Four women who are nailing loyalty with customer experience front and centre
The most successful loyalty programs today go far beyond points. These female founders are building sophisticated, tiered ecosystems that capture customer insight, reward advocacy and drive double-digit revenue contribution. Our research of 4000 consumers shows that 71% are more likely to join a loyalty program during a time of economic uncertainty - and today's landscape is certainly that. But these loyalty programs are about experience, advocacy and belonging. Seven in ten (72%) want early access to products, and half (54%) say invites to events are what drives them. So there's plenty of scope to be creative - and that's what these brands have done.
First off is The INKEY List, a UK skincare brand, co-founded by Colette Laxton. This brand has embedded loyalty at the centre of its global growth strategy with INKEY Insiders, powered by LoyaltyLion.
Rather than treating loyalty as a simple rewards program, the brand combines member-only pricing, VIP tiers, double points campaigns and data-driven quizzes to both reward customers and collect zero-party insights. This is key information for product development and personalised marketing.
The commercial impact is significant.
58% of total revenue now comes from loyalty members, with loyalty activities driving 25% of overall revenue. During its flagship "Insiders Week", 41% of weekly revenue was attributed to the program, and loyal members spent three times more than non-members.
As Georgie Little, Head of Growth, explains:
"Listening to our customers' skin and hair-care needs with quizzes has brought us a fabulous wealth of zero-party data. It's just one way our loyalty program has helped inform product development so we can better serve our customers."
Founded by Paige Williams, P.Louise has always centred its growth on community - a philosophy that now drives its "Royalty is Loyalty" program. This program is not only named wisely but is a powerful tool that has transformed its community into a powerful revenue driver.
Working with us, the brand built the program around VIP tiers and full-size gifting. It rewards customers as they deepen their relationship with the brand. As members progress through tiers, they unlock increasingly valuable perks - a structure designed to encourage sustained engagement and repeat purchase behaviour.
The program has now grown to 600,000+ members and drives 12% of total revenue. Redeeming members have a 6.7x higher lifetime value than non-members and purchase 4.8x more frequently.
"Customer lifetime value, purchase frequency, AOV – all those key benchmarks significantly improve as customers climb the tiers of our LoyaltyLion program." - Paul Menzies, Head of Ecommerce.
The strategy has also supported international expansion, with a dedicated US loyalty program surpassing 200,000 members within two weeks of launch.
The female-founded brand, Never Fully Dressed, has built a fiercely loyal fashion community and social media following around inclusive, feel-good dressing. As founder Lucy Aylen expanded the brand internationally, loyalty became central to deepening that connection.
Its Loyalty Love Rewards program focuses on shortening the time between purchases while rewarding top customers with meaningful, experience-led benefits such as secret sales access, double points events and one-on-one virtual styling sessions for VIP tier members.
The program has delivered strong commercial results.
20% of total revenue is driven by loyalty activity, while members have a 4.3x higher lifetime value and order 2.7x more frequently than non-members. Since launch, loyalty contribution to revenue has grown by over 200%.
As Digital Marketing Manager, Fabio Cancemi says:
"The Loyalty Love Rewards program has been a huge success! We have grown contribution to revenue by over 200% since it began."
Valentina Muntoni and Stephanie Bennett co-founded fashion brand Rat & Boa. With its growing community, the brand was quick to turn its global community into a structured retention strategy through a loyalty program launched with LoyaltyLion.
The brand's loyalty program is built around VIP tiers, concierge-style services and early access to product drops. The program enhances exclusivity while encouraging repeat purchases and deeper brand engagement.
15% of total revenue today is attributable to loyalty activity, with over 200,000 customers enrolling in just 12 months. Early sale access has proven to be a major driver of sign-ups and urgency.
Lucy Douglas, Marketing Executive, said:
"Our loyalty program is really helping us get the most out of our most engaged customers… it's now bringing in 15% of our total revenue - and climbing."
What these brands ultimately show is a power shift. Loyalty is about recognising your most valuable customers and designing for them first. In doing so, you build a business that is less dependent on constant customer acquisition and more resilient because of it. That is the long game.