As Beautyhaul continued to grow, reliance on third-party e-commerce platforms started to create strategic challenges. Transactions through external platforms came with additional costs and limited control over the end-to-end customer journey. From a business perspective, this made it increasingly important for Beautyhaul to gradually shift users toward its owned digital channels—website and mobile app.However, the existing digital experience was not strong enough to support this transition. Inconsistent UI, suboptimal performance, and an outdated checkout flow gave users little incentive to move away from third-party platforms, despite the brand’s growing maturity.