Case Study: Living Proof achieves 116% subscriber growth and 144% recurring revenue growth with Ordergroove

How Living Proof is Conquering the Ultra-Competitive Beauty Industry

Living Proof, a biotech‑led haircare brand known for silicone‑free formulas, wanted to build a direct‑to‑consumer subscription channel after years of selling primarily through Sephora and Ulta. To engage site visitors and convert them into repeat buyers, Living Proof partnered with Ordergroove to deploy subscription commerce supported by Ordergroove’s data and analytics, on‑site subscription prompts, an Nth Order Incentive, and Instant Upsell features alongside their haircare quiz.

Ordergroove’s analysis showed customers needed about 4–5 usage cycles to commit, so Ordergroove recommended making the fourth order free and promoted that incentive across email, social, influencer and podcast campaigns; they also enabled Instant Upsell to drive add‑ons into upcoming orders. The results: +116% subscriber base year‑over‑year, +144% recurring revenue, a 24% increase in AOV for subscriber cohorts, Instant Upsell delivering ~99% average value increases early on, and GMV exceeding the prior year’s Black Friday—making subscriptions a major DTC growth driver for Living Proof.

Living Proof

John Winer

Global Head Of eCommerce & Media