How Primally Pure refined its end-to-end quiz experience, combining thoughtful design by Basis with the intelligent personalization engine of Tangent AI.
Primally Pure is a California-based clean skincare brand rooted in simplicity, transparency, and ritual-led self-care. Known for thoughtfully sourced ingredients and holistic formulations, the brand has built a loyal community around intentional beauty.
As the brand scaled, personalization became an opportunity to deepen customer guidance and elevate the quiz experience already central to discovery.
Basis led the experience transformation, reimagining the visual system, interaction flow, and storytelling framework. Tangent AI powered the intelligent personalization infrastructure behind the scenes, enabling dynamic skin analysis, structured AM/PM routines, and seamless lifecycle data sync.
Primally Pure's quiz was already a meaningful touchpoint. The challenge was elevating it to match the brand's calm aesthetic, educational depth, and ritual-driven philosophy without changing its direction.
The quiz needed to feel as refined and intentional as the brand itself, with a calm, editorial aesthetic throughout.
Recommendations needed to go beyond self-reported answers with real skin analysis to build shopper confidence.
Customers needed structured AM/PM routines, not just product lists, to translate quiz results into daily practice.
Post-quiz email flows needed richer skin-state data to drive personalized, high-performing lifecycle campaigns.
Basis and Tangent AI combined their expertise to create a seamless quiz experience that is both beautiful and high-performing, from first click to final ritual.
Basis reimagined the full visual system with clear hierarchy and calm, brand-aligned aesthetics.
Results pages were redesigned to educate and guide, turning skin analysis into actionable ritual guidance.
Tangent AI powered intelligent product mapping aligned to each shopper's unique skin profile.
Results translated into structured morning and evening rituals, driving full routine adoption.
Skin-state data synced into five precision-segmented email flows, powering high-intent post-quiz campaigns.
Quiz and Conversion Performance
The refined experience strengthened engagement across the full funnel.
Lifecycle and Retention Performance
High-intent quiz data translated into measurable post-quiz engagement and revenue.
"Partnering with Tangent made the entire build feel seamless. Their personalization infrastructure gave us the flexibility to design without compromise, and together we created an experience that feels both beautiful and high-performing."
This collaboration demonstrates how thoughtful design and intelligent infrastructure can transform personalization into a seamless brand experience, one that educates, guides, and converts without compromising aesthetic integrity.
