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Natually's Shopify phase at a glance
The main facts of Dcrayon's Shopify theme work for Natually.
| Item | Detail |
|---|---|
| Client and industry | Natually, natural skincare and haircare brand selling direct to consumers |
| Market and audience | India; online shoppers buying skincare and haircare |
| Engagement period | From early 2025 until the store moved to Laravel in 2026 |
| Our scope | Customisation of the store's Shopify theme |
| Platform | Shopify, with a Dcrayon copy of Yuva 5.0.0 and later a custom Dcrayon theme |
Challenge
Natually sells natural skincare and haircare products online in India. From 2025 Dcrayon customised the Shopify theme behind its store, before the brand moved to a Laravel platform in 2026.
Natually's store ran on Shopify, selling face serums, creams, cleansers, soaps, lip care, hair care and facial kits, many of them small-ticket products bought together or as combos. Dcrayon's work on the store dates from early 2025, when the published theme was a copy of the Yuva theme set up under Dcrayon's name. The job was customisation, not a new build: shaping the theme around the range and the brand's offers while the store stayed on Shopify. The later move to Dcrayon's own Laravel platform is a separate project, described in Natually's move from Shopify to Laravel.
What Natually's Shopify storefront had to handle
A wide range had to stay easy to browse.
In February 2025 the store already sold across 13 categories, from lip care and face serums to beard growth and soaps. A shopper with one concern, such as dark lips or tanning, needs the right shelf a tap or two from the home page, on a phone as much as a laptop.
Offers had to be hard to miss.
Natually runs regular offers: a prepaid discount, free gifts above an order value and a buy-one-get-one collection. In February 2025 a scrolling banner promoted a free face wash on orders above Rs 999. Offers like these only work if shoppers see them before the cart.
The home page carried a lot on every visit.
The February 2025 home page stacked 14 theme sections, including three image sliders, a rotating text bar, a rich text block and an Instagram feed, and loaded scripts for a JavaScript lazy-loading library, the React framework and a spin-the-wheel promotion. Only two of its images used the browser's own lazy loading. Every extra slider and script is more for a phone to download before a shopper sees a product.
Theme changes had to sit alongside app features.
Several features came from Shopify apps rather than the theme, including a free-gift app, a shoppable-video app and Shiprocket's Fastrr one-page checkout. Theme work had to fit around them without breaking them.
Solution
From a renamed Yuva copy to a custom Dcrayon theme
The theme history is visible in archived copies of the store. In February 2025 the published theme was a copy of version 5.0.0 of the Yuva theme, named for Dcrayon. From April to October 2025 the live theme was that copy combined with the Fastrr checkout. By March 2026 the store ran a custom theme whose own schema is named for Dcrayon (version 1.0.0), listed in Shopify as "Upsell Cart Update".
The main decision in the custom theme was to give Dcrayon's components their own namespace. The product cards, banners, shortcut gallery, footer, search drawer, side drawer and offer panel all carry class names with a dc- prefix, which keeps the theme's styles apart from the styles Shopify apps inject into the same page and lets any developer see at a glance which markup belongs to the theme. Colours such as the offer panel's button colours are written as CSS custom properties from section settings, which Shopify's theme editor exposes to the Natually team. This is the theme side of our Shopify development service.
A home page cut from 14 sections to 9
Between the February 2025 and March 2026 captures, the home page went from 14 sections to 9. The rotating text bar, two of the three sliders, the rich text block and the Instagram feed were removed; the announcement bar, header, shortcut gallery, one hero slider, two tabbed product collections, a testimonials slider, the footer and the offer panel remained. The JavaScript lazy-loading library, React and the spin-the-wheel script no longer loaded, and the page's script tags fell from 76 to 62.
Images changed most. In March 2026, 162 image tags on the home page used the browser's native loading="lazy" attribute and 162 carried a responsive srcset, so a phone downloads the images near the screen at a size that fits it. In February 2025 only two image tags did either.
Shortcut tiles and tabbed product collections
Under the main banner, a row of shortcut tiles built as a Dcrayon theme section takes shoppers straight to Shop All, Serum, Skin, Hair, Lip, the Korean range, Scrub, Buy1 Get1 and New Launch. The tiles answer the "one concern, one tap" need directly, and the Buy1 Get1 tile puts the offer collection one step from the home page.
Below them, two tabbed collection sections let shoppers switch between product groups without leaving the page. Every product in them uses the same dc-product-card: the product image with further images on hover, a badge, the price beside the compare-at price, and the product title. Because the card is one shared piece of markup, a change to the badge or price layout reaches every grid at once. Our notes on Shopify conversion improvements explain why short paths and visible prices matter on stores with many small-ticket products.
A side cart, an offer panel and search in a drawer
Adding to cart opens a side drawer instead of sending the shopper to a cart page, using Shopify's AJAX cart, so the shopper keeps browsing with the cart one tap away. A separate offer section, offer-sidebar, holds a coupon panel that opens from the side of the screen, styled from its own colour settings. The announcement bar carries the prepaid discount, and a "WhatsApp us" link in the header gives shoppers a direct line to the brand.
Search opens in a drawer with results grouped into products, articles and pages.
Search signals on the Shopify store
The home page carried Organization data and WebSite data with a site search action, and a canonical link to the root address. By March 2026 its title read "Buy Natural Skincare and Haircare products online- Natually" and its description named haircare as well as skincare, matching a range that had grown beyond face care.
What Shopify secured and what the theme handled
Shopify hosted the store and served it over HTTPS, and the one-page checkout ran on Shiprocket's Fastrr, so payment details never touched the theme. Dcrayon's part was the theme layer, which handles presentation and holds no payment logic or credentials.
Natually's home page, February 2025 and March 2026
How the home page changed between two archived copies of the store.
| Area | Before (Feb 2025) | After (Mar 2026) | Evidence |
|---|---|---|---|
| Theme | A copy of Yuva 5.0.0 named for Dcrayon | Custom theme with a Dcrayon schema, version 1.0.0 | Theme record in page code |
| Home page sections | 14, including three sliders, a rotating text bar and an Instagram feed | 9, with one hero slider and two tabbed collections | Section list in page code |
| Native lazy-loaded images | 2 image tags | 162 image tags, plus 162 responsive srcsets | Image markup in page code |
| Scripts | 76 script tags, including lazysizes, React and a spin-wheel script | 62 script tags, without those three | Script list in page code |
| Home page title | Buy natural skincare products online | Buy Natural Skincare and Haircare products online- Natually | Title tag |
Sections and components in Natually's Dcrayon theme
The building blocks of the custom theme, from shared pieces to whole sections.
| Component level | Examples from this build | Used on |
|---|---|---|
| Theme settings | Button colours as CSS custom properties | Every section |
| Shared components | dc-product-card with hover images, badge and compare-at price | Tabbed collections and product grids |
| Drawers | Side cart drawer, search drawer, coupon panel | Every page |
| Sections | announcement-bar, header, gallery_carousel, slider, tabbed_collections, footer, offer-sidebar | Home page and site-wide |
Results
What the Shopify phase gave Natually's shoppers
The customised theme put the brand's categories and offers on the first screen: a category menu covering the whole range, one-tap shortcut tiles for the main product groups and promotions, tabbed collections with consistent product cards, a side cart, a coupon panel and an announcement bar with the current prepaid offer. The home page carried fewer sections and fewer scripts, and its images loaded only as the shopper scrolled.
The Shopify storefront has since been retired. In 2026 Natually moved to a Laravel platform built and maintained by Dcrayon, and most old product addresses carried over, as shown in the re-platform case study.
What Natually's theme delivered
The features the customised theme gave Natually's shoppers.
| Outcome | What changed | Status |
|---|---|---|
| One-tap shortcuts | Shortcut tiles for the main product groups and the Buy1 Get1 offer | Delivered |
| Consistent product cards | One shared card for every collection grid | Delivered |
| Lighter home page | Fewer sections and scripts, native lazy-loaded images | Delivered |
| Offers in view | Announcement bar and slide-in coupon panel | Delivered |
| Cart without leaving the page | AJAX side cart drawer | Delivered |
Key takeaways
What Natually's Shopify years show about themes and apps
On Shopify, the theme shares every page with the apps a store installs. Keep a simple list of which features live in theme code and which come from apps: when the store changes theme or platform, every app feature has to be kept, rebuilt or dropped, and that list is where scoping starts. Prefixing your own theme components, as Natually's theme did, makes that list easy to keep.
Beauty brands with long ranges face the same two jobs: get shoppers to the right shelf and keep the offer in view. Our guide on how beauty brands can use digital marketing to increase sales covers the marketing side, and Shopify SEO for growing stores covers search. If your Shopify theme needs work, or you are deciding whether to stay on Shopify, talk to our team.
CategoryWeb Development
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