91% of beauty consumers research online before buying, and they can tell when copy is vague. Clausi writes wellness and beauty email with ingredient specificity, honest timelines, and the kind of education that turns a first-time buyer into a routine customer.
No credit card required · Works with any Klaviyo account
2.3×
More repeat purchases from educational post-purchase email vs. generic confirmations
14-21d
Optimal review request timing in beauty, after results are visible
91%
Of beauty consumers research online before buying; specificity converts
Beauty products run out on a predictable schedule based on size and daily use frequency. Sending the replenishment email before a customer runs out is a service. Sending it after means they already bought from someone else.
Clausi generates replenishment flows with send timing you configure per product. Set it in Klaviyo once; it runs automatically.
Complete email sequences with ingredient-specific copy variables, result-timeline framing, and step-by-step Klaviyo setup guides.
Beauty customers research obsessively before buying. The welcome series that earns their loyalty reads like a founder speaking directly: specific ingredient sourcing, what the formula does and why, what to expect in week 1, week 3, and week 6. "Niacinamide starts working on texture in about 3 weeks. You probably won't notice anything before then, and that's normal." Customers who understand the timeline don't churn.
"Retinol works in a 4-6 week cycle. If your skin purged a little in week 2, that's it working, not a sign to stop." From Welcome Email 2, ingredient education.
Beauty brands with educational post-purchase emails see 2.3× more repeat purchases than those with generic confirmations. Email 2 (1 day before delivery): how to use it, in what order in your routine, with what. Email 3 (day 7 after delivery): what should be different by now. "By day 7, most people notice X" sets an expectation and gives them a landmark. This is the email that turns a first-time buyer into a loyalist.
"Start with two nights a week. Week-one purging is normal, and here's how to tell it apart from irritation." The education that prevents returns and earns trust.
Moisturizers, serums, and cleansers run out on a schedule. A 1oz serum used twice daily lasts 3-4 weeks. Send the replenishment reminder 5 days before they run out, while they still have some left and are actively using it. "Your [serum] is probably running low." That's the subject line. No offer needed on the first email. The reminder is the service.
"Your vitamin C serum is probably about done. Most people get 30 days out of a 1oz bottle." The day 25 replenishment.
Timing is everything in beauty and wellness. Sending a review request at day 7 gets reviews from customers who haven't seen results yet, and reviews that say "too early to tell" are worse than no reviews. Wait 14-21 days after delivery. By then, your customers have a real opinion about texture, scent, how their skin responded. Those are the reviews that convert new customers.
"Day 21: seeing the difference? Photos help other sensitive-skin readers more than star ratings do." Timed to when results actually exist.
Beauty winback lands differently than other categories: the customer who lapsed often did so because they ran out and forgot to reorder, not because they were disappointed. Email 1: reference exactly what they last bought and when. Email 2: a real offer (dollar-off over percentage, it converts 2× better). Email 3: the honest goodbye. "Should we remove you?" gets 25-40% higher opens than any other winback subject.
"Your serum ran out about a month ago. Skin cycles run 28 days, so restarting now catches the next one." A reason to return that isn't a discount.
Beauty VIP customers want first access to new formulations and real transparency on what's coming. "We're testing a new SPF formula with zinc oxide instead of chemical filters. You'll be first to try it before it launches." That's more compelling than a loyalty points statement. Make VIPs feel like they're inside the R&D process.
"You hear about the reformulation first, before we announce it anywhere." Insider access is the reward this category actually values.
Generate a complete welcome series or post-purchase sequence for your beauty brand in under 60 seconds. Free to start.
Generate your first flow free