Case Study · Wellness & E-commerce

iHerb — Grid Mission

Made a 50,000-product catalogue feel curated — and drove 13× ROAS doing it.

The Challenge

Too much choice is its own problem

iHerb competes in a crowded global wellness market with 50,000+ verified products. The problem was never lack of choice — it was choice itself. A catalogue that big is paralysing, and the brand read as clinical. The objective was efficient growth: cut through without gimmicks, and grow ROAS in a category where everyone shouts.

The Customer

Shoppers frozen by the menu

Two buyers, one shared friction. The newcomer wants to start a wellness routine but doesn’t know where to begin. The regular knows exactly what they want and resents wading through everything else. Both needed the catalogue to feel smaller, not bigger.

The Angles

Curate, don’t catalogue

Core message: your goal, not our shelf — a curated way into wellness.

• Goal-based “missions” (winner) — Fitness & Performance, Skincare, Daily Beauty. Organise by mindset, not by SKU.
• Clean static grids — colour-blocked product grids; clarity over motion and gimmick.
• Human, not clinical — lifestyle-led copy that softens the brand’s lab-coat reputation.
• Complementary bundles — showing what goes together inside each mission, lifting basket size.

The Creative & Approach

Let the grid do the work

Clean, static imagery: real products in vibrant, colour-blocked grids, grouped into goal-based missions so a vast catalogue felt personal. No over-engineered hooks — the visual range and smart grouping carried it. Over two months we ran a disciplined test-and-iterate cycle on copy, layout and product combinations, adding emotionally resonant, lifestyle-driven copy to position iHerb as an enabler of everyday wellbeing, not just a health provider. Static consistently beat motion.