Elle Sera Grew Active Subscriptions 25% by Unifying Loyalty with Skio

Golden Pills and Generous Hearts

Elle Sera launched in 2020 when founder Elissa Corrigan grew fed up watching supplement brands prey on women's health insecurities through ineffective products and celebrity-driven marketing. Her answer: a five-ingredient botanical formula in a distinctive golden capsule, backed by real Trustpilot reviews instead of paid endorsements. The approach earned them "Trailblazer of the Year" at the world's first Menopause Awards and coverage in British Vogue and The Times.

From the start, the brand was built on generosity. Personal messages with every order. Thoughtful rewards that made subscribers feel seen. That human touch created fierce loyalty among the 100,000+ women who now rely on The Golden Pill. Kelly joined as Operations Manager to scale that generosity without losing the soul behind it.

The existing referral program worked: £10 off for subscribers, £10 for friends they brought in. The problem was everything between the promise and the payout.

6,000 Questions, One Spreadsheet

Tracking who earned what. Helping subscribers redeem credits. Answering the same questions over and over for thousands of users. Every loyalty interaction funneled through Kelly personally.

"I was basically 6,000 people's personal help desk. It got unmanageable."

The manual process devoured hours that should have gone toward retention strategy, community building, and new product launches. Instead, Kelly spent her days digging through spreadsheets and responding to "where's my reward?" emails.

Elle Sera needed a system that could handle loyalty, credits, and surprise rewards in one place, without losing the personal feel that made their subscribers evangelize the brand in WhatsApp groups and Instagram comments.

Rewards Moved Into the Subscriber Portal

Skio Loyalty let Elle Sera expand beyond basic referrals into a full retention program, with the entire system living inside the subscriber portal where customers could see and use their rewards without sending a single email.

The new program stacks multiple reward types. Cashback on repeat orders rewards ongoing commitment. Birthday discounts create personal touchpoints throughout the year. Trustpilot review rewards incentivize the social proof that built the brand's reputation. And a fourth-order Surprise & Delight gift reinforces the exact moment when casual subscribers typically become lifers.

Setup took only a few days. Elle Sera announced the launch through email, WhatsApp, and Instagram Live, meeting their community where they already were. The Reward Milestones feature shows subscribers exactly what they'll unlock on future orders, creating anticipation that keeps them engaged through the critical early months.

"Skio just made it consistent, and easier for customers to use on their own."

The Month Four Breakthrough

>25% increase in active subscriptions since March

12% increase in average distinct products per subscription

Birthday and fourth-order rewards acting as key retention touchpoints

The numbers proved what Kelly already knew about her subscribers: get them past month four, and they stay. The fourth-order Surprise & Delight gift catches subscribers right before that inflection point, giving them a reason to stick around for the reward. By then, The Golden Pill is part of their routine.

Long-term subscribers became more engaged, exploring additional products in the Elle Sera line. Average distinct products per subscription climbed 12% as loyal customers expanded beyond The Golden Pill into collagen and magnesium.

"Once customers make it past month four, they stay for life. The rewards help get them there."

Generosity That Scales

Elle Sera still leads with the personal touch that built their community. The difference now is Kelly can spend her time on strategic retention initiatives instead of manually managing individual reward balances. With subscriptions and loyalty unified in one portal, the team focuses on what they do best: formulating products that help women feel like themselves again, and building the community that keeps subscribers coming back.

The brand that made generosity its foundation now has infrastructure to match the ambition.