About the Project

Peta Jane is a self-tanning beauty brand founded by Peta Murgatroyd, a professional dancer and actress known from Dancing with the Stars. Drawing on her industry background, she developed a self-tanning formula meant to nourish skin as well as add color. The brand needed an online store that matched its identity and converted visitors into customers.

Peta Jane worked with SPLIT Development — a boutique Shopify agency for beauty, cosmetics, and DTC brands, based in Tallinn, Estonia and Sacramento, CA — to design and build its store on Shopify, with a focus on conversion.

The Core Challenge

Building a conversion-focused Shopify store for a founder-led beauty brand

The brand needed a store that lifted conversions and carried the founder’s identity of elegance and confidence. The work was to translate that brand into a Shopify storefront that made the product easy to browse and buy.

Development Solutions

Design and development on Shopify. SPLIT designed and built the Peta Jane store on Shopify, matching the design to the brand and keeping the storefront easy to navigate.

Conversion-focused product presentation. The site presents the self-tanning products clearly and guides visitors to purchase, so the design works for sales as well as looks.

Growth and SEO. The engagement covered design, development, growth, and SEO for the storefront, per the project scope.

Tech stack: Shopify storefront, designed and developed by SPLIT. Customizing Shopify theme Dawn.

Client Result

After launch, the store supported higher traffic and conversion for Peta Jane. 

Brand context: Peta Jane has since grown into an award-winning self-tanning brand — reporting over one million units sold and press coverage across outlets including Forbes, People, and Allure, per its website and brand profiles.