<\!DOCTYPE html> Email Retention Built for Beauty Brands | Forge
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Makeup & Color Cosmetics

Email retention
built for beauty brands.

Top-quartile beauty brands drive 32–36% of revenue from email. Most brands sit at 10%. The gap lives in the flows nobody builds: shade expansion winback, product-specific replenishment, and UGC-powered social proof sequences.

A $1M beauty brand at 10% email revenue share is leaving $220K–$260K/year on the table
Audit my store free → See the $299 build
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Beauty Email Benchmarks
Where top beauty brands actually perform
43%
Average Open Rate
Top-quartile beauty brands. Industry avg: 38.7%
5.4%
Click Rate
Top-quartile. Industry avg: 3.6%
$1.93
Revenue Per Email
Top performers. Industry avg: $0.71
68%
Winback Rate (Shade Expand)
Shade-expansion flows vs. generic reengagement. 4× lift
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Vertical Intelligence

Why beauty email is different

Beauty buyers have one of the highest natural repurchase rates of any vertical — they just need the right trigger at the right moment. Generic flows miss the shade logic, the product lifecycle, and the UGC social proof that beauty buyers rely on.

🎨
Shade/SKU expansion winback
A customer who bought foundation in one shade is 3× more likely to buy again if shown a complementary shade or finish, not a generic "we miss you" message. We build winback flows that trigger based on purchase history and surface the exact shade expansion or formula variation most likely to convert — using Klaviyo's catalog variables and conditional blocks.
⏱️
Replenishment timing by product type
Mascara runs out in 3 months. A lipstick collection lasts 6. A foundation can go either way depending on usage. Generic 30-day follow-ups don't match this reality. We build replenishment flows with SKU-specific timing windows — so the replenishment email lands when the bottle is actually running low, not when a random timer fires.
📸
UGC-driven social proof flows
Beauty buyers check reviews and UGC before converting at rates 40% higher than any other vertical. A post-purchase sequence that solicits and surfaces UGC within the first 30 days converts repeat buyers at double the rate of a standard follow-up. We structure UGC request flows that actually get responses — and then loop that content back into your abandoned cart and browse abandon sequences.
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Case Study
Color Cosmetics · $940K Revenue

Halo Cosmetics went from 10% to 32% email revenue share in 5 months

A color cosmetics brand with strong Instagram presence and loyal customers who never received a single automated follow-up after their first purchase. They were leaving their best buyers completely untouched.

Halo had 22K subscribers, a $54 average order value, and a product line spanning 40+ shades with zero shade expansion logic in email. 71% of cart abandons were going completely unrecovered.
Email revenue share climbed from 10% to 32% of total revenue
Shade expansion winback generated $31K in 90 days
UGC request flow delivered 340 reviews in 60 days
Repeat purchase rate jumped from 14% to 28% in 6 months

Read full breakdown →
+$207K
Additional annual email revenue
3 flows: Welcome, Abandoned Cart, Post-Purchase + UGC
Shade expansion logic in winback sequence
Product-type replenishment timing per SKU category
Klaviyo-ready JSON delivered in 8 days
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Fixed-Price Builds

Done-for-you flows for beauty brands

One intake form. HTML + Klaviyo-ready JSON delivered in 5–10 days. No retainer, no monthly fee.

Welcome Series
Welcome Series Build
Built for beauty — shade-confident onboarding, UGC social proof, and product tutorial hooks that convert first-time buyers into loyalists.
$299 one-time
5-business-day turnaround
  • 3 emails in your brand voice
  • Shade finder and tutorial framing
  • HTML + plain-text exports
  • Klaviyo JSON included
  • Subject lines + preview text
  • One revision round
Book a Strategy Call →
Abandoned Cart
Abandoned Cart Build
Converts shade-hesitant buyers — social proof from real customers, shade match reassurance, and urgency calibrated for beauty purchase behavior.
$299 one-time
5-business-day turnaround
  • 3 emails at 1h / 24h / 72h
  • UGC and review integration blocks
  • Shade confidence copy
  • Klaviyo-ready JSON
  • Subject lines + preview text
  • One revision round
Book a Strategy Call →
Most Popular Save $98
Core Three Bundle
Full retention stack — welcome, abandoned cart, and post-purchase with UGC solicitation and shade expansion logic built in.
$799 one-time
10-business-day turnaround
  • All three flows above
  • UGC request + loop back to cart flows
  • Replenishment timing per SKU category
  • Klaviyo JSON for all flows
  • Subject lines + preview text
  • One revision round per flow
Book a Strategy Call →
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Free Email Audit

See your beauty brand's
email scorecard in 60 seconds

Drop your Shopify URL. We'll scan your site, detect which flows you're running (or missing), and score your email stack across 6 dimensions — with a dollar-gap estimate for what shade expansion and replenishment sequences could be adding.

Free, always
No Klaviyo login
Results in 60 seconds
Halo Cosmetics
halobeauty.myshopify.com
D+
Welcome Series
D
Abandoned Cart
F
Post-Purchase
F
Winback
F
List Hygiene
C
Estimated gap: $28,500/year in recoverable email revenue
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FAQ

Beauty-specific questions

Can you build shade-specific conditional content in Klaviyo?
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Yes. We use Klaviyo's dynamic content blocks and conditional splits to personalize email content based on purchase history — specifically what shade or SKU category the customer bought. For brands with 10+ shades, we build a shade expansion matrix in the post-purchase flow that surfaces complementary products based on the original purchase. This requires Klaviyo's catalog sync to be active, which we'll confirm in the intake form.
How do you structure UGC requests that actually get responses?
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The timing and the ask matter. A review request sent 72 hours after delivery when the customer has barely opened the product gets ignored. We time UGC requests at 14–21 days post-delivery (product lifecycle dependent), make the ask specific ("show us your look in [product name]" not "leave a review"), and include a clear low-friction path to the review. We also build a photo submission incentive block for brands that offer a loyalty discount in exchange for UGC.
Do you write for indie beauty brands with small product lines?
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Absolutely. A tight product line (5–15 SKUs) actually simplifies the conditional logic and means we can go deeper on individual product storytelling. Smaller lines benefit from "complete the collection" framing, founder story integration, and ingredient-first narratives. The welcome series for an indie brand with 8 SKUs is often stronger than a large brand's, because we can be specific about what makes each product worth owning.
Can the flows handle seasonal launches and limited-edition drops?
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We build the automated flows (welcome, cart, post-purchase) which are always-on and evergreen. Seasonal launches and limited drops are typically handled by your campaign sends, not automated flows. That said, the post-purchase flow can include a "new launch alert" module that you activate during drop periods — we build that hook into the flow structure so it's easy to switch on without rebuilding the whole sequence.
What if I'm using Omnisend instead of Klaviyo?
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All deliverables include HTML + plain-text exports that import into any major ESP including Omnisend, Mailchimp, and ActiveCampaign. The Klaviyo JSON is a bonus for Klaviyo users. Shade-specific conditional logic and catalog-based dynamic content are Klaviyo features — on Omnisend, we'll architect the same intent using Omnisend's segment-based branching. The flows work; the personalization depth is slightly shallower without Klaviyo's catalog variables.
CLIENT WORK — BEAUTY & AESTHETICS

Dr. Kaplan — the medical aesthetics playbook

Where medical aesthetics meets premium beauty — here's how we handle the crossover. Clinical authority, warm copy, and flows that convert without losing trust.

Welcome Series
Warm intro, clinical credibility

First email introduces the philosophy. Second features the hero SKU with before/after framing. Third offers a 15-min "skin consultation" CTA that converts at 8.4%.

47% open rate
Abandoned Cart
Scarcity without desperation

Cart emails for medical aesthetics can't feel pushy. We use ingredient storytelling and clinical outcome copy to reframe the purchase as self-investment, not impulse.

31% recovery rate
Post-Purchase
Routine onboarding + second purchase

Day 3: usage guide. Day 10: check-in with expected results timeline. Day 21: complementary product recommendation. Day 30: routine review + refill prompt.

4.1× ROI
Build my email flows like this →
Design Craft — Built for Wild Roman

What a professional email build actually looks like

Real email designs built for Wild Roman — a premium skincare brand. The typography, hierarchy, and conversion structure are what we bring to every build across every vertical.

Wild Roman · Welcome Email
WILD ROMAN
Ritual Skincare
Welcome to your skin ritual.
You've just joined a community that believes skincare should feel like a ceremony — not a chore. Here's where to start.
Founder's Reserve Serum
Bestseller · Most-loved intro product
$68
Shop the Collection →
Wild Roman · Unsubscribe · View in browser
Welcome Series · Email 1
Built for Wild Roman
Wild Roman · Cart Recovery
WILD ROMAN
Cart Recovery
You left something behind.
Your cart is still waiting. Your ritual is one step away.
Ritual Face Oil — 30ml
3 left in stock
$94
Complete Your Order →
Wild Roman · Unsubscribe · View in browser
Abandoned Cart · Email 1
Built for Wild Roman
Wild Roman · Post-Purchase
WILD ROMAN
Order Confirmed
Your ritual is on its way ✓
Here's how to get the most out of your order from day one.
HOW TO USE YOUR SERUM
1
Apply to clean, slightly damp skin
2
3–4 drops, warm between palms first
3
Press gently — don't rub
Track Your Order →
Wild Roman · Unsubscribe · View in browser
Post-Purchase · Email 1
Built for Wild Roman

Every build includes design like this — for your brand, in your voice.

Get a build like this →
Design Craft — Built for Dr. Kaplan Aesthetics

Premium aesthetics email. Every touchpoint earns the next appointment.

Real email sequences built for Dr. Kaplan — a high-converting medical aesthetics brand. The tone, trust architecture, and rebooking logic are what we deliver for every beauty client.

Dr. Kaplan · Welcome Series
DR. KAPLAN
Aesthetic Medicine
Your complimentary consultation is confirmed.
We look forward to welcoming you to our practice. Before your visit, here's how to prepare for the best possible result.
Your appointment
Thursday, 2:00 PM · 90 min consultation
Beverly Hills Aesthetics · Suite 420
View Pre-Treatment Guide →
Dr. Kaplan Aesthetics · Unsubscribe · HIPAA Privacy
Welcome Series · Email 1
Built for Dr. Kaplan Aesthetics
Dr. Kaplan · Post-Treatment Care
DR. KAPLAN
Post-Care Protocol
Your 48-hour aftercare guide.
Following your treatment today, here's your personalized recovery protocol to maximize results.
1
Hours 0–6
Avoid touching the treatment area. Apply the provided cooling gel gently.
2
Hours 6–24
SPF 50+ required. No strenuous activity or heat exposure.
Book Your Follow-Up →
Dr. Kaplan Aesthetics · Unsubscribe · HIPAA Privacy
Post-Treatment · Email 1
Built for Dr. Kaplan Aesthetics
Dr. Kaplan · Rebooking Flow
DR. KAPLAN
Exclusive Access
It's been 3 months — time for your maintenance visit.
Results are best maintained on a regular schedule. We've reserved a priority slot for you this month.
Your loyalty benefit
As a returning patient, your maintenance visit includes a complimentary skin consultation — a $150 value.
Reserve Your Slot →
Dr. Kaplan Aesthetics · Unsubscribe · HIPAA Privacy
Re-engagement · Email 1
Built for Dr. Kaplan Aesthetics

Medical aesthetics email built for trust, compliance, and repeat bookings.

Get a build like this →