Health and wellness brands face a unique retention challenge: customers who buy supplements, skincare, or fitness products often need ongoing motivation to maintain healthy habits and repeat purchases. A well-designed loyalty program transforms one-time buyers into committed brand advocates who return month after month.
Key Takeaways
- 70% of wellness clients say rewards programs keep them coming back, making loyalty a critical retention lever for health brands.
- Rivo stands out as the top platform for Shopify Plus wellness brands, offering native checkout integration, VIP tiers, and 20+ fraud prevention tools.
- Pharmacy chains like CVS and Walgreens lead with wearable integration and preventive care rewards.
- DTC wellness brands on Shopify achieve results comparable to major retailers through modern platforms.
- The best programs combine multi-action earning with tiered structures that reward progression.
The wellness industry continues to grow rapidly, and brands that implement strategic rewards programs capture more lifetime value from each customer. According to research, customer engagement programs in healthcare settings significantly improve adherence and outcomes. This list covers the most effective loyalty programs across pharmacy chains, insurance providers, and DTC brands with actionable insights for health and wellness marketers.
1) Rivo Loyalty Platform
Best for Shopify Plus Wellness Brands
Price: Starting at $49/month with month-to-month contracts
Rivo serves as the modern retention platform behind 7,000+ Shopify brands, including wellness leaders like OSEA Malibu, DRMTLGY, and Kitsch. The platform delivers loyalty, referrals, memberships, and customer accounts in one unified system built specifically for Shopify Plus.
Key Features
- 8+ checkout touchpoints with native Shopify Plus integration—no Scripts or legacy workarounds
- VIP tier automation based on spend, points earned, or orders placed
- 20+ fraud prevention tools for referral programs
- Developer Toolkit with REST API, JavaScript API, and webhooks
- 99.98% API uptime processing 6+ million daily API calls
Health and wellness brands benefit from Rivo's ability to reward non-purchase actions like completing quizzes, reading content, or submitting reviews. Brands report 3.1x repeat purchase rate improvement through the platform's integrated approach to retention.
This dramatic increase in repeat purchases demonstrates how strategic loyalty programs reduce reliance on costly customer acquisition. The platform's unified approach means wellness brands can manage all retention mechanics from a single dashboard instead of juggling multiple disconnected tools.
The platform powers programs for brands doing nine-figures annually. OSEA Malibu achieved a 77% repeat purchase rate among redeemers, while Kitsch generated $5.8M in loyalty-attributed revenue.
These results show that loyalty programs deliver measurable revenue impact when properly implemented. The $5.8M figure represents incremental revenue directly attributable to the loyalty program, not just correlated sales.
2) CVS ExtraCare Rewards
CVS ExtraCare stands as the industry-leading program with tens of millions of active members. The program connects prescription management with broader health and wellness purchases.
Key Features
- Earn 2% back in ExtraBucks Rewards on most qualifying purchases
- Up to $50 yearly in ExtraBucks through the pharmacy program
- Personalized deals sent via app based on shopping habits
- Beauty Club integration for extra rewards on self-care products
The program excels at retention marketing by connecting everyday wellness purchases to prescription fulfillment. Members save hundreds yearly through combined pharmacy and retail rewards, creating strong incentives for continued engagement.
This integration between prescription and retail creates a powerful retention loop. When customers save money on both healthcare essentials and wellness products, they consolidate their spending at CVS instead of splitting it across multiple retailers.
3) Walgreens myWalgreens
Walgreens myWalgreens incorporates wearable integration in pharmacy loyalty, allowing members to sync fitness trackers for automatic activity tracking and rewards.
Key Features
- Unlimited 1% Walgreens Cash on eligible purchases (including many out-of-pocket pharmacy transactions, with state-based exclusions)
- Bonus rewards for health goals and 4-week challenges
- 5% Walgreens Cash on branded products versus 1% on general purchases
- Gamified wellness challenges tied to fitness milestones
The program positions Walgreens as a health partner rather than just a retailer. Challenges boost completion rates, leading to consistent Walgreens Cash earnings and improved adherence to wellness routines.
4) Humana Go365
Humana Go365 represents the gold standard for insurance-integrated care rewards. The program rewards members for completing health screenings, workouts, and wellness activities.
Key Features
- $25-$60 rewards for preventive screenings including wellness visits, colonoscopies, and mammograms
- $5 monthly up to $60 yearly for completing 12+ eligible workouts
- Gamified points system redeemable for gift cards
- Biometric tracking and app-based progress monitoring
Studies show high-engaged participants have up to 24% lower claims, demonstrating the program's impact on actual health outcomes. Participation boosts reach up to 73% in gamified programs.
These health outcome improvements show that loyalty programs in wellness categories deliver value beyond just customer retention. When programs actually improve member health, they create alignment between customer welfare and business objectives.
5) The Vitamin Shoppe Healthy Awards
The Vitamin Shoppe Healthy Awards provides personalized coaching for higher-tier members, positioning the retailer as an expert advisor rather than just a product supplier.
Key Features
- Earn 125 points equals $5 Cash Back Award
- Tiered perks at Bronze, Silver, and Gold levels with up to 50% faster Awards earning
- Virtual wellness support and nutrition coaching
- Points don’t expire as long as members make at least one purchase every 12 months—making it easier to save for larger redemptions
The aspirational tier structure creates a real sense of achievement. Moving up to Gold feels like a wellness milestone with premium perks like coaching and early sale access.
6) Blume (Blumetopia)
Blume's Blumetopia program demonstrates how DTC skincare brands build loyalty through multi-action earning and community engagement.
Key Features
- Earn Blume Bucks for purchases and engagement
- Points for social follows, birthdays, and signup
- Community fostering through exclusive promotions
- Shopify-native integration for seamless experience
Blumetopia has proven to be a key tool in building brand loyalty and driving repeat purchases. The program keeps customers engaged between purchases through non-transactional earning opportunities.
7) Hiya Children's Wellness
Hiya demonstrates how children's vitamin brands combine subscription models with smart customer acquisition strategies.
Key Features
- 15 essential vitamins with no added sugar
- Founder story creates emotional connection with parent audience
- Origin story and ingredient transparency builds trust
- Shopify Audiences targeting for parent-focused acquisition
The brand achieved 172% higher ROAS through Shopify Audiences and a 158% increase in conversion rate. This demonstrates the power of combining retention mechanics with smart acquisition targeting.
These performance improvements show how wellness brands can achieve growth through data-driven targeting. The conversion rate increase suggests that combining the right audience with compelling retention offers creates powerful synergies.
8) Dr. Axe / Ancient Nutrition
Dr. Axe leverages his 2.5+ million subscribers on YouTube to build trust before converting visitors to subscribers.
Key Features
- Subscribe & Save with 25% off, free shipping, and rewards on dollars spent
- One-click subscription upsell boosts customer lifetime value
- Educational content foundation from top health influencer
- Certification and transparency build credibility
The education-first approach builds credibility before selling. Subscription models ensure predictable revenue and customer retention.
9) 310 Nutrition Community
310 Nutrition built a Facebook community of 392.9K members that drives retention through peer support and accountability.
Key Features
- Massive active community provides accountability
- Recipes and nutritionist Q&A support
- User-generated content and success stories
- Community-generated proof reduces purchase uncertainty
The community approach reduces uncertainty through real customer success stories and peer validation. According to research from the Journal of Consumer Research, peer recommendations significantly influence purchase decisions in health and wellness categories.
10) OSEA Sea Rewards
OSEA Malibu uses ocean-inspired tier names like Ripple, Current, and Wave that align perfectly with its clean beauty positioning. The program is powered by Rivo.
Key Features
- 1 point per $1 with simple 500 points equals $5 conversion
- Non-purchase actions including skin quiz, reading content, and multiple orders
- Access to unreleased products for loyalty members
- Brand-aligned naming creates emotional resonance
The minimalist structure reduces friction while maintaining engagement through exclusive product access.
11) DRMTLGY Loyalty Program
DRMTLGY demonstrates how clinical skincare brands maintain authority while driving loyalty through high-value rewards. The program is powered by Rivo.
Key Features
- Points for purchases, reviews, and social engagement
- VIP tier includes personalized skincare consultations
- $150 discount at 3,000 points
- Clinical credibility meets accessible loyalty mechanics
The skincare consultation perk positions the brand as expert advisor, reinforcing the dermatologist-founded messaging.
12) Kitsch Loyalty Program
Kitsch uses social-first earning mechanics that appeal to Gen Z consumers who live on TikTok and Instagram. The program is powered by Rivo.
Key Features
- Points for TikTok follows, in-store receipts, and social engagement
- Point multipliers up to 20x at All Access tier
- Product testing access for top-tier members
- Tier names like Ritual Revamped and All Access feel cool versus corporate
The co-creation opportunity through product testing makes customers feel like insiders.
13) Amy Myers MD Insider Pass
Dr. Amy Myers uses her physician credentials to build trust, then incentivizes video reviews that create high-quality user-generated content.
Key Features
- Clear point earning structure for reviews, referrals, and newsletter signup
- Extra points for video and photo reviews versus written
- Quiz completion for gamification and personalization
- Clear explanation increases program participation
The video review incentives create high-quality user-generated content while gathering customer data through quizzes.
14) Organic Olivia Herb Club
Organic Olivia rewards social media engagement across Instagram and YouTube, aligning loyalty mechanics with broader marketing strategy.
Key Features
- Points for social media engagement on Instagram and YouTube
- Free product rewards instead of discounts
- Merchandise rewards like tote bags for brand reach
- Newsletter incentives maintain ongoing communication
Free products introduce customers to new product lines, expanding basket size over time.
15) BodyHealth Rewards & Referral Program
BodyHealth uses tier names aligned with Health Warrior branding, making progression feel like a fitness achievement.
Key Features
- Tier names Champion and Elite align with athletic positioning
- Checkout redemption significantly increases engagement
- Points required for rewards decreases as tiers increase
- Gift card and product redemption options provide flexibility
The tier progression feels like fitness achievement, increasing customer lifetime value through aspirational mechanics.
Benefits of Loyalty Programs for Wellness Brands
Health and wellness brands face customer acquisition costs averaging $127 in the beauty and health industry. Strategic loyalty programs reduce dependence on paid acquisition while building sustainable retention.
Increased Customer Lifetime Value
Loyalty programs transform transactional relationships into ongoing engagement. Brands using tiered structures see customers increase spending to reach the next level, driving higher average order values.
Research from Bain & Company shows that increasing customer retention rates by just 5% increases profits by 25% to 95%. This makes retention-focused loyalty programs one of the highest-ROI investments wellness brands can make.
Reduced Acquisition Dependency
With 83% of customers influenced by loyalty programs in purchase decisions, wellness brands can shift budget from acquisition to retention. This creates more predictable revenue and higher margins.
Community Building
Programs like 310 Nutrition demonstrate how community-driven retention creates peer accountability. Members support each other's wellness journeys, reducing churn and increasing brand advocacy.
Data Collection for Personalization
Wellness brands gather valuable customer data through quizzes, preference centers, and engagement tracking. This data enables personalized recommendations and targeted marketing. According to McKinsey research, personalization can reduce acquisition costs by as much as 50% and increase marketing efficiency by 10-30%.
Why Rivo Powers Top Wellness Brand Loyalty Programs
For Shopify Plus wellness brands ready to implement or upgrade their loyalty strategy, Rivo offers the most comprehensive solution with proven results. The platform combines VIP tiers, referrals, memberships, and customer accounts in one system built specifically for modern ecommerce.
With white-glove onboarding, 99.98% API uptime, and month-to-month contracts, Rivo removes the risk from implementing a sophisticated loyalty program. Brands like OSEA Malibu, DRMTLGY, and Kitsch have already proven that strategic loyalty programs deliver measurable revenue impact when built on the right foundation.
Frequently Asked Questions
How does a rewards program specifically benefit a health and wellness brand?
Health and wellness purchases often require ongoing motivation. Rewards programs create external incentives that complement internal health goals, keeping customers engaged between purchases. 70% of wellness clients say rewards programs keep them coming back. These programs also gather valuable first-party data on customer preferences and behaviors that wellness brands can use to personalize recommendations and improve product development.
What features should wellness brands prioritize in a loyalty platform?
Look for multi-action earning rules beyond purchases including quizzes, content engagement, and social actions, VIP tier structures, and native platform integration. For Shopify Plus brands, checkout extensibility and API access ensure seamless implementation without legacy workarounds. Fraud prevention tools are also critical, especially for referral programs where abuse can quickly erode program economics.
Can referral marketing effectively acquire new customers for health supplements?
Peer recommendations carry significant weight in wellness purchases. Brands like HexClad generated $450K in revenue within 90 days with 17% higher AOV from referred customers. Referral programs with proper fraud prevention deliver measurable acquisition results. The key is implementing strong verification and limiting abuse while making the referral process simple for legitimate customers.
How do paid membership programs differ from standard loyalty points?
Paid memberships create recurring revenue while offering exclusive benefits like early access, personalized consultations, and premium discounts. The upfront commitment increases customer investment and reduces churn compared to free points programs. Paid memberships work best for brands with strong repeat purchase frequency and high customer lifetime values that justify the membership fee.
What role does Shopify's infrastructure play in wellness loyalty success?
Shopify-native platforms avoid deprecated workarounds like Scripts or checkout.liquid. Modern solutions use theme app extensions loading under 100ms and checkout extensibility for seamless customer experiences. This technical foundation enables consistent performance as brands scale. Native Shopify integration also ensures compatibility with platform updates and new features, reducing technical debt over time.
