About Dermosil – skincare built on quality and close customer relationships

Dermosil's story began with skincare products for hospitals. Today the family-owned company offers a broad range of skincare, haircare and makeup, with a particular focus on products that are gentle even on sensitive skin.

The business model was direct-to-consumer long before DTC became an established term. Without traditional intermediaries, Dermosil can combine high product quality with an attractive price – while keeping the direct relationship with the customer.

And those relationships last. In 2025, a full 80 percent of sales came from returning customers. The ability to understand, retain and develop the customer relationship is therefore not just important for the brand. It is central to the entire business.

• 80% of sales in 2025 came from returning customers
• 45% of new customers make a repeat purchase
• 25% conversion rate

The challenge: High ambitions require a platform that never stands still

For Dermosil, digital commerce is not just a sales channel. It is a central part of the customer experience and a business-critical part of the operation. New campaigns, services, markets and customer needs constantly create new requirements. The solution has to evolve quickly without compromising on stability, performance or user experience.

Rove therefore works closely with Dermosil's team in a long-term partnership where business, design and technology develop together. The work is driven through shared annual roadmaps, a number of larger initiatives and a dedicated team of around five people.

At the same time, development happens continuously in the details. In a typical year, the team delivers around 30 releases – from ongoing improvements to the customer journey to new features and larger initiatives. The platform is not a finished project. It is a product that keeps evolving in step with Dermosil's business and ambitions.

One commerce platform for web, app and store

Dermosil's customers meet the brand in several channels, but the experience should feel like one and the same. That is why Litium Commerce Cloud is not just the engine behind the web shop. The platform acts as the central hub for the web, native apps for iOS and Android – and Dermosil's custom-built POS solution.

Product information, prices, campaigns, customer logic and business rules can be shared across channels. This creates a common foundation for the customer journey and reduces the need for separate systems and duplicated logic.

From pure e-commerce to connected retail

Physical retail is a new part of Dermosil's journey. After many years as a purely DTC and e-commerce brand, Dermosil opened its first store in Vaasa in 2024, followed by Turku in 2025. A considerably larger store expansion is now being planned, both in Finland and in new markets.

Rather than building retail as a separate channel, Dermosil has developed its POS solution on the same commerce platform that powers the digital business. This allows store, web and app to share business logic, customer information and offers – and become parts of the same customer journey.

At the same time, the headless architecture gives the freedom to design each channel according to its own conditions. Web, app and store have different interfaces and needs, but behind them sits the same commerce engine.

As the store concept is now scaled up, the tight connection between physical and digital commerce also becomes an important part of Dermosil's continued growth strategy.

First-party data that strengthens the customer relationship

When returning customers account for the majority of sales, every improvement in customer loyalty carries significant weight. Dermosil has therefore invested in a robust first-party data infrastructure, with RudderStack as a central component. Granular event tracking from web and app provides a deeper understanding of customer behaviour – from product interest and purchasing patterns to how different customer groups respond to communication and offers.

From customer behaviour to more relevant communication

The data can be activated in tools such as Klaviyo for more precise segmentation, automation and personalised communication. Messages can be based to a greater degree on what the customer actually does and is interested in, rather than on broad target groups and assumptions.

Today, around 45 percent of new customers make a repeat purchase. At the same time, a previously rising churn has turned and decreased from 60 to 55 percent.

Five percentage points may look small on paper. In a large customer base, it makes a big difference to how many new customers get the chance to develop into long-term, loyal relationships.

For Dermosil, first-party data is therefore about more than better marketing. It is about getting better at what the entire business is built on – making customers want to come back.

Design and UX that drive business

For Dermosil, design and UX are not a layer on top of the technology. They are a central part of both the brand experience and commercial performance.

Rove and Dermosil continuously develop customer journeys, interfaces and features based on both user needs and business goals. Navigation, product presentation, campaigns and checkout should make it easy to find the right product, get inspired and buy.

Built for the next ambition

The outcome of the partnership is not a web shop, an app or a POS system. It is a unified digital commerce solution that has become a central part of Dermosil's business. Litium Commerce Cloud provides a stable core. The headless architecture gives the freedom to develop each channel. First-party data creates the conditions for more relevant communication. And a consistent focus on UX turns all of this into a customer experience that both feels good and performs.

Rove and Dermosil therefore continue to build – not towards a finished endpoint, but towards the next ambition.