Half Magic grows repeat purchasers 5x with help from Klaviyo email, SMS, and Customer Hub

---

Half Magic is a beauty brand founded by Donni Davy, best known for her Emmy Award-winning makeup on HBO’s Euphoria, which inspired the #euphoriamakeup movement from fans all over the world. Since her first job on a set, Davy has been dreaming up hard-to-find products, and now she creates them with Half Magic. The brand offers vegan and cruelty-free formulas for eyes, lips, and face, and is best known for saturated pigments and shimmer-packed shadows.

Learn how consolidating their tech stack in Klaviyo B2C CRM helped power personalization for Half Magic

Challenge

Half Magic had built a strong, scalable customer acquisition strategy. Next up, they wanted to strengthen retention.

The beauty brand had been driving many repeat purchases with broad-brush promotions. To build long-term loyalty, they wanted to take more of a relationship-building approach with timely, personalized messaging, incentivized by meaningful perks like free shipping and exclusives.

There was one key blocker: their customer experience was fragmented across platforms. The beauty brand used Klaviyo for email and a separate platform for SMS, which made cross-channel orchestration and segmentation challenging. For customer accounts, they used Shopify’s pages, with limited dynamic content capabilities.

The Half Magic team didn’t want to add to the fragmentation and invest in an additional, pricey loyalty app for a brand-new program.

To improve on their customer experience, Half Magic needed a more integrated tech stack built for personalization at scale.

Solution

Half Magic started working with an ecommerce growth agency, Lilo Social, and realized consolidating their tech stack in Klaviyo could unlock personalization and retention wins.

“We found that there would be a benefit to migrating all CRM messaging into Klaviyo,” says Kristine Cruz, VP of DTC and ecommerce at Half Magic. “It would be easier to cross-segment and have all of the data all in one place.”

“Tech stack consolidation was a priority, and we knew we wanted to leverage so many other features within Klaviyo, between Customer Hub and the upcoming omnichannel campaigns,” adds Zac Fromson, co-founder of Lilo Social.

We found that there would be a benefit to migrating all CRM messaging into Klaviyo. It would be easier to cross-segment and have all of the data all in one place.

Half Magic switched to Klaviyo SMS to enable cross-channel automation, and to date they’ve launched 8 cross-channel automations. It’s helped boost their flow revenue 110% YoY in the past 12 months.

They also replaced their Shopify account pages with Klaviyo Customer Hub, which displays as a sidebar of personalized account information on top of the Half Magic ecommerce store. It streamlines the customer experience by centralizing data on subscriptions, favorites, and recently-viewed products, alongside 24/7 chat support and product recommendations from K:AI Customer Agent.

Half Magic added on Klaviyo Marketing Analytics, too, to personalize the timing of their messaging.

Using Klaviyo’s full platform helped Half Magic and Lilo Social execute more sophisticated retention efforts without ramping up resourcing, and grow their repeat customers 5x YoY.

“From a cost perspective and an efficiency perspective, Klaviyo is a very usable platform for a mid-sized company like Half Magic,” says Cruz.

Strategy

Half Magic uses their fully-integrated Klaviyo stack to support personalization and retention with a few key tactics, like:

• Running and promoting a Klaviyo-native loyalty program: Half Magic and Lilo Social have created a low-lift, proof-of-concept loyalty program in Klaviyo. The loyalty tiers are segments based on number of lifetime purchases, and the brand alerts customers to available and upcoming rewards with dynamic content blocks in email campaigns and Customer Hub. Campaigns with loyalty messaging are converting at a higher rate than campaigns without, Fromson reports.
• Personalizing timing of loyalty messaging with Marketing Analytics: Half Magic sends nurture automations when a customer switches to a new RFM segment, incentivizing repeat purchases by highlighting loyalty rewards like free shipping. “Loyalty and RFM segmentation are working hand in hand,” Fromson says.
• Sending Customer Hub-triggered automations: Half Magic currently sends an abandonment flow when a customer favorites a product in Customer Hub without purchasing. Fromson sees an opportunity to ramp up Customer Hub-triggered automations in 2026 and convert on even more of the intent signals logged-in customers show there.

“Klaviyo Customer Hub definitely was a level up for us,” says Cruz. “We want to make sure that customers feel comfortable coming back and continuing to buy with Half Magic, and Customer Hub has become this strategic lever for loyalty, engagement, and self-service support from Customer Agent. Especially as a smaller team, that’s huge for us.”

Klaviyo Customer Hub definitely was a level up for us. We want to make sure that customers feel comfortable coming back and continuing to buy with Half Magic, and Customer Hub has become this strategic lever for loyalty, engagement, and self-service support from Customer Agent.