Members of skincare brand The INKEY List’s ‘Insiders’ program have powered loyalty’s highest ever contribution to the brand’s revenue, thanks to a highly effective Insiders Week loyalty promotion.
41% of the brand’s revenue came from loyal customers during the promotion late May 2025, the brand’s second Insiders Week. Influenced by enticing and stylish comms, loyal customers returned to the brand’s site to experience a vast array of members-only offers: double points on all purchases, random refunds, early access to new products, and scratch cards in every order were just a few of the promotions.
In addition, members of the free program’s higher tiers (INKEY Stars and INKEY Icons) received larger site wide discounts, and larger-sized free products, as a reward for their enduring loyalty to the brand.
Loyalty program members generated over two fifths of the brand’s revenue during the week, the brand’s highest ever contribution to revenue from loyalty. Those who redeemed points spent three times more than non-members, and new loyalty enrolments into the program were 221.71% of usual figures.
INKEY Insiders: Building value through personalized loyalty
Launched across four global regions, the INKEY Insiders program was designed to give customers reasons to keep coming back. Insider-only discounts, early access to new product drops, anniversary gifts, and exclusive events are just the start.
VIP tiers add another layer of excitement. Members who reach ‘Star’ or ‘Icon’ status (names deliberately chosen to feel exclusive and on brand) unlock benefits like free products and exclusive event invites. And the numbers back it up: Icon members spend 5.3 times more than those in the lowest tier and order 4.1 times more often.
Smart data, stronger connections
One of the most innovative features of the program is how it gathers zero-party data. Through points-incentivized quizzes, customers share personal skin, hair, and breakout concerns, allowing The INKEY List to build personalized routines and better understand consumer needs.
Georgie Little, Head of Digital Strategy at The INKEY List said: “The ability to collect meaningful data directly from our customers that we can use to improve product development and support, has been vital. LoyaltyLion’s features allow us to reward customers for their input while making their experience with us more tailored.”
Driving action through integrated marketing
The program is integrated with Klaviyo, Attentive, and Gorgias, creating a connected experience across email, SMS, and customer support. This means customers receive targeted messages based on loyalty activity, such as reminders about rewards, and personal assistance from support agents who can see their Insider status and respond accordingly.
These integrations paid off. Email campaign click rates rose 62% in 2024, driven by regular Insider-only promotions and personalized emails. During INKEY Insiders Week, a seven-day activation of exclusive discounts and perks, loyalty program members generated over a third of the brand’s revenue for the week. Those who redeemed points spent 10.6 times more than non-members, and new sign-ups jumped by 371%.
Insiders Week: A launchpad for loyalty
INKEY Insiders Week, one of the company’s most successful loyalty initiatives, proves that exclusive rewards don’t just delight your best customers — they fuel growth. What happened:
- A week of Insider-only perks: double points on all purchases, random refunds, early access to new products, scratchcards in every member order and much more.
- Better benefits for higher tier members: site-wide discounts at 20% off for Insiders, 25% for Stars and 30% for Icons, plus a free product (size dependent on tier) with every order.
- Loyal members spent 3x more than non-members during the week.
- 41% of total revenue was attributed to the program, its highest ever weekly contribution.
- New member enrolments were 221.71% of usual figures.
Loyalty that lasts
With 58% of all revenue now coming from loyalty program members, and with a 14% increase in average order value during Insider promotions, The INKEY List has shown what’s possible when loyalty is fully realized as a strategic growth driver rather than being seen as a ‘nice-to-have’.
“For some brands, a loyalty program is an afterthought. INKEY Insiders is different it’s a key part of our revenue growth strategy,” Kiri Leach, Global Ecommerce Manager, said. “By making relationships the foundation of ecommerce at The INKEY List , we’re building a community of engaged customers who genuinely want to be part of our journey as we grow at pace.”
Charlie Casey, CEO at LoyaltyLion, said: “The INKEY List’s retention success proves that loyalty is most impactful when it’s used to augment the effectiveness of marketing and product strategies, instead of just being a way to offer discounts. INKEY Insiders drives revenue growth by enabling more personalized, unique experiences based on the data customers share. This then encourages repeat purchases and bolsters fantastic retention rates. This program is one to watch as it continues to play a vital role in The INKEY List’s global success.”