Urthy & Eurus: Bringing scent stories to life with a functional, story-driven theme

Urthy Scents was founded by Jen, a formulator who believes every ingredient earns its place. Today, that philosophy comes through not only in Urthy’s carefully crafted skincare and fragrance products, but also in the facial personalized services offered through its Skin Space.

While the existing website was functional, it lacked the distinctive visual direction and flexibility she was looking for. That’s when she discovered Eurus.

What caught Jen’s attention wasn’t just the look of the demo stores. It was the combination of a polished design system and the free design consulting and setup program, which gave her the opportunity to work directly with the Omni Themes team to shape the store around Urthy’s own brand.

Urthy didn’t have a simple product catalog to organize. The storefront had to bring together products, scent stories, education, and services without losing the refined feeling of the brand.

And that was only part of the equation.

Jen came into the project with a strong understanding of what she wanted.

Through the Business Insight Form (the form that collects customer requirements from Omni Themes), she shared detailed information about Urthy’s products, brand story, visual direction, target customers, and the overall feeling she wanted visitors to experience.

Omni Themes team quickly got a picture of Urthy, from its product range and scent-focused experience to the clean, refined feeling Jen wanted customers to have when they visited the store.

That understanding became the foundation for the design process. Instead of simply fitting Urthy into an existing theme layout, the team translated Jen’s vision into a storefront structure that could balance rich product storytelling, easy discovery, and a cohesive visual identity.

For Jen, that level of support was one of the most valuable parts of working with Eurus: 

Urthy’s products come in different scents, but Jen didn’t want customers to interact with them through a conventional dropdown or standard variant selector.

Instead, she wanted scent selection to become part of the product story. Customers should be able to see the available scents at a glance, choose the one that speaks to them, and immediately learn more about its scent profile and elements.

This required a more tailored product experience: One that combined selection and storytelling in the same interaction.

With the Free design consulting and setup program, Omni Themes team worked closely with Jen to translate Urthy’s requirements into the actual store design.

Clear communication was an important part of the process. Feedback was exchanged throughout the design stage, with one round of revision included before moving into the setup stage.

The result was a storefront designed specifically around Urthy’s product catalog, customers, and brand story.

When a store sells multiple product categories, one template doesn’t always tell every story equally well. As the project evolved, Jen decided to take the customization further.

In addition to the pages included in the free design consulting and setup program, she ordered three additional desktop page designs and more dedicated pages for showcasing different product lines.

This allowed the store to go beyond a standard Shopify theme structure and give different parts of Urthy’s product range their own space to shine.

Instead of forcing every product story into the same template, the storefront could adapt to the content and purpose of each page.

Urthy has a lot for customers to discover. The challenge is helping them find the right thing without overwhelming them.

With Quiz section from Eurus theme, the store introduces a more thoughtful way for customers to explore the brand and its products.

Instead of leaving customers to figure out which product is right for them on their own, the quiz creates a more guided discovery journey, particularly useful for a product category where personal preference plays such an important role.

And that reflects the bigger idea behind the new Urthy store.

Every element has a purpose: from choosing a scent, to learning about its ingredients, to discovering products through tailored pages.

A beautiful storefront only works when customers can actually use it smoothly.

That’s why performance was another important part of the final result.

The redesigned Urthy store achieved a passing Core Web Vitals assessment, supporting a faster and smoother browsing experience across the site.

The store also achieved 4/4 on Agentic browsing, a metric designed to evaluate how well a website performs when an AI agent navigates and interacts with it, including how quickly pages load and how smoothly key actions can be completed.

For Jen, switching to Eurus wasn’t simply about getting a new theme. It was about finding a foundation flexible enough to turn a very specific brand vision into a real shopping experience.

⭐ The lesson for brands with a similarly diverse offering is simple:

Complexity doesn’t have to mean clutter. You just need a storefront flexible enough to give every product, story, and service its place, while keeping the experience clear, cohesive, and distinctly yours.

That’s where a functional, story-driven theme like Eurus can make the difference.