Case Study: e.l.f. Cosmetics achieves 62% recurring revenue growth with Ordergroove

e.l.f. Cosmetics unlocks 62% recurring revenue growth with Ordergroove

e.l.f. Cosmetics, a leading beauty brand, partnered with Ordergroove to enhance its digital subscription strategy and drive recurring revenue growth. The brand sought a more innovative approach than a standard subscribe-and-save model to attract and retain subscribers in the competitive beauty market.

Using Ordergroove's Flex Incentives, e.l.f. implemented a tiered discount structure that rewarded subscribers with increasing savings. This was combined with a frictionless subscription management experience. The solution delivered dramatic results: a 235% year-over-year subscriber base growth, an 81% increase in average order value, a 62% growth in recurring revenue, and a 33% reduction in subscriber churn, solidifying Ordergroove's role in their profitable growth.

e.l.f. Cosmetics