Skip to content
Log inBook a demo
  1. Industries
  2. Beauty and cosmetics

Be the brand they restock, not the one they replace.

Beauty grows on viral moments, but it survives on routines. A loyalty program builds that ritual: points on every restock, samples worth earning, and status they would have to give up to switch.

Book a demo

30 minutes with a loyalty strategist.

Naturium body washes stacked on their sides in soft lather on a grey backdrop.

Naturium, Shopify Plus

169%

QoQ growth in Klaviyo-attributed loyalty point redemptions, Q4 2024 to Q1 2025.

Read the story : Naturium
  • Ford
  • Billabong
  • Liquid Death
  • Quiksilver
  • Naturium
  • Eddie Bauer
  • Nine West
  • K-Swiss
  • ROKA
  • TP-Link
  • Fiesta Tableware
  • Hush Puppies
  • Blue Banana
  • Touchland
  • HIKOCO

+ thousands more on Shopify Plus

Three forces. Every beauty brand fights them at once.

  1. Virality spikes, then the dupes arrive

    A hero product trends and a lookalike ships for a fraction of the price within weeks, so the hype window is short. The customers who outlast it are the ones who restock the original out of ritual, and loyalty is how you build the ritual.

  2. Acquisition costs outrun first orders

    A first order alone often does not cover what it cost to win. The math only works when the second and third orders arrive, which makes retention the profitability lever rather than a nice-to-have.

  3. Every other channel owns your customer

    Retailers keep the shelf data. Social commerce keeps the audience. Marketplace resellers undercut your own site with your own product. A loyalty program is the reason to buy direct: the one channel where the relationship, the data, and the margin are all yours.

Three moves. Built for how beauty restocks.

Points

Turn every empty into a reorder.

An empty is a fork in the road: your customer either restocks with you or takes the empty to a search bar, where the dupes are waiting. A points balance settles it.

  • Points on every order, with bonus events timed to replenishment windows
  • Klaviyo flows that surface point balances right when the product runs low
  • Fixed-value rewards instead of the 20% off that trains sale-waiting

Explore points 

VIP tiers

Give them your status.

What a brand can offer that a retailer cannot is intimacy: first access to a restock before it sells out, deluxe minis of the next launch, product testing for your most devoted, and a birthday gift that feels chosen rather than triggered.

  • Two or three tiers on annual spend, named in your brand's voice
  • Perks money cannot buy: early restocks, product testing, founder Q&As
  • A birthday gift at every tier

Explore VIP tiers 

Referrals

Every routine share is a referral.

A referral program puts a link and a reward on that behavior, so the friend gets a real first-order offer and your customer earns points they can only spend by coming back.

  • Double-sided offers: $15 off for the friend, points for the advocate
  • Advocate rewards paid in points, so claiming one means another order
  • Attribution by advocate, so you can find and gift your superfans

Explore referrals 

What to reward. And what to give back.

  • Points for photo and shade reviews

    Nobody buys foundation without reading reviews from their shade. Reward reviews, pay more for photos and shade or skin-type detail, and your product pages start doing the shade-matching for you.

  • Free product beats a coupon

    Minis and deluxe samples are the reward beauty customers actually want, and every sample is a trial run for the next full size.

  • Points for a beauty profile

    Skin type, hair goal, shade, top concern. Customers will trade it for points, and it turns your Klaviyo segments from guesses into shade-level personalization.

  • Early access as the flex

    Member-first restocks and loyalty-only drops cost nothing in margin and create real urgency. When the hero product comes back in stock, your members hear first.

  • A birthday gift, not a birthday discount

    A free mini in their birthday month reads as generosity. Another 15% off reads as marketing.

  • Points on retail receipts

    Your customer also buys you at other retailers. Receipt scanning lets them earn on those purchases too, so wholesale growth feeds your owned list instead of bypassing it.

HIKOCO on Smile.

HIKOCO's store: pink walls, white neon arches and shelves of Korean skincare.
Customer story

We’ve successfully integrated the program into our wider marketing campaigns, including bonus points promotions and exclusive rewards. This adds an extra layer of excitement and value, without relying solely on sale promotions.

Michelle Li, Marketing Coordinator, HIKOCO

140%

higher purchase frequency, redeemers vs non-redeemers.

HIKOCO’s loyalty program on Smile. Reviewed as of September 25, 2026.

Read the HIKOCO story 

Beauty brands on Smile. Read their stories.

All customer stories 

Beauty loyalty, answered.

Live Bearded Sundaze beard wash, conditioner, oil and butter on terracotta blocks beside halved grapefruit.

Build the routine they never switch out of.

Book a demo
  • The plan that fits your monthly orders
  • What migration and launch look like on that plan
  • The revenue loyalty could add at your scale