ABOUT THE BRAND

Innovating to meet customers where they are

Pixi Beauty was born 25 years ago in their flagship boutique in Soho, London, thanks to Petra Strand’s vision. Known for its no-makeup makeup aesthetic, Pixi helps beauty lovers achieve that just-woke-up-like-this glow. Now a global beauty phenomenon, the brand has always stayed true to its mission to help create pure, skin-loving, youth-enhancing products.

Pixi’s natural brand glow isn’t just skin-deep. It’s the result of staying ahead of trends and anticipating customer needs. From expanding globally to embracing ecommerce innovations, Pixi’s adaptability has been its strength. Launching a mobile app was a natural next step, giving superfans a new way to connect and engage with their favorite brand.

THE CHALLENGE

Pixi wanted meaningful engagements using a resource-conscious mobile app

For a long time, CEO Felix Strand said, custom mobile apps felt like an exclusive club for the mega-brands. Time, money, and the need for specialized skills put it out of reach for a lot of companies like Pixi Beauty — until now.

The Pixi Beauty team knew their superfans deserved more. They needed a resource-light way to communicate, activate, and engage with their most loyal customers without overloading their marketing team.

Felix also recognized the growing trend: more beauty brands were launching mobile apps (some even partnering with Tapcart), and he knew Pixi needed to keep pace. But they wanted something that met the brand’s needs. The right solution had to be self-contained, low maintenance, and easy to update without requiring a specialized team or coding expertise.

Plus, it couldn’t skimp on delivering the ultimate customer experience.

“We wanted something that looks and feels as seamless as a dot com but doesn’t need a full separate team to update it all the time,” said Felix.

Tapcart provided exactly what Pixi was looking for: a customized mobile app experience that could evolve with their customers, minus the stress of building and maintaining it from scratch.

“An app gives you an opportunity to communicate, activate, and engage with your superfans. They’re the most loyal brand ambassadors. An app is a great opportunity to give them a little special treatment.”
‍Felix Strand, CEO

THE SOLUTION

Quick to launch, ready to grow

Launching an app wasn’t just about following a trend for the Pixi Beauty team. It was a strategic move to connect with their most loyal superfans in a meaningful way.

“The loyal fans will engage on the app. For us, it's about taking care of our top people and making sure they feel special. Whether it's getting an extra gift-with-purchase, extra fun content, the opportunity to win a day with our founder, or a makeover in our boutiques… We make sure we take care of our most loyal fans.”
‍Felix Strand, CEO

An app offered the perfect channel to deliver exclusive perks and personalized experiences to these superfans, but Pixi needed a solution that made sense for their team.

“Tapcart was the least resource-intensive way to get the highest quality product,” said Felix.

With Tapcart, Pixi avoided the complexities of traditional app development — no coding, no massive time investment, no additional team members. The result? A sleek, customer-focused app that deepens relationships without draining resources.

Balancing customer needs and simplicity  with a thoughtful MVP launch

Pixi Beauty launched their app in November 2024 with a minimum viable product (MVP) — a simple, streamlined app designed to prioritize superfans while laying the groundwork for future growth.

Currently in its soft-launch phase, Pixi is testing and fine-tuning the app experience based on data and customer feedback. Felix explained that their focus is on finding a balance between what customers want to see and what makes sense to create. Based on this early phase, the team plans to customize the mobile app and add advanced features in the future.

Tapcart’s platform not only made the launch quick and stress-free but also gave Pixi the flexibility to grow and evolve the app alongside its customers’ needs. 

THE RESULTS

Soft launch success proves the concept

In just two months after its soft launch, Pixi Beauty’s app delivered results that highlight the value of connecting directly with their most loyal customers. 

With an average order value (AOV) that’s 45% higher than web purchases, these initial results suggest that the app is proving to be a revenue driver. The audience engaging through the app is spending more per purchase and showing their affinity for the brand.

This loyalty is reflected in the app’s repeat customer rate (RCR) of 63.5%, which is 59% higher than on the web. Once customers download the app, they tend to return—building stronger relationships and driving consistent revenue.

Even individual interactions are more valuable. Early data suggests that the app delivers 3.7% higher revenue per session and converts users 17% more effectively than the web, thanks to its seamless experience tailored for superfans.

The potential for long-term growth is equally exciting. “The lifetime value of an app download would be higher than someone that didn’t [download it],” explained CEO Felix Strand. “We have the opportunity to tell the story more… They’re already more engaged with the brand by the time they download the app.”

Pixi also plans on leveraging this engagement as a feedback mechanism, using app-based surveys to better understand their customers and refine their offerings. These early results show the app’s potential as both a revenue driver and a strategic tool for deepening customer relationships.

THE STRATEGY

Pixi focused on value to boost revenue

Pixi’s app was built to drive downloads, but more importantly, it was designed to create meaningful interactions and foster deep connections with superfans. Their approach combines personalization, thoughtful use of push notifications, and an integrated omnichannel strategy to maximize results.

Driving personalization at scale

Felix says personalization at scale is “the holy grail.” The app enhances personalization by leveraging customer preferences while maintaining a privacy-first approach. Push notifications are carefully curated to provide value rather than disruption.

By offering personalized product recommendations, exclusive content, and unique value-adds, Pixi ensures every customer feels seen and valued.

Earning mind space with push notifications

The Pixi team doesn’t hesitate to use push notifications to their fullest. They view using push,  one of the few remaining ways to interrupt customers with a brand message, as a privilege. Felix emphasizes the importance of using push notifications to create real value, not just noise.

“Every time we show [our audience] something, we need to make sure that we're creating value in some way,” said Felix.

Pixi leverages push notifications to:

• Delight customers with surprises and perks
• Educate them with tips and tutorials
• Offer exclusive deals and experiences

By respecting their audience’s attention, Pixi builds trust and strengthens brand loyalty.

"I always remind my team that anyone who follows us on social, downloads our app, or visits our website has chosen to engage with us. They've invited us into their digital space, and it's our responsibility to deliver content that adds value—never to take that attention for granted.”
‍Felix Strand, CEO 

Creating a 360-degree digital footprint

The app isn’t just a standalone channel for Pixi — it’s part of a larger ecosystem that ensures customers can engage with the brand wherever they prefer. The team’s approach ensures that wherever customers prefer to engage, whether on social media, email, or through the app, the brand is ready to meet them there.

During BFCM, Pixi leaned into its omnichannel strategy by creating surprise and delight moments across every channel, including the app. For instance, customers who made a purchase during specific hours received bonus fives, exclusive offers, or special perks. These creative touches encouraged engagement and made customers feel valued.

“The app needs a reason to exist,” said Felix. “It’s part of an ecosystem where, wherever they want to interact with us, we need to be there ready to interact with them.” 

This holistic approach positions the app as a key touchpoint in Pixi’s omnichannel strategy, making it easier than ever for superfans to stay connected.

Loyalty, geo-fencing, and the next evolution of Pixi’s mobile app 

With an MVP up and running, the Pixi team is actively planning how to make the app more impactful for their loyal customers. One of their top priorities is integrating their loyalty program, ensuring the app mirrors the website while offering exclusive app-only perks.

The brand is also working on connecting its boutiques with the online and app experience. They’re considering features like click-and-pick and geo-fencing to create a seamless shopping journey. Imagine browsing Pixi’s app, selecting products, and picking them up in-store, all while receiving location-based offers tailored for you.

With full integration between their boutiques and online channels in the works, Pixi is set to redefine how their superfans engage with them at every touch point.

“It's about focusing on the long term and building everything the right way — not necessarily spending a ton of money on paid media… The app is a great repository for information and a great tool for telling the brand story in a fun, interactive, and engaging way. It's a way for people to engage with us the way they want.”
‍Felix Strand, CEO