This D2C (direct-to-consumer) beauty and skincare brand was paid-traffic-dependent and discount-reliant. DXDasia paired efficient acquisition with a retention system to reach 6.8× ROAS (return on ad spend) and 2.4× repeat-purchase growth.
6.8× ROAS & 2.4× Repeat-Purchase Growth
In a saturated market with rising ad costs, growth relied on discounting and one-time buyers.
We built acquisition and retention as one system, so every new customer became more profitable over time.
The brand shifted from discount-reliant spend to margin-healthy, LTV-driven growth:
Sustainable beauty growth is not just cheaper clicks — it is higher lifetime value. Pairing efficient acquisition with a retention engine turned a discount-dependent store into a profitable, compounding brand.
Retention was treated as seriously as acquisition from the start — a profitable ROAS on the first purchase means little if repeat-purchase rate is weak in a consumable category like skincare. Post-purchase email and retargeting sequences were built alongside the acquisition campaigns, not bolted on afterward, so customers were being brought back into the funnel from day one rather than treated as a one-time conversion.
A skincare brand that depends on paid traffic and discounts is exposed twice: acquisition costs move outside its control, and discounting trains customers to wait. The levers a brand does control are its owned-channel flows, the claims it can defend, and the consent it holds. This section sets out what published data and regulators say about each. None of it describes any specific brand's results.
Klaviyo's 2026 email benchmarks report that flows (automated, behaviour-triggered emails such as welcome, abandoned cart and post-purchase) generate nearly 41% of email revenue from just 5.3% of sends. Their revenue per recipient is nearly 18 times that of campaigns. The figures cover all industries in Klaviyo's dataset, not beauty alone, and the page does not state a date range or sample size. Use them as a direction of travel, then measure your own.
| Metric (Klaviyo 2026 benchmarks) | Flows | Campaigns |
|---|---|---|
| Share of email sends | 5.3% | 94.7% |
| Share of email revenue | Nearly 41% | Remainder |
| Click rate | 5.58% | 1.69% |
| Revenue per recipient | Nearly 18 times campaigns | Baseline |
Source: [Klaviyo, 2026 email marketing benchmarks](https://www.klaviyo.com/products/email-marketing/benchmarks); all industries, no date range stated.
Retention matters more in skincare than in many categories because products are consumed and need replacing. A routine has a natural reorder date, which gives a brand a legitimate, helpful reason to contact a customer at the right moment. That is different from a discount blast. The data above suggests that a small number of well-timed, behaviour-triggered messages earn disproportionately, so the question is rarely whether to send more, but whether each message arrives when the customer actually needs it and with permission to be there.
In Singapore, the Health Sciences Authority says cosmetic claims must align with the cosmetic definition, be justified by scientific data or evidence, and follow the ASEAN Cosmetic Claim Guideline. HSA's overview adds that advertisements cannot claim to modify a physiological process, and that products intended for treatment, such as acne treatment creams, are not cosmetics. A notification is usually needed before sale, and claims must be substantiable on request under the Singapore Code of Advertising Practices. HSA also says dealers carry legal responsibility for product safety. Ingredient education, creator captions and before-and-after content all fall under the same discipline.
In Singapore, PDPC explains that messages offering or advertising goods or services are specified messages, and the Do Not Call provisions apply, with listed exclusions. In India, the Digital Personal Data Protection Rules were notified on 14 November 2025 with an eighteen-month phased period. Every data fiduciary must issue a separate, plain-language consent notice stating the specific purpose, and the Act allows penalties up to ₹250 crore for failing to maintain reasonable security safeguards.
Consent is also a trust issue. BrightLocal's 2026 survey found 68% of consumers will only use a business with four or more stars, so a brand that over-messages risks the reviews that feed its acquisition.
Treat acquisition and retention as one system. These steps keep a skincare brand profitable on the second order, not just the first.
Over-messaging is a client-losing defect. A shopper once complained about receiving abandoned-cart reminders "once every day" because our cap applied per cart rather than per customer, and a backlog of old carts was released at once. We now cap marketing messages at 2 per contact per rolling 7 days and nudges at 1 per contact per 24 hours, while order-status messages are never capped. Count the cap per person, across every channel.
With both ROAS and repeat-purchase rate now performing well, the brand has a healthier foundation to scale ad spend without the retention side dragging down long-term profitability. The next focus is building a subscription offering to convert the strongest repeat customers into predictable recurring revenue.
There is no universal target. Klaviyo's 2026 benchmarks show flows earning nearly 41% of email revenue from 5.3% of sends across all its industries. A brand with a small list or a short repeat cycle will differ. Measure your own split before and after building flows. Flows are triggered by behaviour, so quality of timing matters more than volume.
In Singapore, no. HSA says cosmetic advertisements cannot claim to modify a physiological process, and that acne treatment creams are not cosmetics. Claims need evidence and must follow the ASEAN Cosmetic Claim Guideline. Check wording with a regulatory adviser through HSA's guidance. Keep the evidence file for every claim.
To Singapore telephone numbers, promotional messages are generally specified messages covered by the Do Not Call provisions, so check the PDPC guidance and your legal adviser before sending. See the PDPC guidelines. In India, the DPDP Rules require a separate, purpose-specific consent notice. Our WhatsApp CRM guide covers frequency caps.
The Rules were notified on 14 November 2025, with an eighteen-month phased period for compliance, according to the Press Information Bureau. Stores collecting customer data should plan consent notices, security safeguards and breach processes now, rather than at the deadline. Singapore brands selling to Indian customers should check both regimes.
