All work
Beauty
2025
Sölva Skin
DTC rebrand & pricing reset
(01) — Overview
A loved skincare line was stuck discounting to grow. We reset pricing around rituals, not single products, and rebuilt the store to match.
Client
sölva
Category
Beauty
Year
2025
Services
Pricing strategy, Packaging, Shopify build, Lifecycle email
(02) — The numbers
Average order value
Repeat purchase rate
Sitewide discounts
(03)
Challenge
Sölva had a devoted following and a growth habit it couldn’t break: sitewide discounts every few weeks. Revenue rose with each sale and fell straight after, and margins kept shrinking.
(04)
Approach
Research showed customers didn’t buy single products — they bought routines. We repackaged the range into three ritual sets, redesigned the packaging to match and priced the sets so they felt generous without a code.
A rebuilt Shopify store and lifecycle emails guide new customers from their first product to a full routine over six weeks.
(05)
Outcome
Average order value more than doubled and repeat purchases rose 38% — with zero sitewide discounts in the twelve months since launch.
We stopped competing on price and started selling a routine. Margins have never looked better.
Maja Lind, Founder
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