How The Beemine Lab tripled its email revenue and turned first-time buyers into repeat customers
Industry: Cosmetics Platform: Shopify
+41%
Repeat Purchase Rate
+312%
Email Revenue
+52%
Customer Lifetime Value
Founded in 2018 by Telmo Güell, The Beemine Lab is a Madrid-based CBD cosmetics brand and a pioneer in combining non-psychoactive cannabis extracts with honey and other beekeeping-derived ingredients. Natural, sustainable dermocosmetics — from skincare to muscle recovery — made in Spain, with 10% of profits going to protecting bees. With a 4.8 Trustpilot rating and a loyal following, the product was never the problem.
«Email used to be an afterthought for us. Now it’s one of our most reliable revenue channels — and, what matters most for a cosmetics brand, our customers actually come back. We’re finally getting the full value out of every customer we work so hard to win.»
Liliana Ortega
CMO, The Beemine Lab
The Challenge
A full audit of their Klaviyo account made the leaks obvious.
At signup, no zero-party data was being captured, so every subscriber got the same generic message. There was no lifecycle, buyers weren’t nurtured after the first order, so first purchases rarely became repeat ones. And the flows that drive recurrence, the lifeblood of any cosmetics brand, weren’t there at all. For a CBD brand it cut deeper: with paid ads off the table on Meta and Google, they couldn’t buy growth, so every customer was hard-won, and the value of each one was leaking away.
The Solution
We got to work alongside Liliana Ortega, The Beemine Lab’s CMO — operating from day one less like an outside agency and more like a natural extension of their own team. Together we rebuilt their Klaviyo from capture to retention:
- Zero-party data capture at signup: skin type, goals and preferences — to segment and personalise from the very first email.
- A full lifecycle of flows: welcome, post-purchase, replenishment, cross-sell and winback — each timed to bring buyers back at the right moment.
- Segmentation across the customer’s lifetime, so the right message reaches the right person at the right time.
Decisions were made together and fast, the brand’s voice and customer always at the centre. That’s how we work with every brand we take on: embedded, responsive, and invested as if it were our own.
«It never felt like hiring an outside agency. From day one they worked like an extension of our own team: fast, hands-on and genuinely invested in the brand. That’s rare, and it’s why it worked.»
Liliana Ortega
CMO, The Beemine Lab
Results
Email went from an afterthought to a major revenue channel, repeat purchase climbed, and customer lifetime value rose sharply.
+312% Email Revenue
+41% Repeat Purchase Rate
+52% Customer Lifetime Value
For a brand that can’t lean on Meta to grow, that’s everything: instead of buying growth they couldn’t buy anyway, they started compounding it through the customers they already had — turning owned channels into their most reliable engine.
+41%
Repeat Purchase Rate
+312%
Email Revenue
+52%
Customer Lifetime Value
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