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Original
2026-01-01
Modified
2026-03-10
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<p><a>Huda Beauty</a>started with Huda Kattan, beauty blogger and makeup artist to the stars, reimagining false eyelashes. The market was flooded with low-quality, unnaturally-shaped styles-and Kattan found a way to stack and customize them to flatter her clients’ eyes. So in 2013, she launched an eyelash line of her own.</p>
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<p><a>Huda Beauty</a>started with Huda Kattan, beauty blogger and makeup artist to the stars, reimagining false eyelashes. The market was flooded with low-quality, unnaturally-shaped styles-and Kattan found a way to stack and customize them to flatter her clients’ eyes. So in 2013, she launched an eyelash line of her own.</p>
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<p>In the decade since, Huda Beauty has expanded its array of products to include skincare, foundation, and all kinds of other makeup-all “tested on Huda, not on animals.”</p>
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<p>In the decade since, Huda Beauty has expanded its array of products to include skincare, foundation, and all kinds of other makeup-all “tested on Huda, not on animals.”</p>
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<p>Recently, Huda Beauty saw a YoY decline in overall performance. The brand needed to change its trajectory.</p>
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<p>Recently, Huda Beauty saw a YoY decline in overall performance. The brand needed to change its trajectory.</p>
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<p>Phuong Ngo saw an opportunity to do just that by overhauling email marketing. Ngo had just started in her role as CRM and loyalty manager, and she noticed that despite a subscriber list in the millions, the brand’s click-through rate was low, and subscribers churned often.</p>
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<p>Phuong Ngo saw an opportunity to do just that by overhauling email marketing. Ngo had just started in her role as CRM and loyalty manager, and she noticed that despite a subscriber list in the millions, the brand’s click-through rate was low, and subscribers churned often.</p>
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<p>She decided they needed to test and optimize new messaging in their automations and campaigns.</p>
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<p>She decided they needed to test and optimize new messaging in their automations and campaigns.</p>
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<h2>Refresh messaging to meet consumer expectations</h2>
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<h2>Refresh messaging to meet consumer expectations</h2>
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<p>Huda Beauty updated their content strategy, using Klaviyo’s A/B testing to evaluate how performance shifted when they showed subscribers a block of content vs. when they hid it. </p>
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<p>Huda Beauty updated their content strategy, using Klaviyo’s A/B testing to evaluate how performance shifted when they showed subscribers a block of content vs. when they hid it.</p>
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<p>Based on the results, they started sending longer emails, weaving in more education, user-generated content, and storytelling about the brand’s well-known founder.</p>
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<p>Based on the results, they started sending longer emails, weaving in more education, user-generated content, and storytelling about the brand’s well-known founder.</p>
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<p>They’ve complemented those campaigns with relationship-building Klaviyo automations, like category-specific post-purchase flows for lips, skin, and skincare products. These flows thank customers for buying, and then recommend application techniques and complementary products-and they’ve contributed to a 50% YoY increase in email placed order rate YTD.</p>
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<p>They’ve complemented those campaigns with relationship-building Klaviyo automations, like category-specific post-purchase flows for lips, skin, and skincare products. These flows thank customers for buying, and then recommend application techniques and complementary products-and they’ve contributed to a 50% YoY increase in email placed order rate YTD.</p>
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<p>“We’re making sure that customers are getting the information that they need from us-not just ‘Buy! Buy! Buy!’” Ngo explains.</p>
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<p>“We’re making sure that customers are getting the information that they need from us-not just ‘Buy! Buy! Buy!’” Ngo explains.</p>
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<h2>Get similar results </h2>
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<h2>Get similar results</h2>
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<p>Your business can A/B test messages to better resonate with your audience, and increase conversion rates, too. Here’s how:</p>
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<p>Your business can A/B test messages to better resonate with your audience, and increase conversion rates, too. Here’s how:</p>
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<ul><li><a>Read the full Huda Beauty x Klaviyo case study </a></li>
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<ul><li><a>Read the full Huda Beauty x Klaviyo case study</a></li>
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<li><a>Learn how to experiment and refine your strategy with Klaviyo </a></li>
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<li><a>Learn how to experiment and refine your strategy with Klaviyo</a></li>
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</ul><p>Power smarter digital relationships with Klaviyo</p>
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</ul><p>Power smarter digital relationships with Klaviyo SMS.</p>
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<p><a>Start now</a></p>
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<p><a>Get started</a></p>
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