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Learn how we progressed from troubleshooting small issues to advanced integrations and extensive coding that helped scale a DTC brand toward nine figures in revenue.
WEBSITE
INDUSTRY
Men Skincare
TEAM
PM, WordPress/WooCommerce Developer
TRAFFIC
> 650K Monthly Visits
KEY SERVICES & INTEGRATIONS
WordPress/Woocommerce, Klaviyo, ShipStation
Particle For Men is a US-born direct-to-consumer brand launched out of a simple frustration: men’s grooming barely existed as its own category. Co-founders Ayal Ebert and Guy Falkovitch started the company in 2019 after noticing early signs of aging and then facing an awkward search through drugstore aisles full of products clearly made for women, all pink packaging and floral scents. Their answer was a focused line of effective, premium-ingredient products built specifically for men’s skin, hair, and body.
The brand grew fast. What began as a newcomer with a strong following has become the largest men’s consumer brand built specifically around skincare, haircare, and body care, now approaching $100 million in revenue and still climbing. The website draws millions of monthly visits, with sharp traffic spikes whenever a TV campaign runs.
The client found MageCloud on Upwork, drawn in by a strong rating and a long track record of reviews. Before quoting anything, we did what we always do and set up a scoping call to understand the work first. We talked it through, told them we could get it done, and then delivered.
In the beginning, we just wanted small things, little features, little add-ons, and little improvements to speed up the website. But then, as I saw that things were working well and the development team was very professional and very knowledgeable, we decided to add deeper functionalities, and more extensive coding as a result. So, we are still working.
Ayal Ebert
CO-FOUNDER, PARTICLE FOR MEN
The client appreciated our agile, proactive approach. We moved quickly from fixing small issues to discussing more advanced functionality, and what started as development support turned into a long-term partnership. Having initially been brought on to troubleshoot, we became Particle’s trusted WordPress/WooCommerce development team and have been retained for ongoing maintenance ever since.
That relationship now spans six years. Early on, the requests were small: little features, add-ons, and speed improvements. As trust built, the scope deepened into extensive custom coding across the whole stack, from front-end website functionality to back-end database and server optimization. Over those six years Particle grew enormously, and the platform grew with it.
They have amazing developers we've worked with for years, solving everything from front-end website functionalities to back-end issues like database and server optimization. Our site is really complicated. We get millions of visitors monthly and huge traffic spikes from heavy TV advertising.
Ayal Ebert
CO-FOUNDER, PARTICLE FOR MEN
What started as a few small fixes and speed tweaks has grown into a six-year technical partnership. Over that time Particle For Men went from a fast-rising newcomer to the largest men’s consumer brand built specifically around skincare, haircare, and body care, now approaching $100 million in revenue and still growing fast.
The work scaled with the company. Early on, it was little features and add-ons. As trust built, the scope deepened into extensive custom coding across both the front end and the back end, from website functionality down to database and server optimization. That groundwork matters more every year, because Particle’s traffic has climbed from a few hundred thousand monthly visits into the millions, with sharp spikes whenever a TV campaign runs. The site has to stay fast and online through every one of those surges, and it does.
Server stability, which used to be one of the founders’ biggest worries, is no longer something they think about. The combination of a custom WooCommerce theme on Advanced Custom Fields and Gutenberg, Klaviyo for lifecycle email, ShipStation for fulfilment, and a cart-level discount system gave the store a foundation that holds up under real load. On top of that, the team stays reachable on Slack, WhatsApp, or a call whenever something comes up.
One big reason we're where we are today, and why I sleep well at night without worrying about crashes or deep tech issues, is that Paul and his team have our back. No matter if we change platforms or hosts, we'll stick with them for development and service.
Ayal Ebert
CO-FOUNDER, PARTICLE FOR MEN
Particle has new products in the pipeline and new markets ahead, with more integrations and features already planned. Whatever comes next, the development side is in steady hands.
Particle has new products in the pipeline and new markets ahead, with more integrations and features already planned. Whatever comes next, the development side is in steady hands.
Last updated February 2026.
Everything you need to know about working with MageCloud.
WooCommerce support typically includes bug fixes, plugin updates, performance optimization, security improvements, custom feature development, and ongoing technical maintenance. A dedicated development team can also troubleshoot issues and implement new functionality as your business grows.
Yes. WooCommerce can be integrated with CRM systems, email marketing platforms, shipping providers, payment gateways, and other business tools. Experienced WooCommerce developers can build custom integrations that automate workflows and improve the customer experience.
A WooCommerce development agency provides continuous technical support, proactive maintenance, and access to developers experienced in complex eCommerce projects. This allows businesses to improve site performance, add new features, and scale without maintaining an in-house development team.
Custom WooCommerce development helps businesses optimize user experience, automate processes, and integrate the tools they rely on every day. As a result, online stores can improve performance, increase conversions, and support long-term business growth.
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