Klaviyo Flows for Skincare Brands: The Flows You Need and Why
Skincare customers reorder, follow routines and need guidance. These are the automated flows that fit how they buy.
By Naomi, Klaviyo-certified, Signify Studio
The short answer: A skincare brand needs six flows in Klaviyo: welcome, abandoned cart, browse abandonment, post-purchase, replenishment (reorder reminder) and winback. The first four bring in and convert new customers. The last two bring existing customers back, which is where most skincare profit comes from.
1. Welcome flow
New subscribers are at their most interested right after they sign up. A good welcome flow introduces the brand, explains how the products work, shares the best sellers and offers a clear reason to place a first order. For skincare, a short skin-type or concern quiz inside the flow helps point people to the right product.
2. Abandoned cart flow
People who add a product and leave are close to buying. Send a reminder within hours, answer the common worry (ingredients, shipping, returns) in the second email, and keep any incentive for the last email so you do not train people to wait for a discount.
3. Browse abandonment flow
For shoppers who viewed products but did not add to cart. It matters more in skincare because buyers research ingredients and routines before choosing. Show the product they looked at plus related items that fit the same routine. See why flows stop sending if yours is quiet.
4. Post-purchase flow
After an order, explain how to use the product, when to expect results and how to build a routine. Good guidance reduces returns and sets up the second purchase. Ask for a review once the customer has had time to use the product.
5. Replenishment flow
Skincare runs out. Time a reminder to the product's typical usage window, for example when a one-month supply is nearly finished. Make reordering one click and offer a subscription where it fits.
6. Winback flow
For customers who have not ordered in a while. Lead with a useful reminder or new product, then a modest incentive. Suppress people who have stopped engaging so they do not harm your sender reputation.
Do the foundation first. None of these flows earn revenue if the emails land in spam. Check your sending setup before you build.
Which to build first
Start with the flows closest to a sale: abandoned cart, welcome and post-purchase. Then add browse abandonment, replenishment and winback. The Flow Bundle builds four core flows (11 emails) after fixing deliverability, for $2,500, one time. Monthly plans that add the rest are on the pricing page. I also wrote about the Klaviyo audit for skincare and beauty brands.
Questions people ask me
What flows does a skincare brand need in Klaviyo?
Welcome, abandoned cart, browse abandonment, post-purchase, replenishment and winback. Together they cover new customers, shoppers who hesitate, and customers ready to reorder.
Which flow earns the most for skincare?
It depends on the brand, so check your own flow revenue per recipient in Klaviyo. Abandoned cart and replenishment are often the strongest because they reach people who are ready to buy.
How many emails should each flow have?
There is no fixed number. A welcome flow often runs three to five emails and an abandoned cart flow two to three. Add emails only when each one has a clear job.
Build the flows that bring customers back.
Start with the free scan.