boost loyalty with customers, posing with beauty product

Boost sales with the best beauty loyalty programs: free loyalty program framework for beauty brands

Free framework to build a beauty loyalty program that boosts sales

The beauty industry is one of the most lucrative and competitive markets, but attracting new customers isn’t enough—keeping them coming back is the real challenge. 

Studies show that repeat customers spend 67% more than new ones, and brands with strong loyalty programs can see revenue grow 2.5 times faster than those without. So, how do you ensure customers stay loyal to your beauty brand?

A well-crafted beauty membership program can be the secret to customer retention and higher sales. The best beauty loyalty programs don’t just reward purchases; they create excitement, encourage engagement, and build a sense of community. 

If you're wondering how to create a small business customer loyalty program, this free framework will guide you through the most effective strategies.

Why a beauty loyalty program matters

A customer loyalty program isn’t just about rewards—it’s about building relationships. 

Studies show that 83% of customers said that belonging to loyalty programs influences their decision to buy again from a brand, making customer retention strategies essential for ecommerce growth

The best beauty loyalty programs incentivize purchases, create excitement, and keep shoppers engaged. And by offering thoughtful rewards and meaningful engagement, your loyalty program can transform one-time buyers into lifelong customers, helping your beauty brand thrive in a competitive market.

Loyalty system tiering

Free framework for the best beauty loyalty programs

The framework below outlines the essential components of an effective beauty loyalty program. It’s complete with real-world examples from top beauty brands to help you uncover how to boost ecommerce sales.

1. Tiered membership levels

A tiered system adds a gamification element to your beauty membership program, encouraging customers to spend more to reach higher levels. Each tier unlocks better rewards, exclusive perks, or VIP access.

Brand example: Sephora Beauty Insider 

 

Beauty Insider Landing Page

 

Sephora’s Beauty Insider program has three tiers: Insider, VIB, and Rouge. Customers unlock bigger discounts and exclusive products as they move up the ranks by spending more at the company, motivating repeat purchases.

2. Exclusive perks for customer status levels

Each membership tier in your loyalty program should offer escalating benefits to incentivize progression. Higher-tier members should feel like VIPs, gaining access to exclusive deals, premium experiences, or early product launches that make their loyalty truly worthwhile.

Some ideas on what to include:

  • Early access to sales
  • Birthday gifts
  • Free shipping for higher-tier members
  • Additional samples with orders 
  • Exclusive events or content (blogs)

Brand example: MAC Lover Rewards 

 

Mac Lover Rewards

 

 

MAC Cosmetics’ loyalty program provides exclusive invites to events, early access to new collections, and higher discounts for top-tier members.

3. Loyalty cards & points-based rewards

A loyalty card—whether digital or physical—creates a simple and engaging way for customers to earn rewards over time. By accumulating points with each purchase, shoppers can redeem them for discounts, free products, or special perks. This approach fosters repeat business and makes every purchase feel more rewarding.

Brand example: Ulta Beauty Rewards 

 

Ulta Beauty Rewards

 

Ulta Beauty offers a tiered loyalty system where shoppers earn points on purchases and redeem them for discounts. What makes their program stand out is the ability to accumulate points for bigger savings, encouraging long-term commitment. Higher-tier members unlock accelerated point earnings and exclusive perks, making frequent shoppers feel like VIPs while increasing repeat purchases.

4. Membership perks & discounts

The best beauty loyalty programs make customers special, offering exclusive benefits that go beyond just earning points. Special discounts, store credits, and members-only promotions make customers feel like they’re getting extra value, making them more likely to choose your brand over competitors.

Brand example: Glossier Store Credit Program 

 

Glossier Store

 

 

Glossier rewards repeat buyers with store credit, encouraging customers to return for future purchases while reinforcing brand loyalty.

5. Special events & VIP access

Hosting exclusive events for loyalty members can create a sense of belonging and make your customers feel special. Whether it’s an online masterclass, a product launch preview, or an in-person VIP experience, these perks build emotional connections with your brand.

Brand example: Kylie Cosmetics VIP Sales 

Kylie Cosmetic Sales

Kylie Cosmetics runs exclusive early-access sales for loyalty members. This not only generates excitement and exclusivity but also makes loyalty members feel special and rewarded.

6. Referral programs for word-of-mouth growth

A well-designed referral program turns loyal customers into brand ambassadors. Offering discounts or perks for both the referrer and the new customer encourages organic growth and strengthens your customer base.

Brand example: Beauty Pie’s Referral Program 

Beauty Pie rewards both the referrer and the referred customer with discounts, creating a win-win situation that drives new customer acquisition.

7. Gamification & challenges

Gamification turns your beauty membership program into an interactive experience, making shopping more engaging and rewarding. 

Instead of just earning points through purchases, customers can complete challenges, unlock badges, or participate in exclusive activities that drive deeper engagement with your brand. By adding a fun, competitive element, you encourage repeat visits and long-term participation.

Brand example: Tarte’s Reward Challenges 

Tarte Cosmetics runs limited-time point-earning challenges, like reviewing products or sharing on social media, to keep engagement high and customers coming back.

8. Surprise & delight

Unexpected rewards, like bonus points, free gifts, or personalized offers, create a positive emotional connection with customers. This "surprise & delight" approach encourages long-term loyalty by making customers feel valued beyond just transactions.

Brand example: Ipsy’s Mystery Gifts 

 

Ipsy Mystery Gift

 

 

Ipsy surprises long-time or new members with bonus products, keeping them engaged and excited about upcoming purchases.

 

Person checking orders

 

The best beauty loyalty programs keep you coming back

By using tiered systems, gamification, referral programs, and surprise perks, you can create a customer loyalty program that boosts ecommerce sales and strengthens your brand.

A well-executed beauty membership program ensures customers feel valued, involved, and motivated to continue shopping with your brand. When designed strategically, loyalty programs enhance customer retention strategies, increase repeat purchases, and establish an emotional connection with your audience.

Ready to launch your loyalty program? Start with this framework and build a thriving beauty business with a connected customer base.

Expand your beauty business today. 

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