CBD and wellness brands face distinct retention challenges, including limited access to some paid advertising channels and customers who may require more education before purchasing. Loyalty programs can help brands encourage repeat purchases, referrals, reviews, and stronger direct customer relationships.
Key Takeaways
- Many wellness consumers value rewards, but brands should verify that each program offers benefits relevant to their customers rather than relying on broad industry averages.
- Rivo provides loyalty, referrals, memberships, customer accounts, and related retention products for Shopify and Shopify Plus brands.
- CBD brands such as Charlotte's Web use points and rewards to encourage direct customer relationships.
- Behavior-based rewards can support engagement when they focus on appropriate actions such as reviews, referrals, education, subscriptions, recycling, or community participation.
- VIP tiers can recognize high-value customers with progressively stronger benefits, although results vary by program and brand.
The wellness industry's growing focus on retention has made loyalty programs an important consideration for many brands. This list covers loyalty platforms and brand programs that CBD and wellness companies can evaluate in 2026.
1) Rivo: Loyalty Platform for Shopify CBD & Wellness Brands
Rivo is a retention platform for Shopify and Shopify Plus brands. It offers loyalty programs, referrals, paid memberships, customer accounts, wallet passes, gift cards, store credit, and related retention tools.
Best For: Shopify brands that want configurable loyalty, referral, membership, and customer account experiences
Price: The Scale plan starts at $49+ per month, the Plus plan is $499 per month, and Enterprise pricing is custom. Pricing depends on monthly order volume and product requirements. Rivo offers month-to-month billing.
Key Features
- Points programs and VIP tiers based on spending, order count, or points earned
- Shopify checkout extensions for eligible Shopify Plus merchants with the required Rivo plan and checkout-extensibility setup
- Referral fraud-protection controls
- Klaviyo integration for loyalty and referral events, customer properties, segmentation, and automated flows
- Shopify POS support for eligible plans
- Analytics for loyalty and referral performance
Rivo publishes case studies involving wellness and beauty brands, including OSEA Malibu and Kitsch. These case studies report outcomes such as loyalty-attributed revenue, repeat purchases, order frequency, and average order value. Results should be treated as brand-specific examples rather than guaranteed platform-wide outcomes.
Rivo uses current Shopify capabilities such as checkout extensions, theme app extensions, Shopify Flow, and stackable discounts. Availability varies by Shopify plan, Rivo plan, and implementation.
2) Charlotte's Web Loyalty Rewards
Charlotte's Web operates a loyalty program that allows customers to earn points through purchases and selected engagement activities, then redeem those points for discounts or products.
Best For: CBD brands seeking a category-relevant points-program example
Key Features
- Points earned on eligible purchases
- Points redemption for discounts and selected products
- Account-based enrollment
- Additional earning opportunities shown through the member account
The program shows how a CBD brand can use a direct loyalty relationship to encourage repeat engagement. Brands considering a similar structure should publish clear earning rules, redemption values, expiration terms, exclusions, and referral conditions.
CBD and wellness brands can implement comparable progression mechanics using configurable VIP programs.
3) Waterdrop Club
Waterdrop's loyalty program connects purchases and selected engagement activities to a points-based rewards experience.
Best For: Wellness brands with a product or community mission that supports non-purchase engagement
Key Features
- Free membership with a points bonus for joining
- 10 points per $1 spent on the US program
- Points redeemable for selected drinkware and other available rewards
- Early access, member offers, giveaways, and selected community activities
- Additional earning opportunities through referrals, reviews, Hydration App use, and recycling where available
- A referral offer that currently gives the referring member points and the new customer a first-order discount, subject to program terms
Waterdrop demonstrates how a wellness brand can extend loyalty beyond purchases without requiring customers to disclose sensitive health information. Its program connects rewards to product use, reviews, community activity, and sustainability-related participation.
Brands building similar programs can consider referral programs as one part of a broader retention strategy.
4) OSEA Malibu Sea Rewards
OSEA Malibu uses a branded loyalty experience that connects points and rewards to its broader skincare identity.
Best For: Clean beauty and wellness brands prioritizing a simple, branded program
Key Features
- Purchase-based points
- Branded loyalty tiers
- Member rewards and product-related benefits
- A loyalty experience designed to align with OSEA's visual identity
OSEA's approach demonstrates that loyalty programs do not need complicated earning systems to feel distinctive. Clear rules, recognizable benefits, and brand-aligned presentation can make a program easier for customers to understand.
This type of branded experience can be created through Rivo's customizable programs.
5) CVS ExtraCare Rewards
CVS ExtraCare is a large-scale retail loyalty program connecting pharmacy activity, personalized offers, and rewards on qualifying purchases.
Best For: Understanding enterprise health and wellness loyalty mechanics
Key Features
- 2% back in ExtraBucks Rewards on qualifying purchases
- Up to $50 per calendar year in ExtraBucks Rewards through eligible pharmacy activities after enrollment
- Personalized coupons and promotional offers
- In-store and online reward redemption
CVS creates recurring engagement by connecting pharmacy visits and broader retail purchases within one rewards ecosystem. CBD brands should not attempt to reproduce prescription-based mechanics, but they can learn from the way CVS gives members several reasons to return and interact.
6) Walgreens myWalgreens
myWalgreens combines purchase rewards, personalized offers, and pharmacy-related engagement in a free loyalty program.
Best For: Brands studying purchase rewards and personalized retail offers
Key Features
- Unlimited 1% Walgreens Cash on eligible purchases
- Unlimited 5% Walgreens Cash on Walgreens-branded products
- Personalized member deals
- Digital receipts and online or in-store redemption
- Periodic bonus-reward opportunities subject to offer terms
The program demonstrates how a retailer can combine an everyday earning rate with higher rewards on its own products. Wellness brands can apply a similar concept by offering stronger incentives on selected products, subscriptions, bundles, or private-label ranges.
7) The Vitamin Shoppe Healthy Awards
The Vitamin Shoppe combines purchase-based points, tier status, Cash Back Awards, and educational resources.
Best For: Supplement and wellness brands with a strong educational position
Key Features
- 125 points converts into a $5 Cash Back Award
- Bronze, Silver, and Gold membership tiers
- Rewards Center activities and member promotions
- Access to nutrition coaching and wellness resources
- Points expire after 12 months without a purchase
- Issued Cash Back Awards expire after 30 days
By connecting rewards with educational support, The Vitamin Shoppe positions its program as more than a discount mechanism. Brands using a similar approach should avoid personalized medical advice unless it is provided by appropriately qualified professionals under suitable terms.
8) Amy Myers MD Rewards
Amy Myers MD offers a customer rewards experience within the supplement and wellness category.
Best For: Wellness brands exploring reviews, educational content, and customer engagement
Key Features
- Purchase-based points
- Rewards for selected customer activities
- Review and engagement opportunities
- Benefits presented within a broader wellness-education experience
The program illustrates how a wellness business can connect rewards with content and customer participation. Brands should clearly disclose any review incentive and ensure that incentives do not require positive reviews or suppress critical feedback.
CBD brands can use referral programs alongside transparent review strategies to support customer acquisition.
9) Foria Wellness Rewards
Foria operates in a sensitive wellness category where customer privacy, careful messaging, and direct relationships are especially important.
Best For: Brands in sensitive wellness categories
Key Features
- Purchase-based customer rewards
- Account-based loyalty participation
- Opportunities to encourage repeat engagement
- Educational content supporting the customer journey
Foria's category demonstrates why wellness brands should minimize the collection of sensitive information. Loyalty programs should request only data that is necessary, clearly explain how it will be used, obtain appropriate consent, and provide meaningful privacy controls.
For CBD brands in sensitive categories, loyalty and referrals can support direct customer relationships when paid advertising options are limited. Brands can use loyalty data for personalization while following applicable privacy and consumer-protection requirements.
10) Humana Go365
Humana's Go365 program rewards eligible members for completing qualifying health activities. Available activities and rewards vary by health plan.
Best For: Understanding verified activity-based rewards in a regulated environment
Key Features
- Rewards for eligible preventive and wellness activities
- Qualifying activity verification
- Gift-card redemption through the Go365 Mall
- Plan-specific eligibility, limits, and expiration rules
The program shows how verified activities can be linked to rewards in a healthcare setting. It is not a direct model for an ecommerce CBD program because Humana operates within a different legal, contractual, and data-governance environment.
CBD brands should avoid collecting medical outcomes merely to reproduce health-insurance reward mechanics.
11) Paceline
Paceline has used activity-linked rewards and brand partnerships to engage fitness-oriented consumers.
Best For: Wellness brands evaluating partnership-based acquisition
Key Features
- Fitness-oriented member engagement
- Partner offers and rewards
- Connections to activity data for participating services
- Campaigns aimed at health-conscious consumers
Program features, eligibility, financial products, and partner benefits can change. Brands considering a partnership should verify current commercial terms directly with Paceline before making claims or planning a campaign.
CBD brands focused on recovery, sleep, or fitness can explore carefully selected partnerships, provided that product claims, customer targeting, and data use comply with applicable rules.
12) DRMTLGY Rewards
DRMTLGY operates a rewards experience in the skincare category, where replenishment cycles and consistent product use can support repeat purchasing.
Best For: Skincare and beauty-adjacent wellness brands
Key Features
- Points earned through purchases and eligible activities
- Rewards supporting future purchases
- Customer reviews and engagement
- A program designed around repeat skincare purchases
The program illustrates why loyalty can be relevant in categories where customers replenish products over time. Brands should confirm current earning rates, redemption rules, and tier benefits directly from DRMTLGY before using them as benchmarks.
Subscription benefits can complement loyalty for consumable products, but brands should communicate renewal terms, cancellation rules, and the relationship between subscription discounts and loyalty rewards clearly.
How to Choose the Right Loyalty Program for Your CBD Brand
Selecting a loyalty platform requires evaluating technical, commercial, privacy, and regulatory factors relevant to CBD and wellness businesses.
Technical Requirements
Shopify Plus brands should confirm that the platform supports checkout extensibility and other current Shopify architecture rather than relying on deprecated Shopify Scripts.
Important considerations include checkout-extension eligibility, storefront performance, API capabilities, email and SMS integrations, Shopify POS requirements, and access to implementation support. Brands should test actual performance in their storefront rather than relying solely on general platform claims.
Rivo offers Shopify checkout extensions, theme app integrations, Shopify Flow support, and integrations such as Klaviyo. Some checkout features require Shopify Plus, an eligible Rivo plan, and checkout extensibility.
Program Structure Best Practices
Effective wellness loyalty programs generally use understandable earning rules, attainable rewards, clear exclusions, and benefits that fit the brand.
Non-purchase earning options may include reviews, referrals, educational-content engagement, account completion, recycling, community events, and subscription enrollment. Brands should avoid collecting sensitive health information unless it is necessary, lawful, adequately protected, and supported by informed consent.
For detailed guidance, explore best practices for loyalty program design.
Measuring Loyalty Program ROI
Brands can evaluate performance using repeat-purchase rate, average order value, redemption rate, member participation, referral conversion, loyalty-attributed revenue, and program costs.
Member and non-member comparisons should account for selection bias because highly engaged customers may be more likely to join a loyalty program in the first place.
Rivo's analytics tools support loyalty and referral reporting. Merchants should confirm the exact reports included in their chosen plan.
Benefits of Loyalty Programs for CBD & Wellness Brands
Working Around Advertising Limitations
CBD brands can face restrictions or additional requirements on advertising platforms. Exact policies vary by platform, product type, market, and jurisdiction.
Loyalty programs can reduce dependence on paid acquisition by supporting repeat purchases, customer referrals, email engagement, and transparent review collection. They do not remove the need to comply with advertising, endorsement, health-claim, and privacy requirements.
Building Customer Lifetime Value
Many wellness products are replenished over time. Loyalty programs can encourage customers to return by offering points, benefits, access, or other incentives.
Results depend on product quality, purchase frequency, reward economics, customer experience, and program design. Brand case studies can provide useful examples, but they should not be treated as guaranteed outcomes.
Collecting Zero-Party Data
Loyalty programs can collect information customers intentionally provide, such as product preferences, communication preferences, interests, and preferred reward types.
Brands should use data minimization and avoid requesting symptoms, diagnoses, sleep scores, mood information, or health conditions unless there is a clear lawful need and suitable privacy framework. Learn more about using loyalty data for retention.
Why Rivo Stands Out for CBD and Wellness Brands
Rivo offers connected retention products for Shopify and Shopify Plus brands, including loyalty, referrals, memberships, customer accounts, store credit, wallet passes, gift cards, and wishlists.
The current public pricing page lists Scale at $49+ per month, Plus at $499 per month, and Enterprise at custom pricing. Rivo uses month-to-month billing, and plan pricing depends on order volume and product requirements.
Rivo supports current Shopify features such as checkout extensions, theme app extensions, Shopify Flow, Shopify POS, stackable discounts, and Shopify Customer Accounts. Feature availability varies by plan and Shopify eligibility.
Rivo publishes customer case studies that report loyalty-attributed revenue and customer-behavior outcomes. These examples can help brands evaluate potential use cases, but merchants should model their own expected costs and results.
The platform's onboarding services and developer toolkit support both standard and customized implementations. Merchants should confirm onboarding, support, API access, and customization entitlements for their selected plan.
Request a demo to evaluate whether Rivo fits your retention strategy.
Frequently Asked Questions
How do loyalty programs specifically benefit CBD and wellness brands?
CBD and wellness brands may face platform-specific advertising restrictions and higher customer-education requirements. Loyalty programs can support repeat purchasing, referrals, review collection, and direct customer communication, reducing dependence on paid acquisition. Brands must still follow applicable advertising, health-claim, endorsement, and privacy rules.
What ROI can CBD brands expect from implementing a loyalty program?
There is no universal ROI benchmark for CBD loyalty programs. Results depend on enrollment, redemption economics, repeat-purchase behavior, margins, technology costs, and implementation quality. Brand case studies can provide examples, but each merchant should calculate incremental revenue and gross profit against rewards, discounts, software, implementation, and operating costs.
Can small CBD businesses afford effective loyalty programs?
Rivo's public Scale plan starts at $49+ per month, while Plus is $499 per month and Enterprise pricing is custom. The appropriate option depends on monthly order volume, desired products, integrations, checkout requirements, and support needs. Smaller brands should compare the total program cost with expected incremental gross profit rather than focusing only on the monthly software fee.
What kinds of rewards work best for wellness customers?
Appropriate rewards can include points on purchases, referral rewards, review incentives, early product access, free products, shipping benefits, subscriptions, educational resources, and VIP experiences. Brands should test their own customer preferences and avoid requiring sensitive health information as a condition of participation.
How do loyalty programs ensure compliance with CBD industry regulations?
A loyalty platform does not by itself ensure compliance. Merchants remain responsible for product claims, advertising rules, referral disclosures, endorsements, privacy, consent, age restrictions, and applicable federal, state, and local requirements. Fraud-prevention controls can support program integrity, but legal review and appropriate internal policies are still necessary.
