In the beauty and cosmetics industry, where competition is fierce, building a loyal customer base is crucial for success. One effective way to do this is by implementing a customer loyalty program. These programs can help beauty and cosmetic brands to retain customers, drive repeat sales, and increase brand awareness. However, not all loyalty programs are created equal.

In this blog post, we will take a look at some examples of loyalty programs used by top beauty and cosmetic brands and explore the unique features that make them successful. From simple points-based systems to more complex, tiered programs, we’ll see how different brands have tailored their loyalty programs to fit their specific target market and goals. Whether you’re a small independent brand or a larger corporation, you’ll find inspiration and ideas for creating a loyalty program that works for your business.

5 Benefits of Implementing a Loyalty Program for Beauty and Cosmetic Brands

  1. Increased customer retention: A loyalty program can incentivize customers to keep coming back to your brand by offering rewards, discounts, and exclusive perks. Customers who are enrolled in a loyalty program tend to be more loyal to a brand than those who are not, which can help to boost sales in the long run.
  2. Enhanced customer engagement: Loyalty programs allow brands to engage with customers in a meaningful way, by offering rewards, discounts, and other perks, brands can build a deeper connection with customers and foster a sense of community.
  3. Better customer insights: A loyalty program can provide a wealth of data about customer preferences and purchasing habits. By analyzing this data, brands can gain valuable insights that can help to improve marketing and sales efforts.
  4. Increased brand loyalty: Offering a loyalty program can build a sense of loyalty among customers, keeping them coming back for more. It also creates a sense of community for your brand and customers that identify with it.
  5. Increase repeat purchases: Having a loyalty program can help increase repeat purchases, as it incentivizes customers to purchase more, in order to earn rewards or reach higher levels in the program.

If you’re new to customer loyalty programs, read our free guide here

But if you’re someone looking for customer loyalty program examples for beauty and cosmetics brands, this article is for you.

Table of Contents

  1. Loyalty program examples for beauty and cosmetics brands 
  2. Ready to set up a customer loyalty program for your beauty and cosmetics brand?


Loyalty program examples for beauty and cosmetics brands 

We did a deep dive into the beauty and cosmetics industry and picked out some innovative customer loyalty program examples you should try. PS: Take Notes!


Loud and catchy never fails to be appealing. Mirenesse uses the word “free” at its center stage, with the tagline for the reward page saying “FREE LOVE FOR ALL”. They use a point-based reward system, and call it Love Points. Cute right? 

They have a minimalist approach in their reward system and creatively employ “love” as a theme in attracting customers. This way customers will feel special in joining such a loyal community. Their loyalty program points can be won by completing simple tasks like referring to friends and following them on social media. Points are also awarded for every $1 spent.  

The program is divided into two tiers with Onyx Tier being completely free and a separate Gold Membership that offers Free shipping, two points, exclusive reward vouchers, and other attractive benefits for paying the extra bucks.

Why this works: 

  • A creative theme-based reward system has more appeal and hence is more likely to attract customers to join the reward programs.
  • The tier system manages to include every customer in the program while giving the option of a premium experience for those buyers who are willing to pay.
  • The points can be earned right from the start with easy tasks and perks like birthday rewards.


Luna by Lisa Jordan

Luna is a Haircare and Makeup brand by Irish influencer Lisa Jordan. Here the Loyalty rewards program is neatly integrated into the website’s home page as a button that opens up the reward program pop-up window. 

The tiny little window contains everything there is to know about the program with an eye-catching “Join Now!” CTA. LUNA loyalty points are awarded by completing tasks. Even the instructional “Ways to earn” and “Ways to Redeem” sections are sleekly arranged within the minimalist pop-up screen. 

Here too, we see simple tasks like referrals and social media support for customers to earn. The brand also employs a referral scheme where both the customer and the one receiving the reference will receive discount coupons. And such incentives always deliver when it comes to expanding your customer base organically, through word of mouth. 

Why this works: 

  • The pop-up rewards page is clean, minimal, and hence attractive – leading a visitor to join the program without getting them to navigate to another page. 
  • Referral incentives are a great way to both retain existing customers while simultaneously expanding horizons 
  • The micro-tasks listed to earn loyalty points are easy to complete, ensuring high engagement rates with the program. 


Velour beauty 

The reward page of Velour, titled “Insider Club”, gets right to the chase by offering a sign-up reward of 50 points, followed by a compelling CTA. 

The program is also focused on making it easy for members to participate and earn points by including a list of micro-tasks like following them on social media, leaving product reviews, inviting friends and family over to the store, and so on. 

They have even simplified spending reward points. Every ten points add up to a dollar and these points can be redeemed at check-out to receive products from a selected collection of rewards which include products as well as other services like free shipping.

Velour subscription-box

Velour uses the subscription-box marketing strategy to its full effect by adding an “Auto-restock tier into their loyalty program. Velour also employs a tier system in its loyalty reward program, which is based on the customer’s minimum spending amount. These tiers are divided into Bronze, Silver, and Gold with each tier offering better benefits as one goes up the ladder. This could inspire multiple purchases from each visitor.

Why this works: 

  • The reward program title creates a sense of exclusivity that appeals to customer psychology.
  • The sign-up rewards placed at the forefront are a great strategy to nudge buyers to join the program.
  • The tier system based on customer purchases, inspires them to buy more from the brand in order to level up and reap better rewards.


FaceTory, a Korean skin-care brand, rewards customers for several actions like sharing on social media, following their social media page and reviewing products. The real highlight would be the subscription box strategy since in the skincare product market, people prefer sticking to a single brand if they love it. 

The tasks can engage customers even after their purchase, which always opens up opportunities for bagging another sale down the road.

FaceTory, a Korean skin-care brand

The tier system is used to create a sense of ascending, and each tier offers more benefits as the customer moves up, reaching the minimum spending requirements for these tiers. The tiers are named Blue, Pink, Gold, and VIP. 

tier system

The points earned for every dollar being spent also increases as one moves up the tiers. Customers can use the redeemable points for both subscriptions as well as to receive cashback or free products.

Why this works: 

  • The tier system has increasing point gain and added benefits as one goes up and this naturally boosts engagement.
  • Redeemable points can be exchanged for free products as well as for subscriptions and this utilizes the subscription-based market of the cosmetics and skincare industry.


Barry M

Barry M has a Rewards page that is more visually present, aligning with the overall color appeal of the brand’s persona. 

The design is loudly visually oriented and the instructions and info related to the Loyalty program are present in clean minimal text contrasting the colorful imagery that accompanies it. The page starts off with a two-line intro and a CTA and then gives a glimpse of the tier system they have employed.

Barry M Rewards page

Complications are the last thing people want. So, the brand uses a simple three-step process in its loyalty program; Join, Earn and Redeem. Joining earns a customer 100 points instantly and the points can be redeemed for exclusive discounts. 

Barry M loyalty program

Tasks like email reviews, referrals, etc. are other ways to earn points and the rewards one gets increase as the customer accumulates points and moves up the rank.

Why this works: 

  • The visual style the brand employs aligns well with what a cosmetic brand needs to win customers.
  • The welcome points, the tier system based on these points, and the earning of points with every purchase, all together increases the chance for repeat sales.

Dr Brandt

The elite-ness here is created with the tagline “Join the Experts” followed by a CTA button. This is a very effective tactic to make customers feel included within an exclusive circle, reaping its exceptional benefits. 

The visuals of the page are minimal, in line with the black, blue, and white brand theme. And when has minimalism ever failed? The point system and the tier-level benefits are also explained with the same directness.

Dr Brandt rewards program

The three-step instruction is applied here too. Customers can easily earn points by signing up and completing tasks and then redeem them for discounts. The tasks in Dr. Brandt’s rewards program vary from following/ liking on social media to video reviews. 

Urging customers to send reviews can be important for you as an eCommerce business because reviews can influence how well a product sells.

Why this works: 

  • A minimalist and direct approach makes for a very clean and attractive reward program page.
  • The inclusion of Video/written reviews as a point-earning task helps engage customers as well as increase the probability of that particular product’s sale.

Ready to set up a customer loyalty program for your beauty and cosmetics brand?

The cosmetic industry is as competitive as it is and the only way to retain customers is to expand your reach and build a stable brand community. 

Your sales and growth numbers depend on how well you can establish yourself with your customers and when new demands and brands rising to meet those demands constantly pops up, you need to do the same and more to survive.

Hence loyalty programs should be at the top of your priority list in customer retention strategies.

Apps like AiTrillion let you create dynamic, personalized, and integrated loyalty programs that can increase customer retention, engage your audiences and impact how well you get established as a brand among your growing brand-loyal community. 

Ready to set up a customer loyalty program that boosts customer retention? Reach out to us today.

Also Read: Loyalty program for fashion & apparel brands