Everyday Minerals

With the desire to give access to best organically-sourced makeup to all women, Everyday Minerals and Atwix enabled customers to find perfect makeup shades matches and build custom makeup kits.

Overview of services

New and fresh look with a UX-centered website redesign and mobile shopping experience improvement.

Scalable solutions for building custom makeup kits and perfect free samples matching.

Development of a very visual Makeup Counter to showcase makeup looks and products.

Checkout improvement to improve usability and conversion rate.

Email marketing support, email AB testing and subscription list management.

About Everyday Minerals

Organic makeup

Everyday Minerals is driven to help all women feel confident and creative by providing easily wearable products made from the highest quality at a reasonable price. “We want every woman to take control of her makeup look and feel comfortable doing so. Have fun. Be varietal. Be yourself.” says Carina Menzies, the founder. All their products are handmade in Austin, 100% sustainable, vegan and crueltyfree.


Everyday Minerals needed a reliable solution partner to redesign, develop and support the store. To match the high demands of online beauty shopping Everyday Minerals needed a solution to find a perfect makeup shade. They also needed to ensure that frequent promotions were running smoothly and met customer expectations.


Atwix has improved previously-built custom solutions for makeup kits. We designed a customer-centric new store that brings the rich variety of the Everyday Minerals’ makeup to women in a user-friendly way, on any device. Atwix built a quiz to help women find a perfect makeup match and enhanced the range of scalable makeup sets, which all improves shopping experience and distincts the brand in a beauty sector. We integrated user-generated content solutions and email marketing systems to help reach every customer and enhance the brand reach to consumers.

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Everyday Minerals grew its capacity to launch weekly promos and deliver best customer experience with their cruelty-free products, proven by incredible reviews.


product reviews generated


Subscribers per year


Average product rate


Revenue from mobile

Platforms and technologies

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