Patrick Ta Beauty grows BFCM revenue from email + SMS 8x with Klaviyo B2C CRM

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Patrick Ta Beauty was founded in 2019 by world-renowned celebrity makeup artist Patrick Ta and beauty and skincare expert Rima Minasyan. Together, they create luxurious, innovative products for professional makeup artists and everyday makeup wearers. Since launch, Patrick Ta Beauty has become one of the fastest-growing prestige makeup brands, known for products that empower consumers to feel confident in their skin.

Learn how Patrick Ta Beauty used Klaviyo to send more during BFCM without spiking unsubscribes

Challenge

In 2024, Patrick Ta Beauty wanted a bigger-than-ever BFCM. But this posed a challenge.

“We are not a promotional brand,” says Heidi Lim, VP of ecommerce at Patrick Ta—and BFCM is famously discount-focused.

In 2023, that translated to a conservative BFCM approach for Patrick Ta Beauty. They offered a $25 credit towards the next purchase for customers who spent over $100—and they communicated the offer with just two email sends and one SMS campaign over 5 days.

They avoided an overly promotional tone—but they didn’t feel they made the most of the holiday opportunity, either.

Klaviyo only drove 10% of their total ecommerce revenue that weekend. The Patrick Ta Beauty team saw untapped potential and knew email and SMS could do more for them.

Solution

For BFCM 2024, Patrick Ta Beauty took a different approach—one designed to drive higher AOV, repeat purchase rate, and message engagement.

For 8 days, customers who spent $150 or more would get a complimentary gift with purchase, worth $96: an eyeshadow palette, a lip créme, and a mini tote. This approach incentivized higher order values and encouraged product discovery.

The team also redesigned their Klaviyo messaging approach, in partnership with their email and SMS marketing agency, Inbox Stars.

Recognizing that a highly engaged audience would be critical, they started by investing in email and SMS list growth more than a month before BFCM. They used Klaviyo Forms to capture high-intent signups by building anticipation around loyalty perks and early access to the holiday event.

We know how competitive it is during Black Friday. We combined past A/B test learnings on optimal send times with a strategic approach to content and messaging cadence to keep engagement high.

Overall, they drove a 41% period-over period increase in email sign-ups the week before BFCM, and a 74% MoM increase in loyalty signups in November.

Once the event began, Patrick Ta Beauty took a more strategic approach to messaging, leveraging insights from tools like Klaviyo’s Smart Send Time. Success wasn’t just about sending more messages–it was about sending the right message at the right time.

“We know how competitive it is during Black Friday,” says Lim. “We combined past A/B test learnings on optimal send times with a strategic approach to content and messaging cadence to keep engagement high.”

As a result, Patrick Ta Beauty increased email send volume nearly 6x YoY—without spiking unsubscribes. Instead, unsubscribe rates dropped 37% YoY.

The brand also exceeded their BFCM ecommerce revenue, AOV goals, and repeat purchase rate goals in 2024—and email drove 30% of ecommerce revenue, a 3x larger slice than in 2023.

Strategy

Patrick Ta Beauty’s stellar BFCM 2024 was a “full 360 marketing moment,” Lim says, which spanned every channel—and Klaviyo B2C CRM played a key role. Patrick Ta Beauty used it to push toward their goals in a few key ways:

• By promoting loyalty with segmented sends: In the month before BFCM, Patrick Ta sent several email campaigns highlighting their loyalty program perks, including early access to their holiday promotion. With Klaviyo segmentation, they created distinct messaging for subscribers with accounts and without—and it helped them boost repeat purchase rate during the holiday weekend (and drive hundreds of new loyalty account sign-ups).
• Messaging only people who hadn’t bought recently: “We strategically suppressed recent purchasers from the past 7 days across all email and SMS sends to ensure a seamless customer experience and avoid overwhelming those who had already converted,” explains Chelsea Song, ecommerce manager at Patrick Ta—and it’s one of the ways they avoided a spike in unsubscribes.
• Staggering email and SMS sends: Throughout their holiday promotion, Patrick Ta sent email and SMS campaigns at different times of day, so dual subscribers never got two notifications at once. “Klaviyo allows us to manage email and SMS within a single platform, ensuring a more cohesive strategy and accurate audience targeting,” says Song.

Soon, Patrick Ta plans to add a new product to their Klaviyo stack: Advanced Klaviyo Data Platform (KDP). They’ll use it to create an even more personalized customer journey, infused with more strategic, data-driven product recommendations—ideally in time for BFCM 2025.

“Klaviyo is great for a brand in hypergrowth like ours,” says Lim. “Its user-friendly interface allows our lean marketing team to operate efficiently without extensive technical resources. The seamless integrations with various apps, combined with the ability to manage email, SMS, and opt-ins in one place, make it a powerful tool. Having access to Advanced KDP when we’re ready adds even more flexibility to our strategy.”

Klaviyo is great for a brand in hypergrowth like ours. Its user-friendly interface allows our lean marketing team to operate efficiently without extensive technical resources. The seamless integrations with various apps, combined with the ability to manage email, SMS, and opt-ins in one place, make it a powerful tool.