Juvia's Place
Global DTC Beauty · Klaviyo | Shopify | Recharge
Lifecycle Architecture · Subscription Integration · Retention Design
A high-traffic brand with a retention problem hiding in plain sight.
Juvia’s Place, a global direct-to-consumer beauty brand had strong acquisition. Paid media and organic channels were delivering traffic and first-time customers at volume. The problem was what happened after the first order arrived.
The repeat purchase rate was sitting at 12%, significantly below industry benchmark for a beauty brand at this price point, and partly explained by the product itself: cosmetics customers typically don’t finish and reorder for two to three months. But the gap was not just product cycle. Post-purchase communication was inconsistent. Win-back sequences existed but were underperforming. The VIP segment was the only part of the lifecycle that was healthy. And critically, the brand had no subscription offering at all, despite selling products that are replenished on a predictable cycle.
A replenishment logic and the subscription infrastructure to automate it.
The core gap was the absence of a replenishment system. Customers were buying once, finishing the product two to three months later, and then either returning by chance or not returning at all. There was no trigger that identified where a customer was in their product cycle. No automated prompt at the moment of likely reorder. And no subscription mechanism to remove the friction of returning entirely.
The win-back sequences that existed were not segmented by recency or value, they were sending the same message to a customer who had lapsed thirty days ago as one who had been gone for six months. The post-purchase journey was inconsistent. The lifecycle had no governing logic underneath it
A subscription system. A replenishment logic. And a lifecycle rebuilt around both.
The most significant intervention was the introduction of a subscription model, something the brand had never offered. I identified the opportunity, proposed the integration, selected Recharge as the subscription platform, built the integration with Shopify and Klaviyo, and automated the complete subscription lifecycle: onboarding for new subscribers, replenishment reminders, subscription management flows, and churn prevention triggers.
Alongside this, I rebuilt the post-purchase journey with a replenishment logic at its centre, sequences timed to the product cycle rather than arbitrary delays. Win-back was rebuilt with proper recency and value segmentation: different messages, different incentives, different urgency levels depending on how long a customer had been gone and what they had spent. VIP and loyalty segmentation was extended so that the health of the top segment could be replicated further down the funnel.
33%
Subscription conversion rate
12% Growing
Repeat purchase rate trajectory
0 live
Subscription model built from scratch
- More than $350,000 in attributed revenue across all lifecycle flows within four months of the rebuild going live.
- Subscription model introduced from zero- 33% of eligible customers converting to auto-subscription within the first cycle.
- Post-purchase, win-back, and replenishment journeys now running automatically on product-cycle timing, not arbitrary delays.
- The subscription infrastructure is now a permanent, compounding revenue layer, not a campaign.
The complete post-purchase journey, subscription lifecycle, replenishment triggers, win-back sequences, and VIP programme all run without manual intervention. Recharge, Klaviyo, and Shopify operate from a single connected data layer.
Klaviyo · Shopify · Recharge
Independent consultant, lifecycle strategy and full system buil
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