Curlsmith's Journey to 100K Email Subscribers through Personalized Marketing

Curlsmith, a gourmet haircare brand, was facing challenges in enhancing their email marketing and capturing more subscribers. They had a standardized set-up, including database capture tools and pop-ups, but the current process was not providing enough information about consumers. The brand creates specific formulations for different hair types and had been experimenting with guided selling tools for personalized recommendations. However, finding a tool that could build out rich customer data, deliver against the breadth of possible recommendation outcomes, and integrate seamlessly into Klaviyo and Shopify was proving difficult. The need to automate the current CRM journey was identified as essential.

Curlsmith is the first gourmet haircare brand specifically created for curls. The brand is inspired by generations of homemade hair remedies and blends fresh curl-loving foods with kitchen cupboard staples and rare organic ingredients to make premium products that really work. They create specific formulations for different hair types and had been experimenting with guided selling tools to better create personalized recommendations. However, they were struggling to find a tool that could build out rich customer data and deliver against the breadth of possible recommendation outcomes, while neatly integrating into Klaviyo and Shopify.