Helssy Hair was born from its founder's personal journey, having long struggled to embrace her wavy hair. Her desire to reconnect with her natural texture led her to create an online shop in 2021, curating the best natural haircare brands to help everyone understand and care for their hair.
In 2024, the brand opened a concept store in Paris, then launched its own range in November 2025, Curl Keeper: expert formulas for better-defined curls, free from frizz and built to last.
More than a shop, Helssy Hair is a warm community driven by the desire to make natural haircare accessible to all, whether your hair is straight, wavy, curly, coily or kinky.
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Increase repeat purchase rates by building loyalty amongst existing customers
Grow sales and optimise CAC through referral
Leverage social proof to strengthen credibility
Helssy Hair had an engaged community, but the challenge was clear. The goal was to turn satisfied customers into loyal ones, by giving them genuine reasons to come back regularly.
The brand also saw referral as a powerful lever to accelerate growth. The aim was to build an attractive mechanic that would turn existing customers into brand ambassadors, driving organic acquisition that is both more cost-effective and more authentic.
Finally, in a competitive market, social proof is decisive. Collecting more customer reviews and integrating them into the brand's strategy became essential to build trust and convert new buyers.
Helssy Hair launched its loyalty and referral programme to build a lasting relationship with its community. Connected to Shopify and Klaviyo, it integrates seamlessly into the customer journey and the brand's communications.
The mechanic is built on £1 spent = 1 point, enriched with a variety of missions: opt-in, newsletter subscription, following on Instagram and TikTok, leaving a review on the website, Google or Trustpilot, booking an appointment at the salon, and sharing content (routine tutorials, before/afters, stories). These points can be redeemed for full-size products, free delivery, a discount code or gift vouchers.
To go further, three VIP tiers structure the journey: Clubber, Lover and V.I.P, unlocking bonus points, birthday vouchers, promotional codes and points multipliers.
Referral completes the programme with a straightforward mechanic: 10% off for the referrer and the referred alike.
x3 LTV for loyal customers vs. non-members
x3.4 orders placed by programme members
55% of revenue generated by loyal customers
Over just two years, the programme has turned customer engagement into a genuine growth engine. Members place 3.4 times more orders than non-members, and their LTV is mechanically multiplied by 3. Loyalty has become a lasting value driver, well beyond simple repeat purchase.
This engagement is reflected directly in revenue. Loyal customers alone generate 55% of the brand's turnover, a concentration of value that confirms the importance of investing in retention.
We are very pleased with our partnership with Loyoly. Since revamping our programme, the solution has allowed us to bring even more value to our customers, with concrete and engaging benefits. It is a genuine lever for recognising our community and strengthening our relationship with them, whilst increasing repeat purchases. The tool is both powerful and easy to use, which makes it simple to integrate into our strategy. One particularly appreciated aspect is the responsiveness and availability of the team, always attentive and full of ideas. Loyoly is now a key partner in our growth.
