Case Study: Velour Lashes boosts mobile performance, cuts bounce rate and automates holiday ecommerce with Shopify Plus

How Velour Lashes Automates Holiday Ecommerce Sales & Won Beyoncé’s Loyalty

Velour Lashes is a luxury false-lash brand founded by Mabel Lee that exploded after celebrity endorsement (notably Beyoncé) and partnerships like Sephora. Rapid growth exposed limits of their early sites (Etsy, WordPress, custom builds): slow mobile performance, high maintenance, heavy developer reliance, and a ~40% bounce rate that threatened conversion and scalability during peak sales.

In 2017 Velour replatformed and rebranded on Shopify Plus and adopted apps (LoyaltyLion, Recharge) plus automation tools—Launchpad, Scripts and Shopify Flow—to schedule promotions, run a “12 Days of Christmas” campaign, and automate loyalty logic. The result: mobile performance and UX improved, bounce rate dropped to ~12%, conversion rose from 1.96% to 2.02%, AOV increased ~12% ($53.55 to $60.68), and the team regained time and control to run complex holiday promotions in‑house.

Velour Lashes

Mabel Lee

Founder & CEO