Case Study: Selfologi achieves first composable cosmetic-treatment marketplace in the Middle East with Grid Dynamics

Composable commerce for a new cosmetic treatment marketplace

Selfologi, a startup cosmetic-treatments marketplace in the Middle East, needed the region’s first combined B2B/B2C platform to onboard clinics and practitioners and let consumers discover, compare and book treatments across 38+ categories and 450+ providers. Grid Dynamics was engaged to deliver a composable, MACH‑compliant solution, using a build‑and‑buy approach that leveraged products and services such as commercetools, Amplience and Algolia.

Grid Dynamics implemented an AWS‑based composable stack (Next.js/GraphQL frontend, commercetools for core commerce, Amplience CMS, OnSched bookings, Yotpo reviews, Snowflake analytics, etc.), bringing a full B2B/B2C transactional site to market in roughly one year. The platform cut time‑to‑market, improved UX control and clinic onboarding, delivered cloud scalability and lower TCO, and earned recognition from the MACH Alliance for the Grid Dynamics–Selfologi implementation.

Selfologi

Rob Pye

Chief Executive Officer