Ciara Palfreyman
What sits behind a seamless online shopping experience which connects its customers to the right products, at the right moment, in a way that feels effortless? Melissa, Ecommerce Manager at Dermstore tells us it’s about keeping a constant pulse on customer behaviour while fine-tuning the elements that shape their experience.
Now leading key areas including loyalty, subscriptions, and app engagement, Melissa is shaping how customers interact with Dermstore day to day. Bringing her energetic, ‘host of the party’ mindset, Melissa balances strategic thinking with creativity, delivering commercial goals through a premium, education-led approach that keeps customers coming back.
What does an eCommerce Manager at Dermstore do day-to-day? What areas of the Dermstore site do you oversee?
I like to think of my role as hosting of the 'Dermstore Party.' My day always starts with a ‘vibe check’ - diving into reporting to see how the 'guests' are engaging, along with a quick sweep of the site to make sure everything is working seamlessly.
Once I know the foundation is solid, I shift into 'Small but Mighty' mode. My team is the engine behind the scenes, overseeing the parts of the site that keep people coming back: Loyalty, our App, and Subscriptions. We also manage our 'VIP vendors' - the third-party integrations like FLEX, Humankind, and Bazaarvoice that make the shopping experience feel premium.
How did your career path lead you into eCommerce?
My journey actually started right here at THG on the CRM team! That’s where I first learned how to speak 'Dermstore' to our customers. But the more I worked alongside the eCommerce team, the more I realised they sit at the nucleus of Dermstore - they have their hands in everything, and that fast-paced, central energy really matched my personality.
Coming from a Sales background, I’ve always been wired to think about the 'pitch' and the 'close.' Moving into eCommerce felt like a total no-brainer because it allowed me to combine that sales drive with the customer insights I gained in CRM. My manager, Rachel, was incredibly supportive and helped guide me through the transition, and it’s been a great match for me.
What attracted you to working in the beauty and skincare space?
For me, beauty and skincare are the ultimate 'feel-good' categories. Unlike selling a random gadget, skincare is personal - it’s about someone’s morning ritual and their confidence.
What really hooked me is the community and the education aspect. Our customers are skincare obsessives; they’re smart, they read labels, and they want the best. I love the challenge of making a technical, high-performance brand feel fun and accessible on the site. Plus, working in an industry where 'market research' involves trying out the newest PCA SKIN or SkinCeuticals drop is a great perk.
How do you balance trading performance with customer experience?
It’s a strategic game of chess! At Dermstore, we work with high-performance brands that are often discount-sensitive, so we can't just 'slash prices' to win. The balance is about finding the right hook that doesn't devalue the brand.
I look at it through the lens of Retention and LTV (Lifetime Value). Of course we want new guests at the party, but the real goal is making sure they never want to leave. When we’re looking at an $185 serum, my job is to make that feel accessible to everyone - from the luxe shopper to the more money-conscious customer. We do that by leveraging our 'secret weapons':
The 'How-To' (Education): Showing the value so they know why it’s worth the investment.
The 'In' (Programs): Using FLEX to break down the cost, loyalty to give them points back for their next 'hit,' and app-exclusive perks to make them feel like a VIP.
By focusing on these programs, we drive trading performance without hurting the brand’s premium feel. We’re building a relationship, not just a transaction.
What goes into planning a successful trading week or campaign?
Planning a campaign at Dermstore is like setting the stage for a big reveal. Since we aren't always 'sale-first,' we have to be 'strategy-first.' Here’s my checklist:
The Mix: We look at which high-performance brands are ready to play and how we can feature them without a traditional discount.
The Financial Hook (FLEX): This is a huge driver for us this year. For our medical-grade and high-performance brands, we lead with FLEX. It’s a gamechanger because it allows customers to use their HSA/FSA funds.
Note: I always keep in mind that while this is a massive 'unlock' for eligible shoppers to get those $180+ serums tax-free, it’s not accessible to everyone, so we pair it with other options to keep the 'party' inclusive.
The Ecosystem: I make sure the nucleus is firing - are the loyalty triggers ready? Is the app push notification scheduled? Is Humankind prepped to answer questions about the routine?
The Goal: We don't just measure 'total sales'; we look at how many people signed up for subscriptions or joined loyalty.
A successful week is one where the revenue is high, but the customer retention potential for the following month is even higher.
What makes a great online shopping experience in beauty today?
In today’s market, a great experience is defined by Trust and Frictionless Expertise. We’re living in an era of TikTok virality where everyone is a 'skin-fluencer,' and it’s honestly hard for customers to move through all the noise. A great experience is one that acts as a filter. For me, that means making the Dermstore site a curated destination where the customer feels confident in their purchase. We do this by leaning into our values of education and authority through our 'nucleus' of tools:
The Validation: Using Bazaarvoice so they can see real results from real people, not just a filtered video.
The Personalized Guide: Using Humankind to give them that expert-led, human connection that you just can't get from a generic marketplace like Amazon.
The Accessibility: Making those high-performance, medical-grade brands actually attainable. Whether that’s through FLEX (leveraging that HSA/FSA play for our eligible brands) or rewarding their loyalty via our App.
If we can take a customer who is overwhelmed by trends and give them a clear, expert-backed path to the right $185 serum for their skin, we’ve delivered a world-class experience.
What excites you most about the future of Dermstore?
What excites me most is the momentum. We are gaining significant market share right now because our focus on curated expertise is finally cutting through the noise of this crowded industry.
I’m thrilled to see how leadership is finding 'pockets of opportunity' to bridge technology with that expertise - like Renude: AI Skin Analysis. It’s the perfect example of how we can use tech to reinforce our authority rather than just chasing a trend. We also have some exciting upcoming collaborations with Dermatologists that are going to further solidify our position as the ultimate source for education, trust, and authority.
But on a personal level - it’s the people. We’re an energetic and fast-paced team, united by a genuine love for skincare. Dermstore is so much more than just the day-to-day tasks; it’s the energy of the people who show up every day to build something better.