
  • Responsive UI engineering
  • Performance optimization

Selected screens

Gallery

Full-bleed Elaluz brand slide — a close-up beauty portrait behind the Elaluz wordmark and the line 'You are light. You are Elaluz.'
Elaluz, full-bleed. The photography carries the slide; the wordmark and tagline sit light on top of it.
In Common brand slide built from four prism-lit portraits in a quadrant grid, with the 'In Common' wordmark and the line 'Finding beauty in the imperfect'
In Common breaks the pattern with a four-image quadrant — the same slide component, a different composition.
IGK Hair brand slide on mobile — 'No boring hair. Ever.' above a Learn more button, with carousel dots marking the other brands
The same carousel on a phone: art direction preserved, the call to action moved within thumb reach.
Luxury Brand Partners mobile menu open over the site, listing Home, About, Portfolio, Careers, Contact, Initiatives, and a locked LBP Pro entry
Mobile navigation slides over the brand imagery rather than replacing it, keeping the gated LBP Pro entry one tap away.
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