Beauty & personal careSourced

Case Study: e.l.f. Cosmetics unlocked 62% recurring revenue growth with Ordergroove Flex Incentives

e.l.f. Cosmetics Case StudySourced & dated by Case Study Desk

Key facts · TL;DR

Company

e.l.f. Cosmetics

Industry

Beauty & personal care

Challenge

Grow subscriber base and recurring revenue with flexible incentives.

Headline result

e.l.f. Cosmetics used Ordergroove Flex Incentives to grow recurring revenue 62% year-over-year and expand its subscriber base 235%.

Key results

62%

Recurring revenue growth

YoY (2022–2023)

235%

Subscriber base growth

YoY (2022–2023)

81%

AOV growth

over three months (Feb–Apr 2024)

33%

Reduction in monthly subscriber churn

FY 2023

The challenge

e.l.f. Cosmetics wanted to expand its subscription program and increase recurring revenue while improving order value and reducing churn.

The solution

e.l.f. leveraged Ordergroove Flex Incentives to offer targeted subscription incentives, alongside Ordergroove's subscription management tools.

The results, in context

Ordergroove reports e.l.f. Cosmetics grew recurring revenue 62% year-over-year (2022 to 2023) and 282% between Q1 2023 and Q1 2024. Its subscriber base grew 235% year-over-year, average order value rose 81% over three months (February to April 2024), and monthly subscriber churn fell 33% over FY 2023.

Products used

Ordergroove Ordergroove Flex IncentivesOrdergroove Ordergroove Subscriptions