The story
Science-led skincare for the modern beauty consumer
Naturium is a US-based skincare brand, part of the e.l.f. Beauty family. To balance retention and growth, Naturium relies on Klaviyo B2C CRM alongside Smile to nurture repeat purchases and build exceptional customer loyalty.
The challenge
Rising acquisition costs. Retention became the lever.
When Giovanna Diez started as senior manager of CRM and loyalty at Naturium, the ecommerce macro-economic environment was tough. Customer acquisition was increasingly expensive and inefficient since iOS 14.5 weakened mobile tracking and targeting, and in the competitive beauty category, customer loyalty was essential to success.
To nurture loyal customers, Diez planned to launch a loyalty program and develop more sophisticated email automations in Klaviyo, including loyalty-triggered flows. As the third full-time hire on Naturium’s lean marketing team, that meant Diez needed a highly integrated, easy-to-use tech stack to accomplish her goals, fast.
Smile is a very user-friendly app that we could integrate into the tech infrastructure that we had in place, like Shopify and Klaviyo.
The solution
One loyalty stack, zero data silos
Naturium selected Smile to launch its loyalty program, a decision made easier by Smile’s integration across Klaviyo’s product offering. Once the loyalty strategy was finalized, setup across Shopify, Smile, and Klaviyo only took a week. Once the new loyalty program (Consistency Club) launched, loyalty customer segments and automations worked smoothly.
Next, Naturium added Klaviyo Marketing Analytics for RFM modeling and forecasting. Having ecommerce, CRM, and loyalty data centralized within Klaviyo has been a major advantage for the team.
With their expanded, integrated tech stack, Naturium has been able to nurture customer loyalty in creative new ways:
- Five Smile-triggered Klaviyo flows: a welcome flow for new Consistency Club members, VIP tier and progress notifications, and reminders when users have points ready to redeem
- Loyalty strategy informed by Marketing Analytics: funnel and cohort analyses show the percentage of members redeeming points, a core loyalty KPI
- Targeted email campaigns based on Smile points balances, like a free mini for 20 points sent only to customers with 20+ points
- Receipt scanning to award loyalty points to Consistency Club members for offline purchases at retailers like Ulta Beauty, Sephora, and Amazon
- Centralized ecommerce, CRM, and loyalty data within Klaviyo, eliminating competing data points across tools
The stack
Shopify Plus, Klaviyo
The results
Loyalty and Klaviyo, working as one stack.
The combined stack is delivering: in Q1 2025, 64% of Smile loyalty point redemptions were attributed to Klaviyo, and Klaviyo-attributed redemptions grew 169% quarter over quarter. Beyond the numbers, the team can act fast in a category where speed is everything.
In the beauty industry, things change quickly, and you need to be able to act fast. Klaviyo and Smile give Naturium an edge with speed.
Why Smile
Built for their stack. Live in a week.
Naturium’s Consistency Club shows what’s possible when loyalty plugs cleanly into the rest of the stack. Smile’s pre-built Klaviyo integration meant Naturium’s lean marketing team could stand up segments, flows, and tiered rewards in a week, without competing data points or developer tickets in the middle.
