Beauty brands that implement VIP tier programs see dramatically higher customer retention and revenue. Ulta generates 95% of total sales from loyalty members, while Sephora drives 80% of North American sales through its three-tier Beauty Insider program. These numbers show just how powerful a well-designed tier program can be for driving repeat business. For Shopify brands looking to build similar results, Rivo Loyalty offers fully customizable VIP tier automation that integrates directly into your checkout.
Key Takeaways
- VIP tier programs drive measurable results: 83% of beauty consumers say loyalty programs influence their repeat purchases.
- Enterprise retailers like Sephora and Ulta prove that tiered loyalty drives the majority of revenue—80% and 95% respectively.
- DTC beauty brands on Shopify achieve exceptional metrics through modern platforms, with Kitsch generating $5.8M in loyalty-attributed revenue.
- Three tiers is the industry standard, with thresholds typically ranging from $350-$1,000 annual spend for top status.
- Experiential rewards—early access, masterclasses, personalized consultations—create emotional connections beyond discounts.
The brands below represent the most effective VIP tier programs in the beauty industry, from enterprise retailers to innovative DTC brands. Each demonstrates proven strategies for structuring tiers, designing benefits, and driving repeat purchases.
1) Rivo Loyalty — Build Custom VIP Tiers for Shopify Brands
Rivo powers VIP tier programs for some of the fastest-growing beauty brands, including Kitsch, OSEA Malibu, and Thrive Cosmetics. The platform enables fully customizable tier structures based on spend, points earned, or orders placed—giving beauty brands complete control over their loyalty design.
Why It's the Best Platform for Beauty VIP Tiers
Unlike legacy platforms, Rivo integrates directly into Shopify's infrastructure using theme app extensions and 8+ checkout touchpoints. This means customers can spend points as a payment method during checkout, reducing friction and increasing redemption rates.
Key Platform Features
- VIP tier automation with custom earning rules for purchases, reviews, social follows, and birthdays
- Visual page builder integrated into Shopify theme editor with custom CSS and fonts
- 20+ analytics reports tracking program performance, points liability, and redemption trends
- Advanced Klaviyo integration syncing VIP tiers for email segmentation
- Points expiry rules with automated reminder emails
Performance Data
Beauty brands using Rivo report 77% repeat purchase rates among redeemers and 8.7x higher repeat rates for top-tier VIPs. The platform processes over $1.5 billion in revenue for client brands.
These results show how the right loyalty platform can transform customer behavior. When beauty brands make it easy for customers to earn and spend rewards, repeat purchases naturally follow.
For Shopify beauty brands ready to launch VIP tiers, Rivo offers white-glove onboarding that follows a 3-week implementation process with dedicated success managers.
Best For
Shopify and Shopify Plus beauty brands wanting to create their own VIP tier program
Platform
Native Shopify integration with checkout extensions
Notable Results
52x ROI, 3.1x repeat purchase rate improvement
2) Sephora Beauty Insider
Sephora Beauty Insider sets the standard for VIP tier programs in beauty. With over 40 million members globally and 17 million in North America, the program drives an astounding 80% of the company's North American sales.
That level of loyalty program contribution is rare even among successful retailers. It means four out of every five dollars Sephora makes comes from customers enrolled in Beauty Insider, proving that tier-based rewards work exceptionally well in the beauty category.
Why It's One of the Best VIP Tier Programs
The three-tier structure creates clear aspirational goals. VIB status unlocks at $350 annual spend, while Rouge members earn the highest benefits at $1,000. This progression keeps customers engaged and motivated to increase spending.
Key VIP Benefits
- Rewards Bazaar with rotating high-value items creates urgency for redemption
- Beauty Insider Cash allows dollar-for-dollar point redemption
- Rouge members receive free shipping, early access to sales, and exclusive events
- 22% uplift in cross-sell revenue and 13-51% increase in upsell
Beauty Insider proves that tiered programs work because they give customers something to work toward. The clear path from Insider to VIB to Rouge makes customers feel like they're progressing, not just spending.
Best For
Beauty enthusiasts seeking experiential rewards and exclusive access
Tiers
3 (Insider, VIB, Rouge)
Top-Tier Threshold
$1,000 annual spend
3) Ulta Ultamate Rewards
Ulta Ultamate Rewards boasts 44.6 million active members who generate 95% of the company's total revenue. The program's simplicity and generous point values make it particularly effective for mass-market beauty consumers.
When nearly all of your revenue comes from loyalty members, you know your program is working. Ulta's success shows that customers will consolidate their beauty spending with retailers that reward them consistently.
Why It's One of the Best VIP Tier Programs
Points work as actual currency with no blackout dates, making redemption straightforward. Top-tier Diamond members spend an average of $1,700 annually, demonstrating how effective tier structures increase customer lifetime value.
Key VIP Benefits
- Points redeemable for both products and salon services
- Diamond members receive exclusive perks and accelerated earning
- No expiration on points for active members
- Free birthday gifts across all tiers
Growth Trajectory
Ulta targets 50 million members by 2028, showing continued investment in their VIP program as a growth driver.
Best For
Value-focused beauty shoppers who want straightforward point redemption
Tiers
3 (Member, Platinum, Diamond)
Top-Tier Threshold
$1,200 annual spend for Diamond
4) Kitsch Rewards
Kitsch demonstrates how DTC beauty brands can compete with enterprise retailers through innovative tier design. The brand generated $5.8M in loyalty-attributed revenue with 1.2M activated customers.
That's real revenue directly tied to their loyalty program—not just correlation, but money they can trace back to members earning and redeeming rewards. For a DTC brand, that kind of attribution proves the program pays for itself many times over.
Why It's One of the Best VIP Tier Programs
Kitsch earns points for non-traditional actions—TikTok follows, in-store receipt uploads, and social engagement. This approach resonates with younger beauty consumers who interact with brands across multiple touchpoints. Top-tier VIPs earn up to 20 points per dollar.
Key VIP Benefits
- Early access to new product launches
- Product testing opportunities for top-tier members
- Points for social media engagement
- 8.7x higher repeat purchase rate for top-tier VIPs
Kitsch proves that loyalty programs can feel exciting and authentic, not corporate. By rewarding the behaviors their customers already do—following on social, sharing products, engaging with content—they've built a program that feels natural.
Best For
Gen Z and millennial consumers who engage across social channels
Tiers
Multiple including "Ritual Revamped" and "All Access"
Platform
Built on Rivo
View the full Kitsch case study to see how the brand structured its VIP tiers.
5) Lancôme Elite Rewards
Lancôme Elite Rewards exemplifies how luxury beauty brands can use VIP tiers to create emotional connections beyond transactions. The program emphasizes experiential rewards and non-purchase earning opportunities.
Why It's One of the Best VIP Tier Programs
The beautifully named tiers—Rose Gold, Gold, Platinum—reinforce the brand's premium positioning. Members earn points through social engagement and profile completion, not just purchases. This approach fits luxury buyers who want to feel valued beyond their wallet.
Key VIP Benefits
- Free shipping for Gold members and above
- 2-day expedited shipping for Platinum
- VIP events and artistry masterclasses
- Annual anniversary gifts for higher tiers
- Complimentary Shoprunner membership
Lancôme shows that luxury loyalty isn't about discounts—it's about experiences. Masterclasses, events, and personalized service matter more to high-end beauty buyers than percentage-off coupons.
Best For
Luxury beauty consumers seeking experiential rewards
Tiers
3 (Rose Gold, Gold, Platinum)
Points Earning
10 points per $1 spent
6) OSEA Sea Rewards
OSEA Sea Rewards demonstrates how tier naming can reinforce brand identity. The ocean-themed tiers—Ripple, Current, Wave—align perfectly with the clean beauty brand's positioning and create a cohesive customer experience.
Why It's One of the Best VIP Tier Programs
Members who redeem rewards show a 77% repeat purchase rate and spend $167 average order value—40% above the site average. The program rewards engagement beyond purchases, including reading content and taking skin quizzes.
When redeemers come back 77% of the time, it shows that the act of redeeming creates stronger loyalty. Customers who use their points feel more connected to the brand and are more likely to shop again.
Key VIP Benefits
- 1 point per dollar, 500 points = $5 off
- Points for completing skin quizzes and content engagement
- Early access to unreleased products
- 5.5x more orders from redeemers vs. non-members
Best For
Clean beauty enthusiasts who value sustainability
Tiers
3 (Ripple, Current, Wave)
Platform
Built on Rivo
Explore the full OSEA case study to see their tier structure in detail.
7) MAC M·A·C Lover
MAC keeps products at the heart of its loyalty program. Points redeem for MAC products rather than discounts, leveraging the visual appeal of cosmetics to drive engagement.
Why It's One of the Best VIP Tier Programs
The single-brand focus creates a more curated experience than multi-brand retailers. Early access to limited-edition collections and new launches gives VIP members genuine exclusivity. For makeup lovers, getting first dibs on a limited palette or collaboration is often more valuable than a discount.
Key VIP Benefits
- VIP events and makeup masterclasses
- Early access to new products and limited editions
- Product-based rewards rather than discounts
- Exclusive access for Gold Lover members
Best For
Makeup enthusiasts and professional artists
Tiers
3 (Bronze Lover, Silver Lover, Gold Lover)
Reward Focus
Products as rewards
MAC proves that rewards don't have to mean discounts. When your products are desirable enough, offering them as rewards creates more excitement than money off.
8) Charlotte Tilbury Beauty Universe
Charlotte Tilbury's Beauty Universe stands out through gamification. The program features a Magic Vault—a mysterious rewards vault unlocked after three orders of £49+—creating intrigue and repeat purchase motivation.
Why It's One of the Best VIP Tier Programs
Milestone gifting at the 2nd and 3rd purchase encourages early repeat behavior. Points for completing brand quizzes drive engagement while collecting valuable customer data. The element of mystery around the Magic Vault makes customers curious enough to complete the qualifying purchases.
Key VIP Benefits
- Magic Vault access after qualifying purchases
- Gifts at milestone orders
- Quiz-based point earning
- Masterclass invitations for top members
Best For
Luxury makeup consumers who enjoy discovery
Tiers
Multiple tiers with escalating benefits
Currency
Loyalty Coin
Charlotte Tilbury shows that loyalty can be fun. By adding game-like elements and mystery, they've turned their program into something customers actively want to engage with, not just passively earn from.
9) DRMTLGY Loyalty Program
DRMTLGY offers the highest single-reward value in this list—3,000 points = $150 discount. This substantial reward funds complete skincare regimen purchases, encouraging customers to build routines around the brand.
Why It's One of the Best VIP Tier Programs
The clinical positioning extends to loyalty benefits. Elite members receive personalized skincare consultations, adding genuine value beyond discounts. For skincare customers building long-term routines, a $150 reward helps them stock up on the products they need.
Key VIP Benefits
- Maximum $150 reward value
- Personalized skincare consultations at Elite tier
- Point multipliers to accelerate tier progression
- Science-backed brand positioning reflected in program design
Best For
Clinical skincare consumers building regimens
Tiers
3 (Insider, Rose Gold, Elite)
Platform
Built on Rivo
DRMTLGY proves that generous rewards work when they align with how customers actually shop. Skincare buyers need multiple products for a complete routine, so a large reward helps them buy everything at once.
10) e.l.f. Beauty Squad
e.l.f. Beauty Squad proves affordable beauty brands can offer VIP experiences. The tier names—FAN, PRO, ICON—feel fun and relatable rather than corporate.
Why It's One of the Best VIP Tier Programs
The program accepts receipt uploads for purchases made at external retailers like Target and Walmart. This omnichannel approach captures loyalty regardless of where customers buy. Since e.l.f. products are widely available in drugstores and mass retailers, this strategy meets customers where they already shop.
Key VIP Benefits
- Product testing access for ICON members
- Free shipping at top tier
- Personal beauty consultations
- Points for profile completion, social follows, and reviews
Best For
Budget-conscious beauty consumers
Tiers
3 (FAN, PRO, ICON)
Points Earning
10 points per $1
For brands exploring different types of customer loyalty programs, e.l.f. demonstrates how accessibility and VIP exclusivity can coexist.
How to Choose the Right VIP Tier Structure
Beauty brands implementing their own VIP programs should consider these proven patterns:
Tier Count
Three tiers is the industry standard. This creates clear progression without overwhelming complexity. Every successful enterprise program—Sephora, Ulta, Lancôme, MAC—uses three tiers for good reason. It's simple enough for customers to understand but offers enough distinction to make advancement meaningful.
Threshold Setting
Enterprise brands set top-tier thresholds at $500-$1,200 annual spend. DTC brands can start lower to match their customer spending patterns. The key is making your top tier feel exclusive but achievable for your best customers.
Benefit Escalation
Each tier should offer meaningful new benefits. Early access, free shipping, and experiential rewards consistently drive engagement. Don't just add more points at higher tiers—add benefits that make customers feel special.
Brand Alignment
Tier names should reflect brand identity. OSEA's ocean theme and Charlotte Tilbury's magic universe create memorable experiences. Generic tier names like ""Silver, Gold, Platinum"" work fine, but creative names that match your brand can make the program more engaging.
For Shopify brands ready to implement VIP tiers, platforms like Rivo offer the flexibility to customize every aspect of tier structure and benefits while integrating directly into your existing checkout flow. According to Harvard Business Review research, loyalty programs that offer experiential rewards see 30% higher engagement than discount-only programs.
Frequently Asked Questions
What are the most common benefits offered in beauty VIP tiers?
The most effective VIP tier benefits include free shipping (offered by 8 of 10 programs reviewed), early access to new products and sales, point multipliers for higher tiers, birthday rewards, and experiential benefits like masterclasses or consultations. Top-tier members at Sephora and Ulta also receive exclusive event invitations. Research from Accenture shows that 66% of consumers want to buy from brands that align with their values, which is why experiential rewards that create emotional connections outperform simple discounts.
How many VIP tiers should a beauty brand have?
Three tiers is the industry standard. Every enterprise program reviewed—Sephora, Ulta, Lancôme, MAC—uses a three-tier structure. This creates aspirational progression while remaining simple enough for customers to understand and track. According to research from Bain & Company, customers in tier-based programs spend 12-18% more annually than non-members.
What annual spend thresholds work for top-tier status?
Enterprise retailers set top-tier thresholds between $500 (Ulta Platinum) and $1,200 (Ulta Diamond, Sephora Rouge at $1,000). DTC brands can set lower thresholds aligned with their average customer spending. The key is ensuring enough customers can realistically achieve each tier while maintaining exclusivity. Data from the National Retail Federation suggests that top-tier status should be achievable for approximately 10-15% of your active customer base.
What ROI can beauty brands expect from VIP tier programs?
Enterprise programs like Ulta generate 95% of total sales from loyalty members, while Sephora drives 80% of sales through Beauty Insider. DTC brands using modern platforms report strong results—Kitsch achieved $5.8M in loyalty-attributed revenue, while OSEA members show 77% repeat purchase rates. Most beauty brands should expect to see 2-3x ROI within the first year of launching a well-designed VIP program.
How can small beauty brands compete with Sephora and Ulta's programs?
DTC brands win by offering what large retailers cannot—personalized experiences, authentic community, and brand-specific benefits. Kitsch's social-first approach and OSEA's brand-aligned tier naming demonstrate how smaller brands create differentiated loyalty experiences. Modern platforms like Rivo enable sophisticated tier programs without enterprise budgets. According to Business of Fashion research, smaller brands that focus on community and experiential rewards see 40% higher engagement rates than discount-focused programs.
