Beauty customers are passionate, loyal, and eager for personalized experiences—if you know how to keep them engaged. Building an online community and creating a loyalty program with great rewards is one of the easiest ways to connect with them.
If you’re looking for ideas, I’ve got you covered. Let me share 8 winning examples of beauty loyalty programs that can inspire your own. You’ll definitely want to take notes!
Loyalty Programs in the Beauty Industry
Loyalty programs are booming in the beauty industry! A research by Nudge in 2024 shows that:
- 37.4% of consumers participating in such programs from beauty brands
- Personalized interactions can increase spending by up to 40% and loyalty by 78%
- Leading beauty retailers like Ulta Beauty demonstrate the impact of these initiatives, as 95% of their sales come from members of their loyalty program
So, why are beauty lovers so drawn to these programs? Well, it’s all about those amazing perks:
- Early access to new products
- VIP treatment
- Personalized recommendations
- Reward engagement beyond purchases
- Tiered rewards
- The feeling of being part of an exclusive club.
Smaller beauty cosmetics companies will struggle to compete with bigger brands if they don’t build customer loyalty. Some of those big brands are already growing very quickly.
8 Inspiring Beauty Loyalty Program Examples
Now, you know how important it is to have a loyalty program for your beauty business. Let’s get inspired by 8 brands that are absolutely nailing the loyalty gram with rewarding experiences for their customers worldwide.
Sephora Beauty Insider
Sephora’s Beauty Insider, established in 2007, has become one of the most admired loyalty programs in the beauty industry. Known for its tiered structure and diverse range of rewards, it has successfully cultivated a community of engaged beauty enthusiasts.
Its effectiveness is driven by these key factors:
- Well-Structured Tiers: Sephora Beauty Insider is a tiered loyalty program with three levels: Insider (free to join), VIB (spend $350 annually), and Rouge (spend $1,000 annually). Each tier unlocks increasingly exclusive perks and benefits, which encourages higher spending and engagement.
- Diverse Rewards: Sephora offers a delightful mix of:
- Experiential Rewards: Seasonal savings, point multiplier, or exclusive events.
- Product Rewards: Free samples, deluxe minis, full-size products, and curated beauty sets.
- Discounts and Promotions: Exclusive discounts, early access to sales, and free shipping offers.
Customers can redeem their points online, in-store, or through the Sephora app.
- Strategies for Engagement: Sephora keeps members engaged through gamification (earning points via non-purchase activities), special events like Point Multiplier sales, and personalized birthday rewards (2-3 options). These tactics maintain excitement and encourage ongoing participation.
- Omnichannel Integration: Sephora’s loyalty program runs seamlessly online and in-store. The mobile app offers virtual trials and personalized recommendations, while in-store perks include free samples and consultations. This creates a consistent and rewarding experience for customers, no matter how they choose to shop.
The success of the Sephora Beauty Insider loyalty program is proven by these numbers:
- Sephora has over 25 million Beauty Insider members in North America alone.
- VIB and Rouge members spend 10 times more than regular Beauty Insider members.
- 80% of Sephora’s sales come from its loyalty program members.
Key Takeaways:
- Tiered systems work wonders! Creating different membership levels with increasing benefits motivates customers to spend more and engage with your brand.
- Experiences are king. Offering unique experiences, like exclusive events or personalized consultations, can be a powerful way to reward loyalty and create a sense of exclusivity.
- Personalization is key. Tailored recommendations, birthday gifts, and targeted offers make customers feel valued and understood.
Ulta Beauty Rewards Program
The Ulta Beauty Rewards Program is one of the largest and most successful loyalty programs in the beauty retail industry, boasting over 42.2 million active members.
The program, excelling through its simplicity, flexibility, and personalization, remains a key driver of Ulta’s growth and a model for loyalty programs across industries.
Its success is driven by these key factors:
- Clear and multi-tiered program structure: It is a tiered loyalty program with three levels: Base, Platinum, and Diamond, based on their annual spending ($500, $1200). It strikes a balance between offering accessible benefits for all members while creating compelling incentives for higher spenders.
- Flexible Rewards: The program offers members the flexibility to redeem points across categories (beauty products, salon services, experiences, etc.) with no blackout dates. Members can personalize their rewards based on preferences, with additional incentives like birthday gifts ($25 purchase) and bonus-point events.
Customers can redeem their points online, in-store, or through the Ulta app.
- Engagement Boosters: Ulta keeps things interesting with:
- Challenges and Bonus Point Offers: They frequently offer bonus points for purchasing specific products or brands, encouraging customers to try new things and earn rewards faster.
- Birthday Gifts: Every member receives a free birthday gift during their birthday month.
- Credit Card: They offer an Ulta Beauty Rewards credit card with additional perks and benefits, such as double points on purchases and exclusive discounts.
- Seamless omnichannel experience: In-store staff educate customers about the program, while the website and mobile app allow members to track points, view benefits, and receive push notifications for promotions.
The Ulta Beauty Reward loyalty program has so far become an iconic and benchmark beauty loyalty program with:
- Over 42.2 million active members driving 95% of total sales.
- A remarkable 34% increase in conversion rates.
Key Takeaways:
- Offer a variety of ways to earn points. Ulta allows customers to earn points not just for purchases but also for activities like writing reviews or attending events. This encourages engagement and makes the program more rewarding.
- Provide flexible redemption options. Give customers the choice to redeem their points for discounts, free products, or experiences catering to different preferences and needs.
- Use challenges and bonus offers to drive sales. Ulta strategically uses bonus point offers to encourage customers to purchase specific products or brands, driving sales and promoting new items.
The Body Shop – Love Your Body Club
The Body Shop’s “Love Your Body Club” is a loyalty program for eco-conscious beauty lovers who want to look good and feel good about their choices.
Perfectly aligned with the brand’s passion for sustainability, it offers a mix of exclusive rewards and green perks that make shopping feel like a win for both you and the planet.
The program’s specialties are in:
- Straightforward program structure: The program operates on a simple, free-to-join, points-based system (10 points/ £1 spent, 500 points/ £5 voucher) This clear structure makes it accessible and user-friendly, ensuring broad appeal across diverse customer segments.
- Diverse and sustainable rewards:
- Discounts and Offers: Members can redeem their points for discounts on their favorite products or exclusive offers. Members will also have early access to special editions.
- Birthday gifts: Members receive a £5 voucher on their birthday to try new items or stock up on their favorites.
- Charitable Donations: Members can choose to donate their points to support The Body Shop’s community trade partners or other charitable causes.
- Club member exclusive: The Body Shop also merges eco-incentives and their loyalty program with double points for product refills for members only, which promote sustainable shopping habits, catering to both savings-oriented and eco-conscious consumers.
- Smooth omnichannel integration: The program integrates smoothly across The Body Shop’s online and offline channels, allowing members to track points, redeem rewards, and shop in-store or online. Customers can redeem their points online, in-store, or through The Body Shop app.
Ultimately, The Body Shop’s loyalty program has achieved:
- The Love Your Body Club has over 10 million members worldwide.
- Members spend 3x more than non-members.
Key Takeaways:
- Align your loyalty program with your brand values. The Body Shop’s focus on ethical sourcing and community trade resonates with its target audience and strengthens its brand identity.
- Build a community. Foster a sense of belonging and shared values among your loyalty members through social media engagement and exclusive events.
SAVAGE X FENTY Rewards Membership
Rihanna’s Savage X Fenty brand isn’t just about lingerie—it’s about celebrating every body type and empowering customers to embrace their unique selves. The SAVAGE X FENTY Rewards Membership takes this ethos to the next level, offering exclusive perks and a premium shopping experience that connects deeply with loyal fans.
Designed for those who want to feel fabulous and get rewarded for it, this membership is as bold and inclusive as the brand itself.
The program is designed with key factors:
- Subscription program model: The subscription-based model is billed monthly ($59.95/month), offering members credits for purchases.
- Rewards: The Savage X Rewards Membership is packed with perks, including:
- Exclusive Discounts: Members get 25% off on all purchases and access to exclusive sales and offers.
- Early Access to Sales and New Releases: VIPs get first dibs on new collections and collabs. All Savage X Rewards Members will get automatic entry intro surprise giveaway and sweepstakes.
- Free Shipping: Enjoy free shipping on all orders over $59.95.
- Birthday Rewards: Members receive a special birthday gift or discount to celebrate their special day.
- Member Credit: Every dollar you spent, you’ll get back your member credit that’ll never expire.
Members can redeem their benefits online or in select Savage X Fenty stores.
Here are some stats that will impress you with this loyalty program:
- Savage X Fenty has over 5 million active members.
- The program has a high retention rate, with over 80% of members renewing their subscriptions each month.
Key Takeaways:
- Subscription Model: Consider a subscription-based loyalty program to generate recurring revenue and provide ongoing value to your most loyal customers.
- Exclusive Discounts: Significant discounts can be a powerful incentive for customers to join and remain loyal to your brand.
KS Glowie Club – Korean Skincare UK
Let’s hop across the pond and take a look at a UK-based brand that’s doing a fantastic job with its loyalty program: Korean Skincare UK. Their “KS Glowie Club” is a great example of how to create a rewarding and engaging experience for your customers, and it’s all powered by the Joy Loyalty app.
The program is centered on these crucial elements:
- Point-based structure: The KS Glowie Club is a points-based program with a tiered structure. Customers earn points for various actions, like making purchases, referring friends, or engaging with the brand on social media.
As they accumulate points, they climb the tiers (Glowie, Sparkle, Super Star), unlocking increasingly valuable rewards and perks.
- Rewards: They offer a nice mix of goodies to keep those customers happy:
- Discounts: Members can redeem their points for discounts on their favorite Korean skincare products.
- Free Products: Points can also be exchanged for free products or samples, allowing customers to try new items or stock up on their must-haves.
- Exclusive Perks: They offer exclusive access to sales, events, and new product launches for loyalty members.
- Redemption Options: Customers can redeem their points online or in-store, providing flexibility and convenience.
Key Takeaways:
- Variety of Earning Opportunities: Offering multiple ways to earn points beyond just purchases keeps customers engaged and motivated.
- Omnichannel Approach: Integrating the loyalty program with both online and offline channels creates a seamless and rewarding experience for all customers.
Smashbox SmashCash
Imagine earning rewards for every swipe of lipstick or dab of primer—Smashbox’s SmashCash Loyalty Program transforms everyday beauty shopping into a rewarding experience.
Designed for makeup lovers who know the value of bold hues and flawless finishes, this program turns your purchases into points and perks, ensuring every beauty haul feels like a bonus.
To build up a memorable program, the brand has incorporated:
- Multi-tiered program structure: Customers earn points for every dollar they spend. The more you spend, you’ll go up on the tier ladder and unlock more rewards and perks.
- Rewards: SmashCash offers a variety of tempting rewards to keep customers engaged:
- Discounts: Members can get discounts on Smashbox products, and the amount of discount with increase for higher-tier memberships.
- Free Products: Earn free gifts or complimentary samples when you order
- Additional perks: Membership will have birthday gifts, anniversary gifts, early access to new products, free shipping or overnight shipping, etc.
- Flexible Integration across channels: SmashCash seamlessly integrates with Smashbox’s online store, mobile app, and physical stores, creating a consistent and rewarding experience for customers across all channels.
Key Takeaways:
- Simplicity and Transparency: The program is easy to understand and participate in, with clear earning and redemption rules.
- Variety of Rewards: Offering a mix of discounts, free products, and experiences caters to different customer preferences.
MAC Lover Loyalty Rewards Program
MAC’s Lover Loyalty Rewards Program isn’t just a rewards program—it’s an exclusive backstage pass to transform your purchases into perks.
Every swipe, shade, and sparkle gets you closer to personalized gifts, exclusive experiences, and premium beauty benefits.
The program is crafted with core features in mind:
- Straightforward program structure: MAC Lover is a tiered program with three levels: Bronze, Silver, and Gold. Customers earn points for every purchase, and as they accumulate points, they climb the tiers, unlocking increasingly exclusive perks and benefits.
- Rewards: MAC Lover offers a variety of enticing rewards to keep customers coming back for more:
- Free Products: Members can redeem their points for free makeup products, including full-size items and exclusive sets.
- Discounts and Offers: Members can turn their points into discounts. MAC also offers exclusive discounts, bonus points, early access to sales, and free shipping offers to loyalty members.
- Experiences: MAC provides unique experiences for its Gold members, such as invitations to exclusive events throughout the year.
Customers can redeem their points online, in-store, or through the MAC Cosmetics app.
Key Takeaways:
- Variety of Rewards: Offering a mix of free products, discounts, and experiences caters to different customer preferences and motivations.
- Exclusivity: Offering exclusive products or experiences to loyalty members creates a sense of desirability and encourages participation.
GlamourUS
The Glam Club loyalty program by Glamour US exemplifies the integration of rewards-based strategies to enhance customer retention. Built on the Joy Loyalty app, this program seamlessly combines enticing rewards with user-friendly digital experiences, catering to beauty enthusiasts seeking value and exclusivity.
The program is structured around essential components:
- Points-based system: The Glam Club operates on a system where members earn points for every dollar spent. These points can be accumulated and redeemed for rewards.
- Discounts: Members can redeem their Glam Points for discounts and apply them at checkout to buy their favorite GlamourUS products.
- Omnichannel integration: Customers can earn and redeem their Glam Points online or in select GlamourUS stores.
Key Takeaways
- Variety of Earning Opportunities: Offering multiple ways to earn points keeps customers engaged and motivated.
- Omnichannel Approach: Integrating the loyalty program with both online and offline channels creates a seamless and rewarding experience for all customers.
Common Strategies of These 8 Best Beauty Loyalty Programs
Looking at these successful beauty loyalty programs, you’ll noticed some common threads that weave through their strategies:
- Multi-Tiered Structures for Incremental Engagement: These tiers unlock increasing benefits, tapping into customers’ desire for exclusivity and aspirational rewards.
- Customizable and Emotional Incentives: The most engaged factor would be tailored rewards that resonate deeply with customers, such as birthday gifts, early product launches, and milestone bonuses, amplifying emotional loyalty.
- Encouraging Advocacy and Community Building: Referrals, social media engagement, and community-driven values are leveraged to encourage actions beyond purchases, enhance the brand’s visibility, and foster loyalty.
- Ease of Reward Redemption: Programs must prioritize straightforward, transparent redemption processes, ensuring that members feel the rewards are tangible and attainable.
- Exclusive Membership Perks: Access to limited-edition products, first dibs on new collections, or VIP-only experiences adds exclusivity, creating a “fear of missing out” that drives engagement.
- Omnichannel: Most of these programs seamlessly run on the brand’s online and offline channels, providing a consistent and rewarding experience for customers regardless of how they shop.
Create Your Own Loyalty Program For Your Beauty Brands
The examples of loyalty programs from top beauty brands have revealed a clear formula for success. Implementing these best practices isn’t just about rewarding loyalty; it’s about creating a unique, engaging experience that resonates with your audience and reinforces your brand’s value.
Ready to create your own loyalty program? From intuitive point systems to personalized engagement tools, the Joy app will provide everything you need to create meaningful connections with your customers and drive repeat business.
