Archives: Websites

OEM calls itself a “new drugstore,” selling wellness topicals, electrolyte drink mix and sensory goods such as Hinoki incense, in place of the CBD-led range it carried earlier. Founder Shun Kinoshita frames the brand around a broader view of care shaped by his own MS diagnosis, positioning it against symptom-only medicine. Navigation splits into Shop, About, Events, Journal and Sounds, on a Shopify store with a Tailwind-built theme.

Website Design

Black, white and one coral accent. The interface leans on Tailwind utility classes for near-black text at varying opacity (black10, black30, black50) over white and an off-white, #fafafa, background, with a single coral-red, #ff3f61, reserved for announcement dots and error states.

Inter for everything. The theme loads Inter at three weights (400, 500, 700) as its only typeface, used across headings and body copy alike rather than pairing a display face with a body face.

A soft green for emphasis. Away from the coral alerts, a pale mint green, #baecb7, is used as a highlight background, giving the otherwise grayscale interface its second and calmer accent color.

A Sounds section built like a playlist library. Outside the shop, a dedicated Sounds area organizes curated Spotify playlists into collections, an unusual navigation item for a product store carrying the same minimal styling as the shop pages.

Shopping Experience

A narrow, single-SKU product structure. The sampled Soothing Cream comes in one size, 1.8oz, at $36, with a quantity selector and Add to Cart but no subscribe-and-save toggle, keeping the buy box short.

Ingredients broken out individually. Below the buy box, five named ingredients (Hinoki wood oil, menthol, shea butter, green tea leaf extract, glycerin) each get their own benefit line rather than a single ingredient list.

Use instructions written as directions, not marketing. A “How to Use” block gives literal application steps: “Massage into muscles, joints, and areas of concern. Apply to chest and throat to soothe your airways.”

Shipping timing stated in days. Domestic standard shipping is quoted at 3 to 4 business days and express at 1 to 2 days, with international timing given separately on the product page itself.

Brand Storytelling

No sale language, by design. The brand states directly that its products are “worth every penny,” using order-value perks instead of discounts: orders over $100 receive a hand-wrapped Furoshiki cloth and personalized card.

A named founder story. The homepage attributes the brand’s philosophy to Shun Kinoshita’s own health experience rather than an anonymous founding team, tying the wellness positioning to a specific person.

Community events over influencer marketing. Sound bath events pairing a modular synthesizer with crystal bowls, and collaborations with galleries, running and climbing groups, are presented as brand activity alongside the product line.

Notable Features

A print magazine tie-in. The brand has launched its own magazine, “On Earth Momentarily,” extending the brand beyond the product catalogue into editorial publishing.

Stockists listed openly. A dedicated Stockists page in the footer points to physical retail locations carrying OEM, alongside standard Journal, FAQ and Policy links.

Are.na used as a community channel. Alongside Instagram, the footer links to Are.na, a less common choice that signals the brand’s design-forward audience.

OEM Shop page example

OEM Product page example

OEM Checkout page example

OEM footer example