Morphe
Rebuilding retention for a global beauty brand
Services
retention marketing
paid media
Overview
Morphe is a global cosmetics brand with a massive consumer base across the US and UK. After transitioning from a legacy retention setup, the brand needed a partner to rebuild its email and SMS infrastructure, improving lifecycle flows, welcome series conversion, and campaign cadence, at a scale that matched the brand's reach.
Outcomes
75%
YoY Shopify revenue increase during BFCM 2025
23%
Higher order rate from Darkroom's rebuilt welcome series vs. legacy flow
01
A legacy retention program losing ground
Morphe had the audience, millions of beauty consumers across the US and UK, but its retention infrastructure wasn't converting that scale into repeat revenue. When Darkroom took over the program in late August 2025, total Shopify sales were declining 14.8% quarter over quarter and the existing welcome series, campaign cadence, and segmentation logic hadn't been optimized in months. Darkroom identified that the opportunity wasn't volume, Morphe already had the list size, it was precision: rebuilding the flows that convert, restructuring segmentation to protect deliverability, and running disciplined A/B tests to find what actually drives revenue per recipient, not just opens.
02
Retention that held while everything else contracted
Darkroom partnered with Morphe to rebuild the retention program from the welcome series outward, launching a new welcome flow that delivered 14% higher revenue per recipient and 23% higher order rates than the legacy version, then restructuring campaign cadence around product launches and promotional moments. Retention's share of total revenue grew 15% in Q3 even as the broader business contracted, proving the program was driving incremental value rather than riding existing traffic.
By BFCM 2025, Shopify revenue was up 75% YoY with retention contributing a 6% increase and email up 13.4%, a result of the flow architecture and segmentation work laid down in the months prior. Flows now drive 80% of retention revenue, with ongoing A/B testing, including a welcome discount experiment showing 49% higher revenue per recipient at a lower offer, continuing to compound efficiency across the program.
