How the World’s Best Beauty Loyalty Programs Retain Customers

Have you ever wondered why some beauty brands succeed while others don’t, even when they sell the same products? Could their success be due to a hidden strategy?

Many of the world’s top beauty brands credit their success to effective loyalty and rewards programs. Programs like Sephora’s and Ulta’s have become industry benchmarks, attracting millions of loyal customers and showcasing how to build strong customer relationships. But what about other best beauty loyalty programs? What makes them unique? How are these big beauty brands engaging and retaining their customers?

This article will explore the standout benefits of global beauty rewards programs and uncover the strategies these brands use to attract, engage, and retain customers.

Key Statistics on the Beauty Industry in E-Commerce

The e-commerce beauty industry is huge and highly competitive. Many brands work hard on marketing, sales, and loyalty to attract customers.

Key data and trends in the online beauty industry include:

• We have searched and found the global market for organic beauty products is projected to surpass $22 billion by 2024. (EarthWeb).
• The market is expected to grow at an annual 3.07% (2024-2029) (Statista).
• In the United States, beauty and cosmetics retail sales reached $27.39 billion by 2025 and are expected to exceed $30 billion by 2026 (eMarketer).

A list of Best Beauty Loyalty Programs

Here are popular and highly effective beauty rewards programs, along with the features that set them apart and keep their members engaged.

Beauty Insider – Sephora

Sephora Beauty Insider program is one of the best beauty loyalty programs, and here’s why:

• Tiered Rewards System:

Members move up tiers (Insider, VIB, Rouge) by spending more and unlocking bigger rewards and perks, motivating them to reach higher levels.

• Variety of Rewards:

The program offers free products, exclusive event access, early sales access, and personalized beauty tips, making it attractive to many.

• Birthday Gifts:

Members receive a special gift on their birthday, adding a personal touch that makes customers feel valued.

The Results:

• Beauty Insider Program has 17 million members in North America, driving 80% of Sephora’s sales.
• The program has boosted cross-sell revenue by 22% and up-sell revenue by 13-51%.

Ultimate Beauty – Ulta

Ulta’s Ultamate Rewards program is also the best beauty loyalty program, and here’s why it’s so effective:

• Tiered Structure:

Like Sephora’s program, Ulta’s has tiers (Member, Platinum, Diamond), offering bigger rewards as members move up. This motivates customers to spend more and stay engaged.

• Exciting Promotions:

Ulta frequently offers bonus point events and promotions, encouraging members to shop during these limited-time opportunities. This strategy improves loyalty and creates excitement.

• Loyalty Credit Card:

The Ultamate Rewards credit card allows members to earn points on every purchase, inside and outside Ulta stores. This unique feature strengthens the program and adds extra value for customers.

The Results:

• Ultamate Rewards has over 40 million members globally, contributing to 95% of Ulta’s sales.
• This high engagement reduces the need for heavy advertising to attract new customers.

Love Your Body Club – The Body Shop

The Body Shop’s “Love Your Body Club” is one of the best loyalty programs, combining clarity, generosity, and global accessibility.

Here’s why it shines:

• Clear Points System

The Body Shop keeps things simple and transparent. For every $1 spent, members earn 1 point. Once they hit 100 points, they receive a $10 voucher to spend online or in-store.

• Double-Point Events

Members can boost their points during special promotions, such as double-point events. These opportunities are shared via email, helping customers rack up rewards faster.

• Points for Charity

The program isn’t just about personal rewards. it’s also about giving back. Members can donate their points to support charitable causes.

• Country-Specific Rewards

As a global brand, The Body Shop tailors its loyalty program to different regions. For example, loyalty members earn 1 point in the United Kingdom for every £1 spent, making accumulating rewards with regular purchases easy. Once members reach 50 points, they receive a £5 voucher to use on future orders, adding tangible value to their shopping experience.

The Results:

• Loyalty programs like “Love Your Body Club” can help the brand to increase retention rates. Studies show that loyal customers are 5 times more likely to purchase again.
• Loyalty programs, especially with clear rewards and double-point events, tend to increase the average order value by 20-30%.
• With country-specific rewards, The Body Shop’s program likely enjoys higher adoption rates in each market. This can result in 15-30% higher membership sign-ups in regions where the program is tailored to local currencies and shopping behaviours.

My Lancôme Rewards – Lancôme



Lancôme’s “My Lancôme Rewards” program is designed for luxury beauty enthusiasts and offers much more than purchase points.

Here’s why it stands out:

• Luxury and Exclusivity:

As a premium beauty brand, Lancôme ensures its loyalty program matches its high-end image. Members enjoy early access to new products, exclusive events, and luxurious gifts. Lancôme has even offered prizes like a trip to Paris to reward its customers.

• Personalized Experience:

Lancôme tailors the experience by using member preferences and purchase history to provide customized product recommendations and special offers, making members feel valued.

• Tiered Membership:

With tiers like Rose Gold, Gold, and Platinum, the program encourages spending by offering greater perks as members climb higher levels. This aspirational system keeps customers engaged and loyal.

The Results:

• Lancôme’s luxury-focused loyalty program boosted customer retention by 30%.
• The tiered system has driven 50% more spending, increasing average order value.
• Exclusive rewards, like special events and gifts, enhance customer lifetime value by 20-40%.
• The personalized experience strengthens brand loyalty, leading to more word-of-mouth referrals and improved brand reputation.

Beauty Club – Debenhams



Debenhams’ “Beauty Club” rewards program is popular for beauty lovers, offering simple benefits.

Here’s what makes it special:

• Easy-to-Understand Points System:

Customers earn 3 points for every £1 spent, making it straightforward to see how much they’ll gain with each purchase.

• Points as Currency:

Earned points can be used like cash at checkout, adding a fun and practical touch to the program.

• Birthday Perks:

Members receive a birthday gift and an additional treat from Debenhams, making their special day even more rewarding.

• Free Shipping for Life:

Loyal customers receive a unique code in their monthly statement and can enjoy free shipping on all online orders for life.

• Bonus Point Events:

Debenhams hosts special events where customers earn double or triple points, adding excitement and extra value.

The Results:

• The simplicity of the points system and valuable perks encourage repeat visits, leading to a higher retention rate.
• The ability to use points like cash, the appeal of birthday gifts, and free shipping motivate customers to spend more.
• Bonus point events create excitement, leading to increased participation and more frequent purchases.

Beauty Universe – Charlotte Tilbury



Charlotte Tilbury, a luxury cosmetics loyalty program in the UK beauty brand, shines with its unique rewards program and beauty universe, offering a magical experience for its customers.

Here’s what makes Beauty Universe stand out:

• Multiple Ways to Earn Points:

Members can earn points through various actions, like signing up for emails (10% off the first order) or engaging with the brand, making it easy to build loyalty.

• Gifts with Orders:

Members receive special gifts with their second and third orders, adding excitement and value to their shopping experience.

• Quizzes for Rewards:

Beauty Universe includes fun quizzes that reward members with prizes, a unique and interactive way to engage customers.

• The Magic Vault:

Members who place three orders worth £49 or more unlock the “Magic Vault,” a mysterious feature with exclusive perks that keep the magic alive.

The Results:

• Offering multiple ways to earn points, like email sign-ups and quizzes, keeps customers involved with the brand.
• Gifts with orders and the “Magic Vault” excitement encourage repeat purchases, leading to higher conversion rates.
• The unique rewards and interactive elements have helped solidify Charlotte Tilbury’s position as a luxury brand, fostering strong emotional connections with customers.

Glow Rewards – Glow Recipe



Glow Recipe’s “Glow Rewards” is one of the beauty brand’s most fun and creative loyalty programs. It is designed to help customers achieve glowing skin while building a strong connection with the brand.

Here’s what makes Glow Rewards special:

• Creative Ways to Earn Points:

Customers can collect points in different ways, not just by shopping. This makes them feel valued as individuals, not just buyers, building stronger loyalty.

• Referral Program:

Glow Rewards includes a smart referral system, which benefits customers and their friends, making it a win-win for everyone.

• Social Media Engagement:

Members can earn 15 points for following Glow Recipe on Instagram or Twitter, liking their Facebook page, or sharing their posts. This encourages social engagement while rewarding customers.

Check how social media can help your brand to grow. Read this blog on How to Promote Shopify Store on Social Media Effectively

The Results:

• Creative ways to earn points, such as social media interactions, have led to higher engagement and a stronger connection with the brand.
• The referral system has encouraged customers to invite friends, expanding the customer base and increasing brand visibility.
• By rewarding social media actions, the program has helped grow Glow Recipe’s following and boosted its presence on platforms like Instagram and Twitter.

Birchbox Loyalty Program – Birchbox



Birchbox takes a unique approach to beauty retail with its subscription boxes, offering monthly and annual plans. Its rewards program, Birchbox points, adds extra value and convenience for customers, especially through its mobile app.

What makes Birchbox Points special?

• Multiple Ways to Earn Points:

Customers can earn points by shopping, gifting subscriptions, referring friends, and even reviewing product samples. Birchbox’s website clearly outlines how to earn reward points.

• Generous Point Expiry:

Unlike many programs where points expire quickly, Birchbox Points remain valid for 12 months, giving customers plenty of time to earn and redeem their rewards.

The Results:

• By offering multiple ways to earn points, including referrals and reviews, Birchbox has fostered a more engaged and active customer base.
• The generous 12-month expiry for points keeps customers engaged without the pressure of a quick expiry, leading to greater long-term loyalty.
• The mobile app integration enhances customer convenience by allowing them to track and redeem points easily, improving the overall customer experience.
Naming a loyalty program can be tricky, but we’ve got you covered! Discover 10 Loyalty Program Names to Inspire Your Business in this blog.

M·A·C Lover – MAC Cosmetics



MAC’s “M·A·C Lover” cosmetic loyalty program is a premium tiered loyalty scheme for true beauty enthusiasts. It is described as “a romance with rewards for the lover, devoted and downright obsessed,” reflecting MAC’s passionate connection with its customers.

Here’s what stands out about M·A·C Lover:

• Instant Discount: New members receive 15% off their next purchase just for creating a MAC account.
• Point System: Members earn 1 point for every $1 spent, making it easy to track rewards.
• Clear and Transparent: The program’s FAQs are written in a simple Q&A format, ensuring customers understand how to maximize their benefits.

The Results:

• The tiered loyalty and exclusive rewards create a sense of belonging, strengthening emotional connections with the brand and encouraging brand loyalty.
• The clear and transparent FAQs ensure members know how to earn and redeem rewards, enhancing their overall experience and driving customer satisfaction.

Sally Beauty Club – Sally Beauty



Sally Beauty offers a comprehensive beauty and hair-care experience with online and in-store shopping options. Sally Beauty Rewards program is a tiered loyalty system with several benefits, including a Pro Membership for professionals.

Here’s what makes the Sally Beauty Rewards program stand out:

Tiered Membership:

The program has two levels: Preferred and Elite.

• Preferred members earn 10 points for every $1 spent.
• Elite members, who need to spend at least $200 annually, earn 12.5 points for every $1 spent and enjoy additional perks like a $5 birthday gift and free shipping.

Sally Beauty Rewards Credit Card:

The brand also offers a Sally Beauty Rewards Credit Card that gives extra benefits such as:

• 2.5 extra points for Preferred or Elite members
• A 20% discount welcome gift
• A $20 discount on a $50 purchase
• An anniversary gift
• A $10 reward on your birthday.

Pro Membership:

Beauty professionals, including licensed cosmetologists and salon owners, can join the Pro Membership for exclusive benefits.

Affiliate Program:

Sally Beauty also runs an affiliate program where members earn commissions by referring new customers.

The Results:

• The tiered system encourages customers to spend more to unlock greater rewards, especially with Elite membership perks.
• The Sally Beauty Rewards Credit Card adds significant value for frequent shoppers, combining discounts and rewards for more points.
• The Affiliate Program encourages engagement and brand promotion among customers.

Wrapping Up

The brands listed above recognize the crucial role of offering the best beauty loyalty programs that truly benefit customers. A well-designed program makes customers feel appreciated and encourages them to stay loyal.

On the other hand, if customers don’t see real value or feel recognized, they can easily switch to a competitor. Where alternatives are just a click away, ensuring loyalty programs stand out is more important than ever. These programs retain customers and build lasting relationships that strengthen the brand. To create effective loyalty programs, check out our guide to the 10 Best Shopify Loyalty Apps. Discover the tools that can help you build strong customer connections and drive growth.

FAQs

1. Which beauty store has the best rewards?
Sephora and Ulta are known for having some of the best loyalty programs, offering great perks and exclusive benefits.

2. What is the biggest trend in the beauty industry?
The top beauty trends include sustainability, personalized products, and a focus on skincare routines.

3. What is the most successful loyalty program?
Sephora’s Beauty Insider and Ulta’s Ultamate Rewards are highly successful. It is known for its popularity and strong customer engagement.

4. What are the beauty points?
Beauty points are rewards customers earn through loyalty programs for purchases or activities. These points can be redeemed for discounts, free products, or exclusive perks.