Beauty brands face a growing challenge: customer acquisition costs average $127 per new buyer, while the global beauty market races toward $677 billion by 2025. The brands winning this race aren't spending more on ads—they're building points programs that turn first-time buyers into lifelong customers.
A well-designed loyalty program does more than offer discounts. It creates emotional connections, drives repeat purchases, and generates data that powers smarter marketing decisions. The most successful beauty retailers prove this works: Sephora's Beauty Insider members drive 80% of total sales, while Ulta's loyalty members account for 95% of revenue.
Key Takeaways
- Beauty brands using points programs see significantly higher customer retention and repeat purchase rates.
- Tiered VIP structures drive increased spending, with top-tier members at programs like Ulta spending $1,700 annually on average.
- Experiential rewards (events, masterclasses, exclusive access) differentiate luxury beauty programs from transaction-only approaches.
- Values-based earning opportunities like sustainability rewards appeal to 48% of beauty consumers who want to know if their purchases have a positive environmental impact.
- Modern platforms like Rivo enable beauty brands to launch customizable loyalty programs with checkout integration, VIP tiers, and referral capabilities.
1) Rivo — The Modern Loyalty Platform for Shopify Beauty Brands
Rivo stands as the top choice for beauty brands on Shopify looking to build custom points programs without legacy workarounds. The platform powers loyalty for over 7,000 brands and has driven more than $1.5 billion in revenue through its retention tools.
Best For
DTC beauty brands on Shopify Plus seeking fully customizable loyalty, referrals, and membership programs.
Key Features
- VIP tier automation based on spend, points earned, or orders placed
- Checkout-integrated redemption allowing customers to spend points as payment
- 8+ checkout extensions for seamless earning and redemption
- Advanced Klaviyo integration for segmented loyalty campaigns
- 20+ fraud prevention tools for referral programs
Beauty brands using Rivo achieve measurable results. Kitsch generated $5.8M in loyalty-attributed revenue with 1.2 million activated customers and an 8.7x higher repeat purchase rate for top-tier VIPs. This demonstrates how tier structures directly influence purchase frequency. When customers see tangible benefits at each level, they're motivated to reach the next tier through increased spending.
OSEA Malibu achieved a 77% repeat purchase rate among members who redeemed points, with those customers placing 5.5x more orders than non-members. The redemption behavior signals high engagement—when customers use their points, they're actively participating in the brand relationship rather than passively accumulating rewards.
The platform offers month-to-month billing starting at $49/month, with white-glove onboarding included on Plus and Enterprise plans. This makes it accessible for growing beauty brands while providing enterprise-grade capabilities for larger operations.
2) Sephora Beauty Insider
Sephora Beauty Insider has set the benchmark for beauty loyalty since launching in 2007. The program now boasts 34 million members globally, with 17 million in North America alone.
Best For
Beauty enthusiasts seeking multi-brand rewards with experiential perks.
Earning Rate
1 point per $1 spent
Tiers
Three levels (Insider, VIB, Rouge)
Key Features
- Rewards Bazaar for product, service, and experience redemptions
- Gamified "Challenges" feature for bonus point earning
- "Beauty Insider Cash" for straightforward redemptions
- Tier progression: VIB at $350/year, Rouge at $1,000/year
The program's impact speaks for itself. Sephora credits its loyalty program with 80% of total sales coming from Beauty Insider members. This level of revenue attribution demonstrates that loyalty isn't just a marketing tactic—it's the primary revenue driver. When four out of five dollars come from program members, the loyalty program becomes the business model itself.
The program also delivers a 22% uplift in cross-sell revenue and a 13-51% increase in up-sell revenue. This demonstrates how effective tier structures drive spending behavior in the beauty category.
3) Ulta Beauty Rewards
Ulta Beauty Rewards claims the largest member base in beauty retail with 42+ million members. The recently rebranded program (formerly "Ultamate Rewards") delivers the industry's highest revenue attribution.
Best For
Shoppers want flexible redemption across products and salon services.
Earning Rate
1 point per $1 spent
Tiers
Three levels (Member, Platinum, Diamond)
Key Features
- Points redeemable for both products AND salon services
- No points blackout dates
- Partnership with Target for cross-earning opportunities
- Frequent bonus points events and multipliers
What makes Ulta's program stand out is the spending behavior it generates. Members in top tiers spend $1,700 annually on average—a figure that far exceeds typical beauty spending. These high-value customers represent the success of tiered programs: they're not just loyal, they're actively increasing their wallet share with the brand.
The program's 95% revenue attribution rate proves that loyalty drives the vast majority of purchases for engaged beauty consumers. Nearly every dollar Ulta earns comes from a loyalty member, validating the investment in program infrastructure and benefits.
4) Lancôme Elite Rewards
Lancôme My Lancôme Rewards takes a premium approach to beauty loyalty, offering the highest earning rate among major programs at 10 points per $1 spent.
Best For
Luxury skincare enthusiasts seeking experiential rewards beyond discounts.
Earning Rate
10 points per $1 spent
Tiers
Three levels (Rose Gold, Gold, Platinum)
Key Features
- Paris trip sweepstakes and exclusive events
- Personalized product recommendations based on purchase history
- Platinum tier invitations to artistry events
- Brand experience rewards over transaction-focused discounts
Lancôme collects data about members' preferences and purchase history to tailor product recommendations and special offers. This personalization approach shows how single-brand programs can create deeper engagement than multi-brand retailers through focused customer data and targeted experiences.
5) MAC Lover
MAC Lover builds community around professional makeup artistry rather than pure transactions. The program emphasizes brand immersion and education.
Best For
Makeup enthusiasts seeking artistry education and professional-grade products.
Tiers
Three levels (Bronze Lover, Silver Lover, Gold Lover)
Key Features
- 15% welcome discount plus free shipping on first purchase
- VIP events and masterclasses for top-tier members
- Early access to new products and limited-edition collections
- Product-focused rewards centered on MAC items
MAC has kept products at the heart of their loyalty program. The visual appeal of beauty products makes them ideal rewards, creating stronger emotional connections than generic discounts. This product-centric approach works particularly well in beauty where packaging, aesthetics, and brand identity matter as much as functionality.
6) The Body Shop Love Your Body Club
Love Your Body Club pioneered values-based loyalty in beauty. The program rewards sustainable behaviors alongside purchases.
Best For
Conscious consumers who prioritize brand values alignment.
Tiers
Two levels (CLUB, FAN)
Key Features
- Extra points for eco-actions (recycling containers, reusable bags)
- Charitable donation options for loyalty points
- Free to join (replaced previous £5 paid model)
- Global customization for local markets
The sustainability focus resonates with growing consumer demand—48% of beauty consumers want to know if their purchases have a positive environmental impact. By rewarding eco-friendly behaviors, The Body Shop aligns program mechanics with customer values, creating loyalty that extends beyond transactional benefits to shared purpose.
7) Charlotte Tilbury Beauty Universe
Charlotte Tilbury's Beauty Universe demonstrates how indie brands can compete with retail giants through creative program design.
Best For
Beauty lovers seeking interactive, gamified loyalty experiences.
Key Features
- "Loyalty Coins" currency system
- Milestone rewards with gifts after 2nd and 3rd purchases
- "Magic Vault" exclusive feature unlocked after qualifying orders
- Interactive quizzes that award points
- 10% welcome discount on first order
The program combines tangible rewards with personalized experiences, integrating brand personality ("magic" theme) throughout the customer journey. This storytelling approach transforms loyalty from a simple points bank into an immersive brand experience.
8) Debenhams Beauty Club
Debenhams Beauty Club offers the most generous points-per-currency earning rate among major retailers at 3 points per £1 spent.
Best For
UK shoppers seeking maximum earning potential on beauty purchases.
Key Features
- Triple birthday rewards including Benefit brow wax collaboration
- Lifetime free shipping for members
- Points usable as payment currency at checkout
- Regular bonus-point events online and in-store
The partnership with Benefit Cosmetics for birthday gifts shows how brands can enhance loyalty value through strategic collaborations. These partnerships create memorable moments that strengthen emotional connection beyond the standard discount structure.
9) Nordstrom The Nordy Club
The Nordy Club blends beauty purchases with luxury services, offering unique experiential benefits.
Best For
Multi-category luxury shoppers who purchase beauty alongside fashion.
Earning Rate
1 point per $1 (3 points with Nordstrom card)
Key Features
- Free basic alterations on clothing purchases
- Pick-your-own double points days
- Lifestyle workshops and in-home stylist visits
- Early access to collections
Nordstrom's approach goes beyond discounts by offering high-value, personalized benefits that appeal to their luxury customer base. The June 2025 program update restructured Nordstrom Rack earnings, showing how programs evolve with business strategy.
10) Glow Recipe Glow Rewards
Glow Rewards represents next-generation loyalty for DTC beauty brands, emphasizing community over transactions.
Best For
K-beauty and clean skincare enthusiasts active on social media.
Key Features
- 15 points per social media action (follows, shares)
- Referral program rewarding both parties
- Multiple non-purchase earning opportunities
- Review and account action rewards
Glow Rewards breaks away from cash-for-points models by engaging customers through non-monetary interactions. This builds relationships beyond simple transactions—a model especially effective for DTC brands building community. Social engagement creates touchpoints that keep the brand top-of-mind between purchases.
Frequently Asked Questions
What makes a points program effective for beauty brands?
Effective beauty loyalty programs combine generous earning rates, tiered VIP structures, and redemption options that feel valuable. The most successful programs attribute 80-95% of sales to loyalty members. Tiered structures encourage increased spending, while experiential rewards create emotional connections beyond discounts.
How do VIP tiers increase customer spending in beauty programs?
VIP tiers create aspirational targets that encourage customers to spend more to reach the next level. Top-tier members spend significantly more than casual shoppers—often exceeding $1,700 annually. Tiers work by offering progressively valuable benefits like free shipping, exclusive products, and personalized services that justify increased purchase frequency.
Can smaller beauty brands compete with Sephora's loyalty program?
Yes. Platforms like Rivo enable DTC beauty brands to launch sophisticated loyalty programs with checkout integration, VIP tiers, and referral capabilities at accessible price points. Smaller brands have achieved millions in loyalty-attributed revenue by focusing on personalization and customer experience rather than matching enterprise program scale.
What metrics should beauty brands track for loyalty program success?
Key metrics include repeat purchase rate, average order value among members versus non-members, redemption rates, tier progression velocity, and loyalty-attributed revenue percentage. Rivo's analytics dashboard provides reports covering program performance, points liability, and redemption trends to help brands optimize their programs.
Should beauty brands offer experiential or transactional rewards?
The best programs offer both. Transactional rewards like discounts and free products drive immediate purchases, while experiential rewards like masterclasses and exclusive events build emotional loyalty. Luxury brands emphasize experiences, while mass-market programs balance both approaches. Consider your brand positioning and customer expectations when designing reward structures.
