Case Study: Wander Beauty achieves 92% new customers and 30% AOV lift with Affirm

Affirm Delivers 'surprising' New Customer Growth for Wander Beauty

Wander Beauty, founded by Divya Gugnani to create clean, multitasking beauty essentials for busy women, faced the challenge of reaching new customers and adapting to changing consumer finances during the pandemic. To make purchases easier and expand reach, Wander Beauty partnered with Affirm, integrating Affirm’s buy‑now‑pay‑later payment option into its checkout.

Affirm’s payment solution delivered strong business impact: sales using Affirm saw a 30% lift in average order value and brought 92% new customers to Wander Beauty, with 79% of Affirm transactions occurring via mobile. By offering Affirm, Wander Beauty was able to acquire significant new customer volume and accommodate shifting customer budgets while sustaining growth.

Wander Beauty

Divya Gugnani

Chief Executive Officer and Co-founder