Challenge
Skincare by Tova is a licensed esthetician studio in Plantation, Florida, run by Tova Palomino out of Salons by JC. Established in 2019, backed by five-star reviews and Yelp "People Love Us" recognition in 2023 and 2025, the business had real traction: facials, waxing, vajacials, microneedling, LED light therapy, and her own God-ish Skin product line. But the entire digital presence lived on Instagram and a bare Square booking page. New clients had to scroll a feed to figure out what she offered and how to book, and nothing tied the brand, the services, and the product line together in one place.
Strategy
We built a premium single-page brand site sourced almost entirely from content Tova already had. Instagram reels were trimmed and cropped into ambient video loops that play inside the hero, the service cards, and the studio gallery, so the site feels like her treatment room instead of a template. Every service deep-links into Square booking for that exact treatment, an LED light therapy feature and a God-ish Skin spotlight round out the offering, and a text-to-join keyword grows her SMS list. The design is an editorial hunter green, gold, and ivory system with Bodoni Moda display type, refined round by round against client feedback on a staging domain. The site is a static Nuxt 3 build on S3 and CloudFront, provisioned through Terraform in a Turborepo monorepo, with no backend to maintain: booking, payments, and scheduling all route to Square.
Architecture
Tech Stack
Outcome
Skincare by Tova now has a branded home that ties everything together: every treatment routes straight into Square booking, the God-ish Skin line gets its own spotlight, and new clients can understand the studio in one scroll instead of a feed deep-dive. The video-first design carries the same energy as the Instagram presence that drives her discovery, and the static architecture costs almost nothing to run. Content was approved section by section on staging, and the site goes live the moment DNS cuts over.