Beauty & Personal Care
·
Enterprise
e.l.f. Beauty's Naturium brand grows Klaviyo-attributed loyalty point redemptions 169% QoQ with Smile integration
169%
QoQ growth in loyalty point redemptions
169%
QoQ growth in loyalty point redemptions
169%
QoQ growth in loyalty point redemptions
169%
QoQ growth in loyalty point redemptions
42%
of ecommerce revenue attributed to loyalty
42%
of ecommerce revenue attributed to loyalty
42%
of ecommerce revenue attributed to loyalty
42%
of ecommerce revenue attributed to loyalty
64%
of loyalty redemptions driven by email flows
64%
of loyalty redemptions driven by email flows
64%
of loyalty redemptions driven by email flows
Smile is a very user-friendly app that we could integrate into the tech infrastructure that we had in place, like Shopify and Klaviyo.
Giovanna Diez
Senior Manager of CRM and Loyalty, Naturium
Smile is a very user-friendly app that we could integrate into the tech infrastructure that we had in place, like Shopify and Klaviyo.
Giovanna Diez
Senior Manager of CRM and Loyalty, Naturium
Naturium is a US-based skincare brand, part of the e.l.f. Beauty family
Industry
Beauty & Personal Care
Platfrom
Shopify Plus
Merchant Size
Enterprise
Smile Features
Points
·
VIP Tiers
·
Receipt Scanning
·
Segmented Email Campaigns
·
Integrations
Region
North America
The Story
Science-led skincare for the modern beauty consumer
Naturium brings the science of consistent skincare to every one, every where, every day. They make biocompatible, clinically effective formulas that work with your skin's biology for visible results without irritation. All of their products are dermatologist tested, cruelty-free, paraben-free, vegan, gluten-free and free of synthetic fragrances. Founded in 2019 by Susan Yara, the brand joined the e.l.f. Beauty family in 2023. 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 was the only lever left.
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.
Naturium Consistency Club ways to earn loyalty points
The Solution
One loyalty stack, zero data silos
Naturium selected Smile to launch its loyalty program, a decision made easier by Smile's exceptional 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 seamlessly.
We wanted to be able to bring new loyalty members into our funnel and communicate with them with Klaviyo flows throughout their entire journey
Giovanna Diez
Senior Manager of CRM and Loyalty, Naturium
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. As Diez puts it: "It's super helpful to have all our data centralized within Klaviyo. I don't have to worry about competing data points."
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-unlock 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
Naturium Consistency Club VIP tier structure
The Results
42% of ecommerce revenue. 169% growth in redemptions. One quarter.
The combined stack is delivering: in Q1 2025, 42% of Naturium's ecommerce revenue came through Klaviyo, 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.
As Diez says: "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.
As the leading loyalty platform purpose-built for Shopify, Smile gives high-growth brands like Naturium the tools to run sophisticated loyalty programs that work natively with the CRM, analytics, and ecommerce platforms they already trust.
Naturium is a US-based skincare brand, part of the e.l.f. Beauty family
Industry
Beauty & Personal Care
Platfrom
Shopify Plus
Merchant Size
Enterprise
Smile Features
Points
·
VIP Tiers
·
Receipt Scanning
·
Segmented Email Campaigns
·
Integrations
Region
North America
The Story
Science-led skincare for the modern beauty consumer
Naturium brings the science of consistent skincare to every one, every where, every day. They make biocompatible, clinically effective formulas that work with your skin's biology for visible results without irritation. All of their products are dermatologist tested, cruelty-free, paraben-free, vegan, gluten-free and free of synthetic fragrances. Founded in 2019 by Susan Yara, the brand joined the e.l.f. Beauty family in 2023. 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 was the only lever left.
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.
Naturium Consistency Club ways to earn loyalty points
The Solution
One loyalty stack, zero data silos
Naturium selected Smile to launch its loyalty program, a decision made easier by Smile's exceptional 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 seamlessly.
We wanted to be able to bring new loyalty members into our funnel and communicate with them with Klaviyo flows throughout their entire journey
Giovanna Diez
Senior Manager of CRM and Loyalty, Naturium
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. As Diez puts it: "It's super helpful to have all our data centralized within Klaviyo. I don't have to worry about competing data points."
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-unlock 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
Naturium Consistency Club VIP tier structure
The Results
42% of ecommerce revenue. 169% growth in redemptions. One quarter.
The combined stack is delivering: in Q1 2025, 42% of Naturium's ecommerce revenue came through Klaviyo, 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.
As Diez says: "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.
As the leading loyalty platform purpose-built for Shopify, Smile gives high-growth brands like Naturium the tools to run sophisticated loyalty programs that work natively with the CRM, analytics, and ecommerce platforms they already trust.
Naturium is a US-based skincare brand, part of the e.l.f. Beauty family
Industry
Beauty & Personal Care
Merchant Size
Enterprise
Region
North America
Platfrom
Shopify Plus
Smile Features
Points
·
VIP Tiers
·
Receipt Scanning
·
Segmented Email Campaigns
·
Integrations
The Story
Science-led skincare for the modern beauty consumer
Naturium brings the science of consistent skincare to every one, every where, every day. They make biocompatible, clinically effective formulas that work with your skin's biology for visible results without irritation. All of their products are dermatologist tested, cruelty-free, paraben-free, vegan, gluten-free and free of synthetic fragrances. Founded in 2019 by Susan Yara, the brand joined the e.l.f. Beauty family in 2023. 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 was the only lever left.
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.
Naturium Consistency Club ways to earn loyalty points
The Solution
One loyalty stack, zero data silos
Naturium selected Smile to launch its loyalty program, a decision made easier by Smile's exceptional 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 seamlessly.
We wanted to be able to bring new loyalty members into our funnel and communicate with them with Klaviyo flows throughout their entire journey
Giovanna Diez
Senior Manager of CRM and Loyalty, Naturium
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. As Diez puts it: "It's super helpful to have all our data centralized within Klaviyo. I don't have to worry about competing data points."
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-unlock 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
Naturium Consistency Club VIP tier structure
The Results
42% of ecommerce revenue. 169% growth in redemptions. One quarter.
The combined stack is delivering: in Q1 2025, 42% of Naturium's ecommerce revenue came through Klaviyo, 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.
As Diez says: "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.
As the leading loyalty platform purpose-built for Shopify, Smile gives high-growth brands like Naturium the tools to run sophisticated loyalty programs that work natively with the CRM, analytics, and ecommerce platforms they already trust.
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