Beauty brands face a steep challenge: customer acquisition costs average $127 in the health and beauty industry. Membership programs offer a proven path to retention and repeat revenue. In 2025, 83% of consumers say loyalty programs influence their repeat purchases.
For Shopify and Shopify Plus merchants, building a loyalty program that drives real results requires the right solution and strategy. This guide covers the top membership programs for beauty brands—from platforms that power DTC programs to industry giants worth studying.
Key Takeaways
- Rivo stands out as the leading retention platform for beauty brands on Shopify, powering programs for brands like Kitsch, OSEA, and DRMTLGY with features like VIP tiers, referral marketing, and paid memberships.
- Industry leaders Sephora and Ulta drive 80-96% of their sales from loyalty members, proving the revenue impact of well-structured programs.
- Tiered structures (Bronze/Silver/Gold or similar) create aspirational progression that keeps customers engaged longer.
- Non-purchase earning actions—reviews, social follows, recycling—differentiate modern programs from basic points systems.
- DTC beauty brands can achieve results comparable to major retailers by implementing customer loyalty strategies through modern Shopify-native platforms.
1) Rivo – Modern Retention Platform for Beauty Brands on Shopify
Rivo operates as a modern retention platform built exclusively for Shopify and Shopify Plus merchants. The platform powers programs for leading beauty companies including Kitsch, OSEA Malibu, and Thrive Cosmetics.
Why It Stands Out
- Fully customizable points programs, cashback, and VIP tiers with earning rules for purchases, reviews, social follows, and birthdays
- Referral marketing with white-labeled pages, tiered rewards, and 20+ fraud prevention tools
- Paid membership programs using Shopify Plus checkout extensions—no legacy workarounds
- 8+ checkout touchpoints that let customers spend points as a payment method
- Integration with Klaviyo, Postscript, Gorgias, and 50+ apps
Rivo differentiates itself as the first "open platform" for Shopify loyalty. For 95% of use cases, out-of-the-box tooling handles the job. For the remaining 5%, the Developer Toolkit enables full customization through REST API, JavaScript API, and webhooks.
The platform loads in under 100ms using Shopify theme app extensions and maintains 99.98% API uptime. Month-to-month contracts with transparent pricing starting at $49/month make it accessible for growing brands.
Best For
DTC beauty brands on Shopify Plus seeking customizable loyalty, referrals, and memberships
2) Sephora Beauty Insider
Sephora Beauty Insider serves as the industry benchmark with 17 million members in North America. The program accounts for 80% of North American sales.
This sales concentration shows how loyalty programs transform from nice-to-have perks into core business drivers. When four out of five dollars comes from members, the program isn't just marketing—it's the foundation of the business model. Beauty brands looking to scale should note that retention can eventually outweigh acquisition in revenue impact.
Program Structure
- Three tiers: Insider (free), VIB ($350/year spend), Rouge ($1,000/year spend)
- 1 point per $1 spent, redeemable in the rotating "Rewards Bazaar"
- Early access to sales, exclusive events, and birthday gifts
Why It Works
The program drives 22% uplift in cross-sell revenue and 13-51% increase in upsell revenue. Multi-channel integration—earning points in-store, online, and at partner locations—creates seamless engagement. Beauty classes and tutorials for VIB/Rouge members add emotional connection beyond transactions.
Beauty brands can learn from Sephora's approach to loyalty program management: rotating high-value rewards create urgency, and experiential perks build community rather than just discounts.
Best For
Shoppers seeking prestige beauty variety with experiential rewards
3) Ulta Ultamate Rewards
Ulta operates the largest beauty loyalty program with around 44 million active members and a goal of 50 million by 2028. The program drives 96% of all Ulta sales—the highest revenue contribution in the beauty industry.
This near-total sales concentration demonstrates loyalty's potential. Ulta essentially converted their business from traditional retail to a membership-driven model. Nearly every transaction flows through the program, which means every product launch, promotion, and store experience gets amplified by loyalty mechanics. This transformation didn't happen overnight—it required sustained investment in program benefits that customers actually valued.
Program Structure
- Three tiers: Member, Platinum ($500/year), Diamond ($1,200/year)
- 1 point per $1 spent; points can cover entire purchases with no blackouts
- Points work for products AND salon services
- Birthday month doubles points all month
Why It Works
Kelly Mahoney, VP of Customer Marketing at Ulta, describes the program as "Ulta Beauty's heartbeat... the engine that drives our business." TD Cowen analyst Oliver Chen calls it "best-in-class loyalty programme execution."
Top-tier members spend an average $1,700 annually. The Target partnership extends earning beyond Ulta stores, demonstrating how strategic partnerships amplify program value. Brands building their own programs should note: flexibility in redemption (full purchase coverage) outperforms restrictive reward structures.
Best For
Value-focused shoppers wanting flexible redemption across drugstore and prestige products
4) MAC Lover
MAC Lover demonstrates how single-brand loyalty programs build passionate communities. The three-tier structure (Bronze, Silver, Gold Lover) rewards brand devotion with product rewards, early access, and VIP masterclasses.
Why It Works
- Product-centric rewards—redeeming for actual MAC products creates visual appeal and tangible value
- VIP masterclasses and exclusive events build community among makeup enthusiasts
- Early access to limited editions taps into FOMO with product previews
For DTC beauty brands considering their own types of loyalty programs, MAC shows that product rewards ensure members select items they genuinely desire versus forced discounts. Events create brand advocates, not just repeat purchasers.
Best For
Makeup enthusiasts devoted to a single prestige brand
5) Lancôme My Lancôme Rewards
Lancôme Elite Rewards balances luxury positioning with meaningful rewards. The program offers 10 points per $1 spent—significantly higher than the typical 1:1 ratio—across three tiers: Rose Gold, Gold, and Platinum.
Program Features
- Personalized product recommendations based on purchase history
- Luxury experiences including invitations to parties and artistry events
- Free 2-day shipping for Platinum members (no minimum order)
- Annual anniversary gifts for Gold/Platinum create long-term retention incentive
Why It Works
Lancôme proves luxury brands can implement loyalty without discounting brand equity. The program offers a personalized experience for its members that makes them feel valued through experience-based rewards like trips to Paris rather than constant discounts.
Best For
Luxury beauty consumers seeking exclusive experiences
6) The Body Shop Love Your Body Club
The Body Shop pioneered values-aligned loyalty. The program rewards eco-friendly actions—extra points for recycling empties—alongside traditional purchases.
Program Features
- 1 point per £1/$1 spent across two tiers (CLUB and FAN)
- Charitable donation option—donate points to partner charities
- Birthday gift for all members
- Circular economy integration tied to loyalty points
Why It Works
Research from Harvard Business Review shows that 30% of consumers prefer brands with ethical loyalty programs. The Body Shop capitalizes on this trend by making values central to the program structure. The program is described as the "most generous" in retail after replacing a previous £5 subscription model.
Beauty brands targeting conscious consumers should study how loyalty program benefits extend beyond discounts when aligned with customer values.
Best For
Conscious consumers prioritizing sustainability and ethical beauty
7) Charlotte Tilbury Beauty Universe
Best For
Luxury makeup lovers who enjoy gamified shopping experiences
Charlotte Tilbury brings gamification to luxury beauty. The program uses "Loyalty Coins" instead of points and features interactive elements like quizzes and a "Magic Vault" mystery reward system.
Program Features:
- Gifts at milestone orders (2nd and 3rd purchases)
- Rewarding quizzes—earn coins for brand engagement
- Magic Vault mystery rewards for £49+ orders (3x)
- Multiple earning methods: signup discount, quiz rewards, referrals
Why It Works:
The "magic" theme throughout the program reinforces brand identity. Gamification (quizzes, mystery vault) creates interactive experiences that differentiate from competitors. Higher tiers unlock personalized consultations with beauty experts, adding aspirational value.
8) Kitsch Loyalty Program (Powered by Rivo)
Kitsch demonstrates how to make loyalty feel cool instead of corporate. The Rivo-powered program uses trend-focused tier names (Ritual Revamped, All Access) and rewards engagement beyond purchases.
Program Features
- Points for TikTok follows, in-store receipts, and social engagement
- Point multipliers up to 20x at the All Access tier
- Product testing access for top-tier members
Why It Works
The program positions loyalty as making it feel cool instead of corporate for brands with younger, trend-driven customers. Co-creation through product testing makes customers feel like insiders rather than just buyers. According to Forbes, Gen Z consumers prioritize brand community and authenticity, which Kitsch delivers through social-first earning mechanics.
Best For
Gen Z beauty consumers who value community and social engagement
9) OSEA Sea Rewards (Powered by Rivo)
OSEA Malibu built a loyalty program where every element reinforces the ocean-inspired brand identity. The Rivo-powered program uses tier names (Ripple, Current, Wave) that connect directly to brand storytelling.
Program Features
- 1 point per $1 spent with simple 500 points = $5 conversion
- Non-purchase actions: skin quiz, reading content, multiple orders
- Access to unreleased products and deluxe samples
- Birthday/anniversary recognition
Why It Works
The minimalist, easy-to-understand structure reduces friction while brand-aligned naming creates emotional resonance. Brands learning how to build a loyalty program should note how OSEA integrates program elements with overall brand identity.
Best For
Clean beauty enthusiasts who value simplicity and brand alignment
10) DRMTLGY Loyalty Program (Powered by Rivo)
DRMTLGY shows how clinical skincare brands can build loyalty through expertise. The Rivo-powered program offers three tiers (Insider, Rose Gold, Elite) with rewards designed for premium skincare routines.
Program Features
- Points for purchases, reviews, and social engagement
- VIP tier benefits include personalized skincare consultations
- $150 discount at 3,000 points—substantial value for skincare routines
Why It Works
High-value rewards feel substantial from customers' perspectives for premium skincare purchases. Skincare consultations position the brand as expert advisor, not just product seller. The program bridges clinical credibility with accessible loyalty mechanics.
Best For
Clinical skincare enthusiasts seeking high-value rewards and expert guidance
11) Pacifica Beauty Rewards
Pacifica builds not just a loyalty scheme, but a community centered around ethical beauty. The three-tier structure (Friend Status, Girl Crush, Bestie Forever) uses playful naming that matches brand personality.
Program Features
- 1 point per $1 spent with tiered annual spending benefits
- Early access to product launches for higher tiers
- Birthday special offers for higher-tier members
Why It Works
Simple 1:1 earning makes the program transparent and builds trust. The 100% vegan positioning creates community feeling among like-minded consumers. Research from McKinsey shows that 42% of consumers remain loyal to brands matching their values—Pacifica captures this segment effectively.
Best For
Vegan beauty consumers who want community alongside discounts
12) Debenhams Beauty Club
Debenhams Beauty Club demonstrates international best practices with a generous 3 points per £1 earning rate—triple the typical ratio.
Program Features
- Points usable as payment at checkout (points-as-currency)
- Double birthday gift plus Benefit brow wax partnership
- Lifetime free shipping with monthly code
- Bonus point events (double/triple points) create urgency
Why It Works
Higher earning rates accelerate time-to-reward. Points-as-payment flexibility gives customers control over redemption. Brand partnerships (Benefit Cosmetics) add perks without additional cost to the core program.
Best For
UK shoppers seeking flexible points-as-payment options
Frequently Asked Questions
What types of membership programs work best for beauty brands?
Tiered programs with multiple earning methods consistently outperform basic points systems. The most successful programs combine transactional rewards (points per dollar) with emotional engagement like exclusive events, early access, and personalization. According to research, 58% of beauty brands now prioritize personalization in their loyalty strategies.
How can loyalty programs increase repeat purchases for beauty products?
Loyalty programs influence 83% of consumers' repeat purchase decisions. Programs that offer rewards for non-purchase actions—reviews, social follows, referrals—keep customers engaged between purchases. VIP tiers with escalating benefits create aspirational progression that increases purchase frequency. Rivo's platform makes it easy to set up these multi-action earning opportunities for Shopify brands.
What should beauty brands look for in a retention platform?
Key considerations include Shopify-native architecture, checkout integration, customization flexibility, and fraud prevention for referral programs. Rivo offers 8+ checkout touchpoints, 20+ fraud prevention tools, and month-to-month contracts without annual commitments. View Rivo case studies for specific beauty brand results.
How do paid memberships differ from points-based loyalty programs?
Points programs reward past purchases while paid memberships create ongoing commitment through recurring billing and exclusive benefits. Paid memberships work well for beauty brands with high repeat purchase rates and can include perks like early access, exclusive products, and member-only discounts. Rivo supports both models through its membership program solution.
What ROI can beauty brands expect from loyalty programs?
Sephora drives 80% of sales from Beauty Insider members. Ulta achieves 96% of revenue from loyalty members. DTC brands on Rivo report results including 3.1x repeat purchase rate improvement and +4% revenue attribution to loyalty activities based on weighted case study medians. The key is choosing a platform that integrates deeply with your existing Shopify stack.
