How Huda Beauty increased email orders 50% by changing one thing

Huda Beauty started with Huda Kattan, beauty blogger and makeup artist to the stars, reimagining false eyelashes. The market was flooded with low-quality, unnaturally-shaped styles—and Kattan found a way to stack and customize them to flatter her clients’ eyes. So in 2013, she launched an eyelash line of her own.

In the decade since, Huda Beauty has expanded its array of products to include skincare, foundation, and all kinds of other makeup—all “tested on Huda, not on animals.”

Recently, Huda Beauty saw a YoY decline in overall performance. The brand needed to change its trajectory.

Phuong Ngo saw an opportunity to do just that by overhauling email marketing. Ngo had just started in her role as CRM and loyalty manager, and she noticed that despite a subscriber list in the millions, the brand’s click-through rate was low, and subscribers churned often.

She decided they needed to test and optimize new messaging in their automations and campaigns.

Refresh messaging to meet consumer expectations

Huda Beauty updated their content strategy, using Klaviyo’s A/B testing to evaluate how performance shifted when they showed subscribers a block of content vs. when they hid it. 

Based on the results, they started sending longer emails, weaving in more education, user-generated content, and storytelling about the brand’s well-known founder.

They’ve complemented those campaigns with relationship-building Klaviyo automations, like category-specific post-purchase flows for lips, skin, and skincare products. These flows thank customers for buying, and then recommend application techniques and complementary products—and they’ve contributed to a 50% YoY increase in email placed order rate YTD.

“We’re making sure that customers are getting the information that they need from us—not just ‘Buy! Buy! Buy!’” Ngo explains.

Get similar results 

Your business can A/B test messages to better resonate with your audience, and increase conversion rates, too. Here’s how:

• Read the full Huda Beauty x Klaviyo case study 
• Learn how to experiment and refine your strategy with Klaviyo