How Particle for Men used Klaviyo to supercharge its email programme

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Particle for Men is a rapidly growing premium skincare and wellness brand focused exclusively on men. With a product range designed to simplify grooming routines without compromising performance, Particle has quickly established itself as a major player in the men’s personal care space.  

Most of Particle’s growth is driven through ecommerce and the company has scaled rapidly in under five years. Retention and lifecycle marketing, particularly email and SMS, play a central role in its growth. 

Learn how Particle for Men’s email programme yielded significant revenue growth  

Challenge

When Alon Turchin joined Particle as VP of retention, he inherited an email marketing setup that was disorganised and underperforming. The company was using Klaviyo, but usage had not been optimised for its unique needs. 

Instead, Turchin had to untangle a chaotic mix of campaigns, flows and signup forms, many of them misaligned with customer behaviour. Campaigns lacked targeting and were sent rarely.

Turchin needed to impose structure. Particle needed a system that could scale quickly, support intelligent personalisation  and provide the flexibility and control to execute a sophisticated lifecycle strategy across multiple customer types, countries, and product categories. Klaviyo has delivered that structure and enabled Particle to fully deliver an advanced messaging strategy.

Solution  

Turchin and his team’s first major move was to introduce a segmentation strategy, creating 14 distinct audience groups with different engagement levels, purchase histories, and product affinities. This enabled high-frequency, hyper-targeted messaging without oversending. 

Now, rather than sending the same email to everyone, Particle sends 7–10 unique campaigns per week to different cohorts, maximising reach while protecting deliverability and engagement. Some segments receive up to three emails per week, while others receive fewer but more context-specific touchpoints. 

“We went from 1 million to 10 million emails per month by shifting focus from ‘perfect’ metrics to strategic segmentation,” explains Turchin. “Revenue doubled because we stopped chasing ‘excellent’ open rates and instead sent the right messages to the right tiers—some get 2 emails a week, others get 7”. Klaviyo enables Particle to keep scaling confidently, and consistently drives the bulk of total ecommerce revenue: in the last 12 months, 54% of ecommerce revenue came from Klaviyo.

Klaviyo isn’t just a platform. It is a partner. The UX is intuitive, the support and Academy are unmatched, and the platform keeps evolving just like we are. For a brand like ours, where lifecycle marketing drives the majority of revenue, Klaviyo is mission critical.

Strategy

• Subsegments: Over time, Particle’s strategy has evolved. Today, each of the 14 master segments contains nested sub-segments based on behavioural data like product type, purchase quantity, and browsing intent. Combined with Klaviyo’s flow builder, this lets Particle run sophisticated replenishment and winback campaigns triggered by real product usage logic. For example, recognising that a customer who bought three units of face cream does not need a reminder at the same cadence as someone who bought one. 
• SMS: This has become a significant area of growth too. Klaviyo’s all-in-one platform makes it easy to coordinate messaging between email and SMS, using consent and engagement behavior to trigger the most effective touchpoint. Revenue from SMS flows has grown 128% YoY in the last year, and send volume is up 124% in the same period.  
• Looking ahead: Particle is investing in Klaviyo’s Marketing Analytics and AI-driven predictive tools to better understand customer lifecycles, recommend next-best products, and build more nuanced funnels.

Klaviyo grows with us. We’re not a small brand on a massive platform or vice versa—they listen, innovate, and support our needs.