Since the brand was founded back in 2012, Smile Makers has been on a mission to bring vibrators out from behind the doors of sex shops and into mainstream beauty stores. You can now find Smile Makers sex toys in the likes of Sephora, Urban Outfitters and Beauty Bay, and the brand is behind a growing global community that celebrates and prioritises pleasure.

  • Brand development
  • UX/UI design
  • Copywriting
  • Front-end development
  • Shopify Plus development

Smile Makers is made up of pioneers in female sexual wellness. But the current site didn’t live up to the brand’s bold, fun-loving reputation. Functionality-wise, it wasn’t geared up for e-commerce. And with all the red tape surrounding the promotion and sale of sex-related products, SEO was a top priority.

Changing the narrative around sex talk

With heaps of product-related info, plus an entire area of the site dedicated to sex ed, we already had plenty of content to work with. But after a series of persona and TOV workshops, we defined a new visual identity – one that better represents the brand’s empowering, pleasure-first narrative and celebrates the joy of sex.
Ticking all the SEO-shaped boxes

We collaborated with Smile Makers’ SEO agency throughout the project, from initial conversations around wireframes to ensuring all metadata was migrated to the new site. We also wove high-ranking search terms into the website copy and made sure the new site structure changed as little as possible.

Taking the stigma out of sex toy shopping

We pushed the boundaries of standard e-commerce page layouts to create a premium site that’s playful, functional and puts accessibility first. We also found different ways to educate users about pleasure-first sex, from fun facts and vibrator comparison charts to more in depth how-to tips.
Translating a Typeform quiz into a bespoke digital experience

We overhauled the matchmaker quiz, creating a multi-step user flow that encourages users to talk about their pleasure preferences in order to find their perfect vibe. We added an Omnisend integration that allows users to receive a copy of results by email. Plus, with a custom Google Analytics/GTM setup that captures data at every step of the user flow, Smile Makers can gain a better understanding of their audience, perspectives on pleasure, and the most popular sex toys chosen.

Creating a site that moves and shakes

We added subtle, playful animations that align with Smile Makers’ joyful brand image. Think confetti cannon explosions, bouncing product imagery, and gentle, floating movements on scroll. Plus, we couldn’t resist having a little fun with some flying vibes on the 404.

Migrating from WooCommerce to Shopify

Ahead of go-live, we migrated Smile Makers’ entire library of blogs and sex ed content across to the new Shopify site. We used a custom script to ensure the content aligned with the brand-new design and Shopify article structure. Plus, we transferred all customer and order information and Yotpo reviews ahead of launch.
Happy client

"The S8 team just got us. They took the brief (and our brand) and pushed it further than we thought possible. It’s been an incredible journey so far — and I can’t wait to see what we can achieve with our brand new digital platform and elevated, more refined identity."

Musha Enkhbayar

Head of eCommerce

Let us take you further than you’ve ever been