How Hello Joyous
Grew LTV for Loyalty Members to 28x More Than Non-Members
Hello Joyous is a clean beauty and wellness brand built on the idea of finding more joy in everyday rituals. Plant-based skincare. Functional wellness teas. Considered, simple, and rooted in the philosophy of skinimalism. When they launched their loyalty program, they wanted one that matched the warmth and intentionality of the brand itself.
Launched Club Joy, a three-tier points-based loyalty program built around ritual, community, and meaningful rewards that mirror Hello Joyous's commitment to joyful, intentional living.
Purchase Frequency
On average, Club Joy members purchase 28 times more often than non-members, the engine driving exceptional lifetime value.
from Top Tiers
The top two tiers are just 20% of members but drive over 60% of program revenue.
Become Buyers
Recent Club Joy members place their first order at rates of 75-76%, well above the industry benchmark.
Club Joy was always meant to be more than a points program. It's an extension of the community we've built around Hello Joyous. ethos let us design something that felt like ours from day one. The results have been beyond what we hoped for.
"
Co-Founder, Hello Joyous
Hello Joyous was founded by Joy McCarthy, a nutritionist and wellness author, alongside Walker Jordan. The brand is rooted in a simple idea: the world is a better place when people find more joy in the everyday. Clean, plant-based, and designed to slot into morning and evening rituals without complicating them.
That philosophy shapes everything Hello Joyous does. The product line is intentionally edited. Their language leans warm and personal. Their customers don't shop for trends. They build rituals, return often, and stay.
That created an unusual challenge for a loyalty program. Most apps in the category are designed for transactional customers. Earn points, redeem discount, repeat. Hello Joyous needed something fundamentally different: a program that lived inside the daily rhythm of its customers, recognized them in moments beyond the cart, and rewarded the consistency that already defined the brand.
- A program that fit the cadence of daily users, not seasonal shoppers
- Earning rules that recognized engagement, not just spend
- Tiers that rewarded consistency over time
- A platform with the flexibility to evolve with the brand
Working with ethos, the Hello Joyous team designed a program that earns points across the moments their customers were already showing up: daily ritual purchases, content engagement, birthdays, social follows, polls, reviews. Three tiers named to honor the journey of the brand itself. Rise, Bloom, Glow. A visual language warm enough to live alongside the products it rewards.
The entry tier. Where every Club Joy journey begins.
Unlocked by engaged members building their ritual.
The top tier. Members hold 8x more points than entry tier.
Each bar represents a group of members who joined Club Joy in the same month. Percentage shows the share who placed at least one order after joining. Industry average reflects the typical first-purchase conversion rate for new loyalty program members across loyalty platforms outside ethos.
Not Just Points
Hello Joyous customers don't just buy products. They build routines. ethos let the team design Club Joy around that behavior, which is why members purchase 28x more often.
More Reasons to Return
Purchases, referrals, reviews, Instagram, TikTok, polls, birthdays. ethos turns 20% of members into 60% of program revenue by giving them reasons to engage between orders.
Like the Brand
Rise, Bloom, Glow. Warm visuals. Joyful copy. ethos let Hello Joyous build something native to the brand, which is why three out of four new members become buyers.
Hello Joyous didn't grow LTV by accident. They grew it by building Club Joy on ethos.
If you want results like these for your brand, book a demo with us today.
.svg)
.svg){kind=icon}
.svg)
