Pitch

Pitch is Shopify's own theme for small beauty and skincare brands, and it leads with one huge word. The brand name spans the hero in a chunky red-orange display face, cutting across a tall photo of a cream swatch on beige, with "Skincare, simplified." on the left and a short ingredients line on the right. Everything else is set in Liter, a soft sans, in warm brown on cream. The header stays light: Shop, Bundles, and Bestsellers on the left, search, account, and bag icons on the right, and a red bar above with a rotating newsletter message.

The homepage is short and built from color blocks. Our Philosophy sits on lilac beside a flat lay of pink and orange bottles, then a dropper on freckled skin pairs with The Skincare Standard on deep maroon. Bestsellers runs as a sliding row of product tiles, with a purple Sale pill and a struck-through price where it applies. Two collection panels follow, The Hydration Collection and Bundles, each photo cropped into a scalloped, cloud-like shape. The red footer carries a Join the Club signup, link columns, and the giant wordmark again in white. The product page puts the name, a quantity stepper, an outlined Add to Cart, and a solid red Buy It Now on the left, a big photo on the right, and a maroon Benefits card with curved line art underneath.

On a phone, the wordmark still reads at full width, the tagline and ingredients line stack under it, and the menu moves behind a hamburger next to search.

We'd pick Pitch for skincare, cosmetics, or wellness startups with packaging in a few strong colors. Mismatched product shots would stand out here. The demo product text also credits a real skincare brand, which needs replacing.