Background

Founded by industry veteran Tina Davies, Tina Davies Professional has become a cornerstone of the permanent makeup (PMU) industry, combining 20+ years of hands-on expertise with a mission to elevate artists through quality, education, and community. What began as a personal journey in 2000 has evolved into a global brand offering premium PMU products, artist-centered education, and unwavering support. As the product line and educational offerings expanded, the brand needed a sophisticated email strategy to guide customers through the right products at the right time, ensuring each artist received personalized, relevant value throughout their journey.

Approach

We built a customer journey-driven email flow system designed to match products, education, and support with each artist’s unique stage of development — from beginner to pro. Welcome flows introduced new customers to Tina’s story, product philosophy, and core values. Post-purchase and engagement-based flows segmented artists based on product type (e.g., needles, pigments, devices) and skill level, then delivered curated product recommendations and educational resources tailored to their needs. Abandonment flows and replenishment reminders were enhanced with artist testimonials and safety-focused messaging, reinforcing trust and long-term brand alignment. Throughout, we maintained a clean, professional aesthetic consistent with Tina Davies’ premium positioning.

Results

The result was an 84% increase in flow revenue, with notable growth in average order value and repeat purchases from more strategically nurtured customer segments. Artists felt seen, supported, and understood — leading to higher engagement, stronger community retention, and continued brand loyalty. By aligning messaging with the PMU artist journey, we helped Tina Davies Professional scale email as a powerful channel for both sales and long-term education.