Email platform implementation by sector
Klaviyo setup for beauty brands
Beauty products are often used up and bought again, need explaining and come in shades or formulations for different skin. A Klaviyo setup for a beauty brand can reflect that: post-purchase emails that show how to use what was bought, replenishment reminders timed to when a product usually runs out, segments by shade, skin type or product category, review requests that skip refunded orders and campaigns that talk about new products to those likely to want them. Claims in emails matter as much as on packaging; GOV.UK guidance on cosmetic products says the Responsible Person must be able to prove marketing claims are correct.
This page covers post-purchase education, replenishment, segments, claims, reviews and measurement. It is not legal advice. LetGetGrow sets up and manages Klaviyo and Mailchimp, including flows, templates, integrations and migrations, with the scope, cost and timeline set out in a custom quotation.
Illustrative diagram
- Order
- Learn
- Review
- Replenish
- Discover
A beauty customer's emails
Order
Placed Order event.
Output: Confirmation
Learn
How to use the product.
Output: Better results
Review
After delivery, not refunds.
Output: Honest feedback
Replenish
Before it runs out.
Output: Repeat order
Discover
Related products.
Output: Wider routine
How-to-use emails
Customers who use a product well are more likely to be happy with it. A post-purchase email showing how to apply it, how much to use and what to pair it with can reduce returns and disappointment. Klaviyo's Placed Order event includes the products bought, so the content can match what was ordered.
Replenishment timing
Work out from your own order data how long a product typically lasts before customers reorder, and time a reminder shortly before. Different products need different timings; a cleanser and a serum may run out at different rates. Send replenishment marketing only to customers who agreed or meet the soft opt-in conditions under ICO guidance.
Useful beauty segments
| Segment | Use |
|---|---|
| Shade or tone buyers | New shades and matching products |
| Skin type or concern | Relevant routines |
| Category buyers | Skincare versus make-up news |
| Repeat buyers | Loyalty and early access |
| Lapsed customers | Winback |
Example: a skincare brand
Illustrative example — not a client case study
Situation: A skincare brand sells a serum that most customers reorder after a few weeks.
- Order data shows typical reorder timing; a replenishment reminder is set a few days before.
- A how-to-use email arrives after delivery, matched to the product ordered.
- Review requests skip customers with Refunded Order, and claims in every email are checked against what the brand can support.
What this shows: Emails helped customers use and reorder the product. This example is illustrative.
Beauty setup checks
Flows
- How-to-use content by product
- Replenishment timed from data
Segments
- Shade and skin type
- Category buyers
Claims
- Supportable wording
- No implied medical effects
Claims in emails
GOV.UK guidance says the Responsible Person for a cosmetic must be able to prove marketing claims and that advertising must not imply functions a product does not have. Subject lines and before-and-after images in emails are marketing too, so check them as carefully as packaging.
Review requests
Ask for reviews after customers have had time to use the product, and skip anyone with a cancelled or refunded order. Only use reviews in marketing with permission.
Shades and skin types in emails
If customers buy a particular shade or a product for a particular skin type, use that in later emails: matching products, new shades in their range or routines suited to their concern. Store the relevant detail on the profile from orders or a short preference question, and keep the wording factual.
Trusted sending
Set up a branded sending domain so emails clearly come from your brand, and confirm SPF, DKIM and DMARC meet Gmail's sender guidelines before campaigns at volume.
Measuring results
Compare Klaviyo's attributed orders with your shop's orders, and look at repeat purchase rates for customers who received replenishment reminders against those who did not. That shows whether the reminders add orders or just coincide with them.
Gift buyers
People who buy beauty products as gifts may not want replenishment reminders. Where you can tell, such as gift wrapping at checkout, exclude them from replenishment flows.
Samples and minis
Customers who bought a sample or travel size may want the full product. A follow-up after a sensible interval, to those who agreed to marketing, can invite them to upgrade.
New product launches
Send launch emails to segments likely to care: buyers of the same category or shade range, or customers who showed interest in similar products. Keep claims supportable, and show the product honestly, including texture and shade on different skin tones where relevant.
Questions about Klaviyo setup for beauty brands
What flows suit beauty brands?
How-to-use, review, replenishment and discovery.
How is replenishment timed?
From your own reorder data, per product.
Do claims rules apply to emails?
Yes; GOV.UK guidance covers advertising.
Which segments help?
Shade, skin type, category and repeat buyers.
When should reviews be requested?
After use, skipping refunded orders.
Is this legal advice for Klaviyo setup for beauty brands?
No; take advice on specific claims.
Sources referenced
Platform features, guidance and rules change. We check the current versions before committing to an approach. This page is general information, not legal advice.
- GOV.UK: Making cosmetic products available to consumers in Great Britain (opens in a new tab) — reviewed 2026-10-31
- Klaviyo Help: Shopify data reference (opens in a new tab) — reviewed 2026-10-31
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