808% order growth for

Using Klaviyo to
increase revenue.


Curlsmith is the first gourmet haircare brand specifically created for curls. Inspired by generations of home made hair remedies,
Curlsmith blends fresh curl‐loving
foods with kitchen cupboard staples and rare organic ingredients to make premium products that really work.

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The marketing sector at Curlsmith is made up of a small team and although revenue has increased year on year, the team recognised there was still great potential for this to grow even further. PAASE was introduced to Curlsmith to help enhance the current campaigns and flows. Whilst the database was growing, it was not segmented efficiently and there had been many missed opportunities and the need to automate the current CRM journey was essential.

“PAASE fits in perfectly with our team and really understands what it is we need. We rely
heavily on their expertise, resources and knowledge in the industry to help our continued growth. They are really proactive, helpful and always stay on top of the metrics. We are forecasting 3 x more growth and email remains one of the core channels..” – Igor Diez, Head of Performance Marketing


Curlsmith had been using Klaviyo for a while and as Elite Master Partners, PAASE were able to come on board to make changes and suggestions in order to implement best practice.



Restructuring the database configuration to create a scalable base for future growth and to improve database reporting.

Implementation of a segmentation strategy to manage the frequency of how and when to talk to customers (and via which channel).

Adding additional touch points within the customer journey to allow for more granular targeting.

Implementation of a structure testing plan covering data, frequency, creative, content and subject lines.

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