Fashion case studies

How P.Louise’s loyalty gifting supports super-fast expansion

P.Louise uses loyalty to turn a passionate community into repeat customers, grow customer lifetime value, and keep shoppers connected to the brand across channels and regions. With VIP tiers, full-size gifting, and highly personalized CRM using our Klaviyo integration, their program makes loyalty feel like belonging, not just rewards.

30%

of total revenue is driven by the loyalty program

6.7x

higher customer lifetime value from redeeming members vs non-members

600k+

members in the loyalty program

Learn why P.Louise’s loyalty emails are their best-performing

Congratulations – P.Louise are winners of the LoyaltyLion Award 2026 for Best Comms in a Loyalty Program! Watch the video to discover why.

Who are P.Louise?

P.Louise are a beauty brand with a deeply engaged community and a strong social-first origin story.

They built momentum through TikTok and grew a loyal customer base that loves being part of the brand, from following launches to engaging on social and shopping across channels.

Today, their focus is evolving how they’re perceived. While maintaining their energy, they want to grow their DTC site and in-store impact, acquiring new customers along the way, to become recognized as an established beauty player across regions and retail channels.

What was their challenge?

The goals? Increase repeat purchase rate and customer lifetime value by rewarding customers for sticking with the brand over time.

At the same time, they were growing internationally, including launching a dedicated US program and moving American customers away from purchasing through the UK site.

There was also an awareness gap:

• Many customers were already members, but didn’t realize it – meaning their lifetime value wasn’t growing as quickly as it could

• Loyalty was running quietly in the background, with limited on-site visibility and minimal messaging.

Customers didn’t really know they were members, even though many of them were. The key thing for us was to create a sense of awareness. LoyaltyLion’s platform and integrations make that easy – and increase our repeat purchase rate.

Jo Guise, CRM Manager, P.Louise

When P.Louise met LoyaltyLion

P.Louise chose LoyaltyLion to power a program that could grow with their community, without adding complexity for a small team.

P.Louise’s loyalty program, Royalty is Loyalty, uses VIP tiers:

• Tiers motivate ongoing engagement and reward customers as they deepen their relationship with the brand

• As customers move up through the tiers, they unlock better rewards and bigger free gifts, including full-size products at each milestone.

That tiered structure shows its impact clearly in the data. Average order value, purchase frequency, and lifetime value all increase as customers climb the tiers.

Customer lifetime value, purchase frequency, AOV – all those key benchmarks significantly improve as they climb the tiers of our LoyaltyLion program.

Paul Menzies, Head of Ecommerce, P.Louise

Dynamic email keeps loyalty top of mind every day

For P.Louise, loyalty and CRM go hand in hand.

Using LoyaltyLion’s elite integration with Klaviyo, the team has segmented member audiences. One of the most impactful changes has been making loyalty visible in every email:

• Customers see their points balance in the header of every campaign, keeping the program front of mind without needing extra reminders, and motivating repeat purchases as much as see their balance regularly.

• Automated flows like tier entry notifications and monthly updates have quickly become top-performing messages.

These loyalty-powered emails work because they constantly reinforce progress and value, reminding customers that every interaction is moving them closer to something.

If we're doing a double points event, my team can have it executed within 5 to 10 minutes without that need for project management, technical development support. It's very straightforward, fully integrated, it works seamlessly.

Paul Menzies, Head of Ecommerce, P.Louise

Turning Black Friday into a loyalty growth engine

Last year, the brand ran a double points event, supported by targeted messaging to both members and non-members.

Non-members were invited to join and earn double points, while members received messages that reinforced exclusivity and appreciation.

The result was a noticeable increase in membership, stronger repeat purchase rates, and more customers moving up through the tiers.

A seamless international loyalty launch

International expansion is a key focus for P.Louise, and LoyaltyLion helps them move fast. They recently launched a dedicated US loyalty program designed to:

• Move loyal American customers away from purchasing through the UK site

• Reduce friction and avoid unnecessary cross-border costs for customers

With hands-on support from LoyaltyLion, the team migrated 100k existing customers over, the seamless launch boosting new enrolments in the process.

Within just two weeks, the US program passed 200,000 members, giving the brand a strong foundation for future localization and growth.

We've had so much support from LoyaltyLion setting up the US version of our loyalty program. Any questions got answered really quickly. It's been really successful so far.

Jo Guise, CRM Manager, P.Louise