Mermade Hair increases returning customer rates globally with Klaviyo B2C CRM

---

Mermade Hair was founded in 2019 in Australia with the vision of making effortless, on-trend  hair accessible to everyone. What began as a passion project quickly evolved into a global brand, with products now available in more than 40 countries and stocked in over 6,500 stores across Australia, the UK, the US, and the EU. For the past 6 years, Mermade Hair has used Klaviyo to engage with customers and fuel their rapid growth.

Learn how Mermade Hair built a scalable customer relationship engine with Klaviyo

Challenge

Mermade Hair’s bread and butter are hair tools like wavers and curlers—a category customers purchase at a lower frequency than other beauty and haircare products. This is what makes a high-touch, feel-good customer experience essential: so that customers think of the brand next time they need haircare products, even if that next time is a year away.

To do this, Mermade Hair needed a way to speak to existing customers regularly in a relevant way, while also driving first-time purchases to grow their ecommerce business.

Solution

In 2019, Mermade Hair adopted Klaviyo. The platform integrates seamlessly with Shopify and pulls rich ecommerce purchasing data into each customer profile. Klaviyo integrates with Meta Ads, too, so Mermade Hair can use customer data from Klaviyo to target different advertising to different customers.

As the business grew, Mermade Hair partnered with growth agency White Canvas Co, which focused on optimising their approach with Klaviyo, digging into deeper customer segmentation and deliverability. Working with White Canvas Co, Mermade Hair unified and cleaned their fragmented customer data across all 4 of their regional Klaviyo accounts (AU, US, UK, EU), ensuring a compliant, accurate foundation for all customer outreach.

“Klaviyo’s ability to unify rich customer data all under one roof is second to none,” says Wolter van Lynden, director at White Canvas Co. “It’s become Mermade Hair’s core hub of customer information that flows through everything, from email and SMS marketing to advertising.”

Klaviyo’s ability to unify rich customer data all under one roof is second to none. It’s become Mermade Hair’s core hub of customer information that flows through everything, from email and SMS marketing to advertising.

Strategy

Since implementing Klaviyo, Mermade Hair has grown substantially at home and abroad. In 2024, 23% of their global ecommerce revenue was attributable to Klaviyo, while YoY returning customer rates increased by 9% in Australia, 5% in the US, 15% in the EU, and 29% in the UK. They achieved these results with Klaviyo tactics including:

• Engaging customers post-purchase: Mermade Hair redesigned their website sign-up forms to collect valuable first-party data on hair concerns and product interests, which lives in Klaviyo alongside purchase data. That enables the team to execute highly personalised campaigns, like educational content on haircare and products after purchases.
• Launching campaigns across multiple regions easily: Klaviyo Portfolio’s universal content feature and localisation tools enable Mermade Hair to efficiently manage region-specific campaigns, content, and product variations across their global markets. This helps solve the logistical complexities of managing 4 distinct warehouses.
• Executing high-impact sales campaigns: The brand uses Klaviyo campaigns to run strategic, time-sensitive sales events. A recent “30% off for 30 minutes” promotion, for example, used simultaneous email and SMS messages to achieve a 7% website conversion rate. Saskia Cumming, marketing and ecommerce assistant at Mermade Hair said: “We’ve found that using urgency is an effective way to boost revenue. This campaign was our highest revenue-generating campaign of the year, with February’s returning customer rate up 36% year on year.”
• Continually optimising campaigns across regions: The team use Klaviyo’s A/B testing capabilities for subject lines, content, and hero images, along with the new follow-up feature for emails, to continually refine their approach across each market. Ahead of Black Friday 2025, the team are already testing hero images to determine what is likely to drive the most engagement during the critical sales period.

“Klaviyo is the perfect customer engagement tool for retail businesses of any size,” says Shenae Boorman, head of marketing and ecommerce at Mermade Hair.

“When we were a smaller business, we valued that Klaviyo made it super easy to run powerful email and SMS communications,” Boorman explains. “Now, as a bigger business, we value Klaviyo’s ability to scale through flows, integrations and advanced tools, which helps us personalise communications for a much bigger global audience. We’re now looking into Klaviyo’s new customer hub and RFM modelling features, which will help enhance personalisation even further as our business grows.”

Klaviyo is the perfect customer engagement tool for retail businesses of any size.