Tatcha grows DTC revenue from New Year promo 20% with help from Klaviyo email + SMS

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Tatcha is a luxury, Unilever-owned beauty and skincare brand with a Japanese twist. It started on a trip to Kyoto, where founder Vicky Tsai encountered not only skincare ingredients she’d never tried before, but a whole different approach to health. It helped heal her acute dermatitis, which once required daily treatment.

Since 2009, Tsai and her team have been creating Tatcha formulas with potent Japanese ingredients. Each one includes a proprietary complex of superfoods, amino acids, and AHAs—made with pillars of the Japanese diet like green tea, algae, and fermented rice. Today, Tatcha sells through major retail partners like Sephora, Ulta, and Amazon; they also sell directly through an ecommerce store.

Learn how Tatcha creates a cohesive Fukubukuro promotion experience across channels with Klaviyo

Challenge

In January, Tatcha has an annual New Year event: Fukubukuro, which translates to “lucky bag.” It’s a Japanese tradition that sets the tone for a year of prosperity with unique promotional giveaways.

During Tatcha’s Fukubukuro, customers can unlock free “lucky bags” of mystery Tatcha products by exceeding key spending thresholds. Spending more than $100 gets you a mystery bag valued at $100; spending more than $200 unlocks a bag valued at $200.

In Japan, this is a common New Year’s promotion—and Stateside, it’s becoming a powerful product discovery engine for Tatcha customers new and old, in part due to its unique timing.

“This event happens at a time when most other brands are taking a break,” says Shannon Jörgenfelt, senior manager of email and retention marketing at Tatcha. “We don’t have to fight for our place in the inbox the way that we do during BFCM. We have opportunities to test and play.”

Tatcha also had ambitious goals for Fukubukuro 2025. They wanted to grow total revenue year over year, and use Klaviyo SMS and automations to help power that growth.

Solution

To grow Fukubukuro to a bigger scale than ever, Tatcha took an omnichannel approach—and used Klaviyo to execute a major swath of it.

Klaviyo helped them power everything from email and SMS list growth to campaigns sent at just the right moment with Klaviyo’s Smart Send Time.

Klaviyo also helped the Tatcha team amplify and optimize other channels. They highlighted social media unboxing content via email, creating a flywheel of enthusiasm, and used Klaviyo’s Facebook integration to create lookalike audiences and exclude recent purchasers from paid media.

Having Klaviyo as our source of truth for all of our data across performance and user engagement, and trusting that it’s accurate and cohesive — it’s critical to understanding how people are actually engaging and shopping.

Ultimately, Fukubukuro 2025 exceeded expectations. Ecommerce revenue jumped 20% YoY, and their revenue from flows jumped 70%. In total, Klaviyo drove 47% of their ecommerce revenue, and using the B2C CRM for email, SMS, and sign-up forms helped the team create a cohesive experience across channels.

“Keeping the entire user journey in Klaviyo allows us far more control over the user experience,” says Jörgenfelt. “Having Klaviyo as our source of truth for all of our data across performance and user engagement, and trusting that it’s accurate and cohesive — it’s critical to understanding how people are actually engaging and shopping.”

Strategy

How exactly did Klaviyo support Tatcha’s stellar Fukubukuro in 2025? During the event, Tatcha used Klaviyo B2C CRM to drive revenue and create a seamless customer experience with tactics like:

• Expanding campaign recipients based on purchase history: Tatcha sends most Fukubukuro campaigns to their engaged segment, plus less-engaged subscribers who previously bought the featured product category. “We expand into our less engaged audiences when we have a message that’s relevant for them,” Jörgenfelt says.
• Updating their flows to boost automated revenue: Tatcha launched an impactful new site abandonment flow during Fukubukuro, and refreshed their welcome and abandonment flow creative to highlight the promotion. “That relevance really helped our flows work a lot harder for us,” Jörgenfelt says.
• Growing (and capitalizing on) their SMS subscriber list: Tatcha used Klaviyo AI-powered forms display optimization to perfect the timing and placement of their Klaviyo pop-ups ahead of the sale. This helped them maximize SMS list growth—and send a record-setting SMS campaign to kick off Fukubukuro that drove 23% more revenue than their previous top performer.

Going forward, the Tatcha team is excited to use new Klaviyo features—like channel affinity tracking—to continue to power DTC growth.

“We have grown substantially year on year, and we’re not seeing any signs of slowing down,“ says Jörgenfelt. “Klaviyo is keeping up and supporting us in every next step, consistently rolling out new features that allow us to do new and interesting things, which allows us to grow.”

We have grown substantially year on year, and we’re not seeing any signs of slowing down. Klaviyo is keeping up and supporting us in every next step, consistently rolling out new features that allow us to do new and interesting things, which allows us to grow.