London Prime

A section-based theme for 150-plus brushes

Both stores run on the Shopify theme Dcrayon uses across client stores, an Online Store 2.0 theme, with the India store on version 5 and the UAE store on a newer release. In Shopify's terms, a section is a configurable block of a page, such as a slider or a product row, that staff can add, reorder and edit in the theme editor; a snippet is a smaller reusable piece of template code that sections share; and a metafield is an extra field stored on a product or collection. In the newer release the header and footer are section groups, so the announcement bar, header, trust badges and footer are edited once and appear on every page.

That newer release gives the store team 231 settings in 22 groups. The largest are colours with 53 settings, the product grid with 29, the cart drawer with 20, product variants with 17, typography with 16, and product stickers and the newsletter with 14 each. Those settings are what let the brand change badge styles, swatch shapes, cart drawer behaviour and colour schemes without touching code. The India store's home page is assembled from the theme's slider, gallery carousel, tabbed collections, image gallery, rich text, newsletter and offer sidebar sections, plus custom Liquid blocks for the marketplace logo strip. Choosing and configuring this theme was the heart of the Shopify development work.

Menus and collections built around brush jobs

The main menu sorts the catalogue the way a makeup buyer thinks: single brushes, brush sets, brush holders, makeup blenders, remover wipes, glitters, face masks, face brushes and eye brushes, with a separate buy-one-get-one-free collection. Behind the menu, 53 collections group the same products several ways, including face brushes, eye brushes, HD brushes, Glamstrokes brushes, precision blenders, sponge holders, XL holders, signature sets, new launches, trending products, combos and a deal of the day. A track-your-order page sits in the footer beside the policy links.

Showing brushes in use

The home page has a "Shop by videos" strip built with shoppable video apps, so a buyer can watch a brush being used and add it to the cart from the clip. An Instagram reels feed sits further down the page. On product pages, the India store adds an FAQ section, product recommendations and a gallery carousel below the main product block.

The store's blog answers the questions brush buyers search for, with guides on what a kabuki brush is and how to use it, foundation versus powder brushes, the best eyeshadow brushes for small and hooded eyes, blending technique, and why a brush beats fingers for foundation. A featured-blog marquee on the home page links into those guides, and each one links back to products.

Offers run by apps and theme settings

Bundle and quantity-break apps run the combos and buy-one-get-one offers. A free-gift app and a cart-drawer upsell handle the gift-with-purchase and add-on suggestions, a countdown timer marks time-limited deals, and an announcement bar carries the current message. The theme's offer sidebar section holds the coupon drawer, which on 13 October 2026 offered the complimentary brush cleaner above a spend threshold, and the newsletter section carries the first-order discount. Shoppers can reach the brand on WhatsApp through Interakt, a WhatsApp business messaging tool. Because each offer lives in an app or a theme setting, the team switches offers on and off from the Shopify admin.

The sections, snippets and metafields behind the pages

The UAE store's theme shows how the pages are put together. They contain 71 sections, 67 snippets and 17 JavaScript files. Among the sections are the slider and split slider, gallery carousel, tabbed collections, featured collection and featured collections carousel, collage, image with text, testimonials, trust badges, newsletter and newsletter pop-up, offer sidebar, FAQ, store locator, lookbook, before-and-after image, countdown with images, sticky product, upsell products, recently viewed products and a specifications section.

The snippets are the shared pieces those sections call: product-form, product-variants and swatch-display for choosing a colour or size, sticky-add-to-cart, quick-add-popup, cart-upsell-products, similar-product-drawer, product-tabs-content, four header layouts, lazy-image for deferred image loading, meta-tags for page titles and share cards, and style-variables, which turns the theme settings into CSS variables used across every section. The theme's scripts use jQuery with Flickity for carousels, Fancybox for image zoom, noUiSlider for the price filter and lazysizes for lazy loading.

In the UAE release, the product template is built from blocks in this order: title, a brand tagline ("Premium and nothing else"), a custom Liquid block, price, SKU, variant picker, product variations, quantity, the add-to-cart button, the short videos block and a specifications block. The custom Liquid block prints a product metafield, custom.subdescription, so each product can carry a short line under its title that staff edit in the product admin rather than in the theme. The theme also reads a size chart from its own metafield namespace, dctheme.size_chart, for products that need one, and a product variations block links sibling products, such as the colour versions of one holder, as swatches so a shopper can switch colour from the product page. A short videos block lets a brush page carry clips of that brush.

Preparing the UAE store

The UAE store carries the brand's maroon, gold and green palette with the Montserrat typeface, a home page with category carousels for sheet masks, makeup blenders, cosmetic glitter and eyelashes, a bestseller row and an Instagram reels block, an About page set out around the brand's core values of quality, customer satisfaction and social responsibility, a contact page with a map, an FAQ template and full customer account templates. It is held behind Shopify's storefront password until launch, so shoppers cannot reach unfinished pages. The UAE store is not yet open to shoppers.

What Shopify secures and what the store team controls

Shopify hosts both stores and manages the transport security. A check of the India store's public headers on 13 October 2026 showed HTTPS with HSTS, X-Frame-Options set to DENY, a Content Security Policy that blocks framing and upgrades insecure requests, and X-Content-Type-Options set to nosniff, all served through Shopify's content delivery network. Card and UPI payments are taken in the checkout, outside the theme, so payment details never pass through theme code. The store team's part is keeping unfinished work behind the storefront password, as with the UAE store, and choosing which apps get access to store data.

Search basics on the India store

The home page title reads "Premium Professional Makeup Brush Set Online India", with a description built around cruelty-free brushes and face and eye sets. The home page carries Organization and WebSite structured data, the code that tells search engines who runs the site, including a site search action. Collection and product addresses use descriptive handles, and the blog guides target the questions buyers type before they choose a brush. Our Shopify SEO guide explains how these pieces fit together.