Background

ST SAJ is a skincare brand rooted in radical self-acceptance. Built around the belief that freckles, lines, blemishes, and texture are all part of what makes skin beautiful, ST SAJ exists to enhance—not hide—your natural features. With a growing line of curated routines designed to improve skin quality over time, the brand needed a powerful email strategy that would educate, convert, and retain customers through personalized, value-driven communication.

Approach

We designed an education-first email ecosystem that guided customers through ST SAJ’s multi-step routines with clarity, confidence, and care. The welcome flow introduced new customers to the brand’s empowering philosophy and skincare approach, while product-specific sequences helped users understand when and how to use each item for optimal results. Post-purchase flows reinforced usage consistency, offered step-by-step guidance, and introduced follow-up routines to drive repeat purchases. The messaging was strategically segmented by skin concerns and goals, allowing each customer to feel supported on their personal journey to healthier skin.

Results

The result was a 288% increase in flow revenue, driven by high first-touchpoint conversions and a sharp rise in returning customers completing full skincare routines. By turning education into empowerment, we helped ST SAJ scale revenue while deepening emotional connection with its audience. Customers didn’t just buy—they began to trust the process, the products, and the purpose behind the brand.