Email + SMS should drive 30–50% of your beauty brand’s attributed revenue.
Our DFY lifecycle marketing service will fix it, or you don’t pay.
TRUSTED BY
MiraMé
•
Lab Lounge
•
Innacos Labs
•
WILDRACE
•
Scarlet Period
•
Naytrual Beauty
•
MiraMé • Lab Lounge • Innacos Labs • WILDRACE • Scarlet Period • Naytrual Beauty •
Proof Our DFY System Works
WHO WE WORK WITH
We work exclusively with:
Beauty · Fragrance · Personal Care · Skincare & Haircare
Beauty buying behaviour is fundamentally different from other ecommerce categories.
It’s emotional, cyclical, socially influenced, and highly sensitive to economic conditions.
Our background in beauty marketing, consumer psychology, and applied economics gives us an edge most agencies simply don’t have:
we understand why beauty customers buy, hesitate, repeat, or disappear - and how to design lifecycle systems that respond to that reality.
Browsers → Buyers → Believers
We structure lifecycle messaging around one clear progression: Beauty customers need different messaging at different stages in their buying journey.
Revenue increases when message, psychology, and timing match the customer’s stage. That’s what most email strategies miss.
Decode → Design → Deliver
We approach email and SMS systematically: Research first, structure second, execution last.
Why Beauty Email Is Underperforming
The beauty market is under pressure:
Consumers are spending less
Acquisition is harder
Attention is easier to lose
And most email strategies are getting ignored.
What Most Beauty Email Strategies Miss
Traditional lifecycle frameworks treat all customers the same.
But beauty buyers behave differently.
They:
buy emotionally, then rationalise
respond to perceived value more than discounts
sample before committing
replenish in cycles, not timelines
become loyal through identity, not promotions
change behaviour under economic pressure
Most email strategies ignore these patterns.
That’s why email performance often stalls at 10–15% of revenue.
The Contoured Revenue Method
A lifecycle system that combines applied economics, beauty-buyer psychology, and lifecycle strategy.
It aligns email and SMS with how customers actually think, behave, and buy under economic pressure.
This is not generic email marketing for ecommerce brands.
It’s built specifically for beauty, fragrance, and personal care, where emotional value, repeat purchase cycles, and economic sensitivity shape buying behaviour more than pure volume alone.
Built for Beauty. Backed by Conversion Strategy.
What we build for your beauty brand
A complete, beauty-specific lifecycle revenue system (strategy, copy, design, and full ESP upload + scheduling):
Full beauty-focused lifecycle audit
Behavioural and economic analysis
Browsers → Buyers → Believers analysis and segmentation structure
Psychology-driven popup strategy and redesign
Welcome flow built for conversion and brand confidence
Pre-purchase flows (browse abandonment, product view, cart and checkout recovery)
Post-purchase and replenishment flows
Win-back, espresso shot, and sunset flows
Back-in-stock and product availability flows (where relevant)
Cross-sell and LTV flows
SMS flows and campaign strategy
Weekly campaign planning and execution
Deliverability optimisation
Revenue analysis and reporting
Ongoing A/B testing, optimisation, and refinement
About
I’m Laura, Founder of Contoured Content.
My work is grounded in:
an MSc in Applied Economics
7 years in beauty content and copywriting, including work for B2B beauty labs, DTC beauty brands, and research-driven beauty and aesthetics companies
deep, hands-on research into beauty consumer psychology, economic behaviour, and category-level, time-based trends
hands-on experience building revenue-driving lifecycle systems across email and SMS
I built Contoured Content because beauty brands don’t just need more emails.
They need better thinking behind the emails they send — bringing together the right strategy, copy, design, and segmentation for their brand’s specific position in the market.
That’s what we do.
Testimonials
Case Studies: Proven Results for Beauty Brands
Done-for-You Email Marketing
The 6 Stage Process From Setup To Send
-
We’ll audit your current setup (or start from scratch), then create a strategy tailored to your products, customers, and goals. Whether you’re building from zero or switching platforms, we’ll fully set up your Klaviyo (or ESP) account — including branded design, foundational flows, smart segmentation, deliverability appraisal and improvement, and backend integrations.
Once you’re live, we handle all ongoing management — keeping your deliverability clean, flows optimized, lists healthy, and every technical setting properly configured, so you can stay focused on running your business.
-
We manage your entire email system end-to-end — strategy, copy, design, pop-ups, and Klaviyo setup. You won’t need to worry about tech, tagging, or formatting. Just approve and go.
We don’t just set things up and walk away. We continuously assess performance data to identify what’s working, what’s not, and how to make your email marketing convert even better.
We run ongoing A/B tests across pop-ups and campaigns — ensuring every part of your email ecosystem improves over time.
-
It starts with smarter pop-ups. We’ll optimize your acquisition funnel to grow your list sustainably — helping you earn more from email every month.
We’ve helped beauty brands like Wildrace and Scarlet boost mobile pop-up conversion rates from 1.6% → 13.3% and 2.6% → 16%, driving consistent list growth without increasing ad spend.
That translates into significant, sustainable list growth each month — without spending an extra cent on ads or social media.
-
We build (or rebuild) your 8 essential email flows:
Welcome flow
Cart abandonment flow
Checkout abandonment flow
Site abandonment flow
Product abandonment flow
Post-purchase flow
Winback flow
Sunset flow
Every flow is written, designed, and segmented for performance — mobile-first, visually cohesive, and crafted to reflect your brand’s tone, voice, and visual identity.
We design and manage high-performing flows and campaigns that convert new visitors, re-engage lapsed customers, and increase lifetime value — all without relying on constant discounting.
-
We plan and execute your full campaign strategy, including 3–4 custom campaigns per week tailored to your brand, customer behavior, and seasonal sales calendar.
We’ll map out a complete campaign calendar around product launches, promotions, holidays, and key brand moments like Mother’s Day and Black Friday — so you’re never scrambling for ideas or sending last-minute campaigns.
Each email is strategically timed, fully on-brand, and built to convert — without blasting discounts or burning out your list. Instead, we craft content your audience actually wants to open, click, and engage with.
-
With a background in beauty market research and copywriting, and a focus exclusively on email marketing for beauty and personal care brands, we bring more than technical expertise — we bring category insight.
You’ll get ongoing access to beauty-specific strategy consulting and support, grounded in trends, shopper psychology, and brand positioning.
The result? Emails that don’t just convert — they feel fresh, relevant, and deeply aligned with what your customers care about right now.
“Working with Laura was well worth it.
In addition to helping with our SEO strategy, she transformed our email marketing from almost nothing into a proper system — refining our pop-up form and creating beautiful welcome emails that drove a big increase in subscribers.
Laura made the process effortless, and we wouldn’t hesitate to recommend her if you want to improve your emails or website.”
“Huge jump in sign-ups ( 1.6% ->13.3%). Beautiful emails. More conversions. Effortless process.”
- Jordan Pearce, founder of WILDRACE