Case Study: Cult Beauty achieves +58% YoY revenue growth with Rakuten Marketing (55% new-customer orders)

Cult Beauty experiences +58% YoY growth since migrating to Rakuten Advertising

Cult Beauty migrated its dual‑network affiliate programme to Rakuten Advertising to sustain strong year‑on‑year growth and to unlock new revenue streams through customer acquisition and more diverse publisher partnerships. The brand’s objectives were to maintain >30% growth, achieve >50% new‑customer orders, expand the order‑active publisher base, grow newsletter sign‑ups, and preserve high ROI.

Rakuten Advertising deployed an “always‑on” cashback and loyalty strategy, used attribution data to optimise voucher and upper‑funnel partners, and added card‑linked and white‑label voucher partnerships (including Reward Insight). The results were +58% YoY revenue, 55% new‑customer orders, 53 new order‑active publishers (≈43% increase), with strong uplifts from cashback (+91%) and Core8 (+175%); attribution also ensured partners were credited for full‑funnel value.

Cult Beauty

Chikay Lo

Senior Affiliate Marketing Manager