A Practical Guide to Cosmetics Subscriptions on Shopify: Boosting LTV with Smart Strategies

Introduction

The cosmetics eCommerce industry has grown increasingly competitive. In this landscape, implementing a subscription model is a powerful strategy to stabilize revenue and build long-term customer loyalty.

For brands selling skincare or everyday beauty products, offering subscriptions on Shopify can greatly boost repeat purchases and improve customer lifetime value (LTV).

This article explores the benefits of launching subscriptions for cosmetics on Shopify, walks you through the setup process, and shares ideas to ensure your success.

1. Why Subscriptions Work for Cosmetics eCommerce

Predictable Usage Patterns

Skincare items like toner, lotion, serum, and cleanser are typically used up within 30 to 60 days. This predictable usage makes it easier to schedule deliveries, and customers are less likely to forget to reorder—reducing friction for repeat purchases.

Higher LTV Than One-Time Sales

A study found that introducing subscriptions increased average order value (AOV) by 20% and customer lifetime value (LTV) by 29% compared to before implementation. This reflects a substantial increase in revenue per customer. Recharge

Improved ROAS

When new customers acquired through ads convert into subscribers, their value extends beyond the initial purchase. This boosts return on ad spend (ROAS) over time.

2. How to Set Up Subscriptions on Shopify

Since 2021, Shopify has officially supported subscription functionality through its Subscription API. With the right app, you can set up a no-code subscription system for your cosmetics store.

Top 3 Recommended Apps

App	Features	Pricing
Recharge Subscriptions	Used by leading beauty brands, offers powerful analytics and customization.	Paid (from $99/month)
Loop Subscriptions	Well-balanced UX for both customers and store admins; user-friendly dashboard.	Free to paid (from $99/month)
Seal Subscriptions	Simplified interface, ideal for small or entry-level stores.	Free to paid (from $4.95/month)

Step-by-Step Setup Process

1. Install your preferred app from the Shopify Admin
2. Set delivery frequency (e.g., every 30 or 60 days) and discount (e.g., 10% off) via the app dashboard
3. Enable subscription options on product pages
4. Run test purchases to confirm the experience
5. Launch and promote

3. Tips to Make Your Subscription Model Work

3-1. Lower the Entry Barrier for First-Time Subscribers

• Offer trial-size products to ease into full subscriptions
• Provide a full money-back guarantee to reduce perceived risk
• Give first-time subscribers a 20% discount as an incentive

3-2. Emphasize Flexibility: Pause or Cancel Anytime

One major concern customers have is that subscriptions are difficult to cancel. Clearly stating options like “Cancel anytime” or “Skip next shipment” helps ease anxiety and can increase conversion rates.

3-3. Use Surprise and Delight to Improve Retention

• Include surprise mini samples with each delivery
• Reward loyalty with exclusive gifts after a certain number of renewals
• Offer personalized product recommendations based on purchase history

3-4. Create VIP Pages for Subscribers Only

Consider setting up a special VIP page where subscribers can access exclusive content, hidden products, or special discount codes. This builds loyalty and community.

4. Case Studies: Brands That Succeeded with Subscriptions

Native: Increased LTV, Cut Churn by 15%, and Grew Subscribers by 142%

Personal care brand Native customized its customer portal using Recharge and achieved the following results: getrecharge.com

• Increased LTV: Easier subscription management led to improved retention and lifetime value
• 15% reduction in churn: Features like pausing or modifying subscriptions helped keep customers
• 142% growth in subscribers: Enhanced UX attracted more long-term users

Gnarly Nutrition: Doubled LTV and Cut Churn Significantly

Sports supplement brand Gnarly Nutrition used Recharge to implement tiered discounts and flexible management, leading to measurable results: Recharge

• Doubled subscriber LTV: A tiered discount system encouraged long-term loyalty and increased average spend
• Significantly reduced churn: Customers could delay deliveries or modify orders, reducing cancellations

5. When Not to Use Subscriptions

Subscriptions aren’t suitable for every product. Be cautious in the following scenarios:

• Makeup items like eyeshadow or lipstick that are used depending on mood or occasion
• Seasonal or trend-driven products with unpredictable demand

Instead of applying subscriptions to every item, focus on products with steady usage—like skincare sets—for best results.

6. Conclusion

In today’s competitive landscape, success in cosmetics eCommerce depends not just on selling, but on building continuous relationships. Subscriptions offer a powerful path to that goal.

Thanks to Shopify’s evolving tools and the apps highlighted here, even small brands can implement a robust subscription strategy without technical complexity.

From one-time purchases to trusted, ongoing relationships—subscriptions can help your brand grow sustainably. Now is the time to start.