Repeat rate from 18% to 41%. The DTC plateau, broken.
A representative engagement: a founder-led skincare brand stops renting customers and starts owning them — and the math finally works.
Founder-led DTC skincare brand
Founder-led DTC skincare brand. Small team. Beautiful product. Plateaued revenue.
Acquisition cost climbing, no repeat-purchase data, founder writing every email at night.
Plateau turning into decline. Founder savings depleting. Considering raising capital or shutting down.
71% of revenue from first-time buyers. No post-purchase sequence. Klaviyo flows from 2022 still live. Product page conversion 38% below category benchmark.
- 01Build the retention engine (sequences, subscription, replenishment)
- 02Fix the product page
- 03Reset paid acquisition to feed retention math, not vanity revenue
Lifecycle email rebuild, subscription launch, PDP redesign with A/B test, ad account restructure with new attribution model, weekly creative cadence.
What changed for the business.
Acquisition was actually fine — retention was the missing engine.
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