How Medik8 uses a loyalty program to grow internationally

Medik8

Fashion case studies

The Me&Medik8 loyalty program turns first-time shoppers into repeat customers. It increases redemption, and makes their DTC channel more impactful across multiple regions.

Discover why Medik8’s program is award-winning

Medik8 won ‘Best Use of a Loyalty Program for Scaling’ at the 2026 LoyaltyLion Awards

Who are Medik8?

Medik8 are a global skincare brand known for results-driven formulas and a science-led approach.

While they have broader reach through retail partners in some markets, their direct-to-consumer (DTC) channel plays a major role in building relationships, educating customers, and driving repeat purchases.

With active programs in the UK, US, and multiple international markets, they needed a loyalty strategy that could scale internationally while still feeling tailored to each region.

The challenge: Grow DTC impact, and stand out in busy inboxes

Medik8’s loyalty goals vary by region, but the challenges are closely connected:

  • Email performance pressure: Engagement targets are rising while overall email opens and clicks across the industry are trending down.
  • Retention and lifetime value: Turning first-time buyers into second-time buyers, then into loyal repeat customers.
  • Redemption and engagement: Increasing program awareness and giving members more reasons to use their points.
  • Brand differentiation in the US: Building brand recognition and trust in a highly competitive market where ecommerce is the primary channel.
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Getting that one to two purchase is very key for us. And that’s where the LoyaltyLion program plays a huge role, incentivizing the next purchase.

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Brooke O’HalloranSenior CRM & Email Manager at Medik8

When Medik8 met LoyaltyLion

Medik8 chose LoyaltyLion to power a program that could be:

  • Strong on reporting and benchmarks so performance could be clearly communicated internally
  • Flexible for regional needs (different currencies, thresholds, and customer expectations)
  • Simple to manage day-to-day with a small team
  • Deeply connected to CRM so loyalty data could fuel personalization
Medik8 (5)

We use Shopify and Klaviyo, and the integrations with LoyaltyLion have been fantastic. Being able to pull through all that personalized content on my own without having to speak to support is fantastic.

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Brooke O’HalloranSenior CRM & Email Manager at Medik8

The strategy: VIP Tiers that drive frequency, value, and motivation

Medik8’s VIP tier structure is designed to reward customers as they become more loyal, with benefits making tier progression feel worth it.

Here’s how tiers shape the experience:

  • Free shipping for mid and top tiers
  • Tier-based point boosts for high-value activities like reviews
  • Tier graduation gifts (travel-size gifts for mid-tier, full-size gifts for top-tier)
  • Tiered birthday rewards (more valuable gifts for top-tier members)

The result? Lifetime value in the top tier is 3.8x higher than bottom tier.

The impact of tiers is also clear in the data across all regions: Purchase frequency is 4.6x higher for top-tier (Crystal Deluxe) vs bottom-tier (Crystal) members.

Medik8 (3)

How Medik8 stands out in crowded inboxes

Medik8’s CRM strategy centers on personalization, and loyalty data makes it more relevant. Loyalty-powered content used across email (and SMS where relevant) through our Klaviyo integration includes:

  • Member-first access and event messaging
  • Points balance
  • Tier status
  • Points expiration reminders
  • Tier-specific promotions and offers
Medik8

Big loyalty promos drive engagement internationally…

Black Friday and Cyber Monday are major revenue moments for Medik8, and loyalty plays a leading role in performance.

Members are given early access to BFCM deals, with timing staggered by tier. That member-first approach consistently delivers strong results:

  • 89% of revenue on the UK early access day was driven by loyalty
  • Loyal customers spent 10x more than usual during BFCM week
  • The loyalty gift-with-purchase sold out ahead of Black Friday
Medik8 (4)

We give our members a three-day head start on the BFCM sale, and we stagger that by what tier they’re in. As a result, we just had a record day of sales – pretty outstanding for this year!

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Anna-Louise ChambersHead of Customer Marketing (Ecommerce) at Medik8

…and regionally

In the US, Medik8 runs Loyalty Week twice a year. Instead of a discount for members, the brand focuses on getting the product into people’s hands – a specific US goal – though offering a members-only gift with purchase based on spend thresholds.

During their March Loyalty Week, Medik8 saw:

  • A spike in revenue, open rates, click rates, and redemption
  • A jump in enrollment, driven by promoting the event to non-members
  • AOV lift from a loyalty-member baseline of around $120 to roughly $147 during the event
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LoyaltyLion has helped us instrumentally. We have three regions now — US, UK, and Rest of World — all using LoyaltyLion, each with their own reporting and offerings based on regional needs.

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Brooke O’HalloranSenior CRM & Email Manager at Medik8

Smarter redemption keeps customers coming back

The introduction of Points for Product gives members an alternative to vouchers, with travel-size products available to mid-tier members and full-size products reserved for top-tier members.

This is especially effective during sale periods, when voucher redemption is paused to protect margins but members can still benefit from their points.

Points and rewards expiry also creates timely reasons to re-engage members through targeted communication. Together, these mechanics keep loyalty visible year-round, support product discovery, and encourage repeat purchase without eroding margin.

Medik8

Medik8’s loyalty program at a glance

Medik8 shows what’s possible when loyalty is treated as a core growth driver. Their program is designed to move customers from a first purchase to a second, then into long-term retention, using clear VIP tiers and benefits that feel genuinely motivating.



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