Caleb Orion, Director of Digital Acquisition & Ecommerce, Omnilux
Overview
Omnilux is a world leader in medical-grade LED skincare technology. Born out of dermatology offices in the early 2000s, the brand is backed by over 40 peer-reviewed clinical studies and nearly two decades of continuous R&D. Its hero products, including flexible LED masks for anti-aging, acne, and skin rejuvenation, have become a direct-to-consumer phenomenon, earning features in Vogue, endorsements from board-certified dermatologists, and a fiercely loyal customer base of women (and increasingly men) aged 30+.
When AI-driven discovery started sending real, converting traffic to its Shopify store, the team moved quickly to understand it, measure it, and optimize for it.
Why Profound
Caleb evaluated the emerging landscape of AI search tools and found a lot of vendors scrambling to set up dashboards. What set Profound apart wasn't just the platform. It was the people.
Caleb Orion, Director of Digital Acquisition & Ecommerce, Omnilux
The challenge: a Shopify blind spot
As AI chatbots like ChatGPT, Perplexity, and Gemini reshape how consumers discover and evaluate products, brands like Omnilux need server-level visibility into how AI crawlers interact with their sites. Profound's Agent Analytics product delivers exactly that, parsing bot traffic and citations page by page to show brands where they're being mentioned, what's being cited, and where gaps exist.
There was just one problem: Shopify wouldn't let anyone in.
Shopify doesn't expose server logs or Cloudflare configurations to its merchants. That means tools like Profound, which rely on CDN-level log data to identify AI crawler activity, simply couldn't serve the thousands of brands built natively on Shopify. It was a massive blind spot for the fastest-growing segment of ecommerce.
The unlock: Nostra as the bridge
Nostra is an enterprise-grade infrastructure-as-a-service platform purpose-built for ecommerce. Nostra deploys a reverse proxy powered by Cloudflare in front of Shopify stores, giving brands access to edge-level capabilities that Shopify alone can't provide: proprietary HTML caching for dramatically faster page loads, bot protection, first-party cookie rewriting for iOS attribution, and - critically - server log access.
Because Nostra already integrates with Cloudflare and Profound already integrates with Cloudflare, the technical path was straightforward. Nostra's reverse proxy gives Shopify merchants the server-level infrastructure that Profound needs to capture and analyze AI bot traffic. No custom engineering. No headaches. Just a seamless connection at the edge.
Caleb Orion, Director of Digital Acquisition & Ecommerce, Omnilux
No code changes. No developer tickets. No downtime. Omnilux's team didn't have to lift a finger. The entire integration happened behind the scenes, unlocking a new layer of AI visibility data without any operational disruption.
The impact: AI as a growth channel
Since partnering with Profound and connecting through Nostra, Omnilux has moved from flying blind on AI traffic to actively using visibility and citation data to drive strategy across multiple functions:
PR & Media Strategy: Omnilux now identifies which publications and articles surface them in AI responses and where competitors are showing up instead. This directly informs outreach and pitching priorities.
Content Strategy: The team is using Profound's prompt-level insights to understand what prospective customers are actually asking AI chatbots about red light therapy, clinical efficacy, and product comparisons. They're building owned content to fill the gaps.
Competitive Intelligence: Profound's visibility rankings let Omnilux benchmark itself against competitors across every major LLM, including ChatGPT, Gemini, Claude, Perplexity, and more in a fiercely competitive category.
Agentic Commerce Readiness: With Shopify rolling out agentic shopping capabilities, Omnilux is positioning itself to capture the next wave of AI-driven product discovery and purchasing.
Caleb Orion, Director of Digital Acquisition & Ecommerce, Omnilux
Proving returns
The revenue numbers tell the story: Omnilux's AI-attributed revenue has grown from roughly 1% to 3% of total revenue during the period they've been working with Profound, and the trend line continues upward month over month.
More importantly to Caleb, Omnilux now has the infrastructure and the intelligence to act on AI search strategically rather than passively benefiting from a channel they can't see into.
What this means for every Shopify brand
Until this partnership, the millions of brands built on Shopify were locked out of the fastest-growing discovery channel in ecommerce. Now, thanks to Omnilux paving the way, any Shopify merchant running Nostra can activate Profound's Agent Analytics in under two minutes and start understanding how AI chatbots see, cite, and recommend their products.
Read more on the partnership unlocking Agent Analytics for Shopify on our blog.
Looking ahead
Omnilux plans to deepen its use of Profound as the site redesign wraps and the content engine spins up. With Agent Analytics now live, competitive visibility tracked, and PR strategy informed by citation data, the foundation is set.
As Shopify rolls out agentic shopping capabilities, the brands that understand how AI discovers and recommends products will have a significant edge. Omnilux is building that understanding now.
Caleb Orion, Director of Digital Acquisition & Ecommerce, Omnilux
