Fur

Fur is a New York body care brand selling oils, serums, exfoliants, cleansers, balms and grooming tools for the skin and hair below the neck, with pubic care as the founding category. The catalogue holds 45 items priced from an $8 sample to a $136 shave and trim starter set, and leans on multi-product routines. The store runs on Shopify from an address on Bleecker Street.

Website Design

Superior Title in italic. Headings run in Superior Title with an italic default, a high contrast serif that reads as editorial against the sans beneath it. Body copy and eyebrow labels use CadizWeb, with subheads and buttons forced to upper case at eleven pixels.

Section palettes rather than one scheme. Colour schemes are defined per section, moving between white, two warm off-whites, a deep brown, a pale blue and an olive green. Sale badges keep a single tan across all of them, so promotional flags stay constant while backgrounds change.

Shopping Experience

Three ways into the same catalogue. The shop menu sorts the range By Concern, By Type and By Method. Concerns are named plainly as ingrown hairs, razor burn, bumps, chafing, dark spots and dry skin, while method covers shaving, trimming, waxing or sugaring and laser.

Cards carry a rating and a promise. Each tile shows a star score, a one-line result such as “Softens hair, soothes KP and prevents ingrowns”, both sale and regular prices, and Add to cart or Choose options.

Bundles as the default path. Duos, kits and routines are priced at 15% to 25% off and get their own homepage band under “Your Routine, Made Simple”, making the single product the exception.

Product pages argue with evidence. Fur Oil shows 4.9 from 1,457 reviews, sizes at 75mL and 14mL, and accordions for How to Use, Trial Results and Ingredients. The trial panel gives study percentages, the ingredient list explains each oil, and a trust row states free shipping over $50 and free returns within 60 days.

Brand Storytelling

Plain language about an awkward category. The brand says it is “in pursuit of every body’s happiest, most comfortable skin” and frames its story as “how a topic once only whispered about became a company dedicated to comfort and care for all”.

Press quotes as proof. A carousel of magazine lines runs beside an Emma Watson quote about using Fur Oil from hair ends to eyebrows, with a footer disclaimer that testimonials are individual results.

Three claims, repeated. Clean formulas, derm and gyno tested, plant-based and vegan run as a badge row on the homepage, again on product pages and once more in a What We’re Made Of panel.

Notable Features

An AI assistant in the navigation. A marked AI Assistant entry sits in both the mobile menu and the footer support column, beside FAQs and contact.

Offers surfaced inside the cart. The cart drawer carries its own offers panel, promoting a gift with purchase over $100 and a first-order discount without leaving the drawer.

A professional tier. A Professionals login, Esthetician Picks and Wholesale serve salons alongside the consumer shop.