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

How e.l.f. Cosmetics leveraged Ordergroove Promotions Suite to unlock 62% recurring revenue growth

e.l.f. Cosmetics, a leading cruelty-free, high-quality, and affordable beauty brand, needed a more effective way to grow subscriptions and recurring revenue while keeping pace with fast-changing consumer trends. After closing its physical stores and investing more heavily in digital, the company partnered with Ordergroove to build a subscriber experience that could drive profitable growth and support its DTC strategy.

Using Ordergroove Flex Incentives, e.l.f. launched a tiered subscription offer with increasing discounts, expanded subscription eligibility across more products, and added flexible self-service management for subscribers. The results were strong: subscriber base growth rose 235% year over year from 2022 to 2023, recurring revenue grew 62% year over year, AOV increased 81% in three months, and monthly subscriber churn dropped 33%. Ordergroove also helped power a 282% recurring revenue increase between Q1 2023 and Q1 2024.

e.l.f. Cosmetics