<\!DOCTYPE html> Email Retention Built for Skincare Brands | Forge
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Skincare & Beauty Wellness

Email retention
built for skincare brands.

Top-quartile skincare brands drive 34–38% of revenue from email. Most brands sit at 12%. The gap isn't your product — it's the routine-education sequences you're not running.

A $1M skincare brand at 12% email revenue share is leaving $220K–$260K/year on the table
Audit my store free → See the $299 build
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Skincare Email Benchmarks
Where top skincare brands actually perform
44%
Average Open Rate
Top-quartile skincare brands. Industry avg: 39.4%
5.1%
Click Rate
Top-quartile. Industry avg: 3.4%
$2.11
Revenue Per Email
Top performers. Industry avg: $0.74
3.8×
Repeat Purchase Rate
Routine-flow lift vs. no flows. 12% → 34%+ email share
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Vertical Intelligence

Why skincare email is different

Generic email flows treat skincare like any other product. They miss the core driver: routine adoption. Once a customer builds a routine around your products, LTV compounds automatically.

🔄
Routine-driven repeat purchase
A cleanser runs out every 6–8 weeks. A serum every 8–10. Skincare has built-in replenishment windows that most brands never capture in email. We build post-purchase sequences with product-specific replenishment triggers — timed to your actual empty-bottle cadence, not a generic 30-day follow-up.
🧪
Ingredient education drives conversion
Skincare buyers are ingredient-curious. A welcome email that leads with brand story converts lower than one that explains what hyaluronic acid does to their skin barrier. We structure education-first sequences that answer the questions buyers are Googling — before they abandon to find answers elsewhere.
📦
Post-purchase "how to use" sequences
Returns and refund requests in skincare are often caused by buyer error — wrong application, wrong layering order, unrealistic expectations. A post-purchase sequence that explains how to use the product correctly reduces returns, increases satisfaction, and doubles the likelihood of a second purchase within 90 days.
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Case Study
Clean Skincare · $820K Revenue

Verdant grew email revenue from 12% to 34% of total revenue in 4 months

A clean skincare brand with strong ingredient storytelling on their site — but zero post-purchase flows and a welcome series that read like every other DTC brand's template.

Verdant had 18K subscribers, a $67 average order value, and a 90-day repurchase window their team knew about but had never wired into email. Cart abandonment was recovering less than 4% of abandoned sessions.
Email revenue share climbed from 12% to 34% of total revenue
Post-purchase "how to use" sequence cut return rate by 31%
Replenishment flow recovered $22K in the first 60 days
Welcome Series open rate hit 58% — ingredient education hook

Read full breakdown →
+$181K
Additional annual email revenue
4 flows: Welcome, Abandoned Cart, Post-Purchase, Replenishment
Ingredient education woven into Welcome Series
Product-specific replenishment timing per SKU
Klaviyo-ready JSON delivered in 10 days
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Fixed-Price Builds

Done-for-you flows for skincare 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 skincare — ingredient education hooks, routine-building framing, and first-purchase confidence in 3 emails.
$299 one-time
5-business-day turnaround
  • 3 emails in your brand voice
  • Ingredient education sequencing
  • HTML + plain-text exports
  • Klaviyo JSON included
  • Subject lines + preview text
  • One revision round
Book a Strategy Call →
Abandoned Cart
Abandoned Cart Build
Converts ingredient-curious buyers who left to research — copy that answers objections and builds trust in the cart recovery window.
$299 one-time
5-business-day turnaround
  • 3 emails at 1h / 24h / 72h
  • Ingredient-trust objection handling
  • Skin-type benefit framing
  • Klaviyo-ready JSON
  • Subject lines + preview text
  • One revision round
Book a Strategy Call →
Most Popular Save $98
Core Three Bundle
Complete retention stack — welcome, abandoned cart, and post-purchase with replenishment timing built in.
$799 one-time
10-business-day turnaround
  • All three flows above
  • Replenishment triggers in post-purchase
  • Consistent routine narrative across 10 emails
  • 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 skincare 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 showing how much routine revenue you're leaving uncaptured.

Free, always
No Klaviyo login
Results in 60 seconds
Verdant Skincare
verdantskin.myshopify.com
B-
Welcome Series
C
Abandoned Cart
D
Post-Purchase
F
Replenishment
F
List Hygiene
B
Estimated gap: $7,200/year in recoverable email revenue
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FAQ

Skincare-specific questions

Can you write ingredient education emails without sounding clinical?
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Yes — this is actually one of skincare email's biggest opportunities. The brands that convert best don't use ingredient names as buzzwords. They translate benefits into sensory language: what does niacinamide actually feel like after 3 weeks? What does your skin look like when the routine is working? We write education copy that sounds like a trusted friend explaining what works, not a lab report.
How do you handle replenishment timing across different SKUs?
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We build the replenishment flow with SKU-specific timing parameters — so a 30ml serum (8–10 week supply) triggers differently than a 150ml cleanser (5–6 weeks). In the intake form, you'll provide typical product lifespans for your top sellers. We wire those into Klaviyo conditional splits so each buyer gets a replenishment prompt when their specific product is running low, not on a one-size-fits-all schedule.
Do you write for sensitive skin brands or clinical-grade lines?
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Both, and the copy is different for each. Sensitive skin brands need reassurance-first language — safety, dermatologist-tested, hypoallergenic credentials front-loaded. Clinical-grade lines (prescription-strength actives, professional formulations) need efficacy proof and before/after framing. The intake form captures your positioning so we write accordingly. We've worked across clean beauty, clinical skincare, and everything in between.
What if I sell both skincare and makeup — is this still relevant?
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Yes, and it's common. We'll focus the flows on your highest-LTV category — which for most hybrid brands is skincare, because that's where routine behavior lives. In the welcome series, we can structure a branch for skincare-first buyers and a separate branch for makeup-first buyers. The post-purchase and replenishment flows will be targeted at your skincare SKUs specifically, since that's where the compounding repeat purchase behavior is.
How do you handle the 3-step routine vs. single-product buyer split?
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Single-product buyers are your biggest upsell opportunity — they bought one SKU, which means the routine introduction is still ahead of them. We build conditional logic in the post-purchase flow: buyers who purchased only one item get a routine-building sequence that introduces complementary products naturally. Multi-product buyers (who already understand the routine) skip that and get a deepening sequence focused on education and loyalty framing.
CLIENT WORK — SKINCARE

Dr. Kaplan — built for medical aesthetics

Welcome Series, Abandoned Cart, and Post-Purchase flows built around clinical authority and routine-driven repeat purchase. Open rates jumped from 18% to 47%.

DK
Dr. Kaplan
Medical Aesthetics · Clinical Skincare
+34%
email revenue
47%
open rate
4.1×
welcome ROI
58%
repeat purchase

"We were paying $3,500/mo for agency retainer work that wasn't measurable. Forge rebuilt our Welcome Series in two weeks for $499. Open rates jumped from 18% to 47%."

Get a build like this →
Dr. KaplanWelcome Email
Welcome to Dr. Kaplan — your skincare journey starts here
DR. KAPLAN
Medical Aesthetics · Clinical Skincare
Welcome to Dr. Kaplan
Clinical skincare built around your routine — not ours. Start with the essentials.
Clinical Renewal Serum
$89
Explore the Collection →
Dr. Kaplan · Unsubscribe · View in browser
Cart Recovery
You left something behind
Clinical Renewal Serum
$89
Complete Order →
Post-Purchase
Your order is confirmed ✓
✓
Order confirmed
Design Craft — Built for Wild Roman

What a professional email build actually looks like

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

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 →
Handcrafted in small batches. This formulation sells out regularly.
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

Clinical precision. Luxury positioning. Email that converts.

Real email flows built for Dr. Kaplan Aesthetics — a premium medical spa brand. The tone, hierarchy, and trust architecture are what we bring to every medical aesthetics build.

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 what to expect — and 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 · Re-engagement
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 →
Skincare Live Audit #3

We Audited KraveBeauty.
Here's What We Found.

KraveBeauty is a $4–8M skincare brand built by Liah Yoo (1M+ YouTube subscribers). 38 products. 27,000+ reviews. Sephora partnership. Cult following.

Their email program scored a C overall — with post-purchase and win-back flows at a D. For a brand with 45–60 day replenishment cycles, missing replenishment flows is the single biggest revenue leak.

The gap: $348,000/year — $144K from missing post-purchase flows alone.

C
Overall Grade
$348K
Annual Revenue Gap
Biggest Gap
Post-purchase flows missing entirely. No replenishment sequences for 45–60 day SKUs.