Case Study: OUAI (luxury haircare brand) achieves 4× ROAS and higher AOV with Klarna

How a luxury hair care brand boosted ROAS by 4X.

QUAI (pronounced "way") is a fast‑growing luxury haircare and body‑care brand that expanded rapidly from e‑commerce into retail but faced rising customer demand for flexible payment options during the COVID era. To meet that challenge, QUAI partnered with Klarna to offer Klarna’s Pay in 4 interest‑free payments as a way to reduce purchase friction and broaden access to its products.

Klarna worked with QUAI and agency partner MuteSix to run an A/B test highlighting Klarna messaging in social ads; the Klarna‑focused creative drove 30% more clicks, converted more first‑time buyers, lifted ROAS 4x versus non‑Klarna ads, increased average order value by 5%, and generated an incremental $20K in revenue in under a month. Klarna’s pay‑later messaging delivered measurable traffic, conversion, and revenue gains for QUAI.

QUAI

Adena Merabi

Head of Strategic Partnerships