With a 30+ year heritage of hairdressing to his name, the hair legend launched his eponymous line in 2007, celebrating old world elegance and redefining luxury hair care today. Beloved by beauty editors, stylists, and consumers alike, Oribe needed a digital agency to carve out an online presence and ecommerce platform to match its high-performing products.

From strategy through design and development, DOMANI revamped the brand's digital footprint - cementing Oribe’s position as a modern, luxurious, and trendsetting haircare brand.

Project Link:


  • UX
  • Ecommerce
  • Systems Architecture
  • Content Strategy
  • Marketing

Inspiration for the hair-obsessed.

Oribe.com features a responsive framework and content strategy tailored to users' core interests, making it easy for visitors to immerse themselves in the brand's spirit, story, and influence. Infused with sleek black and white imagery, the homepage showcases featured products and editorial content, and from the product page visitors can browse by category or by hair benefits. The site also strikes a strategic balance between selling directly to consumers and driving traffic to salons. Product detail pages feature educational how-to videos, as well as a module listing every nearby salon that carries that specific product.

Instead of an eCommerce presence built around "digital shelves", the site leverages Magento to blend content and commerce, promoting an organic buy-flow that connects more deeply with each visitor. The Backstage blog features hair how-to's, celeb and influencer interviews, and media buzz. Each article carefully calls out every product used to style the featured look, with links directly back to the product page driving online sales throughout.

  • Design approach promotes luxury & sophistication
  • Editorial content is highly tuned for transactions
  • Loyalty program drives sustained B2B engagement