Best Loyalty Email Campaign Examples from Beauty DTC Brands (2025)

alex

·October 10, 2025

·7 min read

Cover — Image Source: statics.mylandingpages.co

If you run a beauty DTC brand, your loyalty program can be a quiet growth engine—lifting repeat purchase rate, AOV, and first-to-second order conversion. This roundup curates proven loyalty email patterns used across beauty, paired with public examples or platform case studies, plus concrete “replicate it” steps for Shopify/Klaviyo stacks.

How we picked these: we prioritized patterns with (1) accessible examples or case studies, (2) clear triggers and incentives, and (3) strong replicability. For measurement, we reference modern practices like event-based, multi-channel tracking and multi-touch attribution to avoid over-crediting last click—see how event capture works in this context in Attribuly’s real-time visitor behavior.

1) Program launch or (re)launch announcement

What it is: A crisp announcement email that names the program, core perks, and how to earn/redeem—often linked to a landing page and on-site widget.
Trigger & timing: Send to all subscribers (exclude recent announce viewers). Consider a 2–3 email sequence: launch → benefits explainer → social proof.
Why it works: It sets expectations and gets members to take the first loyalty action (create account, complete profile, make first purchase).
Replicate it:
- Lead with the value stack (points on every order + birthday gift + early access).
- Include a prominent “Join/Sign in” CTA and a brief FAQ (how to earn, how to redeem, expiration rules).
- Add a profile-completion incentive to collect birthday and shade/skin-type preferences.
Compliance check: Make birthdate optional; surface unsubscribe and frequency controls.

Also great for inspiration: the visual patterns described in the 2024–2025 roundup of loyalty emails from Selzy appear in their guide to loyalty program email examples (Selzy, 2024–2025).

2) Points balance and expiration reminders

What it is: Periodic balance snapshots and a countdown when points are about to expire.
Trigger & timing: 30/14/7/3/1 days before expiration; suppress if the customer redeems.
Best practices: Show precise balance and the expiration date, plus a 1-click “Shop with points” CTA. Consider a progress bar toward the next reward tier.
Replicate it:
- Segment by balance threshold (e.g., ≥500 points) and by predicted reorder window.
- Offer a small bonus for redemption during a lull period to pull demand forward.
- Remind about non-purchase earners (review, UGC) as a fallback action.

For broader proof that points visibility and redemption mechanics drive repeat behavior in beauty, see the 2025 overview from LoyaltyLion highlighting brands like Pacifica, REN, and Mirenesse in their successful loyalty programs (LoyaltyLion, 2025).

3) Tier upgrade and VIP milestone emails

What it is: A celebratory email when a shopper crosses into a higher tier or earns a milestone.
Trigger & timing: Immediate send at threshold; follow-up with a “use your new perks” reminder within 7 days.
Copy cues: Celebrate status, list new benefits (early access, free shipping, exclusive events), and offer a “first VIP perk” nudge.
Replicate it:
- Store tier as a profile property; trigger on threshold crossing.
- Include a short VIP FAQ and an upcoming calendar (e.g., next member drop).
- If you host experiential rewards, invite with calendar holds.

LoyaltyLion’s 2025 program roundup notes tiered perks (e.g., REN Skincare’s early access and exclusive events) among tactics associated with higher spend and order frequency—see the same successful loyalty programs (LoyaltyLion, 2025).

4) Birthday and brand-anniversary gifts

What it is: A fan-favorite in beauty—birthday or sign-up anniversary rewards: bonus points, a mini gift, or free shipping.
Trigger & timing: Pre-birthday (−7 days), day-of, and a 7–10 day grace reminder.
Replicate it:
- Collect birthday via preference center with explicit consent; keep it optional.
- Use unique, single-use codes; cap stackability with other promos to manage margin.
- Try “pick your gift” for higher engagement.

For visual ideas and offer structures, see Selzy’s illustrated roundup of loyalty program email examples (Selzy, 2024–2025). VIP systems that include birthday perks are also discussed in the Yotpo–ThirdLove loyalty case study, which outlines how a tiered program unlocks account creation and engagement; details in the ThirdLove loyalty case study (Yotpo, 2023).

5) Double points / limited-time multipliers

What it is: A short-window event (48–72 hours) where members earn 2–3x points.
Trigger & timing: Deploy to active and lapsing members; send a reminder near cutoff.
Replicate it:
- Quantify the value (e.g., “Your usual AOV earns enough for X reward during 2X”).
- Prevent abuse with caps and exclusions (e.g., gift cards, already discounted SKUs).
- Pair with category themes (e.g., summer skincare edit) for relevance.

Many VIP programs (including paid tiers) feature multipliers; for program-level mechanics and uplift signals across beauty brands, review LoyaltyLion’s 2025 survey of successful loyalty programs (LoyaltyLion, 2025).

6) Member‑exclusive early access and drops

What it is: Give members early access to launches, restocks, or private sales.
Trigger & timing: Send to VIP tiers first; widen to all members if inventory allows.
Replicate it:
- Gate the collection with a hidden URL or passcode; reinforce scarcity and window.
- Add a waitlist fallback when items sell through.
- Include social proof or UGC for new shades/finishes.

Again, tiered programs commonly use early access; REN’s approach is noted within LoyaltyLion’s 2025 compilation of successful loyalty programs (LoyaltyLion, 2025).

7) Replenishment reminders with a loyalty nudge

What it is: A replenishment flow that reminds customers when their go-to SKU is likely running low, sweetened with points or a perk.
Trigger & timing: Based on SKU reorder window (e.g., 28–45 days for cleansers; 60–90 days for serums), plus usage behavior.
Replicate it:
- Add “Redeem X points” or “Earn 2X on subscriptions” blocks.
- Include shade/skin-type tailored recs.
- Use dynamic coupons to track redemption.

For lifecycle and content structure ideas, the Klaviyo team’s overview of post‑purchase flows shows how to merchandise recommendations and value adds—see their guide to post-purchase emails (Klaviyo, 2024). For creative patterns used by skincare brands, Omnisend’s 2024–2025 collection of skincare email examples (Omnisend, 2024–2025) highlights seasonal urgency and personalization that translate well to replenishment.

8) Refer‑a‑friend tied to loyalty

What it is: Referral emails that display the member’s unique link, the reward for both sides, and progress toward the next tier.
Trigger & timing: Post-NPS or post-review is ideal; follow with a reminder if no shares.
Replicate it:
- Show current points, the bonus for a successful referral, and remaining steps.
- Delay reward until the referred friend’s first conversion to limit fraud.

For a benchmark on how tiered programs and referrals interplay in practice, see the Yotpo–ThirdLove loyalty case study (Yotpo, 2023), which discusses conversion from referral clicks in the context of VIP rewards.

9) Win‑back with a loyalty sweetener

What it is: A re‑engagement email that uses loyalty value (bonus points, early access) rather than blanket discounts.
Trigger & timing: 45–90 days of inactivity, tuned by category.
Replicate it:
- Personalize with last‑viewed categories or routines.
- Offer a small points top‑up for returning to browse or adding to cart.
- Cap frequency and exit on any engaged action.

You can borrow creative constructs from the same Omnisend 2024–2025 skincare email examples (Omnisend, 2024–2025) to keep value‑first positioning without racing to the bottom on discounts.

10) Member‑only content or community invites

What it is: Educational or experiential value—shade-matching sessions, AM/PM routine builders, live classes—with early/VIP booking for members.
Trigger & timing: Monthly cadence; double as a soft win‑back for disengaged cohorts.
Replicate it:
- Use RSVP or waitlist mechanics; reward attendance with points.
- Follow up with content recaps and “continue the routine” bundles.

If you want visual inspiration from real beauty emails, browse brand directories like Glow Recipe or ILIA to see how they handle content and launches in practice via publicly accessible archives such as the Glow Recipe email archive and the ILIA Beauty email archive on InboxFlows (directories; availability varies by time).

11) Measurement & attribution toolbox for loyalty emails

Why this matters: Loyalty flows often assist conversions rather than drive the last click. To prove impact, attribute revenue across touches, not just the final email.
What to set up:
- UTM conventions per flow (e.g., loyalty_points_expiry, loyalty_birthday, loyalty_vip).
- Identity resolution across devices; define events like “redeem points,” “tier upgrade,” and “repeat order.”
- Compare loyalty vs. non‑loyalty cohorts in multi‑touch reports.
Tools to consider:
- Start with end‑to‑end attribution and event capture. Attribuly can connect Shopify and email events to track multi‑touch journeys and retention impact. Disclosure: Attribuly is our product.
- Ensure your ESP (e.g., Klaviyo) passes key events (purchases, redemptions, sign‑ups) into your analytics layer; here’s a practical integrations overview for Shopify stacks: see Attribuly’s integrations list.

Practical copy and design tips that consistently test well

Subject lines: Be clear and specific—“You have 780 points expiring in 3 days,” “VIP early access ends at midnight,” “Happy Birthday: pick your gift.”
Creative: Add an in‑email progress bar to the next perk; use product‑led imagery (texture swatches, applicators) and mobile‑first layouts.
Dark mode: Maintain legible contrast and supply alt text for all reward banners.
Fraud controls: For referrals and multipliers, validate after conversion; limit stacking.
Testing plan: A/B test value framing (bonus points vs. percent‑off), window length for multipliers, and the number of reminder touches near expiry.

Implementation checklist (Shopify/Klaviyo)

Map your loyalty events (earn, redeem, tier change, points expiry) to customer profiles.
Build flows for join, birthday, points balance/expiry, tier upgrade, replenishment, referral, win‑back, and early access.
QA coupon behavior (single‑use, expiry, stacking rules) and on‑site gating for VIP drops.
Set suppression rules to avoid over‑messaging during sale periods.
Create dashboards to monitor repeat rate and revenue share among loyalty members via multi‑touch attribution and event cohorts.

What we didn’t include—and why

Some marquee beauty brands (e.g., Sephora, Ulta) are frequently cited in loyalty discussions, but we did not list specific subject lines or send dates without a publicly citable archive. Instead, we leaned on platform case studies and accessible directories for verifiable inspiration.

Quick reference: When to send each loyalty email

Program launch: once per launch/relaunch; follow with a benefits explainer.
Points balance: monthly snapshot; expiration countdown at 30/14/7/3/1 days.
Birthday: pre‑birthday, day‑of, and grace‑period follow‑up.
VIP tier upgrade: immediate + a 7‑day reminder.
Double points: 48–72 hours with a same‑day reminder.
Early access: VIP first, then all members if inventory allows.
Replenishment: SKU‑based reorder windows.
Referral: post‑NPS and post‑review.
Win‑back: 45–90 days of inactivity.
Community invite: monthly cadence.