Scaling Membership Growth & Revenue Through Experimentation at Beauty Pie

We helped Beauty Pie unlock growth across CRM, retention, and on-site conversion by turning key customer moments into measurable revenue drivers without relying on new acquisition.

Client At a Glance

Industry

E-Commerce / Beauty

Scale

Millions of users

Location

London, UK

Engineering Team Size

7 engineers

Your teams pace of delivery is exceptional and we never have to spend time micro-managing. Work is completed with impressive speed, and never at the expense of quality.

Lisette Henry - Product Lead

THE CHALLENGE

Beauty Pie needed to improve performance across multiple areas at the same time:

  • Customer retention and reactivation

    People who had bought before weren’t returning. Messages didn’t feel relevant, and getting back to buying again took too many steps.

  • No efforts were being made to stop customers leaving

    When someone chose to cancel, they could leave immediately. There was no attempt to retain them or change their decision in-the-moment.

  • Mobile users weren’t seeing key sales offers

    Many sales promotions were failing to trigger properly for all mobile users, significantly reducing uptake during promotional periods.

  • Checkout friction and missed opportunities

    The check-out process wasn’t optimised for consistent up-selling or promoting membership sign-ups when there were clear opportunities to do so.

The challenge wasn’t solving one problem.

It was improving on all fronts simultaneously without breaking their platform.

OUR APPROACH

Build a continuous experimentation engine

Instead of isolated or one-time improvements, the focus was on creating a system that contiuously generates, tests and validates new ideas.

2-3 Experiments

Every two weeks

50-60 Experiments

Every year

~25%

Experiment success rate

This created a steady flow of validated improvements across CRM, suscriptions and checkout.

The Honest Solutions team’s attention to detail, the way they think through edge cases, and how carefully things are implemented means the work is stable and production-ready from the start. That level of trust has been consistently earned.

Lisette Henry - Product Lead

WHAT WE DID

How we unlocked company-wide improvements

Reactivating Memberships With Smarter CRM & Email Journeys

Customers who had bought before weren’t coming back. Emails were generic and returning to buy required too many steps. We built an automated system that identified these customers, sent targeted emails, and offered a frictionless membership reactivation process.

The process

  • Segment all users in the CRM
  • Design targeted user journeys
  • Simplify membership reactivation
  • Higher recurring revenue

The results

  • 61.7% CTR
  • +24% Reactivated members
  • Higher recurring revenue
  • Fewer support tickets about rejoining
  • Avoided heavy discounting

We ran many successful tests, here’s a few of them.

From customer sign-ups and checkout to order fulfilment and repeat purchases; we streamline, optimise and automate the processes that matter most.

23%

Save rate of cancellations

+10%

Membership reactivations from existing users

+6%

Additional revenue per user

Conquering Black Friday (2025) with rock solid e-commerce infrastructure

Handled peak demand without disruption, allowing conversion, revenue and customer experience to scale together.

  • Successfully processed 54,000+ orders
  • Signed up 8,000+ new customers
  • Best trading week in company history

We gave them a stable platform that supported rapid innovation and testing

Handled peak demand without disruption, allowing conversion, revenue and customer experience to scale together.

  • All-in-one CRM, subscriptions and checkout
  • 3 Major feature migrations with no down-time
  • Features safely released to 5% → 20% → 50% before full scale

A culture of experimentation and a system of compounding growth.

How The Beauty Pie Team Feel About Working With Us

Honest Solutions are genuine technical experts, focused heavily on protecting and improving the user experience. They always communicate in a way that’s easy to understand. If a plan can be improved, they’ll jump in with new ideas and talk through the trade-offs, rather than simply doing what was asked of them. It really makes me feel we’re solving problems in the right way, not just the fastest - Rebecca Mack - Product Lead

From the outset, you approached the team as if you were already fully embedded, joining conversations with context, ownership, and genuine investment in outcomes. It never felt like we had to “catch you up”. The shift from external engineer to core team member has always been seamless because you operated with shared accountability from day one - Lisette Henry - Product Lead

Y'all are just members of the same team in a different office. I never have to worry about the initiatives you own and implement. If anything comes up, 99% of the time I know you’ll just handle it, or, in that 1%, you’ll raise it instead of ignoring it or waiting too long to act. When things on our side feel busy and rushed, I can always count on Honest Solutions engineers to step in with the right questions and give us balance - Sang Song - Engineering Manager

Not just optimisation.A system for continuous growth.

Improving retention, conversion and revenue isn’t a one-off project.

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