Making Cait + Co Look as Good as It Actually Is
A clean ingredients bath and body brand with real product integrity — small batch, plant-based, woman-owned, made in the USA. The product was already good. The presentation needed to match.
Good products don't sell themselves.
Good presentation does.
Cait + Co makes nourishing bath products — bath bombs, shower steamers, bar soaps — formulated with essential oils, mango, shea, and cocoa butters, coconut milk, and zero fillers, petroleum, paraffin, or harmful mineral oils. Created in small batches at a woman-owned facility in the USA.
That's a compelling story. But a compelling story only converts when it's told well — on the website, in the product photography, in the wholesale catalog. That's where my work came in.
When I took over marketing for Cait + Co, the brand voice existed but wasn't being applied consistently, and the commercial presentation wasn't doing justice to the product quality. I refined the voice, significantly elevated the website, directed product photography, and built out the Faire wholesale presence from the ground up.
The Product
Plant-based bath and body. Essential oils, shea, mango and cocoa butters, coconut milk. No fillers, no harmful oils.
The Origin
Small batch, woman-owned factory. Made in the USA. A brand with genuine integrity behind the label.
The Gap
Great product, underbuilt presentation. The website, photography, and wholesale presence weren't converting at the level the product deserved.
My Role
Website elevation, brand voice refinement, photography direction, and full Faire storefront and catalog buildout.
"The product was already worth buying. My job was making sure that came through before anyone read a single word."
Website, photography, wholesale. Three surfaces. One standard.
Each piece of the work connects back to the same goal: close the gap between how good the product actually is and how good it looked to a buyer seeing it for the first time.
Significantly elevated the website
Rebuilt the site experience to reflect the brand's clean aesthetic and ingredient integrity. Better hierarchy, stronger product storytelling, a shopping experience that felt as considered as the formulas behind the products.
Directed clean, product-focused photography
Coordinated and directed product photography that matched the brand — bright, clean, ingredient-forward. The visual language needed to communicate quality before a customer read a single word of copy.
Refined the brand voice
The voice existed. I made it consistent. Friendly, positive, ingredient-honest, and written for someone who cares about what they're putting on their skin without being lectured about it.
Built out the Faire wholesale presence
Storefront, catalog, product listings, and brand presentation built to convert wholesale buyers. Faire is a different audience than DTC — buyers are scanning for margin, sellthrough, and brand credibility. The buildout was designed with all three in mind.
Built for buyers, not just browsers.
Wholesale buyers on Faire are evaluating dozens of brands at once. The storefront, catalog structure, product presentation, and pricing strategy all have to work together to earn a first order — and make reordering easy. I built the Cait + Co Faire presence from the ground up with that buyer mindset in place.
The result: a 4.9-star seller rating and a catalog that clearly communicates brand quality, product range, and ingredient integrity to a trade audience.
A brand that finally looks like what it is.
Cait + Co has the product integrity to compete with brands spending far more on marketing. The work was about closing the gap between what the product deserved and what the presentation was delivering.
Website significantly elevated to reflect the brand's clean aesthetic and earn trust on first visit.
Photography direction established — consistent visual language across product and lifestyle shots.
Brand voice refined and documented so every touchpoint reads like the same brand.
Faire presence built from the ground up — storefront, catalog, and product listings optimized for wholesale buyers.
4.9-star seller rating on Faire — the product and presentation are working together.