The influencer drove traffic.
Did their customers come back?
Beauty and apparel brands live and die by repeat purchase rate. Skubl connects every acquisition channel — creator, paid, organic — to downstream LTV and cohort retention. Invest in partnerships that build lasting customer relationships, not just first-order conversion volume.
Influencer Partnership — 12-Month Customer LTV
@laurenm — skincare routine
Tutorial@grwm.daily — makeup tutorial
Tutorial@stylewithjess — OOTD
Editorial@beautydeals — 20% off code
Discount@luxe.finds — affiliate link
DiscountDiscount creators acquire customers worth 74% less. Tutorial creators build customers who repurchase 3× more often.
Connected across your stack
The Problem
Why beauty brands scale the wrong channels.
CPA and ROAS look great for discount campaigns. But the customers they acquire are fundamentally different — and worth far less over time. The only way to see it is to connect acquisition to retention.
Discount customers destroy margin
Acquiring customers via promotional codes creates a cohort that expects every purchase to be discounted. Their repeat rate is low, their basket is smaller on reorder, and their LTV can be 70–80% lower than customers acquired through brand content.
74%
lower LTV for discount-acquired customers (avg.)
Influencer ROI is unmeasured
Most beauty brands measure influencer partnerships by last-click conversions from affiliate codes. This misses the brand-building effect entirely, understates the value of educational creators, and overstates the value of discount broadcasters.
3.8×
LTV difference: tutorial vs discount creators
Repurchase windows are missed
A customer who buys a 30ml moisturiser is likely to repurchase in 60–90 days. Missing that window — or reaching them too late with the wrong message — turns a potential loyal customer into a lapsed one.
60 days
average beauty repurchase window Skubl tracks
"We stopped paying for customers who never came back."
Charlotte Tilbury, after cutting all coupon affiliate partnerships based on Skubl's cohort data.
Customer Intelligence for Beauty
From first purchase to loyal customer.
Skubl connects your Shopify data, TikTok, Meta, and Klaviyo into a single intelligence layer — showing which channels and creators build customers with genuine long-term value.
Not all creators drive customers who come back.
Discount-code creators drive volume. Tutorial creators drive loyalty. The difference in 12-month LTV between the two can be 3–5×. Skubl connects every affiliate code and creator partnership to downstream cohort retention — so you know whether a £50k influencer deal is building your brand or burning your margin.
- Creator-to-LTV Attribution
- Cohort Retention by Influencer Type
- Partnership ROI Ranking by 12-Month Value
Beauty Brand — Customer Intelligence
"We stopped paying for customers who never came back."
A leading beauty brand used Skubl to map every influencer partnership to 12-month LTV. The finding was stark: their discount-code partners — who generated the highest conversion volume — were acquiring customers worth 74% less than their tutorial creators.
They cut all coupon affiliate partnerships within 90 days and reinvested the budget into skincare routine and application tutorial content. Repeat purchase rate rose from 18% to 31% within 12 months.
18% → 31%
Repeat purchase rate
74%
LTV gap: tutorial vs discount
12 months
Time to result
£0
Remaining coupon budget
How It Works
From influencer code to LTV insight in days.
Connect your channels
Skubl ingests creator affiliate codes, Shopify orders, TikTok and Meta ad data, and Klaviyo email flows. Every customer is matched to their acquisition touchpoints within 24 hours of first connection.
Build the customer LTV layer
Every customer's purchase history, browse behaviour, and repurchase cadence is modelled. Each acquisition source — creator, paid, organic — gets an LTV score updated daily as new orders come in.
Invest where retention is highest
Influencer LTV rankings, cohort heatmaps, and repurchase window alerts give your team clear action items every week. Brief creators based on retention data, not just conversion rate.
Accelerators
Beauty Intelligence Accelerators
Pre-built for beauty and apparel brands. Deploy in days.
Influencer LTV Ranker
Rank all creator partnerships by 90-day and 12-month customer LTV.
Repurchase Window Model
Predict optimal re-engagement timing by product category.
Basket Expansion Scorer
Identify customers most likely to add a second product category.
Seasonal Cohort Analysis
Compare gifting season cohort LTV vs evergreen acquisition cohorts.
Invest in partnerships that build customers,
not just conversions.
Connect every creator partnership and paid channel to 12-month LTV — and brief your team accordingly.