Whether you sell hair or skincare products, the beauty industry presents one of the best opportunities to leverage loyalty and keep your customers coming back for more.
In fact, overlooking the value of a beauty brand loyalty program could cost you customers to the competition. It puts you in a position where you’re constantly spinning your tires, chasing acquisition to keep your brand afloat.
The best beauty loyalty programs bring in a consistent, predictable revenue stream on autopilot, nurturing stronger customer lifetime value (LTV) and helping you build brand advocacy that brings new customers in simultaneously.
You don’t have to reinvent the wheel, either. We’ll highlight 7 of the best beauty rewards program structures we’ve seen, including:
- DRMTLGY
- OSEA
- Kitsch
- No Nothing
- R+Co
- Sephora
- Ulta
Then, you’ll get tips on getting started implementing your own loyalty program so you can enjoy more recurring sales, profitably. One of the common themes among most of these brands above, though is that they rely on the Rivo Shopify loyalty program platform.
It’s not hard to see why. We make it quick and easy to create your own branded loyalty landing page, personalized customer accounts, and tailor reward to customer actions. Get in touch today for a one-on-one demo, or learn more about the best beauty loyalty programs below.
Why Beauty Brands Need a Loyalty Program
Let’s be clear - any brand can benefit from implementing a loyalty program, from apparel to supplements. However, there are a few things about the beauty industry in particular that make a loyalty program not just powerful, but essential.
Beauty is High Frequency, High Variety
Beauty customers aren’t occasional buyers. Face wash runs out, moisturizers run dry, lipsticks get lost in handbags or underneath car seats. These things need to be constantly replenished, so customers will come back for more if you ask them to.
But beauty thrives on experimentation, too. Shoppers are always looking for new scents or formulations to try as they perfect their hair or skin care ritual.
This sort of behavior creates a massive opportunity for beauty brands. You just need the right system in place to harness it. Loyalty programs give you a way to turn that regular buying pattern into repeat business for your brand, not just for the category.
Avoiding the Acquisition Hamster Wheel
The customer acquisition cost is high, and ad costs aren’t slowing down any time soon as competition heats up in this industry. Brands that have to constantly find new customers are spending more than they need to, and oftentimes will run into cash flow problems.
A loyalty program changes the math. Instead of spending your budget chasing new buyers, you’re driving more value from the ones you already have. It lowers customer acquisition cost over time, boosts repeat purchase rates, and gives you leverage when margins get tight.
You can learn more about the customer acquisition cost vs retention in our blog, but this one customer retention statistic tells you everything you need to know: it’s 5x as expensive to acquire a new customer as it is to sell to an existing one!
Standing Out in a Crowded, Competitive Market
Beauty is saturated. For every cleanser or serum you launch, ten other brands are doing the same. It’s not enough to offer the best quality product anymore. You need to find a new leg up on the competition, and offering enticing rewards for repeat purchases is a great option.
Loyalty creates brand stickiness and gives customers a reason to keep coming back to you for the products they need rather than trying a competitor’s formulation. So, let’s look at the most common types of customer loyalty programs you can implement in the beauty industry.
Types of Loyalty Programs That Work Best in Beauty
The best beauty loyalty programs tend to fall into one of four categories: point-based, VIP tiers, referral rewards, or a subscription model. You might even find that it makes sense to incorporate a few of these into your business model. But let’s start with the most common.
Points-Based Systems for Repeat Purchases
This is known as one of the most classic customer loyalty strategies: give points for every purchase, and let customers redeem those points for stuff they want.
But you can take things a step further and provide points for non-purchase actions, too. This could include social media interactions, reviews, referrals, and other things that move the needle for your brand.
You need to make sure you’re reducing friction for getting customers to participate, which means making it easy to earn points and offering rewards customers actually want.
Tiered Programs That Reward Long-Term Spenders
Tiered systems introduce levels. Think “Insider,” “Pro,” and “VIP” tiers with increasing rewards for additional spending. This model taps into both exclusivity and progression because shoppers aren’t just buying a product, they’re trying to reach the next level.
This approach can unlock deeper loyalty over time, especially if each tier offers meaningful perks: early access to launches, free shipping, or VIP-only gifts.
It works best in beauty where there’s a wide range of customer lifetime value. For instance, a casual skincare buyer and a pro-level product junkie don’t need the same incentives. You can serve both of them with the best possible experience with various tiers.
Referral-Based Rewards That Turn Customers Into Promoters
Beauty thrives on word of mouth, especially in the influencer era where even everyday people are rushing to social media to share their product experiences with friends and family.
So how do referral programs work? They incentivize this type of behavior by giving both the referrer and the referred shopper something of value (like $10 off for them, $10 off for their friend). Everyone wins, including you!
The key here is low friction: short links, easy sharing, and immediate rewards. This is a great way to not only foster loyalty but also turn your best customers into brand advocates, helping you reduce reliance on traditional marketing channels.
Subscription + Loyalty Hybrid Models
So many beauty brands sell replenishable products, be it skincare, haircare, or even daily makeup staples. You can combine loyalty with a subscription model locks in recurring revenue and deeper customer relationships.
Subscription-based loyalty programs are so powerful because you get a much more predictable stream of sales each month, and customers enjoy the perks of never running out of the essentials they need to look and feel their best.
You can reduce churn by offering incentives to stay subscribed beyond the typical “10% off your subscription order.” For instance, offer special discounts at the 3-month mark or exclusive products only available to subscribers.
The Best Beauty Loyalty Programs You Can Use as Inspiration
The possibilities are endless if you're wondering how to reward customer loyalty as a beauty brand. But we want to take a look at some real-world examples of the best beauty loyalty programs we’ve ever seen.
In fact, quite a few of these beauty rewards programs are built on the Rivo platform, so you can more or less achieve the exact same structure with your own branding and twist. Here are some great customer retention examples in the eCommerce beauty industry.
DRMTLGY
DRMTLGY’s loyalty program is clean, motivating, and built for long-term stickiness. It features a points-based system where customers earn for shopping, reviewing, and engaging across channels. But it’s the VIP tier structure that turns this program into a real relationship builder.
Shoppers climb from Insider to Rose Gold to Elite, unlocking perks like early access, free shipping, and even personalized skincare consults. The more they spend, the more they get - not just in discounts, but in experience.
This is one of the best beauty loyalty programs for one simple reason: the rewards feel substantial from the customers’ perspectives. A $150 discount at 3,000 points is enough to fund their regimen for at least a month or two!
OSEA
The “Sea Rewards” program OSEA has rolled out ties beautifully into their brand story, hammering in the emotional connection to keep customers coming back for more.
It’s minimalist, easy-to-understand structure reduces friction, too: 1 point per dollar, 500 points = $5 off. But don’t mistake simplicity for lack of depth. OSEA layers in loyalty milestones like rewards for reading content, taking their skin quiz, and making multiple orders over time.
The tier names (Ripple, Current, Wave) align with their ocean-first identity, and the program quietly reinforces brand values while offering access to deluxe samples, early promos, and even unreleased products.
Kitsch
Kitsch is one of the best beauty brands in the eCommerce space, and it’s hard to ignore the role their loyalty program has played in setting this standard. The loyalty program they’ve come up with is one of the best beauty reward programs we’ve seen on the Rivo platform.
Their loyalty program leans hard into community and brand engagement. Customers get points for everything from following on TikTok to submitting in-store receipts, so it feels like a much more natural way for customers to support their favorite brand.
The tier system involves point multipliers and exclusive perks scale fast. “Ritual Revamped” and “All Access” tiers reward serious shoppers with up to 20 points per dollar, early access, and even product testing. Each new level feels like a lifestyle upgrade instead of merely a discount increase.
Kitsch has put on a masterclass into making loyalty feel cool instead of corporate for brands with younger, trend-driven customers.
No Nothing
No Nothing’s loyalty program reflects its brand ethos: clean, minimal, and functional. Customers earn points for basic actions like purchases and reviews, but they also get points just for being part of the program on their birthday or anniversary!
This isn’t anything special, but the redemption structure No Nothing has come up with sure is. Instead of just offering dollars off, No Nothing lets shoppers redeem points for specific full-size products, like their Sensitive Mousse or Dry Shampoo.
In this sense, customers can try new products or get their essentials re-ordered “for free.” With a light-touch tier system and perks like point multipliers and surprise giveaways, No Nothing keeps things approachable while so many other brands overcomplicate their program. It goes to show that there really is no need to reinvent the wheel!
R+Co
R+Co’s loyalty program is as stylish and full of character as the brand itself. Customers earn points for purchases - but also for reading blog posts, uploading receipts, and supporting local salons. The program rewards participation in the culture, not just buying stuff.
The rewards catalog is packed with value in the form of discounts, mini products, exclusive hair tools, even scrunchies and rhinestone clips. It’s eclectic in the best way possible.
Their tiering is subtle but effective. Milestones like “5 purchases” trigger bonus points, nudging shoppers toward repeat behavior. R+Co’s program is proof that fun and function can coexist.
Sephora
We couldn’t talk about the best beauty loyalty programs without giving credit to Sephora’s beauty insider program. This is the blueprint so many brands have utilized in creating their own program, and for good reason.
It’s tiered (Insider, VIB, Rouge), value-packed, and incredibly sticky. Customers earn 1 point per dollar, but the real engagement comes from the ecosystem: Beauty Insider Cash, birthday gifts, sample redemptions, exclusive events, and early access to sales.
The Sephora “Rewards Bazaar” rotates high-value items to create a sense of urgency and gamification, encouraging customers to redeem rewards ASAP before the opportunity is gone.
Combine that with point multiplier events and a rock-solid app experience, and it’s easy to see why customers stay loyal - even when prices aren’t the lowest. That’s loyalty at its finest.
Ulta
Last but not least, we have Ulta - another beauty stalwart that has transcended the eCommerce space with physical locations worldwide.
The “Ultamate Rewards” program keeps things refreshingly straightforward. Earn points then redeem them. No blackout dates, no confusing conversions. Unlike some beauty programs, you can use points to fully cover a purchase, too.
The system scales with your spend, but stays flexible. Customers can cash in points however they want: full-size products, tools, or prestige items. It’s easy, generous, and works equally well in-store and online for a cohesive experience no matter where it happens.
What Can You Learn From These Beauty Brands’ Loyalty Program Structure?
There are so many great beauty rewards program structures you can gain inspiration from. But you’ll see a few common themes across all the best beauty loyalty programs:
- Simplicity wins: The best programs make it dead easy to understand how points are earned, how rewards are redeemed, and what benefits come next. No one wants to do math to figure out if they’re getting value. If your program feels like a spreadsheet, it’s already lost. Don’t make customers jump through hoops to earn or redeem rewards. They won’t participate.
- Perks aren’t enough, structure matters: Brands like Kitsch don’t just reward spending. They create momentum. Tiered programs, bonus rewards for milestones, and point multipliers all give customers a reason to keep going. They tap into gamification to encourage ongoing participation.
- The best programs feel like the brand: OSEA’s rewards are calm and considered. R+Co’s are loud and expressive. DRMTLGY’s are clear and high-value. Each one reflects the customer experience already built into the product, and that’s why they don’t feel bolted on.
- Non-purchase actions are just as important: Yes, you want your loyalty program to generate more revenue. But don’t overlook the value of getting customers to follow your socials, refer a friend, or leave a review. These may not show up on the top or bottom lines, but they’re loyalty touchpoints worth rewarding.
Most importantly, you’ll see most of these brands have built and continue to manage their loyalty program using Rivo, the platform built for retention. Take what you’ve learned above and set yourself up for success by doing the same today.
Parting Thoughts on the Best Beauty Rewards Program
eCommerce beauty brands are in a unique position to take full advantage of brand loyalty in a way that other brands cannot. You don’t have to reinvent the wheel, either. The best beauty loyalty programs can serve as a template that you put your own personal twist on.
Our blog has more resources on the customer acquisition journey, the customer loyalty ladder, or customer loyalty analytics. But the only thing left to do at this point is get started implementing or refining your own loyalty program with the help of Rivo.
Many of the best beauty loyalty programs use our solution, so why shouldn’t you do the same? From loyalty status segmentation to loyalty program management, we streamline things to help you maximize the ROI without complicating things.
Easily create your own loyalty landing page just like the other brands have and then fine-tune reward structure and promote the program. We hate to oversimplify it, but it’s really that straightforward. Get in touch today to learn more, or see how our beauty rewards program platform compares to the competition below:
