Case Study: Curlsmith Grows Email Subscribers and Revenue with Octane AI

How Curlsmith Gained 100K Email Subscribers

Curlsmith, the UK-based curly haircare brand, wanted to improve email marketing personalization and capture richer customer data beyond standard pop-ups and generic signup flows. Working with Octane AI and agency partner PAASE Digital, they needed a better way to understand hair type and preferences, integrate with Shopify and Klaviyo, and deliver more relevant product recommendations across their range.

Octane AI implemented the Curl ID Quiz to collect zero-party data, educate shoppers about their hair type, and recommend personalized routines that could be added to cart easily. The quiz was integrated across the site, pop-ups, and email flows, helping Curlsmith gain over 100,000 new email subscribers in seven months, reach an 89% completion rate, drive a 6.3% quiz conversion rate, and lift email revenue by 10%, with quiz-driven automation generating 2.5% of overall revenue month to date.

Curlsmith

Angus Jenkins

Ecommerce Director