Tata Harper Skincare is a pioneering, plant-based skincare brand. At their Vermont farm and lab, the team engineers best-selling formulas, from cleansers to face masks, using plants at peak potency. These ethically sourced products have helped Tata Harper create the luxury natural beauty category over the past 15 years—and redefine healthy skin.

Learn how switching to Klaviyo helped Tata Harper consolidate their tech stack and drive list growth with AI

Challenge

Tata Harper’s siloed tech stack was holding their business back.

“We’re a fast-growing DTC brand, so we wanted to keep up with all of the competitive trends in our space,” explains Alexandra Barlowe, the brand’s DTC email and SMS marketing director.

We’re a fast-growing DTC brand, so we wanted to keep up with all of the competitive trends in our space.

But using different platforms for ecommerce, email, and SMS, they couldn’t operate in the same modern way competitors did.

Each platform had its own functionality, which made it harder to create cohesive digital experiences for customers.

Plus, their email and SMS platforms had different attribution models, so revenue often got double-attributed to both channels—which made it tough to pinpoint top-performing strategies, or measure how well the channels worked together.

“It was just a clunkier experience,” Barlowe says.

Solution

To modernise their marketing capabilities, Tata Harper consolidated their email and SMS marketing in Klaviyo, and migrated their ecommerce store to Shopify.

Suddenly, they could use pre-built integrations between Klaviyo and Shopify, their loyalty platform, and Ordergroove, their subscriptions app.

Klaviyo has become this central point of reference for our customer data. Loyalty, rewards, engagement, subscription—I have all of that data at my fingertips.

“Klaviyo has become this central point of reference for our customer data,” says Barlowe. “Loyalty, rewards, engagement, subscription—I have all of that data at my fingertips.”

Their new stack also made it easier to pull engagement-based, multi-channel customer segments quickly, and clarified their email and SMS attribution.

Strategy

Just like the team hoped, Switching to Klaviyo has empowered Tata Harper to test out DTC marketing trends with ease. Here are two recent, impactful approaches they tried:

• Hybrid, integration-triggered flows: Tata Harper now sends 6 flows via email or SMS, often based on the channel subscribers engage with most. In 2023, they also launched 7 integration-triggered flows, like their loyalty-triggered referral reward flow—and in Q1 2024, their total revenue from flows grew 139% YoY.
• AI-powered forms display optimisation: In February 2024, Tata Harper started using Klaviyo AI to test and optimise their email and SMS sign-up forms. They tested 20 variations on placement and timing across their desktop and mobile sign-up pop-ups, all AI-generated based on their brand’s performance data. (Before, the team only manually tested 2 variations at a time.) In the 30 days after the winning versions went live, submissions for both forms jumped 65%+ from the 30 days prior to testing.

Centralising their customer data in Klaviyo and exploring AI opportunities has been eye-opening for Tata Harper’s marketing team.

Our AI testing experience definitely made me excited to play with the other new Klaviyo AI features, because it was so hands-off and delivered immediate results.

“Our AI testing experience definitely made me excited to play with the other new Klaviyo AI features, because it was so hands-off and delivered immediate results,” Barlowe says. “Using Klaviyo and Shopify is the gold standard, and we’re still expanding our capabilities.”

The team’s senior leadership also sees immense value in Klaviyo.

“Klaviyo is the one of the more powerful marketing platforms I’ve seen in my 20+ years in the industry,” says Heidi Jessop-Maund, SVP of digital at Tata Harper. “The platform’s turnkey solution enables brands to easily leverage their customer data and utilise AI to make real-time optimisations, drive strategy, and stay at the forefront of marketing.”