E-Commerce
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Organic skin care · Fem care
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Shopify, lifecycle, paid media
Medicine Mama’s Apothecary is an established organic skin-care brand that found its second act in fem care — the “Skin Care For Down There” V Care line is now the brand’s primary focus. ARSNL was brought in to helpthe brand attract and convert more customers through e-commerce. Were built the Shopify experience, re-platformed lifecycle to Klaviyo, and tuned the paid mix. Email revenue jumped 260% in month one.
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Client
Medicine Mama’s Apothecary
Channel
DTC e-commerce (Shopify)
Scope
Site, subscription, Klaviyo lifecycle, paid media
Category
Organic skin care & fem care
The brief
The brand had a loyal base and a clear product hero in the V Care line. The job was to turn that into a bigger, more efficient e-commerce business — better site, better lifecycle, better media — without losing the directness that makes the brand work.
Fem care is a category that punishes euphemism. The brand doesn’t hide from the conversation, and we didn’t either.
What we did
- Shopify rebuild. Site navigation and design updates that made the V Care line easier to find, easier to compare, and easier to add to cart.
- Subscription at point of purchase. Integrated a subscription option into the buy flow — the take rate jumped immediately.
- Klaviyo re-platform. Moved off MailChimp and into Klaviyo, then built out nearly 100 automated emails — pre-purchase, cross-sell, upsell, win-back, abandoned cart, and replenishment.
- Paid media mix & optimization. Channel-mix changes plus continued optimization lowered customer acquisition cost, raised ROAS, and grew the brand to new revenue benchmarks.
Selected work
CRM · Email
Email and lifecycle.
Lifecycle and broadcast email work that lifted email-attributable revenue 260%.
Web · DTC
Product pages and DTC experience.
DTC site tuned to the shopper, the SKU, and the wellness buying moment.
Media · Paid social
Always-on paid social.
Performance paid social that feeds the email program and the cart.
The results
+260%
Lift in email revenue in the first month after the Klaviyo migration.
~100
Automated emails across pre-purchase, cross-sell, upsell, win-back and replenishment.
Subs up
Subscription take rate jumped after integrating subscribe-at-checkout into the Shopify buy flow.
Lower CAC
Channel-mix changes and continuous optimization lowered customer acquisition cost.
Higher ROAS
Return on ad spend improved alongside CAC reductions.
New highs
Brand grew to new revenue benchmarks during the engagement.
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Why it worked
The 260% email lift didn’t come from a clever subject line. It came from rebuilding the path between site, subscription, and inbox so each piece amplified the next: subscribe-at-checkout fed the lifecycle, the lifecycle fed reorder cadence, and paid media stopped buying customers the brand couldn’t keep.
That’s the case for putting the whole DTC stack under one roof — less vendor seam, faster compounding.
What's next
Then let's plan to get there.
