From €6M to a €60M beauty business
Bigger routines. Stronger product confidence. More customers within reach. We connected Shopify, paid media and retention around the economics of a growing beauty brand.
A great product needs better order economics
Accessible skincare is a powerful proposition. But a single-product order leaves little room for acquisition costs and international growth. Buying more traffic was only part of the answer. We needed to increase cart value and make more of the demand already coming in.
When we joined, Niche Beauty Lab was generating around €6M a year. Last year, the business reached €60M. Our work connected the shopping experience, paid media and retention, with Germany at the centre of its international growth.
One product
From a single item to a routine that makes sense
We built Routine Builder: a guided journey through Cleanse, Hydrate, Transform and Protect. Customers can filter by skin concern, choose the products that fit their needs and build a routine in one place. The result: average order value tripled as shoppers moved from one item to three.
Build confidence before asking for the order
Skincare needs explanation and trust. We brought product information, social proof and lead capture closer to the buying decision. Quick View makes suitability and usage easier to scan. A newsletter price below the product price gives new visitors a reason to identify themselves before checkout.
- Quick View: skin concerns, skin types and when to apply
- Customer-led content and social proof on home and product pages
- A newsletter incentive where purchase intent is highest
Different needs. Clearer paths to the right product
A long product grid is not enough when people are shopping for a skin concern. We built category landing pages and guided discovery to connect what customers need with the products that make sense for them.
Category landing pages
A branded landing experience with filters for concern, skin type and routine step. The range becomes easier to explore.
Guided product discovery
A quiz that starts with the customer, then narrows the recommendation. Less uncertainty between arriving and choosing.
The cart existed. The customer was still anonymous
One promotion generated around 120,000 carts. Only 30,000 could receive a recovery email. Most shoppers had not identified themselves at checkout, so the recovery flow could not reach them. We changed the point at which the relationship started.
Routine BuilderKeep your routine for later
Save your cart and pick up where you left off.
Save the cart before you lose the customer
We built a save-your-cart flyout for promotions. After a product was added and around 10–20 seconds of inactivity, shoppers could leave their email to save their cart. That opened the door to a recovery flow before they reached checkout.
- 01Product added
- 0210–20s of inactivity
- 03Save the cart
- 04Recovery flow
- Carts created
- 160K
- Reachable by email
- 100K
The extra revenue was already in the cart
At the same 160,000-cart volume, the old 25% reach would have meant 40,000 contactable carts. The new 62.5% reach means 100,000. That is 60,000 extra carts the recovery flow can work on.
At the same 160K-cart volume
Global ambition. Germany at the core
Niche Beauty Lab sells internationally, with Germany as its main market. We supported paid media growth with the same commercial logic: a clearer product journey, stronger reasons to buy a routine and retention that could reach more of the audience.
Acquisition, conversion and retention had to work together. A better order value gives paid media more room to scale. Better product confidence supports the decision. More identifiable carts give the recovery flows more to work with.
One connected growth system
The routine increases cart value. Product education and social proof build confidence. The save-your-cart flow brings more people into retention. Each improvement makes the next part of the system work harder.
Increase cart value
Build product confidence
Recover more demand
Build the next chapter of your brand
Strategy, paid media, conversion and development. One team, working on the same business.